> ## Documentation Index
> Fetch the complete documentation index at: https://funnelfox.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Web2app compliance

> Understand how web2app funnels comply with App Store and Google Play policies, where compliance risk appears, and how to maintain it.

Web2app funnels are not prohibited by App Store or Google
Play policies. Users can subscribe on the web and access
the service in the app. Platform rules mainly regulate
in-app purchases, not web billing.

## What is web2app

A typical web2app funnel has three parts:

1. The user clicks an ad, lands on a web page, and
   goes through an onboarding flow.
2. The user subscribes on the web using Apple Pay or Google Pay, cards, PayPal, and so on.
3. The user follows a deep link to the app store,
   installs the app, logs in, and gets access to the
   purchased plan.

Web2app is not a loophole. It is a widely used
acquisition and monetization model. You can run web2app
and direct-to-app acquisition in parallel.

## Why compliance questions arise

Billing and distribution happen under different rule
systems: platform policies govern in-app purchases,
while regional consumer protection laws cover pricing
disclosure, auto-renewal, and cancellation. This
creates perceived ambiguity.

<Info>
  Web2app is distinct from app-to-web. In web2app,
  users subscribe on the web and then install the app.
  In app-to-web, the user starts inside the app and is
  directed to pay on an external website. App-to-web
  carries higher compliance risk.
</Info>

## What platform policies regulate

### In-app purchase requirements

Digital purchases made inside the app must use the
platform's in-app purchase system. However, both
platforms recognize multiplatform services. Users can
subscribe elsewhere and log into the app to access
their account.

The key restriction: apps must not
direct users to alternative payment methods inside the
app interface.

In the EU, limited exceptions allow certain apps to link to external payment options under specific entitlements. The setup is complex, with multiple rules and fee layers.

<Info>Apple’s guidelines also note that these items should generally be available as in-app purchases within the app.</Info>

### Digital goods vs physical goods

Digital goods and subscriptions fall under platform
billing rules when sold inside the app. Physical goods
and offline services can use third-party payment
systems.

### External payment disclosures

Payments that happen outside the app are generally not
regulated by platform billing rules. However, the app
interface should not create the impression that a
purchase is handled through the App Store or Google
Play if the payment actually happens elsewhere.

### Subscription transparency and cancellation

Apps must clearly disclose subscription terms before
purchase: price, billing period, and auto-renewal
details. For web-billed subscriptions, the publisher
fully controls and is responsible for making
cancellation clear and accessible.

<Note>
  Platform policies continue to evolve. Always refer to
  the latest Apple App Store Review Guidelines and Google
  Play Payments Policy for current requirements.
</Note>

## Where compliance risk appears

Risk usually comes from implementation issues, not the
model itself:

* **Misleading pricing**: The web funnel describes one
  plan or trial, but the app presents the subscription
  differently after sign-in.
* **Buried billing terms**: Renewal price, billing
  period, and cancellation method are hidden instead
  of being visible before purchase.
* **Broken web-to-app continuity**: The app experience
  does not match the funnel promise, leading to refunds
  and chargebacks.
* **Inaccessible cancellation**: Users cannot easily
  cancel their web-billed subscription, triggering
  disputes and payment processor monitoring programs.
* **Region-specific blind spots**: The EU, UK, US,
  and Australia each have different requirements for
  disclosures, auto-renewal, and cancellation rights.

<Warning>
  These failures can lead to chargebacks and, in extreme
  cases, merchant account restrictions. Enforcement
  focuses on user protection, not on whether a web
  funnel exists.
</Warning>

## How to maintain compliance

Treat compliance as an ongoing process:

* **Keep subscription terms clear**: Show pricing,
  billing frequency, and renewal terms before checkout.
  Avoid "free" messaging when the flow leads to a paid
  subscription.
* **Review billing flows with legal**: Have counsel
  review the paywall, checkout, and cancellation flow,
  including local consumer protection requirements.
* **Match web and app**: Ensure plans, pricing, and
  messaging are consistent. The user's account state
  and purchased plan must be preserved after login.
* **Monitor policy changes**: Track [App Store](https://developer.apple.com/app-store/review/guidelines/), [Google Play](https://support.google.com/googleplay/android-developer/answer/9858738?hl=en), and [ad platform](https://support.google.com/adspolicy/answer/6008942?hl=en) guideline updates.
* **Assign ownership**: Designate a person or team to
  own compliance review.

<Tip>
  FunnelFox provides infrastructure for compliant web2app
  funnels, but the publisher is responsible for ensuring
  each funnel meets platform policies and regional
  regulations.
</Tip>

## Frequently asked questions

<AccordionGroup>
  <Accordion
    title="Can my app be removed for using
web2app funnels?"
  >
    Apps are not removed for using web2app, but they
    can be removed for policy violations like misleading
    pricing or unclear billing terms. Enforcement focuses
    on user protection, not on whether a web funnel
    exists.
  </Accordion>

  <Accordion
    title="Do I still need to offer in-app
purchases if I use web2app?"
  >
    In most cases, yes. Apple's guidelines state that
    subscriptions available outside the app should
    typically also be available through in-app purchases.
  </Accordion>

  <Accordion
    title="What changed with external payment
rules in 2025?"
  >
    Apple and Google expanded external payment options
    in certain regions due to regulatory pressure like
    the EU Digital Markets Act. These changes are
    region-specific and come with strict conditions.
  </Accordion>

  <Accordion
    title="How much do platforms charge for
external payments vs in-app purchases?"
  >
    In-app purchases carry platform commissions of
    15-30%. Web payments have no platform commission
    but introduce processing fees, usually up to 5%,
    plus billing infrastructure and compliance costs.
  </Accordion>

  <Accordion
    title="Who is responsible for web2app
compliance?"
  >
    The publisher. Infrastructure platforms like
    FunnelFox make compliant flows easier to build,
    but each team must ensure their funnels meet
    platform policies and regional regulations.
  </Accordion>
</AccordionGroup>

## Next steps

* [Key concepts and architecture](/getting-started/concepts)
  — understand FunnelFox terminology
* [Quickstart](/getting-started/quickstart) — launch your
  first funnel