How to Write an App Store Subtitle

An App Store subtitle should explain a useful feature or benefit that the app name does not. Start with the app’s purpose, choose a relevant phrase, and read the name and subtitle together before publishing.

What should an App Store subtitle say?

Use the subtitle to add one clear piece of information about the app. Focus on a task, feature, or benefit that helps someone understand why the app may suit them.

App Store subtitles allow up to 30 characters. Check Apple's App Store Connect requirements while drafting, and keep the complete text within the limit.

Use this fill-in pattern to draft a starting point, then replace every bracketed prompt with accurate details about your app:

[Feature or task] for [audience or need]

The pattern is a drafting aid, not a tested subtitle. Keep only the details that fit your app and read naturally beside its name.

Pair the subtitle with your app name

Treat the name and subtitle as one short description. If the name already identifies the app’s category or task, use the subtitle to add a distinct feature or benefit. If the name is a brand, the subtitle can explain the task more directly.

Read both fields in sequence. Remove repeated wording and revise phrases that sound like search terms pasted together.

Use Wow Keywords’ App Store keyword research tool to compare phrases for the feature you want to describe. Then use Optimize in Wow Keywords to compare listing fields with your keyword choices, edit proposed text, and review localized options.

Research relevant App Store subtitle keywords

Make a shortlist of phrases that describe real features or tasks. Compare candidates by country, review local wording, and inspect the apps appearing in search results. Public app research does not require an App Store Connect key.

Wow Keywords’ Volume and Difficulty are estimates based on App Store results, not monthly search counts. Consider those estimates alongside the competing apps and their visible listings. The App Store keyword research guide covers comparing phrases and results across markets.

Choose a phrase only when it fits the app and the subtitle still reads naturally. Keep other relevant phrases for the rest of the listing.

Review each localized subtitle

Adapt the subtitle for each market so it describes the same feature in natural local wording.

Read each localized name and subtitle together, then check the complete text against the current character limit in App Store Connect. The App Store localization workflow explains how to prepare localized listings. For a broader listing review, see the ASO audit.