Industry body IAMAI on Friday "advised" Google not to delist any apps from Google Play, after the tech titan sent out a clear warning that it will remove apps not complying with Play store billing policies.

Internet and Mobile Association of India (IAMAI) confirmed that at least four of its members have received notices from Google.

In a statement, IAMAI advised Google not to delist any apps from Google Play.

"The affected members of IAMAI are of the view that a substantive hearing of the case is pending before the Supreme Court of India, and Google should not take any coercive action during the pendency of the case," IAMAI said.

Google on Friday said a clutch of companies, including well-established ones, continue to flout its billing norms, choosing not to pay Play store service fee applicable on sale of in-app digital goods, and warned that it will not hesitate to take necessary action to enforce policies, including removal of such non-compliant apps from Google Play.

Amid a warcry over Google Play billing policy by some prominent Indian startups and the recent launch of Indus Appstore, the Made-in-India app market challenger, Google in a blogpost asserted that allowing a small group of developers to get differential treatment from the vast majority of developers who are paying their fair share creates an uneven playing field putting all other apps and games at a competitive disadvantage.

"After giving these developers more than three years to prepare, including three weeks after the Supreme Court's order, we are taking necessary steps to ensure our policies are applied consistently across the ecosystem, as we do for any form of policy violation globally," Google said in its blogpost.

It went on to say that enforcement of the policy, when necessary, can include removal of non-compliant apps from Google Play. Google, however, added that existing users will be able to continue to access the apps without interruption and that it continues "to offer our support to help developers get into compliance".

Developers, Google said, are welcome to resubmit their apps to be listed on Play by opting for one of the three billing options as part of its payment policy.

"Today, we have over 2,00,000 Indian developers using Google Play who adhere to our policies, helping us ensure we have a safe platform; however, for an extended period of time, 10 companies, including many well-established ones, have chosen to not pay for the immense value they receive on Google Play by securing interim protections from the court," Google had said.

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