Google has announced the rollout of user choice billing for Google Play developers in the U.K., starting March 29, 2025. This initiative allows non-game developers to utilize alternative billing options alongside Google’s system, while maintaining a partial reliance on Google Play billing. Developers opting for third-party billing will receive a 4% discount on fees paid to Google. This change is a direct response to regulatory scrutiny from the Competition and Markets Authority, addressing concerns over Google's market dominance. Similar billing options are already available in several other countries.