In a challenge to Google, India's PhonePe launches free app store

PhonePe launched the Indus AppStore Developer Platform on Saturday, promising no platform fee and no commission on in-app purchases.

Developers can begin registering and uploading their apps to the "made-in-India" app store as of right now, according to the Bengaluru-based business, which boasts over 450 million users enrolled in its eponymous payments program. Twelve Indian languages, support for third-party payment providers, and a login option based on phone numbers are just a few of the locally pertinent features that are accessible in the app store, for which PhonePe has also worked with phonemakers to distribute its services.

Developers would not be charged a listing cost for the first year, but after that, there would be a "nominal" premium, according to PhonePe. The company would also not impose a commission on in-app purchases, in contrast to Google, which imposes a takerate of 15% to 30%. PhonePe, which dominates the UPI-based payments market in India, revealed it has developed an India-based team to support developers in response to complaints from Indian developers who were dissatisfied with Google's delayed responses and U.S. timezone operation hours.

According to industry insiders, PhonePe intends to open its app store in April. According to those familiar with the situation, PhonePe has been working on the app store for years and internally views it as a critical strategic step. PhonePe recently funded $850 million, acquired IndusOS in 2021, and then waged a legal struggle to complete the company acquisition.