App Store Metadata Character Limits: Complete Reference Guide

Every character in your App Store listing is real estate. The metadata fields in App Store Connect have strict limits, and exceeding them means your submission will be rejected outright. Whether you're launching a new app or localizing an existing one into dozens of languages, knowing the exact constraints for every field saves you time and prevents surprises during review.

This guide covers every metadata field you'll encounter in App Store Connect, its precise character limit, what gets indexed for search, and how localization affects your strategy for each one.

Complete Character Limits Reference Table

Here are the current character limits for every App Store Connect metadata field as of 2026:

App Name: 30 Characters

The app name is the single most important metadata field. It appears in search results, on the product page, and on the user's home screen (though the home screen display may truncate earlier). Apple reduced this limit from 50 to 30 characters in September 2017 to combat keyword stuffing.

Rules and Restrictions

• Maximum 30 characters per localization
• Cannot consist of only generic terms (e.g., "Photo Editor" alone may be rejected)
• Must not include prices or terms that could be misleading (e.g., "free")
• Special characters and emojis are counted and generally discouraged by Apple
• The name is fully indexed for App Store search

Your app name should include your brand and your single most important keyword. For example, "Duolingo - Language Lessons" uses 27 of 30 characters and combines brand recognition with a clear description of functionality.

Localization Considerations

The 30-character limit stays the same across all languages, but the practical space you have varies considerably. German compound words like "Sprachlernprogramm" (language learning program) eat through 30 characters fast. Japanese and Chinese, by contrast, convey dense meaning per character — you can fit a complete product description in 15 CJK characters.

When localizing your App Store listing, plan for each language independently rather than translating your English name word-for-word. A tool like AppStoreLocalization.com handles these per-language adaptations automatically, ensuring you stay within limits across all 40+ supported locales.

Subtitle: 30 Characters

Introduced in iOS 11, the subtitle appears directly below the app name in search results and on the product page. It's your second-most-valuable piece of metadata for both search ranking and conversion.

• Maximum 30 characters per localization
• Fully indexed for App Store search
• Can only be changed with a new app version
• Should complement the app name, not repeat it — Apple's algorithm does not give extra weight to repeated keywords

Use the subtitle for your second-priority keyword phrase. If your app name says "Mint - Budget Tracker," your subtitle might be "Spending & Bill Manager" to capture different search terms.

Keyword Field: 100 Characters

The keyword field is hidden from users but directly impacts search rankings. You get 100 characters per localization, and optimizing this field is where serious ASO (App Store Optimization) work happens.

Formatting Rules

• Separate keywords with commas — no spaces after commas (spaces count against your limit)
• Do not repeat words already in your app name or subtitle — they're automatically indexed
• Use singular or plural, not both — Apple's algorithm matches both forms
• Do not include the word "app" or your category name — already indexed
• Avoid competitor brand names — Apple may reject your update
• Do not use special characters unless they're part of a genuine keyword

Localized Keywords Are Separate

Each localization gets its own 100-character keyword field. This means if you localize into 35 languages, you have 35 × 100 = 3,500 characters of keyword space. This is one of the most compelling reasons to localize your App Store keywords even in markets where English is widely understood.

Apple also indexes certain locale pairs together. For example, the US English locale also picks up keywords from the Spain Spanish (es-ES) locale. Knowing these cross-indexing rules lets you effectively double your keyword coverage for key markets.

Description: 4,000 Characters

The description is your long-form pitch. At 4,000 characters, you have substantial space to explain features, use cases, and value propositions. However, there are important nuances.

Visibility and Indexing

Only the first roughly 170 characters (about 3 lines on an iPhone) are visible before the "more" button. Most users never tap "more." Apple's official documentation states the description is used for search, but extensive testing by ASO practitioners shows its impact on keyword ranking is minimal compared to the name, subtitle, and keyword field.

This means your description strategy should prioritize conversion (convincing users to download) over keyword density. Write for humans, not algorithms.

Formatting Tips

• Front-load the first 170 characters with your strongest value proposition
• Use line breaks and bullet-style formatting (dashes or unicode bullets) for scannability
• No HTML, markdown, or rich formatting is supported — plain text only
• Include a call to action and social proof if you have it
• The description can only be updated by submitting a new version

When localizing descriptions, resist the urge to simply translate your English description. Different markets respond to different value propositions. Users in Japan may care about privacy features, while users in Brazil may be drawn to social features. Consult our description best practices guide for market-specific advice.

Promotional Text: 170 Characters

Promotional text appears above the description and is the only text metadata field you can update without submitting a new app version. This makes it ideal for time-sensitive messaging.

• Maximum 170 characters per localization
• Not indexed for App Store search
• Can be changed at any time via App Store Connect
• Appears above the description on the product page

Use promotional text for seasonal promotions, announcing new features, highlighting awards, or responding to current events. Since it isn't indexed for search, focus purely on conversion — what will make someone tap "Get" right now?

What's New: 4,000 Characters

The "What's New" section (release notes) displays when users view your app's update in the App Store. It has a 4,000-character limit but is not indexed for search.

Treat release notes as a retention and re-engagement tool. Users who see thoughtful, clear update notes are more likely to trust your app and feel confident it's actively maintained. Generic notes like "Bug fixes and performance improvements" waste this opportunity.

If you localize your release notes, keep them concise and focus on the 2-3 most impactful changes. Most users scan these quickly.

In-App Purchase Metadata

Each in-app purchase has its own localizable metadata:

• Display Name: 30 characters — indexed for search, appears on its own product page
• Description: 45 characters — not indexed, visible on the IAP product page

In-app purchase display names are searchable, meaning they contribute to your ASO. If you have a subscription called "Pro Plan," consider naming it something more descriptive and keyword-rich like "Pro Photo Editor Unlock" (24 chars). You can have up to 20 promoted in-app purchases, giving you 20 × 30 = 600 additional indexed characters.

How Character Limits Interact with Localization

The character limit number stays fixed across languages, but the information density per character varies wildly. Here's a practical breakdown:

Languages That Need More Space

German: Compound words and formal grammar mean German translations average 20-30% longer than English. A 28-character English subtitle might expand to 38 characters in German, requiring a complete rethink.

Finnish and Hungarian: Agglutinative languages with extensive suffixes. Word lengths can be extreme.

French: Articles and prepositions add overhead. Expect 15-20% expansion from English.

Languages That Need Less Space

Chinese (Simplified and Traditional): Extremely information-dense. You can convey in 12 characters what takes 30 in English.

Japanese: Similar density to Chinese when using kanji. Katakana (for foreign loan words) is less dense.

Korean: Moderate density. Generally 10-15% shorter than English equivalents.

Common Mistakes to Avoid

1. Wasting Keyword Characters on Duplicates

If your app name is "Runkeeper - Running Tracker," you don't need "running" or "tracker" in your keyword field. The algorithm already indexes them. Use those characters for related terms like "jogging,marathon,5k,fitness,gps,pace."

2. Ignoring Localized Keyword Fields

Many developers leave the keyword field blank for non-English localizations, throwing away thousands of indexed characters. Even if you only localize your name and subtitle, fill in the keyword field for every locale you support.

3. Exceeding Limits in Translated Text

This is the most common localization failure. Your English metadata fits perfectly at 29 characters, but the German translation comes in at 42. App Store Connect will reject the submission. Always validate character counts for every locale before submitting. AppStoreLocalization.com validates these limits automatically during translation so nothing gets rejected.

4. Stuffing the Description with Keywords

Since the description has minimal search weight, cramming keywords into it hurts readability without helping ranking. Write natural, persuasive copy instead.

5. Neglecting Promotional Text

It's the only field you can change without an update. Yet many developers leave it blank or static for years. Rotate your promotional text at least monthly.

Maximizing Your 160 Indexed Characters

Your search-indexed real estate is limited to 160 characters per localization: 30 (name) + 30 (subtitle) + 100 (keywords). Here is a framework for allocating them:

1. App Name (30 chars): Brand + primary keyword. If your brand is short, add a descriptor. If it's long, use the subtitle for keywords.
2. Subtitle (30 chars): Secondary keyword phrase that complements (doesn't repeat) the name.
3. Keywords (100 chars): All remaining relevant terms, separated by commas with no spaces. Use singular forms. Skip articles and prepositions.

Then multiply this by every locale you support. Localizing into 35+ languages through a service like AppStoreLocalization.com gives you over 5,600 indexed characters total — a massive competitive advantage over apps that only optimize English metadata.