App Store name, subtitle and keyword limits, and Google Play's title and short description

By Andrew · Published 11 August 2026 · Last updated 29 September 2026

On the App Store, the name is 2 to 30 characters, the subtitle up to 30, promotional text 170, the description and What's New 4,000 each, and keywords up to 100 bytes. On Google Play, the app name is 30 characters, the short description 80 and the full description 4,000. Every one of them is set per language, and both stores forbid names padded with keywords.

App Store: the limits, field by field

App Store Connect fields, from Apple's App information and Platform version information references
Field	Limit	Notes
Name	2 to 30 characters	Editable until you submit for review, then with each new version
Subtitle	30 characters	Appears under the name on the product page
Promotional text	170 characters	Changes without a new submission; shown above the description
Description	4,000 characters	Plain text, no HTML; required; localizable
Keywords	100 bytes	Each keyword longer than two characters; required; localizable
What's New in this Version	4,000 characters	From the second version on; localizable

The name is the localized name shown on the product page and when the app installs; it must be at least two and at most 30 characters. It can be edited until the app is submitted to App Review, and afterwards when a new version is created or the version's status permits. The subtitle is a summary under the name and cannot be longer than 30 characters.
Source: App Store Connect Help: App information
The primary language is the default for the metadata shown in any country or region for which no localized metadata was provided, and it can be changed at any time.
Source: App Store Connect Help: App information
Promotional text cannot be longer than 170 characters and appears above the description; it lets you tell visitors about current features without a new submission. The description is limited to 4,000 characters of plain text, with no HTML, and What's New in this Version to 4,000 as well, required from the second version on.
Source: App Store Connect Help: Platform version information
Keywords: one or more, each longer than two characters, up to 100 bytes in total. Apple says the app is already searchable by its name and company name, so those should not be repeated in the keyword list, and names of other apps or companies are not allowed.
Source: App Store Connect Help: Platform version information
Apple's product page guide states the same keyword field as 100 characters, separated by commas and without spaces after them, and the same 170 characters for promotional text and 30 for the name. Where the two Apple pages differ, on bytes against characters, both are quoted here as written.
Source: Apple Developer: Creating your product page

Google Play: the limits, field by field

Google Play store listing fields, from Play Console Help
Field	Limit	Notes
App name	30 characters	One localized name per language
Short description	80 characters	Users can expand it to the full description
Full description	4,000 characters

The app name has a 30-character limit, the short description 80 and the full description 4,000. Google notes that the limits apply to full-width and half-width characters alike: the numbers are the maximum whatever the script.
Source: Play Console Help: Create and set up your app
Google warns on the same page that repetitive or irrelevant keywords in the app name, description or promotional description can get an app suspended on Google Play.
Source: Play Console Help: Create and set up your app
The metadata policy forbids emojis, emoticons and repeated special characters in the title, icon and developer name, asks for no ALL CAPS unless that is how the brand is written, requires the title and description to describe the app accurately, and prohibits special characters or capitals used to manipulate search ranking.
Source: Play Console Help: Metadata policy

What a name may contain

Apple's review guideline 2.3.7 asks for a unique app name and keywords that accurately describe the app, forbids packing metadata with trademarked terms, popular app names, pricing information or other irrelevant phrases, limits app names to 30 characters, and keeps prices and terms out of names, subtitles, screenshots and previews.
Source: App Review Guidelines, 2.3.7
Apple's own advice: a simple, memorable name that is easy to spell and hints at what the app does, distinctive, avoiding generic terms and names too similar to existing apps; and the subtitle, rather than the name, to explain the app's value, avoiding generic claims such as the world's best app.
Source: Apple Developer: Creating your product page
Apple also asks not to add unnecessary keywords to the description to improve search results, and to keep specific prices out of it, since pricing is already shown on the product page.
Source: Apple Developer: Creating your product page
Google requires metadata that is honest, relevant and suitable for all audiences, and prohibits deceptive claims, spammy keywords and misleading, non-descriptive, irrelevant or excessive metadata in the title, description, icon and developer name.
Source: Play Console Help: Metadata policy

Check whether a name is already taken on the App Store or Google Play

One app, many names: a worked example

Because the name is set per language, one listing carries different names in different storefronts, and each has to fit the same 30 characters. Two checks run on 29 September 2026 from the demo page, where the nine demo apps are always free, show what that looks like.

Names one listing carries, read live on 29 September 2026
App and store	Storefronts	Different names	The commonest, and its length
Spotify, App Store, id 324684580	175 (listed in 169)	15	Spotify: Music and Podcasts, 27 characters, in 132 storefronts
TikTok, Google Play, com.zhiliaoapp.musically	176 (listed in 175)	6	TikTok, 6 characters, in 170 locations

Spotify's other names include Spotify: música y podcasts in 16 storefronts, Spotify : Musique et podcasts in 4 and a Chinese name in 3; TikTok's include TikTok - Videos, Shop & LIVE in the United States, a French and a Spanish name, and two more. A check reads every storefront's own listing, so it shows each name a listing carries and where.

Common questions

How long can an App Store subtitle be?

Up to 30 characters, the same as the name. Apple describes it as a summary that appears under the app's name on the product page, and its product page guide suggests using the subtitle rather than the name to explain what the app does, avoiding generic phrases such as the world's best app.

How many keywords can an App Store app have?

As many as fit the keyword field: App Store Connect's reference says up to 100 bytes, each keyword longer than two characters, and Apple's product page guide says 100 characters, separated by commas with no space after the comma. Apple asks you not to repeat the app's name or the company name, which are searchable already, and forbids other apps' or companies' names.

What is App Store promotional text, and how long can it be?

A line of up to 170 characters shown above the description on the product page. Apple lets you change it at any time without submitting a new version, which is what it is for: current features, a limited-time sale, something coming. It is separate from the description, which is limited to 4,000 characters and changes with a version.

How long can a Google Play short description be?

80 characters, next to a 30-character app name and a 4,000-character full description, which users expand from the short one. Google's limits count full-width and half-width characters the same, and the same page warns that repetitive or irrelevant keywords in the name or descriptions can get an app suspended.

Can I use emojis or all caps in my app's name?

Not on Google Play: its metadata policy forbids emojis, emoticons and repeated special characters in the title, icon and developer name, and asks for no ALL CAPS unless the brand is written that way. Apple's guideline 2.3.7 does not name emojis; it requires a unique name of at most 30 characters and keeps trademarked terms, popular app names and prices out of it.

Sources

Every rule above was read against the store's own documentation on 29 September 2026. The wording is ours; the facts are theirs.

See the names an app carries in every storefront

Paste an App Store or Google Play link and pick the countries. The report shows each storefront's own listing, with the name it carries there, its rating, price and chart position. Up to 5 countries per report is free and needs no account.

Check an app in every storefront