App Store Promotional Text: How to Use the 170-Character Line Above the Description
App Store promotional text: what the 170-character line does, how it differs from the subtitle and description, and how to use it for launches and offers without breaking the rules.
**App Store promotional text** is a short line that sits above the description on the App Store product page. It allows up to 170 characters and can be edited without a new app version, which makes it useful for launches, news, and time-limited messages.
It is not a keyword field and it is not a substitute for a good subtitle. This guide explains what the promotional text is for, how it differs from the other fields, and how to use it without misleading the people who read it.
Key takeaways
- Promotional text allows up to 170 characters and sits above the description on the App Store.
- It can be updated without a new app version, so it suits launches, offers, and seasonal news.
- Do not rely on it for search. Put the phrases you need to rank for in the title, subtitle, and keyword field.
- Keep the message true when it is published, and remove it when the offer ends.
- Pair it with the first screenshot and icon so the page tells one story.
What the promotional text is for
The promotional text is a short announcement. It works well for a launch, a new feature, a limited offer, or a seasonal theme. Because it can be changed without going through a full version review, it lets you talk to the viewer about what is happening now.
It is not the place for your permanent positioning. Those words belong in the title and subtitle, where they are more stable and more likely to be read by search.
How it differs from the other fields
| Field | Job | Changes need a new version? | Search role |
|---|---|---|---|
| Title | Name and core category | Yes | Strong |
| Subtitle | Benefit and second phrase | Yes | Strong |
| Promotional text | Current news or offer | No | Not a search field |
| Description | Full explanation | Yes | Supporting |
| Keyword field | Hidden search terms on iOS | Yes | Strong |
The row that matters most is the search role. Treat promotional text as a page message rather than a search field. If your phrase is only in the promotional text, you should not expect it to carry search weight.
Write for a launch or an offer
A good promotional line states what is new and why it matters now. A weak one uses hype or vague words. Keep it short, specific, and accurate. If the offer has an end date, include it in the copy or remove the line when the date passes.
- Name the change: a new feature, a new language, or a new level.
- State the benefit in plain words.
- Add an end date only if it is true and you will keep it current.
- Avoid claims about results, rankings, or medical outcomes.
Keep it consistent with the listing
The promotional text should agree with the title, subtitle, screenshots, and description. If the line announces a feature, the first screenshot should show it or at least point to the same idea. Inconsistent messages reduce trust even when each one is accurate on its own.
Where NewASO fits
NewASO's Listing Studio validates the title, subtitle, keyword field, short and full descriptions, and tags, with live character counts and keyword usage. It does not manage promotional text today, so you will need to copy that line directly in App Store Connect. Use the validated title and subtitle as the stable message, and use promotional text only for the time-bound layer. For the subtitle, read app subtitle.
Frequently asked questions
Does promotional text affect App Store search?
Treat it as a page message, not a search field. Put the phrases you need to rank for in the title, subtitle, and keyword field.
Can I change promotional text without a new version?
Apple allows promotional text to be updated without a new app version. Confirm the current behaviour in App Store Connect before you plan a campaign around it.
What should I write in promotional text?
Write a true, current message: a launch, a feature, or an offer with an accurate end date. Keep it under the 170-character limit and remove it when the campaign ends.