Windows Dev Center

Your app's description

Your app's description includes multiple sections. Learn how to create a great description to encourage customers to download your app.

Note  To see how an app listing appears to customers, check out How your app appears in the Windows Store.

Take time to think about your description before you submit your app. After your app has been published, you'll need to submit an app update to make any changes to the elements in the description.


A good description makes your app stand out and helps potential customers decide to buy it quickly. The description is displayed on your app's listing page, and the first few lines may also be displayed in search results and algorithm lists such as Picks for you. Keep this in mind and make sure to provide a compelling "hook" at the very beginning of your description.

Here are some tips for writing a great, attention-grabbing description.

  • Grab attention in the first few sentences. The beginning of your description is the most important, so make sure it grabs and holds a shopper's attention. Think about what you can say in one or two sentences to explain your app and make someone decide they want it.
  • Make it easy to learn about your app. After your initial hook, describe additional benefits, in-app purchase opportunities, and other details about your app that customers will want to know. Make sure you include any disclosures or information that you are required to provide under the law in the countries where you are distributing your app.
  • Use lists and short paragraphs. Potential customers may just glance quickly at your app's to decide if it's something they're interested in. Breaking up the content by using short paragraphs and lists makes it easier to scan.
    Note  Adding a list of app features is also a great way to quickly show what your app does. This list appears directly below the app description.
  • Avoid dry language. Write your description using engaging language. Be sure the wording clearly describes what your app does, but try to say it in a way that doesn't sound boring. For many apps, a casual and friendly tone works well.
  • Use a length that is just right. A good description reads quickly, but also includes enough info to get the reader interested and explain what the app does. A complex app will need more sentences to describe it; a simple app may need only a few. In most cases the right length is somewhere over 200 words, but well under 3000.
  • Be clear about trial periods and in-app purchases. If you offer a free trial of your app, be sure to explain how that trial works, so that customers understand how long they have to use the app and/or which features are limited. It's also a good idea to mention what types of in-app purchases are available, particularly if they have significant impacts on your app's functionality. (See Monetization and business models for more info.)
  • Get ideas by reviewing descriptions of similar apps in the store. Take a look at how other developers describe their apps. This also helps you figure out what you can emphasize that is different about your app.
  • Use standard capitalization and punctuation. Descriptions in all caps, or those that have unusual punctuation, can be hard to read.
  • Don't forget to check the spelling and grammar. A description with lots of misspelled words or mangled sentences doesn't reflect well on the quality of your app. Be sure to review your description (or have someone else take a look) to check for errors.
  • Don't include links, or info that belongs elsewhere. URLs that you enter in the description won't be clickable, so don't try to add links for things like your privacy policy or support website here. Instead, you should add these in the designated areas provided during the submission process. Details on how to enter these are described below.

App features

These are short summaries of your app's key features. They are displayed to the customer as a bulleted list below your app's desciption in the Windows Store. Keep these brief, with just a few words per feature.

Note  These will appear bulleted in the listing, so don't add your own bullets.


Keywords are single words or short phrases that are not displayed to customers, but can help your app appear in search results related to the keyword.

When deciding on what keywords to use, think about the words that customers might use when searching for apps like yours. Be sure not to use any keywords that are not actually relevant to your app.


For an updated version of an app that has already been listed in the Windows Store, you should provide a description of the new functionality added to the updated release, or other information about what has changed.

The information is shown in the Notes area of the Details section of your app's listing page in the Windows Store. These notes are also available to customers who already have your app and want more info about the latest release before updating.

Additional license terms

Leave this field blank if you want your app to be licensed to customers under the terms of the Standard Application License Terms (which are linked to from your App Developer Agreement).

If your license terms are different from the Standard Application License Terms, enter them here. If they don't fit in this field, enter a URL where customers can read them. These terms are displayed in the Details section of your app's listing in the Windows Store.


Screenshots are images of your app that are displayed to your customers in your app's listing page in the Windows Store. This lets you show what your app looks like and illustrate its key features.

The first screenshot may be a graphic of your choice that represents your app. This first screenshot may also be used to feature your app in the Windows Store, so take particular care to make sure it represents your app well and conveys its quality and brand. All of the other screenshots must be taken directly from the app, with no added graphic elements or editing.

Your screenshots should show your app doing what it does best, in situations that reflect the way people use it. Use images to communicate the flow of your app's UI and the main screens or elements that the user will see. Especially for games, be sure that your screenshots are exciting and that they hint at the story or mechanics in a way that builds interest.

Screenshot images must be .png files that are smaller than 2 MB each. They should be at least 1366 x 768 pixels (or 768 x 1366 pixels, for portrait orientation). Each image must have a caption that is 200 characters or less. (Be sure to provide the captions in each language for which you provide a description.)

Microsoft Visual Studio provides a tool that helps you capture screenshots of your app.

You must provide at least one screenshot. When providing more than one, be sure to upload them in the order you would like them to appear in the app listing overview (from left to right).

Tip  You can change the order in which the screen shots appear in the app listing overview by deleting the images from the Description page and uploading them again in the order you'd like them to appear. However, if you do this after your app has been listed in the Store, you'll need to submit your app for certification again to make those changes show up.

See Choosing your app images for more guidelines for screenshots and other app graphics.

Promotional images

The Windows Store editorial team may use promotional images when they feature your app in the Windows Store. Providing promotional images for your app doesn't guarantee that your app will be featured, but not providing them means that it won't be considered for all promotional opportunities. See Choosing your app images for more info.

Recommended hardware

Describe the hardware configurations that your app requires to run. This is especially important if your app requires hardware that might not be available on every computer. This info is displayed to the user as a list in the Details section of your app's listing, so keep the item descriptions as brief as possible.

You can also indicate here if your Windows 8.1 packages require touch to work properly. When the Windows Store detects that a customer's computer doesn’t support touch, a warning will be presented to potential customers that they don't have the hardware needed to fully experience your app. This won't prevent people from downloading your app on devices that don't support touch, but they won't be able to rate or review your app on non-touch devices.

Note  The declaration that your app requires touch to work properly is shown only to customers running Windows 8.1, and will appear only if you have uploaded packages targeted for Windows 8.1. There may also be cases where the Windows Store can't detect that a specific device doesn't support touch.

App website

Enter the URL of the web page for your app. This URL must point to a page on your own website, not your app's web listing in the Windows Store. This is displayed to your customers in the Details section of your app's listing.

Tip  Your website can link directly back to the app listing by using the Windows Store protocol.

Support contact info

Enter the URL of the web page where your customers can go for support on your app (or an email address to contact for support). This is displayed to your customers in the Details section of your app's listing.

Important  Microsoft doesn't provide your customers with support for your app.

Privacy policy

Enter the URL for your privacy policy here. This is displayed to your customers in the Details section of your app's listing.

If possible, the privacy policy should be in the same language as the description page.

Important  Microsoft doesn't provide a default privacy policy for your app. Likewise, your app is not covered by any Microsoft privacy policy. To determine if your app requires a privacy policy, review the App Developer Agreement and the Windows and Windows Phone Store Policies.

In-app offer description

If your app provides in-app offers using the Windows Store commerce system, provide the description that your customers will see when your app presents the offer to customers for purchase. (These descriptions are not shown in the app's listing in the Windows Store.)

Note  If your app users a third-party commerce system for in-app purchases, be sure to check the box to indicate this. You will not enter detailed information for each in-app offer if you use a third-party commerce system, but you do need to declare this to the Windows Store by checking the box.

Enter these elements for each in-app offer:

ElementDefinitionSeen by your customer?

Offer token

Identifier for the offer, in your app's program code. (Must only use alphanumeric characters and spaces.)


Price tier

What the customer must pay to make an in-app purchase. You can choose from set price tiers starting at .99 USD.


Product lifetime

How long the purchased item can be used. For a durable in-app purchase, you can pick a duration (ranging from 1 to 365 days) or you can have it last forever. For a consumable in-app purchase (one that can be purchased, used up, and then purchased again if desired), select Consumable.



Describes the feature to your customer (in 100 characters or less).



Note   If your app supports more than one language, make sure to provide in-app offer descriptions in each language.

See How to enable in-app purchases from your app for more info on how to add the identifier to your app's code.

If you have published the same app to the Windows Phone Store using the same reserved app name, a customer who purchases a specific durable in-app purchase will be able to access it from within the app on any Windows device. This does not apply to consumable in-app purchases. When enabling in-app purchases in apps that share identity across both Stores, make sure to indicate the same feature lifetime and price in each Store. For more info, see Sharing your app’s identity in the Windows Store and Windows Phone Store.



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