What Apple asks for

Keywords help decide where your app appears in App Store search. Pick words people might actually type to find an app like yours, and be specific about features. Apple's own guidance is short and strict.

  • Stay within the field limit: App Store Connect allows up to 100 bytes. Apple's marketing page says “100 characters”; for English ASCII those are the same, but accented or CJK letters use more than one byte. This page counts bytes.
  • Separate terms with commas and no spaces around commas. Spaces are allowed inside a phrase. Apple's example is Property,House,Real Estate.
  • Do not repeat words already in the app name, subtitle, or category. The store already indexes those.
  • Skip plurals of a word you already used, generic words such as “app” or “game”, filler words such as “the” or “to”, and special characters like # or @ unless they are part of your brand.
  • Do not use trademarked terms you do not have rights to, celebrity names, competing app names, or irrelevant or offensive terms. Apple lists improper keywords as a common reason for rejection.
  • Promotional text does not affect search ranking, so it is not a second keyword field.

A short, accurate list usually beats stuffing the field. Popular words such as “jobs” or “social” can be very competitive for a new app.

Count the field in your browser

Paste a draft below. The counter flags more than 100 UTF-8 bytes, spaces around commas, and duplicate terms. Nothing leaves this page.

0 / 100 bytes · 0 terms

The same counter also lives on the App Store keyword counter. For Play title and description limits, use the Google Play character counter.

Official sources

Checked on 10 November 2026:

Draft the rest of the listing

Traffivio can draft name, subtitle and keywords for you to approve, then you paste them into App Store Connect. This site never holds your App Store credentials.

Open the ASO tool ↗

Questions

Is the limit 100 characters or 100 bytes?

Apple's App Store search page says 100 characters. The App Store Connect field reference says you can provide up to 100 bytes. This counter counts UTF-8 bytes, which is the stricter and more accurate limit for non-English letters.

Can I put spaces after commas?

No. Apple asks for terms separated by commas with no spaces around the commas. Spaces are allowed inside a phrase, for example: Property,House,Real Estate.

Does this counter send my keywords to a server?

No. The counter runs entirely in your browser. Nothing is uploaded.