SMS investigation into Google’s mobile platform
The Competition and Markets Authority (CMA) is investigating whether to designate Google as having strategic market status (SMS) in the provision of its mobile platform.
This investigation runs parallel to the SMS investigation into Apple’s mobile platform.
Proposed decision
23 July 2025: The CMA is consulting on its proposed decision to designate Google as having strategic market status (SMS) in respect of its mobile platform, comprising its mobile operating systems, native app distribution and mobile browser and browser engine.
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- Press release: CMA proposes action to drive more competition on mobile platforms (23.7.25)
We invite your submission to this proposed decision by 5pm on 20 August 2025. Submit your response on the the consultation page.
We will publish non-confidential responses in due course. If your response contains information that you consider to be confidential, please also submit a non-confidential version of your response for publication.
Roadmap of possible measures to improve competition in respect of Google’s mobile platform
23 July 2025: The CMA has today published its roadmap for possible interventions in respect of Google’s mobile platform. The roadmap sets out how we intend to prioritise our work on potential conduct requirements and pro-competition interventions, should Google be designated as having SMS.
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If you would like to share your views on how we’ve prioritised interventions in the roadmap, submit them to mobilesms@cma.gov.uk. We will also continue to engage with stakeholders between now and updating the roadmap in the first half of 2026.
App developer workshop
24 March 2025: As part of its SMS investigations into Apple’s and Google’s mobile platform, the CMA held a workshop for app developers to express their views on:
- the key drivers for innovation and investment in app development in the UK
- any current barriers to developing new apps or app features for use on mobile devices
- what measures may be needed to overcome such barriers
9 May 2025: A summary of the workshop was published.
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Invitation to comment: closed
7 March 2025: The invitation to comment closed on 12 February. Non-confidential submissions are published on the consultation page.
Responses: SMS investigation into Apple’s and Google’s mobile ecosystems
23 January 2025: To assist with its SMS investigation, the CMA published an invitation to comment (ITC) setting out the scope of its investigations, covering mobile platform, the main avenues of investigation and the potential interventions we are currently considering.
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- Consultation: SMS investigations into Apple and Google’s mobile ecosystems
Invitation to comment on consumer survey
24 January 2025: An ITC on a proposed consumer survey in this investigation was published. Interested parties had an opportunity to comment on the proposed methodology and draft questionnaire.
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Case information
23 January 2025: The CMA launched an ‘initial SMS investigation’ under Part 1 of the Digital Markets, Competition and Consumers (DMCC) Act 2024.
The CMA is investigating whether to designate Google as having SMS in the provision of its mobile platform, including its:
- mobile operating system – which for Google is Android
- native app distribution – which for Android devices is through the Google Play Store, third party app stores, sideloading and pre-installation of certain apps
- mobile browser and browser engine – which for Google is Chrome and Blink respectively
(The precise descriptions of the digital activities we are investigating are set out in the Investigation Notice).
Launch of SMS investigation
- (23.1.25)
- Press release: CMA to investigate Apple and Google’s mobile ecosystems (23.1.25)
Indicative timetable
The table below sets out an indicative timetable for the SMS investigation.
On 10 March 2025, CMA Chief Executive, Sarah Cardell delivered a speech at the techUK Tech Policy Conference 2025 in which she set out that a new step would be incorporated into the CMA’s designation investigations – an initial ‘roadmap’ for possible future interventions if a firm were to be designated with SMS.
The roadmap provides clarity on which issues are likely to be prioritised for earlier action, which the CMA proposes to deprioritise, and which remain subject to further consideration. For the SMS Mobile investigation into Google, the roadmap document was published alongside the consultation on the proposed decision on SMS designation on 23 July 2025.
It should be noted that the DMCC Act allows the CMA to consult on proposed conduct requirements (CRs) at the same time as consulting on any proposed decision on whether to designate a firm with SMS. However, CRs may be imposed at any point after a firm is designated.
The dates set out below are indicative only and represent our current expectations and estimates for different phases in the investigation and may be subject to change.
This timetable will be updated as necessary throughout the investigation if there are changes to these timings.
As set out in the roadmap we expect to begin consulting on initial CRs from autumn 2025 and will provide updated timings for this process in due course. These are therefore not included below.
Stage 1: Commencement of the SMS investigation and consideration of potential measures
| Timing | Milestone | Engagement |
|---|---|---|
| 23 January 2025 | SMS investigation launch | |
| 23 January 2025 | SMS investigation notice sent to Google and published on CMA website | Google invited to attend introductory meetings with CMA investigation team |
| 23 January 2025 | Invitation to Comment published | Google and third parties respond to ITC |
| 24 January 2025 | Invitation to Comment on consumer survey published | |
| 28 January 2025 | Invitation to Comment on consumer survey closes | |
| January to March 2025 | Initial evidence gathering and engagement with Google and third parties in relation to SMS investigation and potential measures - this will include the CMA sending information notices and engaging with stakeholders through surveys, calls, meetings and workshops | Google and other key market participants respond to information notices. Bilateral meetings and roundtables with stakeholders |
| 12 February 2025 | Invitation to Comment closes | |
| Early March 2025 | Publication of non-confidential responses to Invitation to Comment | |
| March to April 2025 | Further engagement with Google and other key stakeholders in relation to SMS investigation and development of potential measures | Further engagement could include, for example, forums such as roundtables and workshops |
Stage 2: Preparation and publication of proposed decision on whether to designate Google with SMS and publication of initial roadmap for possible future measures
| Timing | Milestone | Engagement |
|---|---|---|
| April to May 2025 | Further evidence gathering and analysis | This may include Google and other key market participants responding to further CMA information notices |
| June 2025 | ’Put back’ process with Google and other parties on potentially confidential material within proposed decision on SMS designation and initial roadmap for possible future interventions. Continued engagement with stakeholders of development of potential measures. | The CMA will share put back extracts with Google and third parties for comment |
| Late July 2025 | Consultation on proposed decision on SMS designation and publication of initial roadmap for possible future measures if Google were to be designated with SMS. Continued engagement with stakeholders of development of potential measures. | Google and third parties respond to consultation |
| 20 August 2025 | Consultation on proposed decision on SMS designation and initial roadmap for possible future measures closes. Continued engagement with stakeholders of development of potential measures. |
Stage 3: After consultation on proposed decision and initial roadmap of possible measures
| Timing | Milestone | Engagement |
|---|---|---|
| August to September 2025 | Opportunity for Google to make oral representations on proposed decisions on SMS designation | Google may provide oral representations on the proposed decision to decision makers |
| August to September 2025 | Analysis of responses to consultation on proposed decision on SMS designation and initial roadmap for possible future measures. | |
| August to September 2025 | Further evidence gathering and engagement with Google and other parties, as necessary | The CMA may issue further information notices or arrange further calls and meetings |
| September 2025 | If necessary, put back process with Google and other parties on potential confidential material within SMS Decision | The CMA may share further put back extracts with Google and third parties for comment |
| 22 October 2025 | Statutory deadline for issue of SMS Decision Notice. |
Decision makers
The Digital Markets Board Committee (DMBC) oversees and takes certain delegated decisions under the DMCC Act 2024.
Sub-committees of the DMBC have been established under the DMBC to oversee and take certain decisions in specific SMS investigations, in accordance with their terms of reference.
The members for this investigation are:
- Sarah Cardell, Chief Executive, CMA
- Martin Coleman, Non-Executive Director and Panel Chair
- Margot Daly, Inquiry Chair
- Will Hayter, Executive Director for Digital Markets, CMA
- Dharmash Mistry, Non- Executive Director
Contact
Please direct all correspondence or questions in relation to this investigation to: mobilesms@cma.gov.uk
Updates to this page
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Proposed decision and consultation published.
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Indicative timetable updated.
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Workshop summary note published.
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Updates to administrative timetable published.
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Responses published.
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Details for upcoming event for app developers added.
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Consumer survey and invitation to comment added.
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First published.