Apple App Store listing requirements
Apple App Store has strict character limits enforced on every field. Your app name and subtitle are indexed by Apple Search and are read by every user. Keywords are not visible to users but are indexed by search. Promotional text appears on the app page and can change seasonally.
- App name (30 characters max): The primary title users see and the highest-weight search signal. Use your brand or core function. Keywords in the name rank better than keywords in the subtitle.
- Subtitle (30 characters max): Appears directly under the app name on the store page. Use it to answer what the app does in plain language (not marketing copy).
- Keywords (100 characters total): Comma-separated, indexed but never shown to users. Do not repeat keywords already in your name or subtitle; each word is indexed once. Spaces after commas waste characters (e.g. 'fitness, workout' uses 1 extra character vs 'fitness,workout').
- Promotional text (170 characters max): A one-liner displayed under the app icon on the store page. Update seasonally to highlight sales, new features or limited-time offers.
Reference: Apple App Store product page guidelines
Google Play listing requirements
Google Play has similar structure but different character limits. Google indexes the title, short description and full description together. The full description has no hard limit but should stay under 4,000 characters for readability.
- App title (30 characters max): Same as Apple: primary search signal. Brand name or core function.
- Short description (80 characters max): Brief tagline that appears under the title on the store page. This is the user's first impression after seeing the icon.
- Full description (no hard limit): Full details about what the app does, key features, pricing, and support info. Google Search reads this. Aim for 150 to 500 characters minimum. Users rarely read past the first 100 characters, so lead with the value prop.
Reference: Google Play store listing requirements
A worked example: fitness app
Fitness Tracker Pro, a workout logging app:
- Apple name: 'Fitness Tracker Pro' (19/30 chars) Remaining: 11 characters. Could add a keyword: 'Fitness Tracker Pro: Workouts' (28 chars) is better for search.
- Apple subtitle: 'Track workouts and progress' (26/30 chars). Clear. Remaining: 4 chars.
- Apple keywords: 'fitness, workout, health, exercise, tracking, gym' (46/100 chars). Not repeating words from name/subtitle. Remaining: 54 chars. Could add 'strength, running, cardio'.
- Google title: 'Fitness Tracker' (15/30 chars). Remaining: 15 chars. Could expand to 'Fitness Tracker: Workouts' (24 chars).
- Google short description: 'Log workouts, track progress, stay motivated' (43/80 chars). Remaining: 37 chars. Good, user sees this first.
Completeness here: 7 fields filled = 100% score. Main opportunity: expand title and keywords with unused character budget to capture more search traffic.
Duplicate keywords and wasted space
The keyword field is easily wasted if you repeat words:
- Bad: 'fitness, fitness tracker, workout, fitness app' = 'fitness' appears 3 times, using 24 characters. Search indexes each unique word once, so two of those instances are wasted.
- Good: 'fitness, tracker, workout, app' = each word appears once, using 28 characters but capturing 4 unique searchable terms.
- Also check for spaces after commas: 'fitness, workout' (16 chars) vs 'fitness,workout' (15 chars). Small savings add up when the field is tight.
This calculator flags duplicate keywords in real time. Use it to optimize before submission.
What to do after using this checker
- Fill all seven fields. Completeness matters for store ranking. A missing subtitle or promotional text is a missed opportunity.
- Remove duplicate keywords. If the calculator flags duplicates, rewrite the keyword field without repeating words.
- Test your keywords with actual searches. Type your keywords into the App Store and Google Play search to see if your app surfaces. If not, the keywords may not match user intent.
- Update promotional text seasonally. If you have a sale, new feature or partnership, change the promotional text every quarter to drive repeat visits from past downloaders.
- Monitor search ranking after launch. Use app analytics (AppsFlyer, Adjust, etc.) to track which keywords drive installs. Double down on high-intent keywords and replace low-intent ones.
Questions people ask
Do I need to fill every field to launch on the App Store or Google Play?
Technically, no. But every unfilled field is a missed opportunity for search visibility. An app without keywords will not appear in keyword searches. An app without promotional text loses a visual hook on the store page. Fill all fields before launch, especially if you plan to market the app.
Should I put keywords in the app name, or only in the keyword field?
Prioritize the name. Both Apple and Google give more weight to keywords in the app name than in separate keyword fields or descriptions. So if you have limited space, put your highest-intent keyword in the name or subtitle, then use the keyword field for secondary terms.
What is the difference between Apple keywords and Google keywords?
Apple does not have a dedicated 'keywords' field in the same way (Apple app store lists: name, subtitle, keyword field, description). Google Play has: title, short description, full description, and categorization. Neither platform shows a visible 'keywords' section to users, but both index your text for search. Focus on writing naturally; stuffing keywords that do not make sense reads as spam to both platforms.
Can I change my app name and keywords after launch?
Yes. You can update your listing at any time in the App Store Connect (Apple) or Google Play Console (Google). Changes usually take effect within 24 hours. Use this to test new keywords or promotional messages without re-submitting the app itself.
What is the impact of using spaces after commas in the keyword field?
Minimal, but it does waste characters. 'fitness, workout' (16 chars) leaves less room for additional keywords than 'fitness,workout' (15 chars). The more keywords you can fit, the broader your search visibility. At 100 characters total, saving 1 to 2 characters per keyword can let you add one or two more terms.
Should I include my app price or subscription cost in the listing?
Only if it fits and is a differentiator. Both stores display price separately, so users know your cost before opening the listing. If your price is a selling point (e.g., 'Free forever, no ads'), mention it in promotional text or description. If your price is premium, leading with value in the subtitle and description matters more.
Sources
Last reviewed 11 September 2026. Formulas and benchmarks are published on the page so you can check them. This tool gives estimates, not quotes.
