New Delhi: In a bid to rival Apple and Google in the European Union's app download market, Meta is reportedly developing a feature that would allow users to download apps directly through Facebook ads. Currently in the pilot phase, this new functionality enables users to click on an ad and seamlessly access the app store for immediate installation.

The move by Meta is viewed as a strategic response to the dominant position held by Apple and Google, who currently control the majority of app downloads in the E.U. It is worth noting that Apple and Google charge a 30% commission on in-app purchases, a practice that has faced criticism from app developers.

Regulators in the E.U. have been pressuring Meta to grant users greater control over their data, and this forthcoming feature is considered a step in that direction. By facilitating app downloads through Facebook ads, Meta aims to comply with these regulations while providing users with increased choice in selecting their preferred app download sources.

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At present, the feature is being tested with a select group of Android app developers. If successful, Meta plans to expand its availability to more developers throughout the E.U. in the future.

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Additional details that could be incorporated into the news article include the underlying motivations behind Meta's introduction of this feature, the potential impact on the competitive landscape of the E.U.'s app download market, the perspectives of app developers and regulators regarding the new functionality, as well as an analysis of the potential risks and benefits associated with its implementation.

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