Apple has approved a new ad blocking app for iOS 9 that works not only in Safari, but also inside native apps. Been Choice has the ability to block advertisements almost anywhere, including inside Facebook, Twitter, and even the Apple News app.
Unlike most other ad blockers for iOS, Been Choice blocks content in two ways; one is through Safari, and the other is by utilizing a VPN service. When you use the latter, Been Choice can filter out ad traffic using “deep packet inspection,” TechCrunch reports.
This is the same technology used by corporations to filter sensitive information and ensure it never leaves the internal network, explains Been Choice co-founder Dave Yoon. By integrating it into Been Choice, the app can block ads before they even arrive at your device.
Been Choice claims it can block ads almost anywhere, including apps like Pinterest, Pandora, Yahoo, The New York Times, and Apple News. It also promises to block sponsored content and pre-roll videos in apps like CNN or CNBC.
Been Choice has another big feature: If you choose to leave the ads on, you will be rewarded for doing so. Right now, you can earn cash (via PayPal), but the app’s creators intent to add Amazon gift cards and the ability to donate earnings to charity later.
There are a couple of catches, however: You need 30,000 points to earn $20 worth of cash, TechCrunch reports, and earnings points takes a long time. In addition, to earn rewards, you have to sacrifice more data than you usually would.
According to Been Choice’s privacy policy, it might tap into data traffic to collect information about your device, carrier, and network; data about which apps you use; and “information about you.” Worryingly, it can also claim “content of your communications and transactions.”
It’s not completely clear to users that Been Choice can record this information, so please think twice about activating the app’s rewards feature.
It should be noted that VPN services have delivered ad blocking like this before on iOS, but it seems somewhat surprising that Apple would allow it now — in iOS 9 — given that it could harm Apple News revenue. It could also impact third-party developers, too.
Those who choose to give their apps away and use ads to fund development won’t earn a penny off users that use Been Choice. This could become a problem if Been Choice and apps like it become very popular, potentially harming the future of free iOS apps.
Don’t be too surprised, then, if Apple has a change of heart and decides to pull Been Choice at some point in the near future.
