Subtitle Character Counter
Validate your App Store subtitle against the 30-character limit in real time.
The subtitle sits directly under your app name in search results and on your product page, and it is the second-strongest keyword field in Apple’s ranking algorithm — only the name itself carries more weight. Apple caps it at 30 characters per localization, and this counter measures your draft exactly the way App Store Connect does.
Because the subtitle doubles as a conversion element, the winning formula is a phrase that reads like a benefit while packing in keywords you could not fit in the name. Paste your candidates above and compare how much of the limit each one uses.
How to use the subtitle character counter
- 1
Paste or type your subtitle draft into the field above.
- 2
Check the live count — the bar warns you as you approach and exceed 30 characters.
- 3
Verify that no word in the subtitle repeats a word from your app name; Apple deduplicates across fields, so repeats add zero ranking value.
- 4
Iterate until you land a readable phrase that uses at least 24 of the 30 characters.
What the App Store subtitle does for rankings and conversion
Introduced alongside the shorter 30-character app name in iOS 11, the subtitle was Apple’s answer to keyword-stuffed titles: a dedicated line for describing what the app does. It is fully indexed for search, and keywords placed here rank almost as strongly as keywords in the name — considerably stronger than terms relegated to the hidden 100-character keyword field.
Unlike the keyword field, the subtitle is also visible to every user who finds you in search. That dual role changes how you should write it: a bare keyword list (“Tracker Planner Organizer Log”) may index fine but tanks tap-through rate, while a benefit phrase built around one or two priority keywords (“Track habits & build routines”) earns both the ranking and the tap.
Choosing subtitle keywords that complement your name
Treat name, subtitle, and keyword field as one combined pool. Apple assembles search phrases by mixing words across all three, so “budget” in your name plus “planner” in your subtitle lets you rank for “budget planner” without either field containing the full phrase. Put your single most valuable term in the name, the next tier of two or three terms in the subtitle, and everything else in the keyword field.
Each localization gets its own 30-character subtitle, and some of the easiest ASO wins hide there: a benefit phrase that fits comfortably in English often overflows in German or reads awkwardly in Japanese. Re-run this counter per language rather than assuming the English draft translates within the limit.
Frequently asked questions
What is the App Store subtitle character limit?
The subtitle is limited to 30 characters per localization, the same cap as the app name. The field was introduced with iOS 11 when Apple shortened app names from 50 to 30 characters.
Does the subtitle affect App Store search rankings?
Yes. The subtitle is fully indexed and is generally considered the second-strongest ranking field after the app name — noticeably stronger than the hidden 100-character keyword field. Promoting a keyword from the keyword field into the subtitle is a common way to lift its ranking.
Should my subtitle repeat keywords from my app name?
No. Apple deduplicates keywords across the name, subtitle, and keyword field, so a repeated word consumes precious characters without adding any ranking signal. Use the subtitle to cover new terms your name could not fit.
Can I change my subtitle without submitting an app update?
No — the subtitle can only be changed when you submit a new app version for review. That is different from promotional text, which you can edit at any time. Plan subtitle tests around your release schedule.
Is a keyword list acceptable as a subtitle?
It usually indexes, but it is risky and it converts poorly. Apple’s review guideline 2.3.7 targets metadata stuffed with irrelevant terms, and users see the subtitle right under your name in search results. A natural benefit phrase built around one or two keywords performs better on both fronts.
Find the subtitle keywords worth 30 characters
Appalize’s Keyword Research shows live popularity and difficulty for every candidate term, so your subtitle carries the phrases users actually search — then tracks the rank change after you ship it.
Related free tools
App Name Character Counter
Check your App Store app name against the 30-character limit as you type.
Keywords Field Counter (100 chars)
Fit the maximum keywords into Apple’s hidden 100-character field.
Promotional Text Counter
Keep your App Store promotional text within the 170-character limit.
All-in-One Metadata Length Checker
Validate every App Store and Google Play text field against its limit in one screen.