# App Store name, subtitle, keywords and promo text limits (2026) [Blog](/blog)/[Guides](/blog/category/guides) # App Store name, subtitle, keywords and promo text limits (2026) App Store character limits for name, subtitle, keywords, promotional text, description and What's New, which fields count for search, with examples. 27 Sep 20265 min read ![Five App Store screenshots for a budgeting app laid out as one panorama](/__reroute_image?url=%2Fassets%2Fblog%2Fcoinjar.jpg&w=1920&q=75)5 slides · 6420×2778Made in AppScreen Your App Store listing has six text fields: name, subtitle, keywords, promotional text, description and What's New. Each has its own limit. Only some of them affect search. The App Store subtitle and App Store keywords count for ranking, while promotional text on the App Store doesn't. Here are the limits, what each field is for, and how to fill it without wasting characters. The limits come from App Store Connect's [app information](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information) and [platform version information](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) references. The search advice comes from Apple's [product page](https://developer.apple.com/app-store/product-page/) and [App Store search](https://developer.apple.com/app-store/search/) guides. Checked October 2026. ## The limits FieldLimitUsed for App Store searchChange without a new versionName2 to 30 charactersYesNoSubtitle30 charactersYesNoKeywords100 bytesYesNoPromotional text170 charactersNoYesDescription4,000 charactersNot listed by AppleNoWhat's New4,000 charactersNoWritten per version Apple's search guide says text relevance comes from your app's title, subtitle, keywords and primary category. The description isn't on that list. App Store Connect says the description is used for web search engine results once the app is released. ## App name The name is 2 to 30 characters. It shows on your product page and when people install the app. You can edit it until you submit for review. After that, it changes with a new version. Apple asks for a name that's simple, easy to spell and hints at what the app does. App Review guideline 2.3.7 bans packing metadata with trademarked terms, popular app names or pricing. - Bad: `Budget App - Best Free Money` (generic words, a price claim) - Good: `Pocketleaf: Budget Tracker` (brand plus what it does, 26 characters) ## App Store subtitle The subtitle is up to 30 characters and sits under the name everywhere on the App Store. It counts for search. You update it with a new version. Use it to say what the app does in a short phrase. Apple suggests features or typical uses over generic claims like "world's best app". Guideline 2.3.7 says subtitles can't reference other apps or make claims you can't back up. - Bad: `The #1 app for everyone` - Good: `Track spending in 10 seconds` Words in the subtitle are already indexed. Don't repeat them in the keyword field. ## App Store keywords The keyword field takes up to 100 bytes. Apple's rules: - Separate terms with commas and no spaces. Spaces inside a phrase are fine, as in Apple's example `Property,House,Real Estate`. - Each keyword has to be longer than two characters. - Don't repeat words already in your name, subtitle or category. Your app is already searchable by its name and company name. - Skip plurals of words you already have. Apple treats `climb` and `climbs` as duplicates. - Skip generic terms like `app` or `game`, and filler words like `the` and `to`. - Skip special characters like `#` or `@` unless they're part of your brand. - No competitor app names, trademarks or celebrity names. Improper keywords are a common reason for rejection. A before and after for a budgeting app called Pocketleaf: Budget Tracker, with the subtitle above: - Bad: `budget, budgets, pocketleaf, money app, spending, mint, ynab` - Good: `expense,bills,savings,finance,income,receipt,allowance,debt,payday` The bad list wastes bytes on spaces after commas, a plural, the app's own name, words already in the name and subtitle, and the word "app". The two competitor names can get the app rejected. ### Bytes, not characters App Store Connect counts keywords in bytes. In UTF-8, an English letter is one byte. Accented letters like `é` take two, and Chinese, Japanese or Korean characters take three. A Japanese keyword field fills up three times faster than an English one. ## Promotional text on the App Store Promotional text is up to 170 characters and appears above the description. You can change it at any time without submitting a new version. Apple suggests using it for news like limited-time sales or upcoming features. It doesn't affect search ranking. Apple says plainly not to use it for keywords. - Bad: `budget tracker money manager expense app savings finance` - Good: `New: shared budgets for couples. Split bills and see who owes what, updated live.` ## Description The description is up to 4,000 characters of plain text. HTML isn't supported. Apple calls the first sentence the most important, because it's what people read without tapping more. Apple's advice is a short paragraph followed by a list of main features. Don't stuff keywords into it, and don't list prices. Prices already show on the product page and may differ by region. You can change the description only with a new version. For anything that changes often, use promotional text. ## What's New What's New is up to 4,000 characters per version. It isn't available for the first version and is required for every update after that. Apple recommends saying exactly what changed. - Bad: `Bug fixes and performance improvements.` - Good: `Recurring bills now remind you a day early. Fixed totals in the yearly report.` ## A quick routine - Pick the name and subtitle first. Both are indexed for search and seen by everyone. - List every word they already contain. - Fill the keyword field with new words only, commas and no spaces, until you hit 100 bytes. - Write the description for people, not the algorithm. - Use promotional text for whatever is new this month. Paste your drafts into the free [ASO tool](/tools/aso-tool). It checks each field against Apple's limit and the App Review metadata rules, counts keyword bytes, and flags spaces after commas, repeated words and words already in your name or subtitle. **Sources**Every number in this post comes from these pages.5 pages · Checked 1 Oct 2026 - [d**developer.apple.com**/help/app-store-connect/reference/app-information/app-informationName and subtitle limits ](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information) - [d**developer.apple.com**/help/app-store-connect/reference/app-information/platform-version-informationKeywords, promo, description, What's New ](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) - [d**developer.apple.com**/app-store/product-pageField advice, keyword rules ](https://developer.apple.com/app-store/product-page/) - [d**developer.apple.com**/app-store/searchIndexed fields, keyword rules ](https://developer.apple.com/app-store/search/) - [d**developer.apple.com**/app-store/review/guidelinesGuideline 2.3.7 metadata rules ](https://developer.apple.com/app-store/review/guidelines/) Something out of date? 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Pro: $9 once, no subscription.[See pricing](/pricing)[Start designing](/) ## More from the blog [ Guides1 Oct · 6 minApp Store screenshot sizes for 2026Every screenshot size Apple accepts for iPhone, iPad, Mac, Apple TV, Vision Pro and Watch, which sets are required, and the one iPhone set you need.](/blog/app-store-screenshot-sizes)[ Guides30 Sep · 6 minApp icon sizes for iOS and Android (2026)Every app icon size for iOS, Android and Google Play: the single 1024 iOS icon, the full size table, Android densities, adaptive layers and the Play icon.](/blog/app-icon-sizes)[AppScreen](/) Panorama screenshots for the App Store. © 2026 [Intenseloop, Inc.](https://intenseloop.com)[ ](https://x.com/intent/follow?screen_name=stewones) _____ _____ /\ / ____| | __ \ / \ _ __ _ __| (___ ___ _ __ ___ ___ _ __ | |__) | __ ___ / /\ \ | '_ \| '_ \\___ \ / __| '__/ _ \/ _ \ '_ \ | ___/ '__/ _ \ / ____ \| |_) | |_) |___) | (__| | | __/ __/ | | | | | | | | (_) | /_/ \_\ .__/| .__/_____/ \___|_| \___|\___|_| |_| |_| |_| \___/ | | | | |_| |_| ## AppScreen Pro One payment. 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