Posted by Vijaya Kaza, VP and GM, App & Ecosystem Trust

The Android ecosystem is a thriving global community built on trust, giving billions of users the confidence to download the latest apps. In order to maintain that trust, we’re focused on ensuring that apps do not cause real-world harm, such as malware, financial fraud, hidden subscriptions, and privacy invasions. As bad actors leverage AI to change their tactics and launch increasingly sophisticated attacks, we’ve deepened our investments in AI and real-time defenses over the last year to maintain the upper hand and stop these threats before they reach users.

Upgrading Google Play’s AI-powered, multi-layered user protections

We’ve seen a clear impact from these safety efforts on Google Play. In 2025, we prevented over 1.75 million policy-violating apps from being published on Google Play and banned more than 80,000 bad developer accounts that attempted to publish harmful apps. These figures demonstrate how our proactive protections and push for a more accountable ecosystem are discouraging bad actors from publishing malicious apps, while our new tools help honest developers build compliant apps more easily. Initiatives like developer verification, mandatory pre-review checks, and testing requirements have raised the bar for the Google Play ecosystem, significantly reducing the paths for bad actors to enter.

User safety is at the core of everything we build. Over the years, we’ve continually introduced ways to help users stay safe and make informed app choices — from parental controls to data safety transparency and app badges. We’re constantly improving our policies and protections to encourage safe, high-quality apps on Google Play and stop bad actors before they cause harm.

Apps on Google Play undergo rigorous reviews for safety and compliance with our policies. Last year, we shared that Google Play runs over 10,000 safety checks on every app we publish, and we continue to check and recheck apps after they’ve been published. In 2025, we continued scaling our defenses even further by:

• Boosting AI-enhanced app detection: We integrated Google’s latest generative AI models into our review process, helping our human review team continue to find complex malicious patterns faster.
• Preventing unnecessary access to sensitive data: We prevented over 255,000 apps from getting excessive access to sensitive user data and continued to strengthen our privacy policies. Our commitment to privacy-forward app development, supported by tools like Play Policy Insights in Android Studio and Data safety section, has empowered developers to continue to: minimize privacy-sensitive permission requests, and prioritize the user in their design choices.
• Blocking spam ratings and reviews: Whether they lead to review inflation or deflation, spam ratings and reviews can negatively impact our users’ trust and our developers’ growth. We’re continually evolving our detection models to help ensure app reviews are accurate. Our anti-spam protections blocked 160 million spam ratings and reviews last year, including inflated and deflated reviews. We also prevented an average 0.5-star rating drop for apps targeted by review bombing, protecting our users and developers from unhelpful reviews.
• Safeguarding kids and families: Our approach to kids and families is built on the core belief that children deserve a safe, enriching digital environment. Our commitment is to empower parents with robust tools while providing children with access to high-quality, age-appropriate content. Last year, we announced new layers of protection, in addition to our existing safeguards, to prevent younger audiences from discovering or downloading apps involving activities like gambling or dating.

Enhancing Google Play Protect to help keep the entire Android ecosystem safe

We also continued to improve our protections for the broader Android ecosystem, by expanding Google Play Protect and real-time security measures like in-call scam protections to help keep users safe from scams, fraud, and other threats.

As Android’s built-in defense against malware and unwanted software, Google Play Protect now scans over 350 billion Android apps daily. This proactive protection constantly checks both Play apps and those from other sources to ensure they are not potentially harmful. And, last year, its real-time scanning capability identified more than 27 million new malicious apps from outside Google Play, warning users or blocking the app to neutralize the threat. To benefit from these protections, we recommend that users always keep Google Play Protect on.

While fraudsters are constantly evolving their tactics, Google Play Protect is evolving faster. Last year, we expanded:

• Enhanced fraud protection: Google Play Protect’s enhanced fraud protection analyzes and automatically blocks the installation of apps that may abuse sensitive permissions to commit financial fraud. This protection is triggered when a user attempts to install an app from an "Internet-sideloading source" — such as a web browser or messaging app — that requests a sensitive permission. Building on the success of our initial pilot in Singapore, we expanded enhanced fraud protection to 185 markets, now covering more than 2.8 billion Android devices. In 2025, we blocked 266 million risky installation attempts and helped protect users from 872,000 unique, high-risk applications.
• In-call scam protection: We also introduced new protections to combat social engineering attacks during phone calls. This feature preemptively disables the ability to turn off Google Play Protect during phone calls, stopping bad actors from being able to trick users into disabling their device's built-in defenses to download a malicious app while on a call.

Partnering with developers for a more secure, privacy-friendly future

Keeping Android and Google Play safe requires deep collaboration. We want to thank our global developer community for their partnership and for sharing their feedback on the tools and support they need to succeed.

In 2025, we focused on reducing friction for developers and providing them with tools to safeguard their businesses:

• Building safer apps more easily: We’re helping developers streamline their work by bringing insights directly into their natural workflows. It starts with Play Policy Insights in Android Studio, which gives developers real-time feedback as they code. We focused first on permissions and APIs that grant deeper system access or handle personal data, like location or photos. This gives developers a head start on policy requirements, including prominent disclosures or usage declarations, while they’re still building. When developers move to Play Console to prepare their apps for submission, our expanded pre-review checks help catch common reasons for rejection, like improper usage of credentials or permissions and broken privacy policy links, ensuring smoother, faster reviews.
• Stronger threat detection with Play Integrity API: Every day, apps and games make over 20 billion checks with Play Integrity API to protect against abuse and unauthorized access. In 2025, we added hardware-backed signals to make it even harder for bad actors to spoof devices and introduced new in-app prompts that let users fix common issues like network errors without leaving the app. We also launched device recall in beta to help developers identify repeat bad actors even after a device has been reset, all while protecting user privacy.
• Building trust through developer verification: We’ve seen how effective developer verification is on Google Play, and now we’re applying those lessons to the broader Android ecosystem. By ensuring there is a real, accountable identity behind every app, verification helps legitimize authentic developers and prevents bad actors from hiding behind anonymity to repeatedly cause harm. After gathering feedback during our early access period, we’ll open up verification to all developers this year. We’ve also added a dedicated account type for students and hobbyists, which will allow them to distribute these apps to a limited number of devices without the full verification requirements.
• Greater security with every Android release: In Android 16, developers can protect users’ most private information, like bank logins, with just one line of code. We’ve integrated this feature automatically to certain apps for an instant security boost against “tapjacking,” a trick where bad apps use hidden layers to steal clicks for ad fraud.

Looking ahead

Our top priority remains making Google Play and Android the most trusted app ecosystems for everyone. This year, we’ll continue to invest in AI-driven defenses to stay ahead of emerging threats and equip Android developers with the tools they need to build apps safely. To empower developers who distribute their apps on Google Play, we’ll maintain our focus on embedding checks to help build apps that are compliant by design, while providing guidance to help proactively avoid policy violations before an app is published. We’ll also roll out Android developer verifications to hold bad actors accountable and prevent them from hiding behind anonymity to cause repeated harm.

Thank you for being part of the Google Play and Android community as we work together to build a safer app ecosystem.

Posted by Bethel Otuteye and Khawaja Shams (Android Security and Privacy Team), and Ron Aquino (Play Trust and Safety)

Android and Google Play comprise a vibrant ecosystem with billions of users around the globe and millions of helpful apps. Keeping this ecosystem safe for users and developers remains our top priority. However, like any flourishing ecosystem, it also attracts its share of bad actors. That’s why every year, we continue to invest in more ways to protect our community and fight bad actors, so users can trust the apps they download from Google Play and developers can build thriving businesses.

Last year, those investments included AI-powered threat detection, stronger privacy policies, supercharged developer tools, new industry-wide alliances, and more. As a result, we prevented 2.36 million policy-violating apps from being published on Google Play and banned more than 158,000 bad developer accounts that attempted to publish harmful apps.

But that was just the start. For more, take a look at our recent highlights from 2024:

Google’s advanced AI: helping make Google Play a safer place

To keep out bad actors, we have always used a combination of human security experts and the latest threat-detection technology. In 2024, we used Google’s advanced AI to improve our systems’ ability to proactively identify malware, enabling us to detect and block bad apps more effectively. It also helps us streamline review processes for developers with a proven track record of policy compliance. Today, over 92% of our human reviews for harmful apps are AI-assisted, allowing us to take quicker and more accurate action to help prevent harmful apps from becoming available on Google Play.

That’s enabled us to stop more bad apps than ever from reaching users through the Play Store, protecting users from harmful or malicious apps before they can cause any damage.

Working with developers to enhance security and privacy on Google Play

To protect user privacy, we’re working with developers to reduce unnecessary access to sensitive data. In 2024, we prevented 1.3 million apps from getting excessive or unnecessary access to sensitive user data. We also required apps to be more transparent about how they handle user information by launching new developer requirements and a new “Data deletion” option for apps that support user accounts and data collection. This helps users manage their app data and understand the app’s deletion practices, making it easier for Play users to delete data collected from third-party apps.

We also worked to ensure that apps use the strongest and most up-to-date privacy and security capabilities Android has to offer. Every new version of Android introduces new security and privacy features, and we encourage developers to embrace these advancements as soon as possible. As a result of partnering closely with developers, over 91% of app installs on the Google Play Store now use the latest protections of Android 13 or newer.

Safeguarding apps from scams and fraud is an ongoing battle for developers. The Play Integrity API allows developers to check if their apps have been tampered with or are running in potentially compromised environments, helping them to prevent abuse like fraud, bots, cheating, and data theft. Play Integrity API and Play’s automatic protection helps developers ensure that users are using the official Play version of their app with the latest security updates. Apps using Play integrity features are seeing 80% lower usage from unverified and untrusted sources on average.

We’re also constantly working to improve the safety of apps on Play at scale, such as with the Google Play SDK Index. This tool offers insights and data to help developers make more informed decisions about the safety of an SDK. Last year, in addition to adding 80 SDKs to the index, we also worked closely with SDK and app developers to address potential SDK security and privacy issues, helping to build safer and more secure apps for Google Play.

Google Play’s multi-layered protections against bad apps

To create a trusted experience for everyone on Google Play, we use our SAFE principles as a guide, incorporating multi-layered protections that are always evolving to help keep Google Play safe. These protections start with the developers themselves, who play a crucial role in building secure apps. We provide developers with best-in-class tools, best practices, and on-demand training resources for building safe, high-quality apps. Every app undergoes rigorous review and testing, with only approved apps allowed to appear in the Play Store. Before a user downloads an app from Play, users can explore its user reviews, ratings, and Data safety section on Google Play to help them make an informed decision. And once installed, Google Play Protect, Android’s built-in security protection, helps to shield their Android device by continuously scanning for malicious app behavior.

Enhancing Google Play Protect to help keep users safe on Android

While the Play Store offers best-in-class security, we know it’s not the only place users download Android apps – so it’s important that we also defend Android users from more generalized mobile threats. To do this in an open ecosystem, we’ve invested in sophisticated, real-time defenses that protect against scams, malware, and abusive apps. These intelligent security measures help to keep users, user data, and devices safe, even if apps are installed from various sources with varying levels of security.

Google Play Protect automatically scans every app on Android devices with Google Play Services, no matter the download source. This built-in protection, enabled by default, provides crucial security against malware and unwanted software. Google Play Protect scans more than 200 billion apps daily and performs real-time scanning at the code-level on novel apps to combat emerging and hidden threats, like polymorphic malware. In 2024, Google Play Protect’s real-time scanning identified more than 13 million new malicious apps from outside Google Play¹.

Google Play Protect is always evolving to combat new threats and protect users from harmful apps that can lead to scams and fraud. Here are some of the new improvements that are now available globally on Android devices with Google Play Services:

• Reminder notifications in Chrome on Android to re-enable Google Play Protect: According to our research, more than 95 percent of app installations from major malware families that exploit sensitive permissions highly correlated to financial fraud came from Internet-sideloading sources like web browsers, messaging apps, or file managers. To help users stay protected when browsing the web, Chrome will now display a reminder notification to re-enable Google Play Protect if it has been turned off.
• Additional protection against social engineering attacks: Scammers may manipulate users into disabling Play Protect during calls to download malicious Internet-sideloaded apps. To prevent this, the Play Protect app scanning toggle is now temporarily disabled during phone or video calls. This safeguard is enabled by default during traditional phone calls as well as during voice and video calls in popular third-party apps.
• Automatically revoking app permissions for potentially dangerous apps: Since Android 11, we’ve taken a proactive approach to data privacy by automatically resetting permissions for apps that users haven't used in a while. This ensures apps can only access the data they truly need, and users can always grant permissions back if necessary. To further enhance security, Play Protect now automatically revokes permissions for potentially harmful apps, limiting their access to sensitive data like storage, photos, and camera. Users can restore app permissions at any time, with a confirmation step for added security.

Google Play Protect’s enhanced fraud protection pilot analyzes and automatically blocks the installation of apps that may use sensitive permissions frequently abused for financial fraud when the user attempts to install the app from an Internet-sideloading source (web browsers, messaging apps, or file managers).

Building on the success of our initial pilot in partnership with the Cyber Security Agency of Singapore (CSA), additional enhanced fraud protection pilots are now active in nine regions – Brazil, Hong Kong, India, Kenya, Nigeria, Philippines, South Africa, Thailand, and Vietnam.

In 2024, Google Play Protect’s enhanced fraud protection pilots have shielded 10 million devices from over 36 million risky installation attempts, encompassing over 200,000 unique apps.

By piloting these new protections, we can proactively combat emerging threats and refine our solutions to thwart scammers and their increasingly sophisticated fraud attempts. We look forward to continuing to partner with governments, ecosystem partners, and other stakeholders to improve user protections.

App badging to help users find apps they can trust at a glance on Google Play

In 2024, we introduced a new badge for government developers to help users around the world identify official government apps. Government apps are often targets of impersonation due to the highly sensitive nature of the data users provide, giving bad actors the ability to steal identities and commit financial fraud. Badging verified government apps is an important step in helping connect people with safe, high-quality, useful, and relevant experiences. We partner closely with global governments and are already exploring ways to build on this work.

We also recently introduced a new badge to help Google Play users discover VPN apps that take extra steps to demonstrate their strong commitment to security. We allow developers who adhere to Play safety and security guidelines and have passed an additional independent Mobile Application Security Assessment (MASA) to display a dedicated badge in the Play Store to highlight their increased commitment to safety.

Collaborating to advance app security standards

In addition to our partnerships with governments, developers, and other stakeholders, we also worked with our industry peers to protect the entire app ecosystem for everyone. The App Defense Alliance, in partnership with fellow steering committee members Microsoft and Meta, recently launched the ADA Application Security Assessment (ASA) v1.0, a new standard to help developers build more secure mobile, web, and cloud applications. This standard provides clear guidance on protecting sensitive data, defending against cyberattacks, and ultimately, strengthening user trust. This marks a significant step forward in establishing industry-wide security best practices for application development.

All developers are encouraged to review and comply with the new mobile security standard. You’ll see this standard in action for all carrier apps pre-installed on future Pixel phone models.

Looking ahead

This year, we’ll continue to protect the Android and Google Play ecosystem, building on these tools and resources in response to user and developer feedback and the changing landscape. As always, we’ll keep empowering developers to build safer apps more easily, streamline their policy experience, and protect their businesses and users from bad actors.

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¹ Based on Google Play Protect 2024 internal data.