The Status of Offerwalls in Apple's App Store: A Comprehensive Update
As of August 2023, Apple has maintained a strict stance on apps implementing offerwalls, particularly those that incentivize users to complete tasks or offers for in-app rewards. This approach is part of Apple's broader efforts to ensure user safety and prevent misleading practices in the App Store. Apps that use offerwalls must comply with Apple's App Store Review Guidelines, specifically regarding user experience and transparency. If an app's offerwall is deemed to exploit users or create a confusing experience, it may be rejected during the review process.
Are Offerwalls Still Allowed in the App Store?
Concerns about the status of offerwalls have been circulating among developers and mobile marketing networks. A recent update from a moderately successful mobile game developer reported that Apple had given them an ultimatum to remove Tapjoy's incentivized app offerwall, otherwise, their app would be removed from the App Store. This indicates a clear stance from Apple regarding incentivized installs.
Apple is currently actively blocking applications on a case-by-case basis, providing very little information to both developers and PPI networks. Some publishers have been instantaneously rejected while implementing paywall integrations, while others have passed through the review process. The exact reasons for these rejections remain unclear, whether due to strict adherence to guidelines, reviewer discretion, or a combination of factors.
A Surefire Stance Against Incentivized Paywalls
By July 15, 2021, it's expected that no more applications with offerwalls providing incentivized install offers would exist in the App Store. However, paywalls that only provide CPA (Cost-Per-Action) offers will still be allowed, such as web signups, social media promotions, or video views. This reflects a significant shift in Apple's approach to app monetization within the App Store.
Impact on Offerwall Providers
Services such as NativeX and Tapjoy have had to adapt to these new restrictions. While they can still provide consistent iOS traffic on a Cost-Per-Install (CPI) basis, they must now offer lower quantities of traffic compared to before the ban. This change has forced many developers to reconsider their app monetization strategies and explore alternative methods to maintain user engagement and monetization within the guidelines.
Conclusion
Developers and marketers need to stay informed about updates and changes in Apple's App Store policies to ensure their apps remain compliant and avoid rejections. Regularly checking Apple's official App Store Review Guidelines or monitoring recent announcements can provide the most accurate and current information. As the ecosystem evolves, it is crucial to remain adaptable and innovative in the face of such stringent policies.