Google Play to allow developers’ external apps in EU

The external offers program allows developers of Google Play managed apps to lead users in the European Economic Area (EEA) outside the app, including to promote offers for in-app features and services, subject to Google Play’s Payments policy

The Google Play store is updating its external offers program in the European Union (EU) to allow links to download developers’ own external apps and to let developers select ongoing service tiers.

These changes will be available in the fall, Google said in a Tuesday post on a support page. The external offers program was introduced in March 2024.

The external offers program allows developers of Google Play managed apps to lead users in the European Economic Area (EEA) outside the app, including to promote offers for in-app features and services, subject to Google Play’s Payments policy, the company said in the post.

The post added that developers must meet Google’s eligibility and requirements, complete their enrolment in the external offers program and remain subject to the company’s Payments policy and applicable service fees.

In another Tuesday post on a support page, Google said: As part of our continued compliance with the EU Digital Markets Act, we have made additional updates to our external offers program to offer more flexibility for developers while balancing trust and safety needs across the ecosystem.

Google’s latest changes to the Play Store came in response to a warning from EU regulators and aim to prevent future penalties, Bloomberg reported Tuesday.

Similar pressures led Apple to make changes to its App Store while at the same time launching a legal challenge against EU regulators.

Clare Kelly, senior competition counsel at Google, said in Tuesday’s Bloomberg report: While we still have concerns that these changes could expose Android users to harmful content and make the app experience worse, we’re updating our External Offers Program for the EU with revised fees and more options for Android developers.