Why Kenyan Content Creators Using Facebook, Instagram Will Be Paid Less Starting January 2026
The company explained that Kenyan tax rules now require businesses to withhold and remit taxes to the Kenya Revenue Authority (KRA) for payments made to creators living in the country.
Marvin Chege 
Meta, the parent company of Facebook, WhatsApp, Instagram, and Threads, has officially notified Kenyan content creators that a new tax will be taken from their payouts beginning January 1, 2026, in line with updated national tax laws targeting the digital sector.
In a direct message to creators, the company explained that Kenyan tax rules now require businesses to withhold and remit taxes to the Kenya Revenue Authority (KRA) for payments made to creators living in the country. Because of this, Meta will start deducting 5 per cent withholding tax from all payouts.
“Starting 1 Jan 2026, Kenya Tax law requires all businesses to deduct and remit taxes to the Kenya Revenue Authority (KRA) for any payments made to creators located in Kenya,” the notice read in part.
“As a result, Meta will deduct 5% withholding tax from all payments made to you, and the same would also be reflected in the remittance advice issued to you by Meta.”
Entrance to Times Tower KRA offices. /BUSINESS DAILY
The company added that these deductions will appear in creators’ monthly remittance statements, and only the post-tax balance will be deposited into their accounts.
“Beginning December 2025, all payments made will be subject to 5% creator withholding tax (in addition to any other withholding taxes applicable) and the net amount after tax will be paid to you,” Meta said.
Supporting compliance efforts
Meta says this adjustment brings the company in line with the state’s push to tighten compliance and widen Kenya’s tax net within the fast-growing digital economy, which includes influencer marketing, online content creation, and digital advertising.
The change will affect thousands of Kenyan creators earning through Meta’s monetisation tools on Facebook and Instagram. Creators will now have to factor in the deducted tax when filing their annual KRA returns.
Withholding tax requires entities making certain payments — such as professional fees, dividends, and now creator payouts — to cut a portion at the source and send it straight to KRA. The aim is to guarantee upfront tax collection.
However, these changes will mean that content creators using these apps to earn their income will take home less earnings, a move that will force them to increase their rates to cater for the deductions.
Monetisation updates
The announcement lands after Meta introduced two major earning features for Kenyan creators in August 2024: In-Stream Ads on Facebook and Facebook Ads on Reels, both designed to help creators make money from original video content.
Also Read: How To Earn Money Through Facebook & Instagram's 2 New Features
Moon Baz, Meta’s Global Partnerships Lead for Africa, the Middle East, and Türkiye, previously said these tools would boost Kenya’s creative sector.
“Every day, we’re inspired by the incredible African creators who use Facebook to tell their stories, connect with others, and bring people together.”
“This expansion will empower eligible creators in Kenya’s vibrant creative industry to earn money, setting a high bar for creativity worldwide and making Meta’s family of apps the one-stop shop for all creators,” Baz said.
In-Stream Ads include pre-roll, mid-roll, image, and post-roll formats, while Ads on Facebook Reels pay creators based on how their original short-form videos perform.
