Google’s first U.S. Play Store compliance changes took effect on October 29, 2025, but the larger overhaul arrived in stages through June and July 2026. Developers serving U.S. users can now use alternative billing and external links under Google’s programs, while a redesigned fee model and rival-app-store programs are rolling out. Google still collects service fees, imposes eligibility and safety rules, and faces continuing scrutiny over whether competing stores are discoverable enough.
What Epic actually won
Epic did not win a ruling that simply declared Google’s commission a “30% tax” illegal. On December 11, 2023, a jury found that Google unlawfully maintained monopoly power in Android app distribution, Android in-app billing, and the connection between Play distribution and Google Play Billing. It also found that Google unlawfully tied Play Store use to Play Billing.
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The district court’s October 7, 2024 permanent injunction required Google to let developers communicate alternative prices, billing systems and distribution channels; give qualifying third-party stores access to the Play catalog; allow rival stores or distribution platforms to be distributed through Google Play; and stop certain contracts that advantaged Play over competitors. The injunction was designed to last three years while allowing reasonable safety measures and cost-based catalog-access fees. The Ninth Circuit upheld the central judgment and injunction on July 31, 2025.
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The timeline: first compliance, then a broader redesign
| Date | What happened |
|---|---|
| December 11, 2023 | Jury returns a unanimous verdict for Epic. |
| October 7, 2024 | District court enters the permanent injunction. |
| July 31, 2025 | Ninth Circuit upholds the core judgment and injunction. |
| October 29, 2025 | First specified U.S. Play policy changes take effect. |
| December 9, 2025 | Google launches the relevant external-link and alternative-billing programs. |
| March 4, 2026 | Google and Epic announce a settlement framework and redesigned fees. |
| June 30, 2026 | New fee model begins in the United States, United Kingdom and European Economic Area. |
| July 22, 2026 | U.S. Play Catalog Access and Third-party App Store on Play programs become effective. |
| October 1, 2026 | Enrolled U.S. developers using external links or alternative billing are scheduled to begin additional reporting and applicable fee payments. |
Google’s U.S. policy page documents the implementation dates and program rules.
What changed for payments and fees
Google’s new structure separates the fee for distributing and supporting an app from the fee for using Google Play Billing. In the United States, United Kingdom and EEA, the announced rates are:
| Situation | Announced fee | Important qualification |
|---|---|---|
| Service fee | Starts at 10% | Applies to the first $1 million in annual earnings under the announced structure. |
| Google Play Billing | Additional 5% billing fee | Applies when the developer uses Google’s billing system. |
| In-app purchases from new installs | 20% service fee | Standard announced rate; “new install” depends on the user’s first install or update after the regional rollout. |
| Subscriptions | 10% service fee | Applies to recurring subscriptions under the announced model. |
| Qualifying Apps Experience or Games Level Up participants | 15% service fee for qualifying new-install transactions | Requires meeting the relevant program conditions. |
Google’s March announcement and its June billing explanation make clear that alternative billing does not eliminate Google’s service fee. It avoids only the separate 5% Play Billing fee.
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Why “new install” matters
A user is treated as a new install when the first install or first update from Google Play occurred on or after the fee model’s regional rollout date. An existing install is one whose first install or first update happened before that date. The applicable rate can therefore depend on installation history, not merely on when a purchase occurs.
What developers can now do in the U.S.
For mobile and tablet apps serving U.S. users, Google says developers may discuss outside prices and payment methods, link to an external download or transaction, and use alternative in-app payment methods. They may not set a different price solely because a customer chooses a non-Google billing system.
These permissions are program-based and region-specific. They should not be described as a worldwide removal of Play billing rules.
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Three payment choices for developers
| Model | Google billing fee | Service fee | Operational reality |
|---|---|---|---|
| Google Play Billing | 5% in the U.S., U.K. and EEA | Applies | Integrated checkout, refunds and subscription tools; least implementation work. |
| Alternative billing inside the app | None | Applies | More control, but the developer handles payment integration, support, fraud, refunds and compliance. |
| External web checkout | None | Applies | Maximum checkout control, but browser handoff can add friction and require account linking and web-commerce operations. |
The percentage is only part of the calculation. Developers should model payment-processing costs, taxes, chargebacks, refunds, subscription management, analytics attribution, customer support and any conversion loss caused by sending users outside the app.
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Catalog access
Qualifying third-party Android stores can apply to access the Google Play catalog under Google’s Play Catalog Access Program. Access is subject to enrollment, safety, catalog-participation and other program rules.
Distribution through Play
Under the Third-party App Store on Play Program, qualifying stores or distribution platforms can be made available through Google Play. Google said that, unless developers opted out by July 22, it would begin providing their app listings to third-party U.S. Android stores.
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This does not mean every rival store automatically receives every Play app or that every store has unrestricted access. Developer opt-outs, onboarding, eligibility, safety requirements and catalog rules still matter. The two programs were effective in the U.S. on July 22, 2026, according to Google’s policy documentation.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Android users may notice
- More payment routes for digital goods and subscriptions.
- Possible lower prices if developers pass savings to customers; Google’s changes do not require them to do so.
- More opportunities for stores such as Epic Games Store or Aptoide to distribute apps, subject to participation and availability.
- Different refund policies, parental controls, update systems and security practices between stores.
- Extra registration or installation steps, and possible duplicate or conflicting app versions.
Google continues to emphasize sideloading and third-party-store security risks. Store availability also depends on country, device form factor, developer participation and program eligibility.
What remains unresolved
On March 4, 2026, Google said it and Epic had resolved their disputes worldwide and asked the district court to enter a revised Modified Injunction. That negotiated framework is separate from the original court-ordered U.S. remedy, and implementation oversight did not simply disappear.
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A report published by Android Central on August 14, 2026 said Judge James Donato believed Google Play was not doing enough to help users discover rival app stores. That is secondary reporting, not a verified final order in the material available here, so it should be treated as an unresolved enforcement issue rather than a completed new ruling.
Another concrete date is October 1, 2026, when enrolled U.S. developers using external links or alternative billing are scheduled to begin transaction and successful-download reporting and paying applicable service fees.
Bottom line
Google did not change the Play Store in one event or abandon its fee system. It first opened U.S. links, communications and alternative billing in late 2025; then separated service and billing fees and introduced rival-store programs in 2026. The result is more formal choice for developers and potentially more choice for users, but Google still charges service fees, controls enrollment and safety rules, and remains under scrutiny over whether competitors are genuinely easy to find.
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