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What to name your app

Your app's name is the first thing your customers see when they find your app in the Windows Store, and is visible in many places when your app is installed. Choosing the right name for your app is an important task. Pick a name that will capture your customers' interest and draw them in to learn more about your app.

You can reserve your app's name before you submit your app, or even before you've started to build it. After you reserve an app name, you'll have one year to submit that app. If you do not submit within that year, the reservation will expire and another developer can use that name for an app.

Note  When you reserve an app name in the Windows Store Dashboard, you'll also be able to use that name when you submit the same app to the Windows Phone Store.

Because names can be reserved for one year, you might find that you can't reserve a name, even though you don't see any apps listed by that name in the Windows Store or the Windows Phone Store. This is usually because another developer has reserved the name, but has not yet submitted the corresponding app. If you are unable to reserve a name for which you hold the trademark or other legal right, or see another app in the Windows Store using that name, contact Microsoft.

Choosing your app's name

Your app must have a unique name in the Windows Store. Here are some tips for choosing a great app name.

  • Keep it short. The space to display your app's name is limited in many places, so think of as short a name as you can. While your app's name can have up to 256 characters, the end of a very long name may not always be visible to customers.
  • Avoid adding differentiating info at the end of the name. If the info that differentiates multiple apps is added to the end of a name, customers might miss it, especially if the name is long; all of the apps could appear to have the same name. If this is unavoidable, use different logos and app images so it's easier to differentiate one app from another.
  • Be creative. Think of a few different names and variations, so you're ready if someone else is already using one of the names you picked. Make sure your app name is distinctive enough so that it isn't easily confused with an existing app.
  • Don't use names trademarked by others. Make sure that you have the rights to use the name that you reserve. If someone else has trademarked the name, they can report an infringement and you won't be able to keep using that name. If that happens after your app has been published, it will be removed from the Store. You'll then need to change the name of your app, and all instances of the name throughout your app and its content, before you can submit your app for certification again.

If necessary, you can rename an existing app after you've published it to the Windows Store.

When you submit your app to the Windows Store, the Package/Properties/DisplayName value must match the name that you reserved for your app in the Dashboard. This value must be no more than 256 characters. The actual number of characters displayed in various locations may vary, depending on the length allotted and on the types of characters used in your app's name. For example, in the Segoe UI font that Windows uses, about 30 "I" characters will fit in the same space as 10 "W" characters. Because of this variation, be sure to test your app and verify how its name appears on its tiles (if you choose to overlay the app name), in search results, and within the app itself before you submit your app.

Note  East-Asian characters tend to be wider than Latin characters, so fewer characters will be displayed.

Related topics

Reserving an app name
Entering your app's name
Your app's description
Choosing your app images
Sharing your app’s identity in the Windows Store and Windows Phone Store



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