Google Play (US): external links + alternative billing rules updated under the Epic injunction
Google updated its US Play policies and launched new programs for external links and alternative billing while the Epic injunction is in effect. Here’s what app teams actually need to do.
Original update (source): Google Play Console Help - “An update regarding Google Play’s policies for developers serving users in the US” (includes updates dated Oct 29, 2025 and Dec 9, 2025)
What changed (and why it happened)
Google is updating US-only Play policies and program requirements in response to an injunction related to the Epic litigation.
The practical headline: US distribution on Play now has more room for external communications, external links, and alternative billing, but only if you follow the updated policy + program requirements.
The parts app teams should pay attention to
The page calls out three concrete follow-ons dated Dec 9, 2025:
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Payments policy was clarified
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Alternative billing programs were expanded (US)
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External content links program launched (US)
If you rely on links to web checkout, web accounts, content subscriptions, or non-Play purchase flows, you now need to treat these as program enrolment + compliance work, not a one-off “add a link” change.
The deadline you can’t ignore
Google states developers have until January 28, 2026 to come into compliance if they want to continue:
- linking US users to external content, or
- offering alternative billing systems.
What marketers should do this week (tiny wins)
- Write a one-page US flow map: which screens mention price, which screens link out, which screens take payment, and what the fallback is if a link is removed.
- Align comms + product: make sure your store listing promises match what the in-app flow can legally deliver in the US (and that EU/UK flows don’t accidentally inherit US-specific language).
- Plan for reversibility: this is explicitly tied to the court order. Treat it like a “while the injunction is active” toggle, not a forever state.
Read the original update: https://support.google.com/googleplay/android-developer/answer/15582165?hl=en
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