App Subtitle Optimization: The 30-Character Second Chance
The App Store subtitle is 30 characters and the Play short description is 80. Learn how to use each for a second keyword and a clear benefit.
The **app subtitle** is the 30-character line under your App Store title. On Google Play, the equivalent job is done by the 80-character short description. Both are visible in search, both are indexed, and both are usually wasted on a generic phrase like `The best app for you`.
This guide covers what each field is for, how to choose the second phrase, and how to write a line that helps a human tap.
Key takeaways
- Apple's subtitle is 30 characters; Google Play's short description is 80.
- Use the field for a second phrase and a concrete benefit.
- Do not repeat the title's main word; the stores already index it.
- Write for the search result card, not the product page.
- Localise the benefit, not just the words.
Two fields, two different jobs
| Store | Field | Limit | Where it appears |
|---|---|---|---|
| App Store | Subtitle | 30 characters | Under the title on the product page and in some search placements |
| Google Play | Short description | 80 characters | In search results and at the top of the listing |
The App Store subtitle is shorter, so it has to be sharp. The Play short description has more room, so it can carry a phrase plus a benefit. Both should be readable without context.
Choose the second phrase
Your title has the primary phrase. The subtitle should cover the next most valuable concept: a use case, a user type, a constraint, or a complementary feature. If the title is `Blood Pressure Log`, the subtitle could be `Glucose and BP tracker` or `Simple daily health diary`. Each adds a different search surface and a different reason to install.
Avoid repeating the title's main word. `Blood Pressure Log` plus `Blood Pressure Tracker` spends the whole second field on a phrase the store already has.
Write a benefit, not a slogan
The field is small, so every word should do work. `Track BP and glucose` is specific. `Live your best life` is not. A useful formula is `[second phrase] + [concrete outcome]`, as long as it fits.
- Specific: `Offline expense tracking`
- Specific: `BP, glucose, and pulse log`
- Generic: `Your health, simplified`
- Wasteful: `The best blood pressure app`
Google Play's short description is a search snippet
On Play, the short description is often the only description text visible in search results. It has to confirm relevance and give a reason to tap in one line. Use the primary phrase or a close variant, then add the outcome. Do not write a paragraph; the limit is 80 characters, and truncation looks careless.
Localisation changes the math
A 30-character English phrase can become 45 characters in German. If you plan to localise, leave room and check each language's actual limit. Do not assume the translated line will fit. The meaning may also need to change: a benefit that is compelling in one market can be irrelevant in another.
Common subtitle mistakes
- Repeating the title instead of adding a concept.
- Using a tagline with no search or conversion value.
- Exceeding the limit and letting the store truncate it.
- Writing for the developer instead of the user.
- Translating literally and losing the benefit.
How NewASO handles the field
Listing Studio writes both the App Store subtitle and the Play short description from your scored keywords, with live character counts and validation. You can see where a phrase is used and how much visibility the field is likely to contribute. The final judgement about tone and truthfulness is still yours.
Read app title optimization for the first field, or app description for the long copy.
Frequently asked questions
How long is an App Store subtitle?
The App Store subtitle allows up to 30 characters. Google Play's equivalent short description allows up to 80 characters.
Is the subtitle indexed for search?
Yes, both the App Store subtitle and the Google Play short description are indexed and visible. That is why they should carry a real second phrase rather than a generic tagline.
Should the subtitle repeat the title keyword?
No. Repeating a word already in the title wastes the field. Use it for a different concept, use case, or audience.