Listing your App

Your listing in the Intercom App Store is how customers discover, learn about and install your app. You should use this space to really ‘sell’ your app, telling a compelling story about its benefits and what it helps customers do.

Here are the requirements to create an effective listing:

App name

This is the first thing customers browsing the store will see, so make it punchy, memorable and easy to search for. A great name will give customers an indication of what the app does.

  • Maximum 40 characters
  • Must not contain Intercom
  • Must be a unique name

Built by

This should be your company name. It can be the same as your app name.

App icon

Your app icon should be eye catching and recognizable. Avoid text and too much detail - the icon will be small, so bold and simple works best.

  • Needs to be 512 x 512px and PNG format
  • You must have the right to use the image
  • Your icon cannot contain any form of the Intercom logo

Short description

Outline a clear value proposition or job to be done (e.g., “Notify customers about issues to cut down on questions,” “Seamlessly book meetings with leads and customers,” or “Convert your hottest leads right from Slack”).

Make your short description punchy, concise and intriguing so that customers click to find out more. The description should describe your Intercom app specifically, not your product more generally.

  • Maximum 70 characters
  • Use sentence capitalization
  • Do not end it with a period/full stop

Long description

This is your opportunity to really let your app shine. Focus on why customers should use your app (i.e., the benefits of using it and the results customers might expect), rather than how. Feel free to include specific examples or use cases if possible – help customers envision the ways in which they might use your app.

Here’s a template you can use if you like:

  • Paragraph 1: Tee up the key benefit of your app, the problem you solve, and the core use case or example.
  • Paragraph 2: Delve into additional benefits and/or use cases, and if needed, provide more context on your own product or service.
  • Paragraph 3: Just one sentence that links to a page for users to find more details (e.g., your help doc or landing page for the app).
  • Keep it to 2-3 paragraphs
  • You can format your description to make it easier to scan with bold, italic and lists
  • Use sentence capitalization (no all caps!)
  • Make sure all of your formatting is correct (e.g., no missing line breaks)
  • Include an email or URL where your users can get support if they need help

App images

Images help customers quickly understand what your app does and let you highlight key features.

  • You must include 1 to 6 images (we recommend 3-5)
  • At least 1600px by 1000px (8:5 ratio, landscape)
  • PNG format, under 21mb
  • Make it easy to see the feature being shown by using zooms, text and highlights
  • PRO TIP: Use Keynote, PowerPoint, or your preferred graphics software to create images that include a brief benefit statement and a relevant screenshot. See this listing for an example.

App video

Having a video is not a requirement to be published on the App Store, but it is a powerful way to show customers the value of your app and the ease of getting started. In fact, adding a video has increased listing views by 150% for some apps.

  • Keep your video short (we recommend 30 seconds to 2 minutes)
  • Make it marketing-focused – emphasizing benefits rather than the nitty-gritty of how to use your app
  • Briefly mention how to install the app (and how easy it is!)
  • Upload your video to Youtube, Vimeo, Wistia or Loom
  • PRO TIP: Use Loom or ScreenFlow (or your preferred video recording and editing software) to capture your app in action and record yourself on your front-facing camera – adding a human touch makes your content clearer and more engaging. See [this listing]( for an example.

Want to be in the New & Noteworthy section?

A video increases your chances hugely for being featured in the New & Noteworthy collection, so ensure you add a high quality one following our guidelines.


We’ll categorize your app for you, but you can let us know the one or two categories you think your app is most suited to from the following:

Learn More URL

If your app is installed via your product/website, rather than directly from the Intercom App Store, you must link to a page on your site where users can find out more detail about your app, and how to install and use it. This can be a landing page or a help doc. You can use UTM tags if you want to track referrals from your listing.

Best Practice

If your app is installed from the App Store, it’s still a good idea to include a URL to a page like this within your long description.


If your app isn't going to be installed via the Intercom App Store then you can select Through our own product or website and optionally provide an uninstallation URL. This is a callback URL that we'll notify when a customer uninstalls your app.

For apps that will be installed via the Intercom App Store you must provide an installation URL. This URL is called when a customer clicks "Install now" and should initiate the OAuth process. Select Directly via Intercom app store to bring up the input boxes to insert your URLs:

URL Name



The URL pointing to your external website/app, kicking off the OAuth 2.0 flow for installing your app via the App Store. More on Setting up OAuth, and what this URL should look like, through this link.



If you supply an uninstall URL we'll send a POST request to this URL when a teammate uninstalls your App via the App Store. You can use this to handle any cleanup or de-authorization you need to. The payload will contain the workspace_id wrapped in JSON only.

Using the Intercom logo

If you’re using our logo in any of your marketing materials, please use the brand assets and follow the guidelines available here. Please do not modify or animate our logo in any way.

Updated 4 months ago

What's Next

Discover how to submit your App store listing and publish your app successfully by following the guide below.

Review & Publish Your App

Listing your App

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