App Store and Google Play character limits
Every listing field's limit on both stores, from Apple's and Google's own pages, with a counter for each. The keyword field is counted in bytes as well as characters.
Checked at the source on 29 October 2026
VisualASO writes every one of these fields, for each country, inside the limits, from phrases it has measured: demand, rank and difficulty for each one. It fills a new App Store Connect version and never submits it.
Every listing limit on both stores
Read at Apple's and Google's own pages on 29 October 2026.
| Store | Field | Limit | Note |
|---|---|---|---|
| App Store | App name | 30 characters | At least two characters. Guideline 2.3.7 also says names “must be limited to 30 characters”. |
| App Store | Subtitle | 30 characters | Shown under the name on the product page. |
| App Store | Keywords | 100 bytes | Apple's reference says “up to 100 bytes”; its product page guide says 100 characters. Commas, no spaces. |
| App Store | Promotional text | 170 characters | Can change without a new version. Apple's guide says it doesn't affect search ranking. |
| App Store | Description | 4000 characters | Plain text; HTML isn't supported. |
| App Store | What's New | 4000 characters | Release notes for each version. |
| Google Play | App name | 30 characters | Limits count full-width and half-width characters the same. |
| Google Play | Short description | 80 characters | The first text people see on the listing. |
| Google Play | Full description | 4000 characters | Google warns that repetitive or irrelevant keywords can lead to suspension. |
How characters are counted
Apple and Google state most limits in characters, and the App Store keyword field in bytes. The counter counts characters the way people read them: “é” is one, a flag emoji is one. Some systems count UTF-16 units instead, where many emoji count as two; when the two counts differ, the counter shows both so you can stay under the stricter one. For the keyword field it also counts UTF-8 bytes, where a Cyrillic letter takes 2 and a Japanese character 3.
Questions
What is the App Store subtitle character limit?
30 characters. Apple's App information page says the subtitle “can't be longer than 30 characters”.
How many characters is the App Store app name?
At least two and no more than 30, per Apple's App information page.
What is the Google Play short description limit?
80 characters. The app name allows 30 and the full description 4,000. Google says the limits apply to full-width and half-width characters alike.
Does promotional text help App Store search?
No, according to Apple's product page guide: “promotional text doesn’t affect your app’s search ranking so it should not be used to display keywords.”
How does the counter count characters?
It counts what people see as one character (a letter with its accent, one emoji). Where that differs from the UTF-16 count some systems use, it shows both, and the keyword field also shows UTF-8 bytes.
Sources, checked 29 October 2026
- Apple, App information (name, subtitle): https://developer.apple.com/help/app-store-connect/reference/app-information/app-information
- Apple, Platform version information (keywords, promotional text, description, What's New): https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information
- Apple, Creating your product page: https://developer.apple.com/app-store/product-page/
- Google, Create and set up your app (Play listing limits): https://support.google.com/googleplay/android-developer/answer/9859152