Google has initiated action against 10 Indian companies by removing their apps from the Google Play Store for failing to comply with its billing policies, specifically over not paying a service fee, which Google charges at a rate of 30% for app transactions. This move is part of an ongoing dispute over service fee payments, with Google warning these companies of app removal for evading Play Store fees. Among the affected are popular matrimonial and job search apps, including Bharat Matrimony, Naukri, and 99acres, owned by Info Edge, which received notices demanding payment of the service fee. The tech giant's enforcement action comes amid reports that some Indian startups are exploring legal options and considering passing on a 'Google Fee' to consumers, ranging from 11% to 26%, to counter the impact of these delistings. Industry body IAMAI has condemned the removals as 'unfair and disproportionate,' highlighting the broader tension between Google and Indian app developers over in-app payment fees.