Google’s Crypto App Crackdown: Why MiCA Compliance Now Decides Market Access

MiCA has reached its practical phase. What was once a regulatory discussion has become a real test of readiness for the European crypto market. Google’s decision to link app listings to licensing status brings compliance to the forefront of distribution strategy while forcing companies to prove not only that they can build securely, but also operate within a regulated framework. In recent weeks, fintechs, brokers, and wallet providers have been confronted with a new question:

"What happens if our crypto app disappears from mobile stores?"

This became a hot topic as Google’s updated Play Store policy for crypto apps began to take shape across the EU in late 2025, with reports pointing to an initial rollout from October onward. Custodial wallet and exchange apps that manage customer funds must now prove they operate under a recognized MiCA license or equivalent regulatory framework. Without it, they risk being blocked from updates, denied listings, or quietly removed from view. Non-custodial wallets, where users hold their own private keys, remain excluded for now. Google has confirmed this exemption after early confusion in reporting. However, the distinction between custodial and non-custodial services continues to evolve, and future updates could revisit where that line is drawn.

This change has already sparked action. Across the EU, crypto app developers and digital asset platforms are searching for MiCA-compliant custody solutions to safeguard their distribution. The connection between regulatory compliance and market visibility has never been clearer.

Until recently, app stores were neutral ground. Searching for “crypto wallet” could return everything from hobbyist projects to large financial platforms. With Google’s new rules and Apple expected to follow in some form, the ecosystem is being reorganized. The new gatekeepers are not only regulators but also the app stores themselves. 

While Google’s policy introduces a common expectation for licensed operations, enforcement may not unfold evenly across Europe. Under MiCA’s transitional regime, some national authorities allow previously registered providers to operate until July 2026 before full authorisation takes effect. This means that app-store requirements and regulatory timelines may intersect differently from one market to another.

For fintechs and brokers operating in the European Union, this raises a key operational question: “If app distribution now requires a license, how can firms continue reaching users across EU markets without disruption?”

The answer lies in partnerships with licensed crypto infrastructure providers.

The new reality for custodial crypto apps in the EU

For developers offering custodial wallet apps, Google’s new Play Store requirements have redefined how products reach users. It is no longer enough to build a secure product or meet customer expectations. Every app that holds or manages digital assets on behalf of users must now demonstrate compliance with MiCA as a Crypto Asset Service Provider (CASP). Under MiCA, CASP authorization extends beyond pure custody. It can also cover services such as trading, exchange, or the transfer of crypto-assets. For many fintechs and brokers, this means that even a partial custodial function within their app may bring them under MiCA’s scope. 

Google’s policy builds on its EU crypto advertising rules introduced earlier in 2025, which restricted ad campaigns to licensed entities. The October update extends this same principle directly to app distribution.

Two types of pressure now overlap. One stems from MiCA, which sets unified standards for crypto custody, trading, and token issuance across all EU member states. The other stems from app ecosystems enforcing those standards through their own listing processes. Together, they establish compliance as a prerequisite for participation in Europe’s digital-asset market.

Smaller or single-market wallet providers may find these new compliance and licensing requirements difficult to navigate alone. As costs and administrative barriers rise, some may consolidate or align with regulated partners to maintain their presence in app stores. For many, partnering with a licensed custodian is becoming as much a commercial decision as a regulatory one. 

Industry responses show how quickly companies are adapting. The Swiss bitcoin app Relai recently obtained a MiCA-related license in France to maintain its EU availability. According to KPMG’s latest MiCA adoption survey (September 2025), more than 56 crypto-asset service providers are now licensed across 11 EU member states, and dozens more applications are underway.

The message is clear: compliance is no longer a legal formality; it determines whether your app can stay in the store.

How Tangany’s MiCA license enables compliance and continuity

Tangany, as one of the few fully MiCA-licensed crypto custodians in the EU, provides the infrastructure that allows other companies to continue operating under the new rules without pursuing their own license.

Through Tangany’s digital asset custody API, providers can embed secure and compliant infrastructure directly into their crypto apps. This includes wallet management, safekeeping of digital assets, transaction processing, and staking, which are all covered under MiCA’s custodial service framework and aligned with Google’s new policy for EU crypto apps.

By building on Tangany’s infrastructure, partners automatically operate within a licensed environment while maintaining full control over their brand, design, and customer experience. It is a practical path to MiCA compliance and uninterrupted app distribution in Europe.

This approach has already been successfully implemented by leading institutions. FlatexDEGIRO, one of Europe’s largest retail trading platforms, relies on Tangany’s regulated custody to expand its crypto trading offering into new EU markets such as Spain, France, Portugal, Greece, Italy, Austria, Ireland, Belgium, and the Netherlands. It is a concrete example of how regulated crypto custody solutions can enable fast, compliant growth.

Preparing for 2026 and beyond

For brokers, fintechs, and app developers, preparation now determines long-term access. Google has begun introducing licensing requirements for crypto apps in the EU, while Apple’s position remains under review, with most analysts expecting similar measures in the coming year.

Companies that partner early with licensed custodians, document their compliance, and adapt their infrastructure will maintain visibility and user trust as enforcement expands.

Tangany’s MiCA-licensed custody platform offers the regulatory coverage and technical reliability required to operate under MiCA while allowing partners to continue focusing on innovation and customer experience.

Rather than limiting innovation, this alignment between compliance and accessibility creates the foundation for sustainable growth in Europe’s digital asset sector.

If your organization develops or distributes a crypto app in the EU and wants to secure its market access, this is the right moment to act. Tangany’s MiCA-licensed custody infrastructure enables compliant growth, cross-border scalability, and the trust your users expect. Contact us to get started today.

Key Takeaways

• Google is tightening Play Store rules for crypto apps in the EU, requiring MiCA or equivalent licenses.

• Custodial wallets are affected; non-custodial apps remain exempt for now.

• MiCA timelines vary by country, making compliance strategies more complex.

• Partnering with a licensed custodian ensures continued market access and distribution.