How to Avoid the Apple Service Fee When Boosting Posts
If you've ever boosted a post on Instagram or Facebook directly from the app, you might have noticed an unexpected fee added to your total. That fee is called the Apple service fee, and the good news is—it's avoidable.
In this blog, we’ll explain what the Apple service fee is, why it exists, and the best way to boost posts without paying extra for the same result.
What is the Apple Service Fee in Ads?
When you boost a post directly from the Instagram or Facebook app on an iPhone or iPad, your payment is processed through Apple’s App Store. As a result, Apple adds a 30% service fee to cover its in-app purchase commission.
So, if you spend $100 boosting a post, only about $70 of that is actually going towards your ad. The rest? Goes to Apple.
This doesn’t apply if you’re using Android or if you're managing ads from Meta’s Ads Manager on desktop or browser—but it’s something iOS users often miss.
Why Does This Happen?
Apple’s App Store policy requires a cut of all purchases made within apps downloaded from the App Store. This includes ad spend, subscriptions, and more. Meta complies with this by adding the fee automatically when you pay for boosted posts via iOS apps.
This means you’re essentially getting less advertising power for the same spend—unless you take steps to bypass it.
How to Avoid the Apple Service Fee: Use Meta Ads Manager
The simplest and most effective way to avoid the Apple fee is to boost your posts through Meta Ads Manager instead of directly in the app.
Here’s how to do it:
Step-by-Step: Boosting via Meta Ads Manager INSTEAD OF INSTA
1. Go to Meta Ads Manager
Access Ads Manager via business.facebook.com on your desktop or mobile browser (not the app).
2. Create a Campaign
Click “Create” to start a new campaign. Choose your objective: most people boosting posts go with Engagement, Traffic, or Reach.
3. Choose Your Post
At the ad level, instead of uploading a new creative, click “Use Existing Post”.
Select the Instagram or Facebook post you’d like to boost.
4. Define Your Audience
Set your target audience based on demographics, interests, or custom audiences. Ensure you filter to location correctly - we have seen clients have issues with boosting overseas by using Metas automatic audiences.
5. Set Your Budget and Schedule
Input your daily or lifetime budget and choose how long you want your ad to run. Since you're using Ads Manager, 100% of your spend goes to Meta—not Apple.
6. Publish Your Ad
Review the campaign settings, then click “Publish”. Your boosted post will now run without any added fees.
Bonus Tip: Save Audiences for Later
One advantage of Ads Manager is being able to save and reuse your audience settings, which saves time and helps you run more consistent campaigns.
Need more info? Contact us:
Final Thoughts
Boosting a post directly in the Instagram or Facebook app might seem quick and easy—but for iOS users, it comes with an invisible cost. The Apple service fee can quietly eat into your ad budget without delivering any extra value.
Using Meta Ads Manager is not only more cost-effective, but it also gives you greater control, better targeting options, and full transparency over your spend.
Want more help with Meta advertising? Our team specialises in making paid media meaningful, get in touch if you’d like support building campaigns that deliver real results (with no hidden fees).
