Your app has three names, and they are allowed to differ
When you turn a website into an app, the name shows up in three places with three different constraints. The launcher label sits under the icon on the home screen and is cut with an ellipsis after roughly a dozen characters. The Play Store title is capped at 30 characters and policed by a content policy that bans promotional words and emoji. And the package name — the com.yourshop.app identifier — is a separate technical ID that users never see.
The launcher label and the store title are set independently in the builder and in Play Console, so the most common mistake — squeezing a long, descriptive title under the icon — is avoidable. "Bloom Bakery" under the icon; "Bloom Bakery — Order Cakes Online" in the store.
Why twelve characters
Android's stock launcher renders app labels at 12sp in a grid three, four or five icons wide. At the default text size on a 6-inch phone that is 11–13 characters before the label is ellipsised; Samsung's One UI and larger text settings change it by a character or two either way. The preview above draws the label at that density so you see the truncation rather than reading about it. If the first twelve characters do not identify your app, shorten the name.
Google Play's title rules, in short
- 30 characters, counted as the user sees them — an accented letter is one character.
- No emoji or emoticons, and no symbols used for emphasis or decoration.
- No promotional words: "free", "best", "#1", "top", "new", "sale", "download" and similar are treated as a policy violation in the title. They are fine in the description.
- No capitalisation for emphasis — ALL CAPS is rejected unless it is genuinely how the brand is written.
- No performance or ranking claims ("fastest", "most downloaded").
The checker flags each of these as you type. It is a linter, not the policy itself: a warning means "Play may push back", not "Play will".
Choosing a name that works as a website and an app
Most sites have a brand name that already fits: the shop, the clinic, the publication. Two cases need thought. If your brand is a full domain ("bloombakery.com"), drop the suffix — it reads as a URL, not an app, and costs four characters. If your brand is generic ("The Bakery"), the store title is where you add the distinguishing words, and the launcher label stays short.
Once you have a name, the Monogram Icon Maker turns its initials into a launcher icon if you have no square logo, and the builder uses both when you convert the website.