Apple reviews a custom product page as an item of its own, under the same guidelines as the rest of your metadata. Pagefully sends a page to App Store Connect unsubmitted; you submit it there, and Apple decides whether it goes live. Your app, your default page and your other pages are not affected.
Who submits
You do, in App Store Connect. Pagefully never submits a page for review. Send to App Store Connect on Publish creates the page there with its screenshots and promotional text, and the screen says so: “Nothing goes to review until you submit it there.” The steps are in Submit a page for review in App Store Connect.
If your app has never been approved, Apple asks you to include the page in the same submission as your first app version. Once the app is approved, a page can be submitted with or without a new version.
What Apple reviews
A page can change three things, so those are what App Review looks at: its screenshots, its app previews and its promotional text. They are checked against the App Review Guidelines for metadata: screenshots that show the app in use, no other app’s name, no claim that cannot be checked, no prices, content that suits every audience. Before a page is sent, Checks on the page reads every line against those rules. The common reasons and fixes are in Why was my custom product page rejected?
The statuses, in Apple’s words
| Ready for Review | You clicked Add for Review. The page is in a draft submission, not yet sent. |
|---|---|
| Waiting for Review | You clicked Submit for Review. The submission is in Apple’s queue. |
| In Review | A reviewer has started on it. |
| Approved | The page is live. Later edits go through the same review and replace the live page when approved, with the same link. |
| Rejected | Something in the page broke a guideline. Apple’s message, in App Store Connect under App Review, names it. Fix the page and resubmit; your app is not affected. |
In Pagefully the page shows In App Store Connect from the moment it is sent. Apple’s statuses are read in App Store Connect.
While a page is at Apple
A page in App Store Connect cannot be edited in Pagefully. Opening it says: “This page is with Apple and cannot be changed until it comes back from review.” To change it before you have submitted it, click Take back on Publish: the page is deleted from App Store Connect with its languages, stays approved in Pagefully, and can be edited and sent again. See Take back a sent page.
Once submitted, Apple locks the page’s screenshots, previews, promotional text and keywords. Withdraw the submission in App Store Connect to make it editable again.
After approval
An approved page has its own link, which works once the app’s submission is approved, and it can be the page an Apple Ads ad group leads to. It shows in App Store search only for the keywords assigned to it, and Pagefully does not assign them yet: do that in App Store Connect, as Assign keywords to a page in App Store Connect describes. A page with no keyword is for ads and links.
How long it takes
Apple does not say. Developers commonly report that a page is reviewed within about a day, but that is reported experience, not Apple’s statement, and it varies. Apple also says submissions may not be reviewed in the order you submit them.
What this means for you
- Send a page from Pagefully, then submit it in App Store Connect. Both are your clicks.
- Submit pages on their own once your app is approved. A page in the same submission as an app version holds that version up if it is rejected.
- Fix what you can before sending: a page with every check passed is less likely to come back.
- Assign keywords in App Store Connect after approval, or the page is reached only by its link and from ads.
- If Apple rejects a page, read Apple rejected my page.