Paid features, consumables, or locked content need visible price or purchase indicators in the app's UI — burying the fact that something requires payment until the user is deep into a flow isn't allowed.
Why apps actually get flagged
Frequently caught when a "free" app's core loop quietly gates progress behind an unmarked purchase a few screens in.
A real example
"Your app offers in-app purchases that are not clearly indicated to the user prior to being presented, per guideline 2.3.2."
The short version, in more detail
Guideline 2.3.2 requires that anything costing extra inside an app is clearly marked before the user reaches it. Paid features, consumables and locked content need visible indicators so people are not surprised. A free app whose main loop quietly requires an unmarked purchase a few screens in is the typical case.
What this guideline covers
Clear price or purchase indicators for paid features and content.
Free apps that gate progress behind purchases.
The listing's description of what is free and what is not.
How purchases are presented within the flow.
What usually triggers this rejection
A free app that hides a purchase requirement until the user is deep in a flow.
Locked content with no indication that it costs extra.
Descriptions that omit the fact that key features are paid.
A purchase prompt that appears unexpectedly.
Consumables that are not identified as purchases.
How reviewers evaluate it
Reviewers go through the app and note where payment appears.
They compare what the listing says with what costs money.
They check that users can tell paid from free content.
This is judged on user experience, not just technical presence of IAP.
Common misunderstandings
Using In-App Purchase correctly does not remove the need to indicate costs.
A purchase prompt at the moment of payment is not always enough on its own.
A free label is judged against how the app behaves.
Common questions
Do I need to list in-app purchases in the listing?
They should be configured and presented clearly. The listing can show them as in-app purchases.
Is a freemium model fine?
Yes, as long as paid elements are clearly identified.
Does this apply to subscriptions?
Yes, and they also have their own disclosure rules.
Platform rules change often. This page is a plain-language explanation written by AppReviewFix, not official guidance. Check the current App Store Review Guidelines for the exact wording.
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