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ASO glossary

Character limit (App Store metadata)

A character limit is the maximum number of characters a metadata field accepts in App Store Connect. Most fields count characters, but two count bytes, which behaves differently for non-Latin text.

Updated

The limits

FieldLimitUnit
App name30characters
Subtitle30characters
Promotional text170characters
Description4,000characters
What's New4,000characters
Keyword field100bytes
App Review Notes4,000bytes
In-App Event name30characters

An In-App Event short description is 50 characters and the long description 120. The metadata limits reference lists more.

Characters versus bytes

A character is one visible symbol. A byte is a unit of storage. In UTF-8, a Latin letter is one byte, while a Japanese character is typically three. The keyword field and review notes are in bytes, so Japanese text uses its limit up to three times faster. See byte limit and UTF-8.

Example

The hypothetical name "Streakly: Habit Tracker" is 23 characters, inside the 30-character limit for the name. The keyword entry 習慣化 is 3 characters but 9 bytes.

Common mistakes

  • Counting the keyword field in characters.
  • Assuming 30 characters carries the same meaning in every language. It does not: 30 Japanese characters say more than 30 English ones.

Next step

Check the exact numbers with the character counter and see single-limit answers such as subtitle length and keywords in 100 bytes.

Sources

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