Guideline 2.3.7: “references to free or discounted services” in your screenshots
This rejection is about your App Store listing, not your app. A price, the word free or a discount showed up where Apple doesn't allow it.
Apple's words
“Guideline 2.3.7 - Performance - Accurate Metadata”
“Note that references to free or discounted services are considered a price reference and are not appropriate for app metadata.”
“Metadata such as app names, subtitles, screenshots, and previews should not include prices, terms, or descriptions that are not specific to the metadata type.”
What it means
Metadata is Apple's word for your listing: the name, subtitle, screenshots and previews. In those places Apple treats a price, a currency sign, “free” or a discount as a price reference, and a screenshot of your paywall with prices is one too.
That doesn't mean hiding that things cost money. Guideline 2.3.2 still wants your description and screenshots to “clearly indicate whether any featured items, levels, subscriptions, etc. require additional purchases.”
Other 2.3 rules can come up in the same review. Apple approves only submissions “where more than half of screenshots show the app in use”.
What caused it for us
2 of our apps, 2 rejections. In one, screenshot six was the paywall, prices and all.
The other used the words “Free to start”.
From about 20 of our own rejections across 8 apps. A guide to what to check first, not a rate for everyone.
What to check first
- Go through every screenshot, the name and the subtitle for prices, currency signs, “free” and discount offers.
- Words like save or off matter only when they describe a discount. Saving your notes is fine.
- Look for a paywall with prices anywhere in the set, even in the last screenshot.
- Count the screenshots that show the app in use. More than half must.
- Use made-up account details, no real person's data, and no other phone platforms.
- Repeat for every device size and language you upload.
Kept for the paid guide
These three parts are in the paid guide only:
- The exact App Store Connect clicks. Where to replace screenshots for each device size and language, and how to reply without a new build.
- The prompt to paste into your AI builder. A prompt that lists each price reference in the flagged items and suggests replacement screens.
- The reply to Apple. A short reply that says what changed and that the build is the same.