App Store promotional text: the line you can change any day.
Promotional text sits above your description and changes without a new build. It doesn't help ranking, which is exactly why most teams misuse it.
App Store promotional text is the 170-character block at the top of your description, and it is the only text on your product page you can change without a new app version. That makes it the right place for anything time-sensitive.
App Store promotional text vs description
| Promotional text | Description | |
|---|---|---|
| Limit | 170 characters | 4,000 characters, plain text |
| Position | Top of the description | Below promotional text |
| Change it | Any time, no new version | With a new version |
| Affects search? | No, per Apple | Not listed among Apple's search fields |
Apple's guidance is explicit: promotional text doesn't affect your app's search ranking, so it should not be used to display keywords. Its job is conversion.
What to use promotional text for
- Events and seasons: a festival update, a new season or a limited challenge. Pair it with in-app events.
- Offers: a time-limited discount on a subscription.
- New features: the one change most worth installing for.
- Proof: an award or press mention, attributed and accurate.
App Store promotional text examples
Illustrative patterns, each well under 170 characters:
- New this week: offline mode. Download lessons on Wi-Fi and learn anywhere, even without signal.
- Diwali sale: 40% off annual plans until 3 November. Plans renew at the regular price.
- Season 4 is live, with 30 new levels and a weekend leaderboard. Update to play.
Rules worth keeping
- Lead with the change, since the line is cut short on smaller screens.
- Keep claims accurate and remove offers the day they end.
- Rewrite it on a schedule, monthly at least, so it never goes stale.
- Match it to your first screenshot so the page tells one story.
Apple shows promotional text to customers on iOS 11 or later. For how the description underneath should be written, see App Store description.
Questions people ask
What is the App Store promotional text character limit?
170 characters.
Can I change App Store promotional text without an update?
Yes. Apple says you can update it at any time without submitting a new version of your app.
Does App Store promotional text help ranking?
No. Apple says it doesn't affect search ranking and shouldn't be used for keywords.
What is the difference between promotional text and description?
Promotional text is 170 characters at the top and can change any time. The description is up to 4,000 characters of plain text and changes with a new version.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
