Google had given app developers some additional flexibility in the use of alternative payment systems. Similar to those Apple has proposed in the EU, Google’s proposals included a commission and pop-up screens to warn users when they were about to use a third-party payment system. 

Open markets seem inevitable

While the CMA hasn’t yet said which companies may be investigated for possible SMS designation, it’s unlikely Apple, Google, or other Big Tech firms will be able to avoid it.

After all, the regulator does state that it “anticipates that its early work under the new digital markets competition regime will build on and leverage its experience in areas it has already studied, such as mobile ecosystems, which includes app stores.” (Italics mine.)