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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryMobile & App MarketingWeb Payments (Link-Out Purchases)

Mobile & App Marketing

Web Payments (Link-Out Purchases)

Directing app users to a web checkout to buy subscriptions or items, avoiding app store fees where rules or court rulings allow it.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Web payments, or link-out purchases, direct app users to a web checkout to buy subscriptions or digital items outside the app store's billing system. This can avoid or reduce app store fees where platform rules or court rulings allow it. Developers weigh lower fees against added checkout friction and changing policy requirements.