Facebook is considering allowing users in the European Union to download apps directly through ads on the platform, bypassing Google and Apple’s app stores. This is made possible by the EU’s Digital Market Act, set to take effect in 2024, which designates Apple and Google as “gatekeepers.” Facebook plans to pilot this with a few Android app developers, potentially starting later this year. The move would allow users to instantly download and install Android apps advertised on Facebook without needing to visit Google’s Play Store. Facebook intends to initially waive its share of app revenue from participating developers. Meta, formerly known as Facebook, is following Microsoft’s similar plan to launch a mobile games app store in the EU.
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