Publish Your App to Google Play Store

The number of Google Play moderation rejections has been steadily increasing over the past few years. Requirements for API, data security, stability, and correct description of functionality — all of this has long been more than just formalities.

In this article, we’ve compiled the most up-to-date recommendations on preparing for publication: what to consider before submitting an app for moderation, what errors most often cause rejection, and how to work effectively with Google tech support if rejection does occur.

Why Getting on Google Play App Store Matters

Android is one of the most popular mobile platforms in the world. More than 3 billion active devices, and millions of potential users — sounds like any developer’s dream.

However, because of its huge audience, Google is especially attentive to application security, data protection, and stability. The slightest violations and the publication is rejected. That’s why it’s important to understand in advance what requirements Google Play imposes on applications and how to pass moderation the first time.

Step-by-Step: How to Publish an App on the Google Play Store

Even if you have previously had the experience of releasing an iOS app, keep in mind that Google has a different set of rules that require special attention. Also, there may be aspects of the app that will not be obvious while developing but will turn out to be crucial while checking.

Google Play Console: Account and Project Preparation

Before uploading an application, you need to properly set up a developer account and prepare basic information about the project. This step seems simple, but it is often the place where potential reasons for app rejection during moderation are laid down.

Developer account

To publish in Google Play, you need to register a Google Play Developer Account. You can create it as an individual or as an organization — if the application is developed for business, it is better to choose a corporate account right away.

During the registration process, Google verifies the identity of the developer and the accuracy of the data provided. Errors or inaccuracies at this stage may result in account rejection, making it impossible to publish applications.

Developer Page

The developer profile must include:

The exact name of the company or developer
A valid e-mail address for communication
A working website (if any)

This data is displayed in the store and helps Google verify the legitimacy of the account.

Privacy Policy

Google requires an app to have a published privacy policy, especially if it collects or processes user data (which pretty much any app does now).

Your policy should:

Fully describe what data is collected and how it is used
Explain who the data is shared with and how it is protected
Be accessible via a stable link (Google checks it)

The link is specified in the Google Play Console and must lead to a working page without 404 errors, redirects, or inaccessibility.

Play Integrity API (recommended)

Although it is not yet a mandatory requirement, Google is actively promoting the use of the Play Integrity API. It helps protect the app from tampering, hacking, and rogue installations. The integration of this API is a good signal for moderation to pay attention to security.

APK/AAB: Preparing the Application Build

After setting up your account and filling in the basic information, the key technical stage comes — preparing the app build. This is where most of the requirements that Google checks during moderation are established.

Using the Android App Bundle (AAB)

The Android App Bundle (AAB) format is now mandatory for publishing new apps to Google Play. It allows Google to dynamically build optimized APKs for each user’s device, reducing download size and improving performance. If you’re still using the old APK format, it’s time to switch.

Target API Level: Always Up-to-date

Google strictly monitors the compliance of apps with current Android versions:

Every new app is required to use the minimum Google Play-supported API target level
There are separate deadlines for updates, which Google publishes in advance
Using an outdated API is a frequent reason for the denial of publication

An updated list of target API requirements is always available here:Target API level requirements

Stability Check: Real-world Testing

Google pays special attention to application stability. Moderation may reject a build during pre-release testing or when downloading occurs:

ANR (Application Not Responding)
Crashes and crashes during launch or runtime
Compatibility issues with different devices

To minimize such risks:

Always test the app on real devices, covering different Android versions and configurations
Use Firebase App Distribution to distribute test versions within the team or to a limited group of users
Integrate Firebase Crashlytics to collect real-time crash data

These tools allow you to proactively detect and fix bugs before submitting your app to Google Play.

Permissions: Minimum Necessary Access

Permissions are one of the most sensitive areas for Google moderators:

Request only those permissions that are actually necessary for the application to work
Any access to location, camera, memory, contacts, SMS, calls, and other sensitive data must be justified
When submitting for publication, Google will require you to explain the purpose for using each requested permission
Requesting unreasonable permissions is a common reason for denial or additional review

App Content, Pricing, Metadata: Filling in the Application Information

When the build is ready and uploaded, the next important stage comes — filling in all the information about the app in the Google Play Console. Here moderators look not at the code, but at the way you describe the functionality, work with user data, and design the app’s pages in the store.

Description of the Application — Honesty and Consistency With Functionality

The application description should reflect its actual functionality as accurately as possible. It is important to avoid situations when the description claims features that are not present in the application or work differently than stated — this is one of the frequent reasons for rejection during moderation.

The text should be clear, professional, and honest, without excessive marketing promises or exaggerations. Google pays particular attention to potentially misleading language, so any claims about the app’s features should match its actual functions.

Also, do not overuse keywords in the description — attempts to artificially increase the visibility of the app through spammy or irrelevant phrases may result in additional scrutiny or rejection of the publication.

Media content (Screenshots, Icons, Videos)

All visual materials — screenshots, icons, videos — must accurately demonstrate the actual operation of the application. The use of images that mislead the user or do not reflect the actual functionality is unacceptable.

Google carefully checks screenshots for accuracy, prohibited, offensive, or inappropriate content, and compliance with general design requirements.

For example, text in screenshots should not take up the majority of the image — the focus should be on the application interface and user experience. Compliance with these rules helps avoid unnecessary checks and increases trust from both users and moderators.

Google Play Content Policy

Google Play strictly enforces its content policy. The platform prohibits the publication of apps that contain malicious, offensive, or illegal content, violate copyrights, or use deceptive monetization and data collection schemes.

Any form of manipulation of users’ personal information, hidden fees, or deception may cause the app to be rejected or removed. If the app includes monetization of digital content, all payments must go through the official Google Play Billing payment system — the use of third-party payment systems is prohibited in this case.

Failure to comply with these requirements may result not only in the rejection of the publication but also in the complete removal of the app from the store.

Pricing

If the application is distributed on a commercial basis, it is necessary to specify the price in advance. After publication, it will be much more difficult to change the price of a free app to a paid version, so it is important to make this choice before sending it for moderation.

For in-app monetization (purchase of features, content, subscriptions), all payments must be correctly set up via Google Play Billing. Using third-party payment systems for digital content is against Google’s policy and may lead to publication rejection.

Data Safety

The Data Safety section is one of the most sensitive and thoroughly checked by Google Play moderation. The developer must fully and honestly specify all types of user data that the app collects: personal, technical, location, and any other data.

It is also necessary to inform whether this data is transferred to third parties, whether third-party SDKs and services are used, as well as indicate whether encryption and security measures are used in the transmission and storage of information.

In addition, you should describe the purpose for which the data is collected, whether it’s for analytics, personalization, advertising, or other purposes.

Content Rating Questionnaire

Every app published on Google Play must pass a content rating questionnaire. All answers in the questionnaire must be accurate and truthful. If the app contains user-generated content (e.g., chats, forums, social features), internal advertising, or deals with sensitive topics, this should always be considered when selecting an age category.

Target Audience and Content

The age category of the target audience is specified separately in the questionnaire. If the application is aimed at children, it is subject to a special Program for families with special and stricter requirements.

If the target audience is adult users, it is important to specify this correctly to avoid unnecessary restrictions or additional checks. It is not recommended to select a broader audience “just in case” — this may also trigger additional checks from Google.

Review Timelines

After submitting your app to Google Play Console, the moderation stage begins. It is important to understand how the process works, what to expect, and how to act in case of rejection.

Moderation Timeframe

Application validation can take anywhere from a few hours to 3-7 business days. If you have complex functionality, sensitive permissions, or a specific target audience, the process may take longer. Google does not set a fixed timeframe — the more complex the app, the longer the moderation process will take.

Preparing for Possible Rejection

Even with proper preparation, an app can be rejected — due to rule updates or results of automatic checks. After rejection, the developer receives an email and a notification in Play Console. It is important to analyze the email carefully: the standard text is often supplemented with a specific reason for rejection. The most common reasons are:

Non-compliance with the required Target API Level;
Unreasonable permissions are requested;
Errors or incompleteness in the privacy policy;
Underestimated age rating or errors in the target audience questionnaire;
The stated functionality in the description does not correspond to the actual functionality.

In addition to the reason for the denial, Google’s letter may refer to specific documents from the official documentation — these references should always be studied to understand the exact nature of the violation.

Working with Google Support and Moderation Rules

If your application is rejected, but you are sure that the rejection is unjustified — there is always an opportunity to challenge the decision. Google Play Console has a special appeal form for this purpose.

It is important to describe the essence of the situation in as much detail and clearly as possible, attach screenshots, videos and any other materials that can confirm the corrections or compliance of the application with the rules of the platform.

The more specific and clear your appeal is, the higher the chances for a quick and positive decision. In complex and controversial cases, you can contact a separate Google support team via the Policy Support form.

The main rule of publishing remains the same: never try to cheat in moderation. Google actively detects any attempts to circumvent the rules — whether it’s uploading a lightweight build for moderation and then replacing the code, hidden functionality, bypassing permission restrictions, or using hidden SDKs activated through the server.

For such actions Google applies the toughest sanctions: not only rejects the publication, but can also completely block the developer’s account with deletion of all published applications without the possibility of recovery.

Top Reasons for Google Play Store Rejection

Many apps are turned down during Google Play moderation even with great planning.

Here are the main reasons you should pay special attention to:

Privacy and Data Collection Violations

Incomplete or inaccurate data in Data Safety
Missing or incorrect Privacy Policy
Unreported third-party SDKs
Unreasonable data collection purposes

Misleading Metadata

Promising non-existent abilities
Exaggerated wording
Inaccurate screenshots
Keyword spamming

Sensitive Permissions

Requesting unreasonable permissions (location, contacts, camera, memory, calls)
Failure to explain the purpose of each permission
Attempts to gain excessive access to the device without a clear need

Inappropriate Content

Violence, abuse, discrimination, pornography
Hidden subscriptions, misleading purchases
Violations of local laws
Weak moderation of user-generated content

Unlicensed use of music, images, videos
Infringement of trademarks and brands
Copying interfaces or concepts of other applications

How to Avoid Rejection

In order to pass Google Play moderation the first time (and not to waste time debating with support), we’ve put together a simple and workable checklist for you. Go through it before each publication — and the chances of rejection will decrease dramatically.

Before Publication:

Be sure to test the app on real devices. Bugs on different models often pop up during testing.
Run the tests via Google Play Console. Pre-launch Report will help you find critical bugs in advance: crashes, hangs, and performance issues.
Use test tracks in Google Play: internal, closed, or open — to test the app on a limited audience before the official release.

Google’s Requirements:

Go through the official policy checklists. Google itself provides handy lists for the main sections — privacy, permissions, data collection, age restrictions, etc.
Check the Data Safety section. All data that the app collects, transmits, or processes — must be honest and detailed.
Update the Privacy Policy. It should be complete, up to date, at a working link, with no redirects or “404 Not Found”.
Make sure you’re only asking for the right permissions. No “just in case” — every permission must be justified.

Technical Stability:

Connect Firebase Crashlytics. It will help you catch and quickly fix application failures.
Use Firebase App Distribution for team testing. This way you will get feedback even before uploading for moderation.
Integrate Play Integrity API. This is an additional plus for app security.

Right Before the Release:

Check the description, screenshots, and videos. Everything a user sees in Google Play should strictly correspond to what he or she will get after installation.
Don’t try to trick the system with beautiful but unrealistic promo materials.
Specify the correct age category and target audience. You don’t need to select a wider audience — there is no need for unnecessary verification.

In the Case of a Rejection:

Read the Google email carefully. Sometimes, important details are hidden in the text itself or in references to official documents.
Prepare well-reasoned appeals. Screenshots, videos, detailed explanations — the clearer your position, the higher the chance that the moderation will reconsider the decision.

Final Tips

Before submitting your app for review to the Apple App Store or Google Play, it is important not only to pass the mandatory functionality check but also to take care of meeting the requirements of the platforms in advance.

Proper design of store listing, preparation of correct app icon, description of app content, setting up payment systems, and privacy — all this affects how smoothly the app review will go.

At the stage of preparation for publication, try to thoroughly test your app on different devices to make sure that it works stably in different conditions. This will help you detect possible bugs in advance and avoid unpleasant surprises after the release.

It is also worth making sure that your app meets all the current platform requirements: from the API level to the rules of user data processing. If you plan to release not only on iOS but also on Android, take care to meet the requirements of both platforms.

Be sure to check how your app works within the app when using different scenarios. This is especially true for apps that are related to mobile app development for business or contain complex functionality. Even minor deviations can lead to delays or failures in validation.

To avoid problems, it’s worth going through the checklists beforehand: make sure your app asks for only the necessary permissions, contains an up-to-date privacy policy, and honestly describes all functionality in the store listing. Ideally, involve professionals in the process to help ensure that your app is fully ready for publication and meets all requirements.

If you don’t want to understand all the nuances yourself, the SCAND team is ready to help you at any stage. We audit apps before they are published, help you create a proper store listing, check all the functions inside the app, assess compliance with Google Play and Apple App Store requirements, and prepare full documentation for app review.

Thanks to our extensive experience in mobile app development, we know how to prepare the app so that the moderation process is as fast as possible and without unnecessary rejections.

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