Google launches user choice billing in UK Play Store

US Cellular has announced it will discontinue its participation in Google's Play Store carrier billing initiative, with the change effective March 25, 2025, marking the end of carrier-based billing options in the U.S. This decision follows similar moves by other major carriers, leaving customers to seek alternative payment methods like credit cards, PayPal, or gift cards. Meanwhile, Google is expanding its user choice billing system in the UK, allowing developers to offer alternative payment options alongside Google's own system, responding to antitrust concerns raised by the UK's Competition and Markets Authority. This new feature, starting March 29, will initially be available for non-gaming apps and includes a 4% discount on fees for developers opting for alternative billing. While Google claims most developers are satisfied with its billing system, this change is seen as a necessary adjustment to address competitive pressures. The user choice billing initiative is also already available in the U.S., Europe, and several other countries.