Updated ASO teardown, US App Store
Nextline - Second Phone Number App Store optimization
A Utilities app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 22K+37.5% vs previous month
- Est. monthly revenue
- $26K+37.2% vs previous month
- Est. revenue ÷ downloads
- $1.18
- Rating
- 4.7★9.5K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
7 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
CHOOSE YOUR NUMBER
- numberin name
- What it shows
- A “Choose your number” list of US states, each with an area code, and an A to Z index on the right.
- Why it converts
- Shows the first step of getting a number. It is a setup screen, so it does not yet show what the number is for. The area-code list does show that the choice is local.
#2In search results
UNLIMITED TEXTING AND CALLING
- textingnot in name
- callingnot in name
- What it shows
- A text thread with a contact, a dog photo and short replies, with a call button at the top.
- Why it converts
- Names the two things people buy a second number for. “Unlimited” is the app's own claim. A plain chat looks like the messaging people already know.
#3In search results
PRIVATE NUMBER FOR SOCIAL LIFE
- private numbernot in name
- What it shows
- A message list with many contacts. Two round photos of people with phones overlap the screen.
- Why it converts
- Gives a personal use case instead of a feature. The people photos add a human face, but they cover part of the message list.
#4
SECOND NUMBER FOR BUSINESS
- second numberin name
- What it shows
- A keypad with a US flag and a number at the top, and a green call button.
- Why it converts
- Gives a second use case, work. The caption uses the words “second number”, which are also in the app name. The keypad is a familiar screen.
#5
USE FOR SMS VERIFICATION
- sms verificationnot in name
- What it shows
- A code entry screen: “We sent an SMS with a code”, empty six-digit boxes and a “Call me” link.
- Why it converts
- Names a concrete job, receiving a sign-up code. Much of the screen is empty, so it says little beyond the caption.
#6
GET MULTIPLE PHONE NUMBERS
- phone numbersnot in name
- What it shows
- A “My Numbers” sheet with five numbers and a checkmark on one, over a messages screen with a green WhatsApp Business banner.
- Why it converts
- Shows that one account can hold several numbers. The banner is a third-party ad inside the app, which may confuse a visitor about what the app is.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a handset inside a speech bubble, points to calls and texts.
- The blue-violet gradient matches the backgrounds of the screenshots, so icon and gallery look related.
- No text and little detail, so it should stay clear at small sizes.
- 01
Bold italic white caps
Every caption is two short lines of white capital letters at the top. They are large.
- 02
One use case per image
Choose a number, text and call, social life, business, SMS codes, several numbers. Each image names one job.
- 03
Use cases by audience
Social life and business are named side by side. A visitor can pick the one that fits them.
- 04
White card on a gradient
The app screen sits in a white card on a blue-to-violet gradient. The look repeats across the set, and the shade shifts a little.
- 05
No proof on the images
No rating, award, press mention or user count is printed. The set relies on the captions and screens.
ASO score breakdown
83 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 30 of 30 characters10/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots25 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings18 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 9,491 ratings (full marks at 100,000)4.9/10
- Freshness15 / 15
- Last update 7 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.7 stars from 9,491 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: texting, calling, private number, sms verification, phone numbers. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Show the result in screenshot 1, not a setup step.
- Write one short caption per image, and name one job.
- Name the use cases in the words your users use, such as “business” or “verification”.
- Keep one layout and one color family across the set, and match the icon.
- Use large caption type so it reads at thumbnail size.
- Print a real rating, award or user count if you have one.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. A common pattern is a short brand followed by the main thing people search for, like “Nextline - Second Phone Number”, which uses 30. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Nextline uses them for number, texting and private number.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Nextline uses 7.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Nextline - Second Phone Number on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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