Updated ASO teardown, US App Store
Whoscall: Caller ID & Block 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
- 100K+281.8% vs previous month
- Est. monthly revenue
- $300K+281.8% vs previous month
- Est. revenue ÷ downloads
- $3.00
- Rating
- 4.7★3K 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
10 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
Innovating for Trust Powered by People
- What it shows
- A green cover with the whoscall logo, an “App Store Awards 2025 Finalist” laurel and an “Over 100 million Global Downloads” laurel. A phone edge shows at the right.
- Why it converts
- Opens with proof, not use. The award and download count are the app's own printed claims, and they sit in the first slot. The slide does not say what the app does, so a visitor relies on the name and subtitle for that.
#2In search results
- What it shows
- A hand holding a phone with a “Your Caller ID data is outdated!” home screen, with phone, mail, chat and shield icons floating in green circles.
- Why it converts
- Continues the cover art and hints at calls, messages and protection through icons. It has no printed caption, so the benefit is left for the visitor to infer.
#3In search results
Protection Stay One Step Ahead
- scamsnot in name
- spamnot in name
- What it shows
- The home screen with Caller ID, Call Blocking (36 blocked numbers) and Web Checker (152 sites checked) cards, under a “Protection” pill and a headline.
- Why it converts
- The first slide that shows the app in use. The sub-line names scams and spam, which are the problems a visitor has. The headline is a general slogan, so the sub-line does the specific work.
#4
Caller ID Who's Calling, No Guess Work
- caller idin name
- What it shows
- An incoming call screen reading “Whoscall Caller ID: Telemarketing” with red warning tags over numbers.
- Why it converts
- Shows the core moment: a call arrives and the app labels it. The red warnings make the result easy to read. The pill names the feature people look for.
#5
Check One Tap, Total Clarity
- check numbersnot in name
- What it shows
- An empty check screen with a number or URL field and an “Upload a screenshot” button, with phone, image and web icons above.
- Why it converts
- Shows that numbers, links and screenshots can all be checked. The screen is simple, so the action is clear. Icons above the phone add the three input types.
#6
Report Your Report, Everyone's Protection
- What it shows
- A report form with a number, a category such as Sales, and Spam or Not Spam choices, with two cartoon figures cheering beside the phone.
- Why it converts
- Explains the community side: users report numbers to help others. The figures make it friendly, but the form text is small and partly hidden at search-result size.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a speech bubble with a W, ties the shape to calls and the name.
- Green on white matches the green used across the screenshots, so icon and gallery look like one brand.
- No small text or fine detail, so the shape stays clear at small sizes.
- 01
Proof first
The first slide leads with an award finalist laurel and a download count, both printed as the app's own claims. The use case follows on later slides.
- 02
Pill label plus headline
Slides 3 to 6 share a green pill naming the feature, a bold dark headline and a short sub-line. The pill names the feature.
- 03
One feature per slide
Protection, Caller ID, Check and Report each get their own slide with one phone screen.
- 04
Green system with light variation
Green covers open the set, then pale backgrounds with green accents carry the feature slides. The icon uses the same green.
- 05
Mascot and cartoon figures
A green mascot and illustrated people replace real photos. They give the app a friendly face in a topic that could feel stressful.
ASO score breakdown
79 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 27 of 30 characters9/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots24 / 35
- Caption on every screenshot4.2/5
- Each caption names a feature people search for5/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings16 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 3,042 ratings (full marks at 100,000)2.4/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+9 pts
4.7 stars from 3,042 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
3 caption terms aren't in the app name: scams, spam, check 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 app in use in the first slides, so a visitor knows what it does without reading the name.
- If you lead with an award or user count, add a line that says what the app does.
- Name each feature in a short label that uses the words your users use.
- Give every slide one idea, one phone screen and one headline.
- Keep sub-lines short and large enough to read at thumbnail size.
- Reuse the icon color across the gallery so the page looks like one brand.
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 “Whoscall: Caller ID & Block”, which uses 27. 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. Whoscall uses them for scams.
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. Whoscall uses 10.
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.
- Whoscall: Caller ID & Block 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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