How to localize your Google Play store listing
Google Play shows users your listing in their language when you've added a translation for it. Here's what you can localize, where, and the rules to follow. Updated 18 October 2026 from Google's Play Console Help.
Translations vs custom store listings
| Translations | Custom store listings | |
|---|---|---|
| What it does | Shows your listing in the user's preferred language | Shows a different listing to a segment: a country, pre-registered users, certain search keywords, inactive users, a custom URL or a Google Ads campaign |
| Based on | Language preference (or language–market pairs) | Where the user is or how they arrived |
| Automatic translation | Google notes that users in languages you haven't added may see automated translations of your default listing | Google says custom store listings don't include automated translations; add translations yourself |
Start with translations. Use custom store listings when one country needs different content, not just a different language.
Add your translations
In Play Console: Store listing → Manage translations → Select languages, pick languages, then Apply and Save. Google lists many language codes, including several variants (for example Spanish (Latin America) es-419, Spanish (Spain) es-ES and Spanish (United States) es-US).
What to localize, and the limits
| Field | Limit | Notes |
|---|---|---|
| App name | 30 characters | One localized name per language |
| Short description | 80 characters | The first text users see on your detail page |
| Full description | 4000 characters | |
| Screenshots | up to 8 per device type | Localize taglines; see Play screenshot sizes |
| Feature graphic | 1024 × 500 | Localize branding text as needed |
Google says these limits apply to full-width and half-width characters alike, so a Japanese title has the same 30-character limit as an English one.
Short description rules
Google's guidance for the short description includes:
- No wording that suggests ranking, awards, testimonials, price or promotions, such as "Best", "#1", "Top", "New", "Discount", "Sale" or "Million Downloads".
- No calls to action like "download now" or "install now".
- No emojis, repeated punctuation or decorative symbols (★), and no capitals for emphasis.
- No keyword stuffing. Google says it won't help ranking.
- Localize it for each market and language.
Translate with these rules in mind. A literal translation of "Best habit tracker!" breaks two of them in every language.
Localized screenshots and feature graphic
You can upload localized graphic assets per language in your translations. Google recommends localizing screenshot taglines and keeping them under 20% of the image. If you skip a language, users typically see your default graphics.
Google's own translation options
In Play Console under Grow users → Translations → Store listings and products, Google offers:
- Free machine translation for the store listing (title, short and full description) and in-app products, currently into Arabic, French (France), German, Indonesian, Italian, Japanese, Portuguese (Brazil), Spanish (Latin America), Spanish (Spain) and Thai. Google notes these aren't reviewed by humans.
- Paid human translation from third-party vendors. Google says it costs from USD 0.07 per word and is completed within seven days.
These translate text. They don't change the captions inside your screenshots.
Translating the screenshots too
HelloPack takes the screenshots you already have, puts each one, untouched, in a device frame with your caption translated above it, and exports a Google Play phone set (1080 × 1920) plus App Store sizes, in up to 23 languages. It also writes the Google Play title, short description and full description for each language. 2 languages free, no card needed, then $19 once. More in how to localize app screenshots.
Checklist
- [ ] Choose languages from where your users already are
- [ ] Translate app name (≤30), short description (≤80), full description (≤4000)
- [ ] Re-check the short description rules in each language
- [ ] Upload localized screenshots and feature graphic per language
- [ ] Use custom store listings only where a country needs different content
Localize your screenshots in your own design. Upload the screenshots you have and see 2 languages free, no card needed.
Get your free preview Free screenshot resizerFAQ
Does Google Play translate my listing automatically? It may show automated translations of your default listing, but not for custom store listings. Adding your own translations gives you control.
Are the character limits different for Japanese or Chinese? No. Google says the limits apply regardless of full-width or half-width characters.
Sources (checked 18 Oct 2026): Google, Translate and localize your app · Google, Create and set up your app · Google, Create custom store listings · Google, Add preview assets · Google, Translation services.