Launch templateProduct and listing copy
App Store and Google Play description template
Both big app stores give you a few short fields that carry search and a long description most people skim. Write the short fields first, within the limits, then use the first lines of the description to repeat the core promise. Apple and Google both forbid stuffing metadata with competitor names, prices or ranking claims.
Use it for
- First store submission.
- A big update that changes what the app does.
- Localizing a listing.
Limits and rules
- App Store: name and subtitle 30 characters each, promotional text 170, description 4,000, keywords 100 bytes.[1]
- Google Play: title 30, short description 80, full description 4,000; no "#1", "Best", prices or irrelevant emoji.[2]
- Apple guideline 2.3.7: no trademarked terms, competitor names or pricing in metadata to game search.[3]
The template
Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.
APP STORE (iOS / macOS) Name (max 30): [BRAND] - [CORE JOB] Subtitle (max 30): [BENEFIT OR AUDIENCE] Promotional text (max 170, editable any time): [TIMELY LINE: NEW FEATURE OR SEASON] Keywords (100 bytes, comma-separated, no spaces): [KEYWORD],[KEYWORD],[KEYWORD] GOOGLE PLAY Title (max 30): [BRAND]: [CORE JOB] Short description (max 80): [WHAT IT DOES FOR WHOM] FULL DESCRIPTION (max 4,000 on both) [FIRST 2 LINES: THE PROMISE - SHOWN BEFORE "MORE"] [WHO IT'S FOR AND THE PROBLEM, 2 SENTENCES] WHAT YOU CAN DO - [FEATURE -> OUTCOME] - [FEATURE -> OUTCOME] - [FEATURE -> OUTCOME] HOW IT WORKS [3 SHORT STEPS] PRICING [FREE TIER / SUBSCRIPTION TERMS STATED CLEARLY] PRIVACY [ONE LINE + LINK TO POLICY] SUPPORT [EMAIL OR URL]
How to fill it in
Name / Title
Brand plus the core job; count characters.
Keywords (iOS)
Words not already in your name or subtitle; commas, no spaces, no competitor names.
Promotional text
Update it for new features without submitting a new version.
Filled example
Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.
APP STORE (iOS) Name (25): Paperlark: Invoice Nudges Subtitle (28): Chase late invoices politely Promotional text: New: pick a firm or final tone for invoices more than 30 days overdue. Keywords: reminder,freelance,late,payment,overdue,unpaid,billing,client,chase GOOGLE PLAY Title (25): Paperlark: Invoice Nudges Short description (69): Polite, scheduled reminders for late invoices. Built for freelancers. FULL DESCRIPTION Stop chasing late payments. Paperlark sends polite reminders for your unpaid invoices until they're paid. For freelancers and small studios who'd rather do the work than write "just following up" emails. WHAT YOU CAN DO - Snap or forward an invoice -> reminders scheduled for you - Choose friendly, firm or final -> the wording's done - Mark it paid -> reminders stop instantly HOW IT WORKS 1. Add an invoice 2. Pick a tone 3. Get paid PRICING Free for 3 invoices a month. Unlimited: $9/month, cancel anytime in your store account settings. PRIVACY We only use invoice details to send reminders. paperlark.example/privacy SUPPORT help@paperlark.example (Paperlark is a fictional app.)
Do
- Count characters and bytes for every field.
- Front-load the first two lines of the description.
- Match the description to screenshots.
- Localize for major markets.
Don't
- Don't use competitor names in keywords.
- Don't write "#1" or "Best".
- Don't put prices in the title or screenshots on Google Play.
- Don't repeat keywords already in the name (iOS).
FAQ
What are the App Store character limits?
Name 30, subtitle 30, promotional text 170, description 4,000 characters, and keywords 100 bytes.
What are the Google Play limits?
Title 30, short description 80, full description 4,000 characters.
Can I change my app description without an update?
On the App Store, promotional text can change any time; the description and keywords change with a new version.
Launch guides that use this template
Sources
- App Store Connect: Platform version information
- Play Console Help: Metadata policy and store listing
- Apple: App Review Guidelines
Checked . Platforms change their rules; open the source before you rely on a number.
Related templates
- Directory listing descriptionWrite directory and launch-site listings once: a 60-character tagline, a 160-character short description and a long version, with a filled example.
- Release notesRelease notes for a notable launch or version: what's new, why it matters, how to use it, upgrade steps and known issues, with a filled example.
- Beta invite emailA beta invite email that sets expectations: what's ready, what's rough, what you need from testers and how to report bugs, with a filled example.