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Naming a mobile app is different from naming a company. You're competing in app stores with specific search algorithms, character limits, and visual constraints. Get it right, and you'll drive organic downloads.
Why App Naming Is Different
App Store Search
Your name directly affects discoverability in store search
Screen Constraints
Name must fit small screens, icons, and notifications
Keyword Strategy
Keywords in name influence App Store ranking
Instant Recognition
Users scroll quickly—name must communicate instantly
App Store Requirements
Character Limits
| Platform | App Name | Subtitle/Short Description |
|---|---|---|
| iOS (App Store) | 30 characters | 30 characters |
| Android (Google Play) | 30 characters | 80 characters (short) |
On home screens, names may truncate at 11-12 characters. "Photography Pro" shows as "Photography..." Design for the truncated version.
What's Allowed
| Allowed | Not Allowed |
|---|---|
| Alphanumeric characters | Special characters (mostly) |
| Spaces | All caps in many cases |
| Hyphens (sometimes) | Misleading keywords |
| Brand name + descriptor | Competitor trademarks |
Successful App Name Patterns
Pattern 1: Brand + Function
Examples: Spotify Music, Calm Sleep, Notion Notes
| App | Brand | Function | Why It Works |
|---|---|---|---|
| Headspace | Headspace | Meditation | Clear function, space-related brand |
| Duolingo | Duolingo | Language | Brand name implies "duo" (pairs) |
| Notion | Notion | (Productivity) | Abstract brand, function clear from context |
Pattern 2: Descriptive with Personality
Examples: Bear (notes app), Things (todo), Day One (journal)
Pros
- ✓ Memorable and distinctive
- ✓ Emotional connection
- ✓ Strong brand potential
- ✓ Works across categories
Cons
- ✗ May need subtitle for clarity
- ✗ Harder to rank for keywords initially
- ✗ Requires marketing to build association
Pattern 3: Action-Oriented
Examples: Zoom, Slack, Snap, Shazam
| App | Action | Association |
|---|---|---|
| Zoom | Zoom (move fast) | Quick meetings |
| Slack | Slack (ease up) | Reduce work friction |
| Snap | Snap (capture) | Quick photos |
| Shazam | Shazam! (magic word) | Magical music ID |
ASO (App Store Optimization) for Names
Apple indexes your app name for search. Google Play indexes both name and description. Strategic keyword placement matters.
Keyword Strategy
Research Keywords
Use App Annie, Sensor Tower, or AppTweak to find high-volume, low-competition keywords in your category.
Prioritize in Name
Primary keyword in name has highest weight. "Calm: Sleep & Meditation" ranks for both.
Use Subtitle (iOS)
Secondary keywords in subtitle. This is fully indexed for search.
Don't Keyword Stuff
"Best Free Photo Editor Camera Filter" looks spammy. Balance is key.
Example: Good vs. Bad ASO Names
| Approach | Example | Assessment |
|---|---|---|
| ✅ Branded + Keyword | Headspace: Meditation & Sleep | Clear, professional, searchable |
| ✅ Branded + Short Keyword | Calm - Sleep & Meditation | Clean, strong brand |
| ⚠️ Generic Keyword | Free Meditation Timer | No brand equity |
| ❌ Keyword Stuffed | Best #1 Free Meditation Sleep Music Relax | Spammy, poor UX |
Testing Your App Name
The 5-Second Test
- Show someone your app icon + name for 5 seconds
- Hide it
- Ask: "What does this app do?"
If they can't answer, your name isn't clear enough.
The Pronunciation Test
- Can someone spell it after hearing it once?
- How do you say "Headspace" vs "HeadSpace" vs "Head Space"?
- Test with people unfamiliar with your app
The Home Screen Test
| Test | Question |
|---|---|
| Icon + truncated name | Does it still make sense? |
| Among 20 other apps | Does it stand out? |
| Next to competitors | Is it differentiated? |
Names of Top Apps (Case Studies)
Top 10 Downloaded Apps (All Time)
| App | Name Analysis |
|---|---|
| TikTok | Invented word, fun sound, mimics clock tick |
| Instant + telegram, photography heritage | |
| "What's up" + App, conversational | |
| Snapchat | Snap + chat, exactly what it does |
| Spotify | Invented, "spot" + "identify" reportedly |
| Netflix | Net + Flix (movies), internet films |
| Uber | German for "above/super," suggests quality |
| Airbnb | Air + bed and breakfast, clear category |
| Shazam | Magic word, evokes instant identification |
| Zoom | Speed, efficiency, works as verb |
Most successful apps have 2-syllable names that work as both nouns and verbs. "Did you TikTok that?" "Let's Zoom."
Platform-Specific Considerations
iOS App Store
| Factor | Consideration |
|---|---|
| App Name | 30 characters, highly indexed |
| Subtitle | 30 characters, adds context, indexed |
| Keywords field | 100 characters, hidden, highly weighted |
| Bundle ID | Technical, less visible, can't change |
Google Play Store
| Factor | Consideration |
|---|---|
| App Name | 30 characters |
| Short Description | 80 characters, visible in search |
| Full Description | 4,000 characters, indexed for search |
| Developer Name | Also indexed |
Common App Naming Mistakes
1. Copying Successful Apps↓
Naming your meditation app "Kalm" or "Headspace 2" invites legal issues and makes you look derivative. Find your own identity.
2. Ignoring Character Limits↓
A 40-character name will be truncated to "Photograph..." leaving users confused. Design for the limit.
3. Using Generic Keywords Only↓
"Photo Editor" has no brand equity. When you stop running ads, you have nothing. Build a brand name.
4. Hard to Pronounce Names↓
Users share apps verbally. "Download Qwrkflw" is hard to communicate. Simple pronunciation wins.
5. Forgetting Icon Context↓
Your name appears next to your icon. Together they should communicate your app's purpose clearly.
Generate App-Friendly Names
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