During CNBC’s Squawk Box earlier today, Instagram head Adam Mosseri said that the company will help millions of users get around Apple’s 30% share of in-app purchases by promoting offline transactions between creators and brands.

Mosseri said if the company can help brands and creators vet each other and find each other, they can make those transactions happen offline. “We’re going to try and lean in to the places creators can actually make a stable living,” he said.

“For affiliate marketing, it’s real goods, not digital goods. So we’re going to try and lean in to the places creators can actually make a stable living,” Mosseri added.

“When there are digital transactions that happen on iOS, Apple insists that they take 30% of that. There’s a very few number of exceptions. For transactions that happen in iOS, we’re going to have to abide by their rules… but in general we’re going to look for other ways to help creators make a living and facilitating transactions that happen in other places,” Mosseri told CNBC.

Facebook hasn’t said how much of a cut it will take, but did say it will be less than 30%.