Starting October 29, 2025, Android users in the United States gained the ability to download apps and complete payments outside of the Google Play Store. The change comes as a result of a court ruling in the Epic Games vs. Google case, which required Google to allow developers to link to external app stores and payment systems. For both developers and players, this represents a notable shift in how Android apps can distribute content and handle transactions.
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Google Updates Play Store Policies
With the new policy, US-based Android users now have more freedom in how they access and pay for apps. Developers can include links to external app downloads, promote alternative pricing, and offer payment options beyond Google Play’s in-app billing system. This means users can now pay through channels such as PayPal, credit cards, or the developer’s own payment system. Previously, Google restricted apps from directing users to alternative payment methods, keeping all transactions within the Play Store.
This change is currently limited to the United States and will remain in effect until November 1, 2027, under the court’s order. Google has stated that it will continue to enforce safety and trust standards through its SAFE principles while updating policies and business models in consultation with developers.
More Direct Interactions with Users
For developers, the updated policy enables more direct interactions with users and potential increases in revenue. Studios can create external web stores for selling digital content, subscriptions, or in-game items, keeping a higher percentage of each transaction compared to traditional Play Store fees. Companies like Xsolla, which provide payment solutions for games, report that developers can now embed external checkout options into Android games.
These features allow developers to include banners, links, or "Buy" buttons that redirect players to secure browser checkout pages, where they can complete purchases before returning to the app. Studios are encouraged to offer additional incentives, such as exclusive items or bonus in-game currency, to encourage users to use these external payment systems.
External Websites for Purchases
Google’s changes follow similar policy updates made by Apple earlier in 2025. In that case, US iOS developers were allowed to link users to external websites for purchases. Reports indicate that developers who implemented web-based checkouts saw revenue growth averaging over 100%, with even simple links resulting in notable gains. These results highlight the potential benefits of offering direct payment options and reducing reliance on platform fees.
Implementing a "Buy Button" is a straightforward process. Developers sync in-game items with their web shop, verify the player’s identity through deep links, and direct users to a secure checkout page. Once the payment is complete, players are returned to the app. Additional incentives such as extra currency or exclusive in-game items can encourage users to adopt this system.
Starting in July 2026, developers will be allowed to launch their own branded app stores. This will give studios another avenue for distributing apps without relying solely on Google Play. This approach could reshape mobile gaming for larger developers, allowing them to bypass platform fees entirely and offer their games directly to players.
Limitations and Future Considerations
These changes currently apply only to the US. Google has not announced similar policies for other regions, although updates could come in the future. Apple has faced international pressure to adopt external payment options, including regulations in the European Union, South Korea, and the Netherlands. Google’s shift represents its first major step toward a more open app distribution system, at least within US borders.
The court order will remain in place until November 2027, and Google plans to continue refining its policies to align with safety and platform trust. For now, Android users in the US have more options for accessing apps and making payments, while developers can experiment with direct sales, external payment systems, and new pricing strategies.
Frequently Asked Questions (FAQs)
Can Android users outside the US access external payments?
Currently, the new Google Play Store policies allowing external payments apply only to users in the United States. International users must still use the standard in-app billing system.
What types of payment options can developers offer?
Developers can now provide external payment options such as PayPal, credit cards, and their own payment systems, bypassing Google Play’s in-app billing.
How do external “Buy Buttons” work?
A Buy Button redirects users to a secure web-based checkout page where they can complete a purchase. After the transaction, users return to the app to continue their experience.
Will developers still need to follow Google’s safety rules?
Yes. Google maintains its SAFE principles and will continue to enforce guidelines that protect user trust and security, even with the new external payment options.
When will branded app stores be allowed?
Developers will be allowed to launch their own branded app stores starting in July 2026, providing another option for distributing apps outside Google Play.
