Google Opening the Gates: External Payment Links Are Coming to Android in the U.S.

Mid-August 2025 is set to mark a major shift in the mobile app economy. For the first time, Android developers in the U.S. will be legally permitted to include external payment links inside their apps, breaking free from the exclusive grip of Google Play Billing.

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This follows a landmark decision by the Ninth Circuit Court of Appeals, which upheld Epic Games’ 2023 antitrust victory over Google. With the appeal rejected, the original injunction is now enforceable, and the implications for mobile publishers are enormous.

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So When Exactly Does This Take Effect?

The injunction is enforceable, but the exact start date depends on what happens next:

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Scenario A: Google does not file another motion for a stay

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The injunction goes into effect automatically. Based on standard timing rules (the day of the ruling isn’t counted), enforcement would begin on Thursday, August 15, 2025.

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Scenario B: Google files a motion for a longer stay

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The court to decide whether to pause the injunction while Google pursues a possible appeal to the U.S. Supreme Court. If no decision is made in time, or the request is denied, the August 15 deadline still holds.

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For publishers, the bottom line is this:

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There is no definitive legal green light to activate external payment links inside U.S. Android apps before August 15, 2025.

What Changes, and When?

Google must comply with a set of structural remedies designed to open up the Android ecosystem. Once enforced, here’s what developers will be allowed to do:

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Add External Payment Links

Include tappable links inside apps that take users to browser-based checkouts, outside the Google Play Billing system.

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Use Alternative Billing Systems

Integrate your own in-app payment providers that meet basic security and disclosure standards.

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Enable Sideloading and Third-Party Stores

Distribute apps outside of Google Play, including via pre-installed or independent app stores, without penalty.

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Access Play Store APIs

Gain equal access to Google Play’s APIs for app ratings, rankings, and discovery signals, helping level the field for alternative platforms.

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What Guardrails Still Apply?

This isn’t a free-for-all. Some restrictions remain:

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• External checkout flows must be clearly labeled - not disguised as native purchases.
  
  
• Privacy, security, and disclosure standards must still be met.
  
  
• Applies to the U.S. only - for now.
  
  

Still, the message is clear: the days of mandatory Google Play Billing are over, at least in the U.S.

Why This Matters for Publishers

Since May, we’ve all been asking: Will the iOS ecosystem stay open? Will Android follow?

It’s a resounding yes for the former. As for the latter - we’ll wait until August 15 before answering. But it certainly seems promising. 

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If the August 15 timeline stands, on Android you’ll soon be able to:

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• Offer discounted prices off-platform without risking app store removal
  
  
• Steer users to checkout flows you control, with better data and higher margins
  
  
• Align your iOS and Android monetization under a single, compliant D2C model
  
  

For publishers who’ve spent years optimizing around store restrictions, this is a rare opportunity, a chance to reset and rebuild for performance, profitability, and ownership.

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What’s at Stake? $796 Million in Margin

To illustrate the opportunity, we pulled data from AppMagic on the top 10 grossing mobile game publishers in the U.S. (Google Play, 2024).

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We then calculated how much additional profit they could earn if they moved 100% of their in-app purchases to an external payment system with a 5% fee (like Appcharge) instead of 30%.

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The result?

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$796 million in annual profit unlocked with zero new users, no extra ad spend, and no complex launches. Just an easy integration.

Appcharge: Helping You Move with Confidence

We know the landscape is shifting fast. At Appcharge, we’re closely observing the developments and preparing our product pipeline accordingly. 

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If you’re ready to go live with external payments on Android from August 15, or just want to understand how this ruling fits into your long-term strategy, we’re here to chat.

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We’ll continue monitoring the legal process and keep our partners informed if the timeline changes.

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