App Store allows 30 characters. Google Play allows 50. But apps with names under 20 characters get 40% more installs. Short beats keyword-stuffed every time.
Character Limits
Apple App Store: 30 characters max. Google Play: 50 characters max. But don't use all of them. "Headspace: Meditation & Sleep" (29 chars) works. "Meditation Sleep Relaxation Calm Mindfulness App" doesn't.
Under 15 characters = fits on home screen without truncation. "Instagram," "TikTok," "Spotify," "YouTube" - all under 10 characters. Short names become icons customers recognize.
The Subtitle Strategy
Apple allows subtitle (30 additional characters). Use it for keywords, not branding. Name: "Calm" (4 chars). Subtitle: "Meditation and Sleep Stories" (28 chars).
Subtitle appears in search results, not home screen. Stuff keywords there, keep name clean. Name = brand. Subtitle = SEO. Don't confuse the two.
Google Play Tactics
Google indexes full 50-character name for search. But displays only ~30 characters in most views. Front-load important keywords. "Duolingo: Language Learning" not "Language Learning with Duolingo."
Colon separator works: "BrandName: Keywords." Keeps brand distinct while adding search terms. "Spotify: Music and Podcasts" - brand first, keywords second.
Avoid Keyword Stuffing
2019: Apps named "Photo Editor Collage Maker Pic Effects Filters" ranked well. 2024: Apple/Google penalize keyword spam. Clean names rank better now.
"VSCO" (clean) beats "VSCO Photo Video Editor Filters Presets Pro" (stuffed). Algorithm update favors brands over keyword lists. Adapt or disappear from search.
Rejection risk: Apple rejects apps with misleading names. "The Best Calculator" - rejected (superlative claim). "Calculator Pro" - approved (descriptive). Avoid "best," "top," "#1" in name.
Trademark Before Launch
File USPTO trademark before App Store launch. Why? App name = trademark. Don't launch app, get traction, then find out name is taken. Competitor can force you to rebrand + lose all reviews/ratings.
USPTO Class 9 (software) costs $350. Cheap insurance vs $50K rebrand after 100K downloads. File first, launch second.
Check Competitor Names
Search your category for existing apps. Finance apps all named "[Word] + Pay/Wallet/Bank"? Stand out. "Cash App" (unique) vs "EasyPay Wallet" (generic). Different > better.
Avoid sound-alikes: "Instagram" exists, don't name yours "InstaGram Pro." Trademark infringement + customer confusion. Pick completely different name.
The Home Screen Test
Type your app name on iPhone home screen. How many characters display before truncation? Depends on length - typically ~12-13 characters. "Headspace" fits. "Headspace Meditation" truncates to "Headspace Med..."
Icon + short name = brand recognition. Icon + truncated name = confusion. Test on actual device before finalizing.
Social Handle Match
App name available but @AppName taken on Instagram/Twitter? Problem. Customers search social using app name. Competitor owns handle = they get your traffic.
Secure matching handles before launch. "Calm" app = @calm on all platforms. Consistency across touchpoints. If @appname taken, pick different app name entirely.
International Considerations
Launching globally? Check name meaning in other languages. "Nova" (Chevy car) means "doesn't go" in Spanish. Test major markets before committing.
Pronounceable everywhere > clever in English. "Shazam" works globally. "Whatchamacallit" doesn't. Global ambitions = global name.
Trademark Lens checks USPTO trademark availability, App Store name conflicts, and social media handle availability simultaneously - ensuring your app name is legally protectable and consistently available across all platforms before development starts.