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See plans on the main pageWhat 2.3.7 says
Guideline 2.3.7 asks for a unique app name and keywords that accurately describe the app, and it forbids packing metadata with trademarked terms, popular app names, pricing information or other irrelevant phrases to game search. App names are limited to 30 characters. Names, subtitles, screenshots and previews should not carry prices, terms or descriptions that do not belong to that field, and subtitles must not reference other apps or make claims that cannot be verified. Apple also reserves the right to change inappropriate keywords itself.
The rejection names the field. Typical versions say the app name includes keywords or descriptors that are not part of the name, or that the keywords contain names of other apps or trademarks. Note that the keyword field is hidden from customers but fully visible to the reviewer, and App Store Connect's own help states that names of other apps or companies are not allowed there.
The fields, their limits and what belongs in each
| Field | Limit and visibility | What belongs there |
|---|---|---|
| App name | 30 characters, public, searchable | Your brand, optionally with one short descriptor: "Brand: Descriptor". No price, no "Free", no "#1", no other app. |
| Subtitle | 30 characters, public, searchable | A plain description of what the app does. No other apps, no unverifiable claims such as "best" or "fastest". |
| Keywords | 100 bytes, hidden, searchable | Comma-separated terms that describe the app. No competitor or company names, no trademarks you do not own, no words already in your name or company name. |
| Promotional text | 170 characters, public, editable without a new version | Current news or a time-limited offer. Not indexed for search. |
| Screenshot captions | Public | What the screen shows. Prices and "free" belong in your in-app purchase and pricing settings, not in the artwork. |
| Name under the icon | Set in the build, public | The same brand as the App Store name, shortened if needed. In WebViewGold: Product Name and Bundle Display Name (app name docs). |
Rejected names and how they were fixed
Fictional examples, built from the patterns that come back from review most often.
| Submitted | Problem | Fixed version |
|---|---|---|
| "FitPilot - Workout Planner, Gym Log & Calorie Counter Free" | Over 30 characters, keyword list in the name, price term | Name "FitPilot: Workout Planner", subtitle "Plan sessions, log every set" |
| "Notely - Better than Notion" | Competitor in the name, comparative claim | Name "Notely: Notes & Tasks", subtitle "Capture ideas, plan your week" |
| "Budget App $0 - No Ads 2026" | Generic words instead of a name, price, year | Name "Tallybook: Budget Planner", subtitle "Track spending, reach goals" |
| "#1 AI Recipe Generator" | Ranking claim, no brand | Name "Pantry Chef: AI Recipes", subtitle "Cook with what you have" |
| Keywords "chatgpt,notion,todoist,free,best,app" | Other apps and companies, filler words | Keywords "planner,tasks,habits,routine,focus,reminders,checklist,agenda" |
I am very happy I bought this app! Extremely easy and great documentation. Was in contact with the customer service, they replied very quickly and very friendly. They solved my question within a day. 10/10 would recommend.
Rename without losing search reach
Settle the brand
One word or two, unique in App Store search, no third-party marks. If AI suggested it, search the store and a trademark register before you commit; Guideline 5.2.1 is waiting on the other side.
Keep one descriptor in the name, if it fits
"Brand: Descriptor" inside 30 characters is normal and allowed. Two descriptors, a feature list or a slogan is where 2.3.7 starts.
Move the second idea into the subtitle
The subtitle is also searchable. Write it as a short description a friend would understand, not as a keyword string.
Put synonyms in the keyword field
Commas without spaces, singular forms, no repeats of words from the name or your company name, nothing that belongs to someone else. The ASO guide covers how to pick them.
Check the other places the old name lives
Screenshot captions, in-app purchase display names, promotional text, the What's New text and the localized listings in every language.
Align the name on the device
If the App Store name changed, match it in the next build: Product Name and Bundle Display Name in Xcode, or the app name field in the Cloud Builder. Guideline 2.3.8 expects the two to be similar.
Save and reply
Metadata-only issues show as Metadata Rejected; edit the fields, save, and answer in Resolution Center that the name, subtitle and keywords were updated.
Prompt: audit and rewrite the three fields
Prompt for ChatGPT, Claude or Gemini
My iOS app was rejected under App Store Guideline 2.3.7 (Accurate Metadata). Audit my current fields and propose compliant replacements. Rules to check: app name and subtitle max 30 characters each; keyword field max 100 bytes, comma-separated, no spaces after commas; no names of other apps, companies or AI models; no trademarks I do not own; no prices or words like free, sale, discount; no rankings or unverifiable claims (best, #1, top, fastest); no year numbers; no words in the keywords that already appear in the name or company name. 1. For each current field, list every violation and the rule it breaks. 2. Propose three complete sets (name, subtitle, keywords). Give the character count for name and subtitle and the byte count for keywords. 3. Keep my brand "[brand]" in the name in all sets. What the app does: [two sentences] Company or developer name: [name] Rejection text: [paste the reviewer message] Current name: [name] Current subtitle: [subtitle] Current keywords: [keywords]
Words that trigger 2.3.7 most often
- Price words: Free, $0, sale, discount, "no subscription". Pricing has its own place in App Store Connect.
- Rankings and claims: #1, best, top, the only, number one, award-winning without a named award.
- Other people's names: competitor apps, AI model names, "for Instagram" or "for TikTok", famous people.
- Status words: beta, test, demo or trial for something that is the real app. Pre-release builds belong in TestFlight.
- Keyword chains: four category words joined with dashes or pipes in the name.
Frequently asked questions
Can I put a keyword in my app name at all?
Yes. A brand plus one short descriptor, such as "Brand: Workout Planner", is common and accepted. Problems start when the name becomes a list of search terms or loses the brand.
Can my keyword field include competitor names?
No. App Store Connect's help says names of other apps or companies are not allowed in keywords, and reviewers can read the field even though customers cannot.
Why was "Free" in my name a problem when my app is free?
Guideline 2.3.7 lists pricing information among the things that must not be packed into metadata. The price is shown by the App Store itself.
Do I need a new build after changing the name?
Not for the listing. If the name under the icon now differs a lot from the App Store name, change Product Name and Bundle Display Name in the next build so both match.
Is the keyword limit 100 characters or 100 bytes?
App Store Connect counts 100 bytes. For English that is 100 characters; letters with accents and non-Latin scripts use more than one byte each, so localized keyword lists hold fewer characters.
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