Google Play Store Payment System Changes: Could Digital Subscription Prices Fall?
The change in the Google Play Store payment system has become a significant issue for Android users, app developers, and digital business players. It is natural for many parties to hope that this new policy could make in-app purchases and digital subscriptions cheaper.
However, a price reduction will not happen automatically. Under the proposed scheme, Google is providing more space for developers to use alternative payment systems within apps or direct users to payments via their own websites. Nevertheless, the final decision regarding pricing remains in the hands of each individual developer.
This means the impact of this policy must be viewed from two sides: the opportunity for developers to save on service costs and the potential benefits passed on to consumers. If developers choose to share these efficiencies, users could enjoy more competitive prices. If not, the new cost structure could simply become additional margin for app developers.
The primary change lies in the opening of alternative payment options. Previously, the Android app payment ecosystem was closely tied to Google Play Billing. Under the new scheme, developers have the opportunity to provide other choices, either through alternative payment systems within the app or through payment channels on the developer’s own website.
This scheme is also accompanied by changes in the service fee structure. The standard service fee for transactions from new installations is set at 20% for in-app purchases and 10% for subscriptions.
However, if developers continue to use Google Play Billing, there is an additional billing fee. Examples mentioned include an additional 5% in the United States, the United Kingdom, and the EEA region. Consequently, the choice of payment method can affect the total costs incurred by developers.
The opportunity exists, but it cannot be absolutely certain. A reduction in service fees could provide developers with the room to lower prices, offer discounts, or provide more attractive subscription packages.
However, developers may also choose alternative strategies. For instance, they might maintain existing prices and use the cost difference to increase profit margins. This decision could be influenced by many factors, ranging from operational costs, revenue targets, and user acquisition costs to competition strategies within each application category.
For consumers, these changes mean that digital service prices may become more varied. In practice, users will need to compare prices offered within an app with those available through the service’s official website, if that option is provided.
What users should note: Prices for in-app purchases and digital subscriptions may differ between the Play Store channel, alternative in-app payment systems, and the developer’s website. Users should check the total cost, payment method, transaction security, and subscription cancellation terms before paying.
In Indonesia, the changes to the Play Store payment system have important context regarding competition law. The KPPU (Business Competition Supervisory Commission) previously stated that Google mandated the use of Google Play Billing and charged service fees of 15% to 30%.
On 10 March 2026, the Supreme Court rejected Google’s cassation. With that ruling, the KPPU’s decision is considered legally binding.
The KPPU ordered Google to cease the mandatory use of Google Play Billing. Google was also requested to open ‘User Choice Billing’ with an incentive of a minimum 5% reduction in service fees for one year from the date the decision became legally binding.
For app developers in Indonesia, this situation has the potential to create much broader space for determining payment channels. Developers can evaluate whether to continue using Google Play Billing, provide alternative payment options, or direct users to their own websites.
The change in the Google Play Store payment system opens a new chapter in the Android app ecosystem. For developers, this policy provides greater room to manage payment channels and pricing strategies. For consumers, the impact could be felt in subscription costs, digital item purchases, and premium in-app services.
Nevertheless, app prices and digital subscriptions will not automatically become cheaper. The potential for price reductions will only be felt if developers pass the service fee savings on to users. Therefore, consumers need to be more active in comparing prices and paying attention to the payment channels offered by each application.