The app is ready, but there is one more important step before users get it: store review. Apple and Google check functionality, security, privacy and policy compliance. A rejection over a detail can push back your ad campaign and every plan around it. Below is the checklist we use to prepare releases in mobile app development.
In short: register developer accounts in the company's name early, prepare the privacy policy and data disclosures, a test login for reviewers, good screenshots and description. Test on real devices and through closed testing.
Preparing accounts
| App Store | Google Play | |
|---|---|---|
| Account | Apple Developer Program, annual fee | Google Play Console, one-time fee |
| For a company | Requires the organisation's D-U-N-S number | Organisation and contact verification |
| Specifics | Manual review of every version | New personal accounts must run closed testing before publishing |
Register accounts to the company, not to a developer: that way the app remains your asset. If you do not have a company yet, see company registration.
Pre-submission checklist
- A privacy policy at a public URL that matches actual data collection.
- Privacy disclosures: what data is collected, why and whether it is shared.
- A test account for reviewers if the app has sign-in.
- In-app account deletion if there is registration — both stores require it.
- Screenshots and previews at the required sizes showing the real interface.
- Description, keywords, category — they drive in-store search.
- Age rating and accurate content questionnaires.
- In-app purchases through store billing for digital goods.
Common rejection reasons
- The app crashes or does not work without a test account.
- Too little functionality — "just a website in a wrapper".
- Mismatch between data disclosures and actual behaviour.
- Digital goods paid outside in-app purchases where they are mandatory.
- Misleading metadata or other brands' names.
After publishing
- Monitor crashes and reviews during the first days.
- Staged rollouts of updates to limit the impact of bugs.
- Store page optimisation: screenshots, description, replies to reviews.
Frequently asked questions
How long does review take?
Usually from a few hours to a few days. The first submission and major changes may take longer, so leave a buffer before launching ads.
Can I publish under my own name and move it to the company later?
Transfers are possible but are a separate procedure. It is simpler to use a company account from the start.
How do I get the first users?
Through ads optimised for installs and key in-app actions — for example in Meta Ads and TikTok Ads.
Preparing a release? Send a request on the mobile apps page and we will check the app against the checklist, prepare store materials and support you through review.