App Store & Google Play Character Limits 2026: Every Field, Indexed Status & ASO Tip
Every character limit for every metadata field across the Apple App Store and Google Play Store — with one-click copy, indexing status (critical for ASO!), and tips on what each field actually does. Free, no signup.
Critical fields at a glance
Apple App Store — character limits
Click any number to copy. "Indexed" means App Store Search picks up this field for keyword ranking.
| Field | Limit | Importance | Indexed? | Tip |
|---|---|---|---|---|
App Name |
Critical | ✓ Indexed | Apple indexes this for search. Include your most important keyword naturally — avoid keyword stuffing (Apple may reject). Each localization can have a different name. |
|
Subtitle |
Critical | ✓ Indexed | Displayed directly below the app name on product pages. Apple indexes it for search. Use it for your second-most-important keyword phrase. Distinct from the name — no repetition. |
|
Keywords |
Critical | ✓ Indexed | Comma-separated, 100 characters total (including commas). Never repeat words already in your name or subtitle — Apple already indexes those. No spaces after commas (saves chars). Use singular forms; Apple handles plurals. |
|
Promotional Text |
High | Not indexed | Appears above the description on the product page. NOT indexed for App Store Search — use for time-sensitive messaging (sales, new features). Can be updated without a new app version. |
|
Description |
High | Not indexed | NOT indexed for App Store Search — front-load for humans, not keywords. Only the first 3 lines appear without tapping "more". Use line breaks for readability. HTML not supported. |
|
What's New |
Medium | Not indexed | Shown on the update screen. Keep the first line punchy — it's the preview. NOT indexed. Users read this to decide whether to update; focus on user-facing changes. |
|
In-App Purchase Name |
Medium | ✓ Indexed | Visible on the App Store product page under 'In-App Purchases'. Keep it clear and benefit-focused. Apple indexes IAP names for search. |
|
In-App Purchase Description |
Medium | Not indexed | Short description shown on the purchase confirmation sheet. Be direct about what the user gets. |
|
Screenshot Caption (App Preview) |
Low | Not indexed | Optional text overlay on App Preview videos. Short, punchy copy works best — viewers rarely pause to read long captions. |
|
App Review Notes |
High | Not indexed | Sent only to reviewers, never public. Use this to provide test credentials, explain non-obvious flows, and clarify any content that might be misread. Saves rounds of rejection. |
|
Support URL |
Medium | Not indexed | Must be a live, working URL. Apple reviewers do visit it. |
|
Marketing URL |
Low | Not indexed | Optional. If provided, must be live. Shown as a clickable link on the product page in some regions. |
|
Privacy Policy URL |
Critical | Not indexed | Required for all apps that collect any user data. Apple rejects apps missing a privacy policy. URL must be live and reachable. |
Google Play Store — character limits
Unlike Apple, Google indexes the full description (4,000 chars). This changes keyword strategy significantly.
| Field | Limit | Importance | Indexed? | Tip |
|---|---|---|---|---|
App Title |
Critical | ✓ Indexed | Play indexes the title. Google reduced the limit from 50 to 30 characters in 2021. Include your primary keyword naturally. Each language can have a separate title. |
|
Short Description |
Critical | ✓ Indexed | Indexed for Play search. Appears on search results and app cards. Front-load keywords. Users see this before expanding the full description. |
|
Full Description |
High | ✓ Indexed | Unlike Apple, Google DOES index the full description for Play search. Use keywords naturally throughout. First 167 characters appear above the fold. HTML tags (bold, italic, lists) are supported. |
|
What's New |
Medium | Not indexed | Much shorter than the App Store equivalent. Keep it concise and user-focused. Appears in the update tab. |
|
In-App Product Title |
Medium | Not indexed | Title of the in-app product shown on the purchase dialog. Keep it descriptive and benefit-focused. |
|
In-App Product Description |
Low | Not indexed | Short description for the in-app product. Users see this on the purchase confirmation screen. |
|
Developer Name |
Medium | ✓ Indexed | Shown under the app title in search results. Keep it consistent across all your apps for brand recognition. Indexed by Play. |
The indexing difference that changes everything
The single most important thing to know about App Store vs. Google Play metadata:
Only 3 fields are indexed: App Name, Subtitle, and Keywords. The Description (4,000 chars) is not indexed for search.
Use all 160 indexed characters (30 + 30 + 100) strategically. No repetition — Apple deduplicates across fields.
Title, Short Description, and Full Description are all indexed. That's up to 4,110 characters of indexable keyword surface.
Use keywords naturally throughout the full description. Google's algorithm rewards density AND semantic relevance.
Character limits and text expansion during localization
When you translate English copy, the text almost always gets longer. German expands by ~35%, French by ~30%, and some languages (Thai, Arabic) can be unpredictable. This means:
- An English app name at 28 characters may overflow at 30 in German — you need a shorter translation or a different name structure.
- An English keyword string at 95/100 characters will almost certainly bust the 100-char limit in any Romance language.
- The App Store enforces these limits per locale — Apple Connect rejects saves, not silently truncates.
→ Use the Text Expansion Calculator to estimate expansion ratios by language
Download the dataset
Use the JSON in your localization QA scripts or CI validation; the CSV opens in any spreadsheet for team sharing.
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Start free Check expansion ratios →Frequently Asked Questions
What is the App Store title character limit?
Apple App Store app names are capped at 30 characters. This includes spaces. Choose your name carefully — it is indexed for App Store Search, so including a relevant keyword naturally can boost discoverability.
What is the App Store keyword field limit?
The App Store keywords field allows 100 characters total, including the commas that separate terms. Use no spaces after commas to save characters. Don't repeat words already in your app name or subtitle — Apple already indexes those fields.
Is the App Store description indexed for search?
No. Unlike Google Play, Apple does NOT index the description field for App Store Search. Only the App Name, Subtitle, and Keywords fields are indexed. Focus the description on convincing users to download, not on keyword stuffing.
Is the Google Play full description indexed?
Yes. Google indexes the entire full description (up to 4,000 characters) for Play Store search ranking. Use keywords naturally throughout the text. The short description (80 characters) is also indexed and appears before the fold on search results.
What changed when Google reduced the Play Store title limit?
In 2021, Google reduced the Play Store app title limit from 50 characters to 30 characters to match Apple's limit. Apps with longer titles had them truncated. The change was intended to reduce keyword stuffing in titles.
What is the App Store 'What's New' character limit?
Apple allows up to 4,000 characters in the What's New field. Only the first two to three lines are shown before the user taps 'More', so front-load the most important changes.
What is Google Play's 'What's New' character limit?
Google Play limits the What's New section to 500 characters — much shorter than Apple's 4,000. Be concise and focus on user-visible changes.
Can I use different character limits per language on the App Store?
Yes. Each localized version of your App Store listing can have its own app name (30 chars), subtitle (30 chars), keywords (100 chars), and description (4,000 chars). This is crucial for ASO in non-English markets where translated text often expands.
What is the App Store promotional text limit, and how is it different from the description?
Promotional text is limited to 170 characters and appears above the main description on the product page. Unlike the description, it can be updated without submitting a new app version — useful for time-sensitive messaging like limited sales or feature announcements. It is NOT indexed for search.
Does text expansion affect these character limits when localizing?
Yes — significantly. When translating from English, German expands ~35%, French ~30%, and Arabic can expand up to 25% while also switching to RTL layout. You must fit the translated copy within the same character limits. Shotlingo's text expansion calculator can help you estimate how much room you have.
Sources & Changelog
Sourced from: Apple App Store Connect Help and Google Play Console Help. Maintained independently — always cross-check against the official docs before submitting.
- 2026-06-30 — Initial dataset published. All limits verified against App Store Connect Help and Google Play Console documentation.
- 2021 — Google reduced Play Store title limit from 50 to 30 characters, matching Apple's limit.