App Store Connect Character Limits (2026)
Verified againstApple, App Store Connect referenceon 2026-08-15.
Every editable text field in an App Store Connect listing has a hard character limit. Go over it and the field will not save. These are the current limits for the metadata fields you fill in when you submit or update an iOS app.
The short answer
App name is 30 characters, subtitle is 30 characters, and keywords is 100 bytes. The keyword field is the one that trips people up: it counts bytes, not characters, so accented letters and emoji cost more than one each.
Every App Store Connect field limit
| Field | Limit | Unit | Notes |
|---|---|---|---|
| App name | 30 | characters | Shown under your icon on the product page and in search results. |
| Subtitle | 30 | characters | A single line under the app name. Indexed for search. |
| Keywords | 100 | bytes | Comma-separated, no spaces. Measured in bytes, not characters. |
| Promotional text | 170 | characters | Editable without submitting a new build. Sits above the description. |
| Description | 4000 | characters | The full listing body. Only the first few lines show before Read More. |
| What's New | 4000 | characters | Version release notes shown for each update. |
Each field limit on its own
The same limits restated one field at a time, because that is usually how you need them.
App Store app name character limit
30 characters
The app name is capped at 30 characters, spaces and punctuation included. It is indexed for search, so it is the most valuable 30 characters in the listing.
App Store subtitle character limit
30 characters
The subtitle is capped at 30 characters. It sits on one line under the app name and is indexed for search, so treat it as a second keyword field rather than a tagline.
App Store keywords character limit
100 bytes
The keyword field is capped at 100 bytes, not 100 characters. Plain English letters cost one byte each, accented letters cost two, and most emoji cost four.
App Store promotional text character limit
170 characters
Promotional text is capped at 170 characters. It is the only listing copy you can change without submitting a new build, which makes it the right place for time-sensitive news.
App Store description character limit
4000 characters
The description is capped at 4000 characters. Only the first two or three lines show before the Read More link, so the opening is what actually gets read.
App Store what's new character limit
4000 characters
The What's New field, which holds your version release notes, is capped at 4000 characters, the same limit as the main description.
Bytes vs characters in the keyword field
The keyword field is capped at 100 bytes, not 100 characters. In UTF-8 encoding a standard letter A to Z, a digit, or a comma uses one byte, so for plain English keywords bytes and characters line up. Accented letters such as e-acute use two bytes each, and most emoji use four bytes each. That means a single emoji can eat four of your 100 byte budget. Separate keywords with commas and no spaces, since a space is a wasted byte that does nothing for indexing. You do not need to repeat words that already appear in your app name or subtitle, because Apple indexes those fields too.
Copy the limits
App Store Connect character limits
App name: 30 characters
Subtitle: 30 characters
Keywords: 100 bytes (comma-separated, no spaces)
Promotional text: 170 characters
Description: 4000 characters
What's New: 4000 charactersDraft every field to length with the Metadata Helper
Free tool that writes and length-checks your app name, subtitle, keywords, and description against these exact limits.
Frequently asked questions
How long can an App Store app name be?
The App Store Connect app name field allows up to 30 characters. Apple counts every character, including spaces and punctuation, toward that limit.
Why is the keyword field measured in bytes and not characters?
Apple limits the keyword field to 100 bytes rather than 100 characters. Standard Latin letters and digits use one byte each, so they behave like characters. Accented letters and most emoji use two to four bytes each, so they consume the budget faster. Separate keywords with commas and no spaces, because spaces waste bytes without helping indexing.
What is the difference between promotional text and the description?
Promotional text is a 170 character field that appears above the description and can be changed at any time without submitting a new build. The description is a 4000 character field that is tied to the app version and updates only when you ship a new build.
How many characters can the What's New field hold?
The What's New field, which holds your version release notes, allows up to 4000 characters, the same limit as the main description.
Shipping on Android too? See the Google Play listing character limits, or draft both stores at once in the Metadata Helper.