Store Descriptions & App Store Accounts
Last updated: September 2026
Only relevant if your package includes your own app. This chapter applies if your CoachStudio package includes an app of your own that is published in the Apple App Store and Google Play under your organisation's name. If your coaching runs in an existing Pathmate app, you do not need store accounts – you can skip this chapter. Not sure which applies to you? Ask your Pathmate contact person.
Apple App Store and Google Play: what you need to prepare so your app can be published smoothly.
1 Overview
Your CoachStudio app appears in the stores under the name of your organisation. For this, you need your own developer account with Apple and with Google. You remain the owner of the accounts and of the app – Pathmate joins as an additional admin and takes care of the technical part of the publication.
Most delays are not caused by the app itself but by the preparation: a missing D-U-N-S number, the wrong email address, no privacy policy. With this guide you have everything together before we set up the accounts with you.
| Apple Developer Program | Google Play Console | Lead time |
|---|---|---|
| 99 USD per year | 25 USD one-time | 2–3 weeks (mainly D-U-N-S and store review) |
Fees according to Apple and Google, as of September 2026. Apple charges in local currency; prices may differ by country.
1.1 The Process in Six Steps
| No. | What happens | Who | Duration |
|---|---|---|---|
| 1 | Define the organisation and the account holder | You | 1 day |
| 2 | Check or request a D-U-N-S number | You | up to 7 working days |
| 3 | Provide the prerequisites (email, credit card, website, privacy policy) | You | in parallel to step 2 |
| 4 | Fill in the App Store Template | You | 1–2 hours, in parallel to step 2 |
| 5 | Create the accounts with Apple and Google | You + Pathmate | approx. 1 hour, plus review by the stores |
| 6 | Invite Pathmate as admin | You | 10 minutes |
2 Define the Organisation
First, decide which organisation the store accounts should belong to. This name will later appear publicly as the provider of the app.
- The organisation must be a legal entity, e.g. an association, a limited company (GmbH, AG) or a foundation.
- Not accepted are individuals as an organisation, pure trade or brand names, and branch offices.
- Use exactly the official name and address as registered in the commercial register or in the articles of association.
- The person creating the account must be authorised to legally represent the organisation (e.g. board member, management or a person with written power of attorney).
Why not a private account? With a private account, your personal name appears as the provider in the store. In addition, for new private accounts Google requires a closed test with at least 12 testers over 14 days before the app may be published. With an organisation account, this step does not apply.
3 Request a D-U-N-S Number
The D-U-N-S number is a nine-digit identifier issued by Dun & Bradstreet. Apple and Google use it to verify that your organisation legally exists. If you can obtain a D-U-N-S number, you usually also meet the requirements of the stores.
- Use Apple's D-U-N-S lookup tool to check whether your organisation already has a number. Many companies and associations are already registered.
- If not: request the number directly via the same tool. This is free of charge for Apple developers.
- Have ready: the official name of the organisation, the address of the headquarters, the postal address and contact details.
- Dun & Bradstreet may contact you by email or phone and ask for proof (e.g. an extract from the commercial register or the articles of association).
Plan enough time: Issuing the number takes up to 5 working days, followed by up to 2 more working days until Apple can see the data. You use the same number for Google.
Important: The name and address in the Google payments profile must match the D-U-N-S entry exactly.
4 Provide the Prerequisites
4.1 Email Address for the Account Holder
The accounts with Apple and Google are opened with this email address.
The account holder email address can only be changed later with great effort, or not at all. Choose it carefully.
- Use a role-based address on your organisation's domain, e.g.
apps@your-organisation.com– no private address and no Gmail address. Apple requires an address on your own domain. - The address must be transferable to successors, e.g. when the board changes.
- For Apple, you need an Apple Account with this email address and two-factor authentication. Use a phone number that stays with the organisation in the long term.
- For Google, you need a Google Account with the same address.
4.2 Organisation Credit Card
The fees (Apple 99 USD per year, Google 25 USD one-time) are paid by credit card. The card should be issued to the organisation.
Apple membership renews every year. If it expires, the app disappears from the App Store.
4.3 Public Website
Your organisation needs a publicly accessible website on its own domain. Apple does not accept social media profiles or placeholder pages.
4.4 Privacy Policy and Support Page
Both stores require a privacy policy that is publicly available under a permanent URL and covers the app. You can publish it on your own website or – after consulting us – on the Pathmate website. Apple additionally requires a support URL where users can get in touch with you.
4.5 Public Contact Details
Google displays the developer email address and phone number publicly in the store. If your app is offered in the EU and you act as a business ("trader"), both stores additionally require you to publish your address, phone number and email address under the Digital Services Act. Therefore, use the contact details of the organisation, not private ones.
Paid app or in-app purchases? If the app is to be paid or offer in-app purchases, you additionally need the organisation's bank details and tax information. In this case, please talk to us in advance.
5 Prepare the App Information
For the store listing we need names, descriptions, categories and contact details. Fill in the App Store Template for this – one copy per language.
Tip: use the waiting time. The template does not depend on the store accounts. Fill it in while you are waiting for the D-U-N-S number. As soon as the accounts are ready, we can submit the app right away.
- Respect the character limits. The stores reject longer texts.
- The app name must be unique in the store. Check in advance whether it is still available at Apple and Google.
- If the app has a login, Apple needs a test account for the review. We set it up together with you.
- Screenshots and icon are agreed together during the project.
The app ID (e.g.
com.pathmate.xyz) is defined together with you. It cannot be changed after publication.
6 Create the Accounts Together
We create the accounts together with you in a short online session. This way we avoid mistakes that cannot be corrected later. Please have ready:
- the D-U-N-S number
- access to the account holder email address
- the phone used for two-factor authentication
- the credit card
6.1 Apple Developer Program
- Create an Apple Account with the account holder email address and activate two-factor authentication.
- Start the enrolment at developer.apple.com/programs/enroll and choose Organisation.
- Enter the official name, D-U-N-S number, website and contact details.
- Apple reviews the information and may call you for verification. This usually takes a few days.
- Pay the annual fee and accept the agreements in App Store Connect.
Non-profit organisations can apply for a fee waiver with Apple in certain countries. We are happy to check with you whether this applies to you.
6.2 Google Play Console
- Sign in at play.google.com/console/signup with the Google Account of the account holder email address.
- Choose the account type Organisation and create a Google payments profile of the type organisation.
- Enter the D-U-N-S number, organisation details, website, and contact and developer details.
- Pay the registration fee.
- Confirm the email addresses and phone numbers and complete the identity verification. Google may ask for documents for this.
7 Add Pathmate as Admin
So that we can upload, submit and update the app, invite our CTO as an additional admin. You remain the account holder and owner and can revoke the permission at any time.
| Store | Where | Email address | Role |
|---|---|---|---|
| Apple | App Store Connect › Users and Access › "+" | filler-id@pathmate-technologies.com | Admin |
| Play Console › Users and permissions › Invite new users | filler@pathmate-technologies.com | Admin (all permissions) |
8 Checklist
Once all items are ticked off, nothing stands in the way of publication.
| Task | Who | |
|---|---|---|
| ☐ | Organisation (legal entity) defined, official name and address ready | You |
| ☐ | Person authorised to sign for the registration designated | You |
| ☐ | D-U-N-S number available | You |
| ☐ | Account holder email on your own domain set up and transferable | You |
| ☐ | Phone for two-factor authentication designated | You |
| ☐ | Organisation credit card ready | You |
| ☐ | Website publicly accessible | You |
| ☐ | Privacy policy and support page available under a URL | You / Pathmate |
| ☐ | App Store Template filled in and sent to Pathmate | You |
| ☐ | Appointment for creating the accounts together arranged | You + Pathmate |
| ☐ | Apple account created, Pathmate invited as admin | You + Pathmate |
| ☐ | Google account created, Pathmate invited as admin | You + Pathmate |
Questions? Contact your Pathmate contact person at any time. We will guide you through every step.
Appendix A App Store Template
Please fill in one copy per language and send it to Pathmate. The notes show examples and the maximum number of characters.
| General | Notes |
|---|---|
| App | Name of the app or project |
| Language | e.g. German, English |
A.1 Apple App Store
| App information | Notes |
|---|---|
| App name | e.g. XYZ Coach · max. 30 characters |
| Subtitle | e.g. The ultimate XYZ Coach · max. 30 characters |
| Name below the icon | e.g. Coach · keep it short so it is not truncated |
| App ID (Bundle ID) | e.g. com.pathmate.xyz · defined together with you |
| Category 1 (primary) | e.g. Health & Fitness |
| Category 2 (secondary) | optional |
| Privacy policy URL | publicly accessible |
| Promotional text | optional, can be changed with every release · max. 170 characters |
| Description | max. 4000 characters · feel free to attach it as a separate document |
| Keywords | separated by commas · max. 100 characters |
| Support URL | required |
| Marketing URL | optional |
| Copyright | e.g. 2026 XYZ Association |
| Contact person | Notes |
|---|---|
| First name | |
| Last name | |
| Address line 1 | |
| Address line 2 | optional |
| City | |
| State / canton | |
| Postal code | |
| Country | |
| Phone number | with country code, e.g. +41 |
A.2 Google Play Store
| App information | Notes |
|---|---|
| App name | e.g. XYZ Coach · max. 30 characters |
| Short description | e.g. The ultimate XYZ Coach · max. 80 characters |
| Name below the icon | e.g. Coach |
| App ID (package name) | e.g. com.pathmate.xyz · usually identical to Apple |
| Description | max. 4000 characters · feel free to attach it as a separate document |
| Promo video URL | optional, e.g. a YouTube link |
| Category | e.g. Health & Fitness |
| Contact information (public in the store) | Notes |
|---|---|
| Website URL | |
| Email address | support address of the organisation |
| Phone number | with country code |
| Privacy policy URL | publicly accessible |