A Guideline 2.3.2 (Accurate Metadata) rejection means your store page promises something that a new user does not get without paying, and the page does not say so. The app can be fine. The fix is in the description: mark which features need a purchase.
What Apple said
A Mac app of ours sells paid features in the app, and its description did not say which ones needed a purchase. Apple's message: "We noticed the app's metadata refers to paid content or features, but they are not clearly identified as requiring additional purchase." And more specifically: "your App Description does not inform users that a purchase is required to access paid digital content in app."
The way out Apple gave: "remove these references or clearly mark paid content or features as requiring separate purchases."
The guideline itself covers more than the description: 2.3.2 asks that your "app description, screenshots, and previews clearly indicate whether any featured items, levels, subscriptions, etc. require additional purchases."
Why it happens
- Feature lists are written to sell. The description lists the best features, and the best features are usually the paid ones.
- The paywall moves, the description does not. You move a feature behind Pro in an update; the store copy still lists it as if it were included.
- Fear of price words. Developers who learned that "Free" in a subtitle gets rejected under 2.3.7 sometimes avoid talking about pricing altogether. Then 2.3.2 catches the silence.
How to fix it
- Split the feature list in two. For example, a short "Included" list and a "With Pro (in-app purchase)" list. Every feature goes in exactly one.
- Copy the Pro list from the paywall, not from memory. The two must name the same features. If a screenshot or preview shows a Pro feature, say so in its caption too.
- Describe the model, not the price. "Pro is a one-time in-app purchase" or "Pro is a subscription that renews each month or year" tells the user what they need to know.
- Keep the description and the paywall in step. Any update that moves a feature across the line changes both, in every language. It helps to give every description a short pricing section, so this step cannot be skipped.
The 2.3.7 trap
2.3.7 says "app names, subtitles, screenshots, and previews should not include prices", and it warns against packing any metadata with "pricing information". So:
- Name and subtitle: no prices and no "Free", "免费" or similar. That is where our own 2.3.7 rejections came from.
- Description: say which features need a purchase (that is what 2.3.2 asks for), but leave out amounts, discounts and "free" as a selling point. "Included" and "With Pro" do the job without a price word.
- Screenshots and previews: label a Pro feature as Pro; do not put a price on the image.
More on that rule: 2.3.7, "Free" and other price words.
One-minute check
Open your paywall on a fresh install and list what it unlocks. Read your description: is every one of those features in a part clearly marked as needing a purchase? Then paste the listing into our App Store metadata checker to catch any price word in the name, subtitle or description. More release checks are on the toolkit page.
These notes are from Obelisk Club's own submissions. Apple's wording changes; check the current App Review Guidelines and your own message.