App Store and Google Play launch checklist for Indian startups

Building the app is only half of launching it. The other half is getting it through the App Store and Google Play review, with accounts, listings, privacy forms and screenshots all in order. Many first-time founders lose weeks here because they find out about a requirement only after a rejection.

This checklist walks you through everything you need, in the order you need it. Store rules change, so always confirm the latest requirements in Apple's and Google's official guides before submitting.

1. Accounts: set them up first

Account approval can take days, so start this while the app is still being built.

• Apple Developer Program. Needed for the App Store. There is a yearly fee. Enrolling as a company needs a D-U-N-S number, which can take time to obtain, so plan ahead.
• Google Play Console. A one-time registration fee. Google may ask for identity verification, and new personal accounts can have extra testing requirements before production release. Check the current rules.
• Create them in your own name or your company's. Do not let an agency keep these accounts. You must own them, and you can add the development team as users.

2. Technical readiness

• Target the current platform versions. Google requires new apps and updates to target recent Android API levels. Apple requires recent Xcode and SDK versions.
• Test on real devices, including budget Android phones and at least one older iPhone.
• Remove test code, test accounts and debug logging.
• Make sure no crashes appear in the main flows: sign up, login, the core task, payment and logout.
• Prepare a demo account for the reviewers if your app needs a login. Apple and Google reviewers must be able to see every feature.
• Handle permissions properly. Ask only for what you need, with clear explanations.

3. Privacy and legal

• A privacy policy at a public web link. Required by both stores, and it must match what your app really does.
• Apple's privacy details ("nutrition label"). Declare the data you and your third-party SDKs collect.
• Google's Data safety form. Same idea. Answer accurately.
• Account deletion. If your app lets users create accounts, both stores expect an in-app way to request deletion.
• Terms of use and, where relevant, a refund policy.
• Children's content. If your app is for or may attract children, extra rules apply.

Our DPDP Act and app security checklist explains the data side in more detail.

4. Store listing content

Item	Notes
App name	Short, unique, and not misleading. Check availability early.
Subtitle / short description	Describe the main benefit in plain words.
Full description	What it does, key features, who it is for.
Keywords (App Store)	Relevant search words, no competitor brand names.
Icon	1024 x 1024 for the App Store, 512 x 512 for Google Play, simple and clear.
Screenshots	Real screens with short captions, for the required device sizes.
Category and age rating	Choose honestly. Answer the content questionnaires truthfully.
Support URL and contact email	A working page or address where users can get help.

See our ASO guide for how to write a listing that helps people find your app.

5. Payments and in-app purchases

• If you sell digital goods or subscriptions inside an iOS app, Apple generally requires its own in-app purchase system. Physical goods and real-world services usually use other payment methods. Read the current rules carefully, because mistakes here cause rejections.
• Test purchases in the sandbox before submitting.
• For Indian payments through a gateway, see our guide on UPI and payment integration.

6. Submitting for review

1. Upload your build. iOS through App Store Connect (TestFlight first). Android as an app bundle (AAB) through the Play Console.
2. Test with real testers. Use TestFlight and Google Play's internal or closed testing tracks.
3. Fill in all forms: content rating, data safety, app access, ads declaration and target audience.
4. Add review notes and demo credentials.
5. Submit. Apple reviews usually take from a day to a few days. Google reviews can be faster for established accounts and slower for new ones.
6. Choose how to release: manually, or automatically after approval. For a first launch, manual release lets you pick the moment.

7. The most common reasons for rejection

• Crashes or broken features during review.
• No demo account, so reviewers cannot get past login.
• A missing or inaccurate privacy policy or privacy form.
• Asking for permissions the app does not clearly need.
• Missing in-app account deletion.
• Placeholder content, "coming soon" screens or broken links.
• Misleading metadata, screenshots or name.
• Payment rule violations.

If you are rejected, read the message carefully, fix the issue, and reply politely. Rejections are common and usually quick to resolve.

8. After approval: launch week

• Check the live listings on a real phone in both stores.
• Set up crash reporting and analytics before users arrive.
• Ask early users for honest reviews at a good moment in the app.
• Respond to reviews and support requests quickly.
• Plan your first update within a few weeks to fix what real users find.

One-page launch checklist

• Developer accounts approved and owned by you
• Latest platform targets and real-device testing done
• Privacy policy online and privacy forms filled accurately
• Account deletion available in the app
• Name, icon, screenshots, descriptions and support details ready
• Demo account and review notes prepared
• Build tested through TestFlight and Play testing tracks
• Crash reporting and analytics ready
• Support and update plan in place

Frequently asked questions

How long does the whole process take?

Allow one to two weeks from finished build to live app, longer if your accounts are new or you need business verification.

Can I launch on Android first?

Yes. Many startups launch on one store first to learn quickly. A cross-platform app makes it easy to add the other later.

Who should handle submission?

Your development partner can do the work, but the accounts should belong to you.

Launch with confidence

We prepare store listings, privacy forms, screenshots and submissions as part of every project, and we handle review feedback until the app is live. See how we work on mobile app development, or get a free quote.