Google Play’s New Billing and App Store Changes: What Developers Need to Know
Published 5th March, 2026 by Stuart Hall
Google is making one of the biggest changes to Google Play in years.
In a new announcement titled “A new era for choice and openness”, Google introduced expanded billing options, support for alternative app stores, and a new pricing model for developers.
For Android developers, the announcement could change how apps handle payments, subscriptions, and distribution.
The announcement introduces major changes to Google Play billing, developer fees, and Android app distribution. These updates affect how developers monetize apps, process in-app purchases, and distribute Android apps outside the Play Store.
What we cover:
- Key Changes at a Glance
- More Billing Options for Android App Developers
- Alternative App Stores Are Becoming Easier to Install
- How the New Google Play Billing and Fee Changes Work
- Google Play Fees Are Changing
- Resolving the Epic Games Dispute
- What This Means for Developers
- The Bottom Line
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Try Appbot free now, no credit card needed →Key Changes at a Glance
Google’s announcement introduces several major updates:
- Developers can use their own billing systems alongside Google Play Billing
- Android will support a Registered App Stores program
- Google Play is introducing a new pricing model with lower service fees
According to Google, the goal is to increase choice and openness while maintaining security and user trust in the Android ecosystem.
More Billing Options for Android App Developers
One of the biggest changes is expanded flexibility around payments.
Developers will now be able to:
- Use their own billing system inside apps
- Direct users to external web checkout
- Continue using Google Play Billing
This change gives developers more control over how transactions happen inside their apps.
For example, a developer could manage subscriptions directly through their own systems rather than relying entirely on Google Play’s billing infrastructure.
At the same time, Google Play Billing will remain available for developers who want a fully integrated in-app payment solution.
Alternative App Stores Are Becoming Easier to Install
Android has long supported installing apps from outside Google Play, but Google is now introducing a new Registered App Stores program. Under this program:
- App stores that meet Google's security and quality standards can register
- Registered stores will have a simplified installation flow for users.
- Unregistered stores can still operate through traditional sideloading
Google says the program is designed to make installing trusted third-party app stores easier while maintaining safety protections for users.
The program will initially launch outside the United States before expanding further.
How the New Google Play Billing and Fee Changes Work
Google is introducing a new pricing structure for Google Play.
The updated model separates billing fees from Play Store service fees, giving developers more flexibility depending on how payments are handled.
Google Play Fees Are Changing
Billing Fee
Developers who choose to use Google Play’s billing system will pay a market-specific billing fee, which will be 5% in the US, UK, and European Economic Area.
Service Fees
Google is also updating service fees for in-app purchases:
- 20% service fee for in-app purchases from new installs
- 15% service fee on transactions from new installs for developers participating in certain Google programs
- 20% service fee on transactions from existing installs for participating developers
- 10% service fee for recurring subscriptions
The reduced 15% rate applies to developers who join the Apps Experience Program or the updated Google Play Games Level Up program, which reward apps that meet certain quality benchmarks.
Google says these programs reward apps that deliver strong quality, performance, and user experience.
Rollout Timeline
Google says the changes will roll out gradually across regions:
- June 30: United States, United Kingdom, and the European Economic Area
- September 30: Australia
- December 31: Korea and Japan
- September 30, 2027: Rest of the world
Google says the staggered rollout will allow time to build technical infrastructure and align with local regulations.
Resolving the Epic Games Dispute
Google also confirmed that these changes resolve its long-running dispute with Epic Games.
The dispute began when Epic challenged Google’s payment requirements and app store policies for in-app purchases.
According to Google, the companies have now resolved their disputes worldwide as part of the new framework.
What This Means for Developers
For most developers, Google Play will likely remain the primary way to distribute Android apps.
However, these changes introduce new flexibility in how developers manage payments and monetization.
Developers may not experiment with:
- External payment flows
- Alterantive app store distribution
- Hybrid monetization strategies
At the same time, Google Play will continue to provide core infrastructure including:
- Global app distribution
- Built-in billing and subscription management
- Security protections
- App discovery through search and rankings
For many developers, especially smaller teams, these built-in tools may still make Google Play the easiest way to reach Android users.
Why This Matters for the Android Ecosystem
While these updates introduce more flexibility, they don’t necessarily mean developers will immediately move away from Google Play.
Google Play still distributes apps to billions of Android devices worldwide, making it one of the largest software distribution platforms in the world.
In practice, the Android ecosystem may evolve into a hybrid model where:
- Google Play remains the primary distribution platform
- Alternative payment systems grow for certain apps
- Some companies experiment with alternative app stores
The biggest impact may be for large developers and game publishers, who now have more freedom to experiment with new monetization models.
The Bottom Line
Google describes these updates as “a new era for choice and openness.”
For developers, the changes introduce more flexibility around payments and app distribution, while still keeping Google Play at the center of the Android ecosystem.
The real question is whether developers will take advantage of these new options or whether Google Play will continue to function as the primary hub for Android apps.
The answer will likely shape the next phase of the Android app marketplace.
FAQ: Google Play Billing and App Store Changes
Can Android apps use their own billing systems now?
Developers will soon be able to use their own billing systems alongside Google Play Billing, giving them more flexibility in how in-app purchases are processed.
According to Google, these changes will roll out gradually across regions, beginning in the United States, United Kingdom, and Europe, with other regions including Australia launching later in the year.
What is the Google Play billing fee?
Developers who use Google Play Billing will pay a market-specific billing fee, which will be 5% in the US, UK, and European Economic Area.
Are Google Play service fees changing?
Yes. Google is introducing updated service fees including:
- 20% service fee for in-app purchases from new installs
- 15% service fee for certain developers participating in Google programs
- 10% service fee for recurring subscriptions
Can developers launch alternative app stores on Android?
Yes. Google is introducing a Registered App Stores program that allows third-party app stores to register and provide a simplified installation experience.
Want to monitor & track your app reviews?
Try Appbot free now, no credit card needed →Where to from here?
- Explore the strategies employed by top grossing apps and learn how to achieve success.
- Master the art of writing an irresistible app store description that captures attention and drives downloads.
- Reply to app store reviews on the Apple and Google Play stores for happier customers and better star ratings.
- Dive into the secrets of creating addictive apps that keep users hooked and coming back for more.
About The Author
Stuart is Co-founder & Co-CEO of Appbot. Stuart has been involved in mobile as a developer, blogger and entrepreneur since the early days of the App Store. He built the 7 Minute Workout app in one night and blogged the story of growing the app to 2.3 million downloads before exiting to a large fitness device company. Previously he was the co-founder of the Discovr series of applications which achieved over 4 million downloads. You can connect with him on LinkedIn.
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