App Store subtitle and promotional text: limits and how to use them

App Store Connect defines the subtitle as a summary of your app that appears under its name on the product page, up to 30 characters; Apple adds that it appears below the name throughout the App Store, including search results. Apple suggests using it, rather than the app name, to explain the value of the app, and to highlight features or typical uses instead of generic phrases such as “world’s best app”. It also matters for search: Apple lists the title, subtitle, keywords and primary category as the text it matches, and asks you not to repeat words from the name, subtitle or category in your keyword field, so the subtitle is effectively 30 more characters of searchable text. You change it when you submit a new version, which Apple suggests using to find the subtitle that engages people best.

Promotional text appears at the top of the description, up to 170 characters, and you can update it at any time without submitting a new version. Apple suggests using it for current news: a limited-time sale, an upcoming feature, an event. Apple states plainly that promotional text does not affect your app’s search ranking, so it should not be used to display keywords. It shows for people on iOS 11 or later. If you want to mention an award, Apple recommends putting it at the end of the description or in the promotional text.

The description is the long field, up to 4000 characters of plain text with line breaks, no HTML. Apple’s advice is a concise, informative paragraph followed by a short list of the main features, and it stresses the first sentence, the only part people read without tapping “more”. Do not stuff it with keywords, and leave prices out, because pricing is already shown on the page and may differ by region. The practical split: the description explains what the app is and changes only with a new version, while the promotional text sits on top of it and carries whatever is new this week.

Google Play has three text fields. The app name is up to 30 characters and should be unique, focused, and free of common terms, misspellings and excessive emoji. The short description, up to 80 characters, is the first text people see on your listing in the Play Store app and should sum up the core purpose in simple language; Google bans ranking or price claims such as “Best”, “#1”, “Top”, “New” or “Sale”, calls to action such as “download now”, and unnecessary keywords, which it says will not help ranking. The full description is up to 4000 characters; Google recommends SEO best practices and putting the most important text near the top, but warns that repetitive or irrelevant keywords can get an app suspended. All limits count full-width and half-width characters the same.

Your subtitle and description also describe your app off the store. On Censuus, apps are ranked by the real visit traffic they draw, and adding yours is free on the submit page. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. For the keyword field that works with your subtitle, see App Store keywords; for the whole page, the ASO checklist and how to market an app. We do not promise downloads or store rankings.