Recently Google announced a third-party

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Google announced a third-party ‘in-application (app)’ billing system pilot will be extended to India and four other markets - Australia, Indonesia, Japan, and the European Economic Area - allowing non-gaming developers to offer users the choice of an alternative billing mechanism, alongside Google Play. All non-gaming developers globally can sign up to participate in the pilot and offer this choice to their mobile and tablet users in these markets. Users will continue to have the choice to use Play’s billing system.