Google Play is updating its business model to offer developers more flexibility and support their growth. A new billing choice program will allow developers globally to use alternative billing systems or link to their own websites for purchases within the UK and EEA, with expansion planned for other markets. This program offers more options for handling digital commerce alongside Google Play's existing billing. Starting June 30, 2026, service fees will be separated from billing fees in the US, EEA, and UK. The initial service fee will be 10% on the first $1 million in annual earnings for all transactions, including auto-renewing subscriptions. For other transactions, fees will vary based on whether the user's app install is new or existing in a region. An additional 5% billing fee will apply for transactions using Google Play's billing system in the US, UK, and EEA. Developers using alternative billing or external links will not incur this billing fee. Google is also introducing revamped Games Level Up and a new Apps Experience program. Developers whose apps and games meet specific requirements for these programs can qualify for reduced service fee rates. Detailed guidelines for these programs are available, with program rate cards becoming active on September 30, 2026. These updates will roll out on a staggered timeline across all markets. Developers are encouraged to review the program details and guidelines to prepare for the upcoming changes.