App Store title and subtitle: character limits and examples

• App name: at least 2 and at most 30 characters (Apple: app information).
• Subtitle: up to 30 characters, shown under the name (Apple).
• Keyword field: 100, invisible. See the keyword field guide.

Both name and subtitle are set per localization, so each language can have its own.

Apple lists your title and subtitle among the text that search matches against, and they are part of what people see in the search results next to your screenshots (Apple: App Store search). They do two jobs at once: help Apple match a search, and convince a person to tap your app instead of the one above it.

Most strong names follow one of two patterns:

• Brand plus keyword: Lingua: Learn Languages. The brand stays recognizable and the most important phrase sits in the field that, in practice, counts most.
• Descriptive name: Calorie Counter & Diet. Strong for search, weak for brand. Fine for small utilities.

Do not stuff the name. The App Review Guidelines ask for a unique name and accurate keywords, without trademarked terms, popular app names or irrelevant phrases (App Review Guidelines 2.3).

Use the subtitle for the second most important phrase and a clear benefit, in words a user would search. Do not repeat words from the name: a repeated word adds nothing for search and costs space.

Made-up apps, to show the patterns:

Apple suggests translating the app name and tailoring keywords for each market (Apple: product page). A German user searching “sprachen lernen” is more likely to tap an app whose subtitle says it in German. See App Store localization for keywords.

The free checker counts name, subtitle and keyword field and flags words you repeat between them. LocalASO’s Optimize tab proposes name, subtitle and keyword field for every language and shows the reach of each variant.