Keywords and tags are relevant — no competitor names or keyword stuffing

Apple Guideline 2.3.7 and Google Play's Spam and Minimum Functionality keyword-spam policy both result in rejection when competitor names or stuffed keywords are detected. On the App Store, the 100-character keyword field is machine-parsed; exceeding it causes an automatic metadata validation failure before a human reviewer sees your app. On Google Play, keyword stuffing in the description triggers algorithmic suppression — your app ranks lower for every keyword it over-repeats, precisely the opposite of the intended effect. Using a competitor's trademark ('Spotify', 'Headspace') as a keyword additionally exposes the developer to trademark infringement claims under Lanham Act theories.

Audit fastlane/metadata/ios/<locale>/keywords.txt before every submission. The entire field must be 100 characters or fewer — verify with:

wc -c fastlane/metadata/ios/en-US/keywords.txt

Remove every competitor name. Remove your app's own name (App Store indexes it automatically). Remove any keyword repeated more than once. Replace stuffed repetitions with distinct, high-intent terms your actual users search for. Keep keywords.txt version-controlled in fastlane/metadata/ so keyword changes are reviewable in git history before submission.