Partner Requirements

1. Visit the Approved Partner Program page.
2. Submit an application that includes information about your studio, your game, and your planned ad campaigns.
3. Facebook reviews your application and your game. The review process evaluates your game’s quality, performance, content, and compliance with platform policies.
4. If approved, you will receive confirmation and your game will be eligible for C2P ad campaigns.

• Overall game quality and polish
• Performance (loading speed, frame rate, responsiveness)
• Content appropriateness and policy compliance
• Monetization implementation (if applicable)
• Studio track record and reliability

1. Go to the App Dashboard.
2. Select your game.
3. Check that the game’s status is set to “Live” (not “In Development”).
4. Verify that you can access the game as a regular user by searching for it in the Gaming Tab or navigating to its direct URL.

• Your game should load and reach an interactive state within 5 seconds under standard network conditions (4G mobile connection). Games that load in under 3 seconds perform significantly better.
• Use progressive loading to show meaningful content (loading bar, game art, tips) while the game loads remaining assets.
• Minimize your initial bundle size. Defer loading of non-essential assets until after the player is engaged.

• Your game should maintain a smooth, consistent frame rate on mid-range mobile devices. Target 30 FPS as a minimum, with 60 FPS preferred.
• Test on a range of devices, including older and lower-end models. A significant portion of players, especially in Tier 2/3 markets, use older hardware.

• The game must respond to user input without noticeable delay.
• Avoid long pauses, unresponsive UI elements, or blocking operations during gameplay.

• The game should not crash, freeze, or produce errors during normal gameplay.
• Handle network interruptions gracefully (players on mobile may lose connectivity temporarily).

• Initialization: Your game must call FBInstant.initializeAsync() and FBInstant.startGameAsync() correctly during startup.
• Loading progress: Report accurate loading progress using FBInstant.setLoadingProgress() so players see a meaningful loading indicator.
• Player identity: Retrieve and use the player’s identity (FBInstant.player.getID(), FBInstant.player.getName()) for personalization.

• Entry point data: Implement FBInstant.getEntryPointData() to retrieve custom payloads from C2P ads (see Creative for details on custom payloads).
• App events: Log meaningful in-game events for tracking and optimization. Events are essential for App Event Optimization (AEO) and ROAS measurement. At a minimum, log events for: first game session completion, tutorial completion, level milestones, and purchases.
• Data persistence: Use FBInstant.player.setDataAsync() and FBInstant.player.getDataAsync() to save and restore player progress, ensuring returning players have a seamless experience.

• Ads must load without blocking gameplay.
• Rewarded video ads must deliver the promised reward when the player completes viewing.
• Ad placements must comply with Facebook’s ad placement policies (no misleading close buttons, no accidental clicks, no excessive ad frequency).

• Misleading or deceptive claims about the game
• Content that is discriminatory, harmful, or exploitative
• Ads that promote illegal products or services
• Content targeting minors inappropriately

• Real-money gambling mechanics (may require additional approvals and geographic restrictions)
• Health or wellness claims
• Political content

• Ad creative must accurately represent the game experience. Ads that show gameplay from a different game, or that depict features not present in the game, violate this policy and will be rejected.
• Text in ad images must comply with Facebook’s text overlay guidelines.
• Video ads must not contain excessively violent, sexual, or shocking content.

• The game that loads when a player taps “Play Now” must match what was advertised. Showing one game in the ad and loading a different experience violates policy and results in ad rejection or account penalties.
• The game must function correctly. Ads that lead to broken, incomplete, or error-prone games will be rejected.

• Collect and use player data only as permitted by Facebook’s platform policies and your own privacy policy.
• If your game collects personal data beyond what is provided by the Instant Games SDK, you must have a privacy policy that is accessible to players.
• Comply with applicable regulations such as GDPR (for European players), CCPA (for California players), and COPPA (for games that may be played by children).

• Accurately represent the content in your App Dashboard settings.
• Ensure your ad targeting excludes age groups that are not appropriate for your content.
• Comply with any age-gating requirements imposed by the platform.

• Active and in good standing. Accounts with outstanding policy violations, unpaid balances, or spending restrictions cannot run C2P campaigns.
• Linked to the correct Business account. The Ad Account must be owned by or shared with the Business account that is associated with your Instant Game.
• Properly funded. Ensure you have a valid payment method on file (credit card, PayPal, or other supported payment method) with sufficient funds to cover your planned ad spend.

1. Go to the App Dashboard.
2. Select your Instant Game.
3. Navigate to Settings and verify that the correct Business account is associated.
4. In Meta Business Suite, verify that your Ad Account has access to the app.

• Ad Account access: At minimum, “Advertiser” role on the Ad Account. “Admin” role is recommended for full campaign management capabilities.
• App access: “Developer” or “Admin” role on the Instant Game app in the App Dashboard.
• Business account access: Appropriate role in Meta Business Suite to manage ads and apps.

• Approved Instant Games partner
• Game is live and publicly accessible
• No active policy violations on the game
• Game loads in under 5 seconds on 4G
• Game maintains stable frame rate on mid-range devices
• Instant Games SDK is properly integrated (init, loading progress, player identity)
• Entry point data retrieval is implemented (for custom payloads)
• App events are being logged for tracking and optimization
• Ad creative complies with Facebook Advertising Policies
• Game experience matches what is shown in ad creative
• Privacy policy is in place and accessible
• Data handling complies with applicable regulations
• Facebook Business account is verified and in good standing
• Ad Account is active, funded, and linked to the game
• User has appropriate permissions on Ad Account, app, and Business account

• Ad rejection: Your ads will not be approved during the review process. You will receive a notification explaining the reason for rejection.
• Campaign suspension: If a policy violation is detected after your campaign has started running, Facebook may pause or suspend the campaign.
• Account restrictions: Repeated or severe policy violations can result in restrictions on your Ad Account or Business account.
• Poor performance: Even if your campaign is technically allowed to run, failing to meet the technical requirements (loading speed, performance, SDK integration) will result in poor player experience, low retention, and wasted ad spend.