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Reference

Every text limit that matters, in one place.

45 screens, each with where the number comes from and a free live checker. Updated for 2026, including Amazon’s 75-character title rule.

Guides by channel

Marketplace title limits, side by sideHow long can Google titles and descriptions be?How much of your subject line each inbox showsHow much of a push notification people actually seeSMS and WhatsApp template limits, explainedAd character limits for Google Ads and MetaSocial media character limits: what counts and what showsApp Store and Google Play text limits

Marketplaces

Amazon, Google Shopping, eBay, Etsy, TikTok Shop

AmazonAmazon product title75 charactersOfficial limit · enforced AmazonAmazon Item Highlights125 charactersOfficial limit · enforced Google Merchant CenterGoogle Shopping title150 charactersOfficial limit · enforced Google ShoppingGoogle Shopping title (what shoppers see)70 charactersOfficial limit · cut on screen eBayeBay listing title80 charactersOfficial limit · enforced EtsyEtsy listing title140 charactersOfficial limit · enforced TikTok ShopTikTok Shop product title255 charactersOfficial limit · enforced

Email

Subject lines and preview text by inbox

Apple Mail · iPhoneiPhone Mail subjectabout 48 characters (354px)Measured on devices · cut on screen Apple Mail · iPhoneiPhone Mail preview textabout 98 characters (716px over 2 lines)Measured on devices · cut on screen Gmail · iPhoneGmail app subject (iPhone)about 37 characters (236px)Measured on devices · cut on screen Gmail · AndroidGmail subject (Android)about 33 characters (211px)Measured on devices · cut on screen Gmail · AndroidGmail preview text (Android)about 36 characters (233px)Measured on devices · cut on screen Gmail · WebGmail subject (desktop)about 88 characters (562px)Measured on devices · cut on screen Outlook · WebOutlook subject (web)about 51 characters (351px)Measured on devices · cut on screen

Push

iOS, Android and web notifications

iPhone lock screeniOS push titleabout 40 characters (295px)Measured on devices · cut on screen iPhone lock screeniOS push bodyabout 149 characters (1084px over 4 lines)Measured on devices · cut on screen Android notification shadeAndroid push titleabout 40 characters (256px)Truncly model · cut on screen Android notification shadeAndroid push body (collapsed)about 40 characters (256px)Truncly model · cut on screen Chrome on macOSWeb push title (Chrome, macOS)43 charactersMeasured on devices · cut on screen Chrome on macOSWeb push body (Chrome, macOS)86 charactersMeasured on devices · cut on screen

SMS

Text messages and WhatsApp templates

Any phoneSMS message160 characters (70 with Unicode) per partOfficial limit · enforced WhatsApp BusinessWhatsApp template header60 charactersOfficial limit · enforced WhatsApp BusinessWhatsApp template message1024 charactersOfficial limit · enforced WhatsApp BusinessWhatsApp template footer60 charactersOfficial limit · enforced WhatsApp BusinessWhatsApp template button25 charactersOfficial limit · enforced

Ads

Google Ads and Meta ads

Google Ads (RSA)Google Ads headline30 charactersOfficial limit · enforced Google Ads (RSA)Google Ads description90 charactersOfficial limit · enforced Google Ads (RSA)Google Ads display path15 charactersOfficial limit · enforced Facebook & Instagram feedMeta ad primary text125 charactersMeasured on devices · cut on screen Facebook & Instagram feedMeta ad headline27 charactersPlatform advice · cut on screen

Social

X, LinkedIn, Instagram, TikTok and YouTube

XX (Twitter) post280 charactersOfficial limit · enforced LinkedInLinkedIn post (before “see more”, desktop)210 charactersMeasured on devices · cut on screen LinkedInLinkedIn post (before “see more”, mobile)140 charactersMeasured on devices · cut on screen InstagramInstagram caption (before “more”)125 charactersMeasured on devices · cut on screen TikTokTikTok caption (before “more”)90 charactersTruncly model · cut on screen YouTubeYouTube description (before “more”)100 charactersTruncly model · cut on screen

App stores

App Store and Google Play listings

Apple App StoreApp Store app name30 charactersOfficial limit · enforced Apple App StoreApp Store subtitle30 charactersOfficial limit · enforced Apple App StoreApp Store promotional text170 charactersOfficial limit · enforced Apple App StoreApp Store keywords100 bytesOfficial limit · enforced Google PlayGoogle Play app title30 charactersOfficial limit · enforced Google PlayGoogle Play short description80 charactersOfficial limit · enforced

The whole table

Every limit on one page, with where each number comes from and when we last reviewed it. Download it for your own docs or tools.

CSV JSON
All 45 limits
ScreenLimitWhen it’s too longWhere the number comes fromReviewed
Amazon product titleAmazon75 charactersAmazon updates titles over 75 characters to its own AI suggestion; brand owners get 14 days to review it first.Official limit · source
Amazon Item HighlightsAmazon125 charactersAmazon hasn’t said what happens to longer text, so stay within 125 characters.Official limit · source
Google Shopping titleGoogle Merchant Center150 charactersGoogle’s product data spec allows 150 characters at most.Official limit · source
Google Shopping title (what shoppers see)Google Shopping70 charactersCut on screen with “…”Official limit · source
eBay listing titleeBay80 characterseBay titles can’t be longer than 80 characters.Official limit · source
Etsy listing titleEtsy140 charactersEtsy titles can’t be longer than 140 characters.Official limit · source
TikTok Shop product titleTikTok Shop255 charactersTikTok Shop asks for product titles of 25 to 255 characters and rejects longer ones.Official limit · source
Google search titleGoogle Searchabout 66 characters (600px)Cut on screen with “…”Measured on devices · source
Google meta description (desktop)Google Searchabout 146 characters (920px)Cut on screen with “…”Measured on devices · source
Google meta description (mobile)Google Searchabout 107 characters (680px)Cut on screen with “…”Measured on devices · source
iPhone Mail subjectApple Mail · iPhoneabout 48 characters (354px)Cut on screen with “…”Measured on devices · source
iPhone Mail preview textApple Mail · iPhoneabout 98 characters (716px over 2 lines)Cut on screen with “…”Measured on devices · source
Gmail app subject (iPhone)Gmail · iPhoneabout 37 characters (236px)Cut on screen with “…”Measured on devices · source
Gmail subject (Android)Gmail · Androidabout 33 characters (211px)Cut on screen with “…”Measured on devices · source
Gmail preview text (Android)Gmail · Androidabout 36 characters (233px)Cut on screen with “…”Measured on devices · source
Gmail subject (desktop)Gmail · Webabout 88 characters (562px)Cut on screen with “…”Measured on devices · source
Outlook subject (web)Outlook · Webabout 51 characters (351px)Cut on screen with “…”Measured on devices · source
iOS push titleiPhone lock screenabout 40 characters (295px)Cut on screen with “…”Measured on devices · source
iOS push bodyiPhone lock screenabout 149 characters (1084px over 4 lines)Cut on screen with “…”Measured on devices · source
Android push titleAndroid notification shadeabout 40 characters (256px)Cut on screen with “…”Truncly model · source
Android push body (collapsed)Android notification shadeabout 40 characters (256px)Cut on screen with “…”Truncly model · source
Web push title (Chrome, macOS)Chrome on macOS43 charactersCut on screen with “…”Measured on devices · source
Web push body (Chrome, macOS)Chrome on macOS86 charactersCut on screen with “…”Measured on devices · source
SMS messageAny phone160 characters (70 with Unicode) per partIt’s split into more parts, and each part is billed as a separate message.Official limit · source
WhatsApp template headerWhatsApp Business60 charactersMeta rejects the template until it is shortened.Official limit · source
WhatsApp template messageWhatsApp Business1024 charactersMeta rejects the template until it is shortened.Official limit · source
WhatsApp template footerWhatsApp Business60 charactersMeta rejects the template until it is shortened.Official limit · source
WhatsApp template buttonWhatsApp Business25 charactersMeta rejects the template until it is shortened.Official limit · source
Google Ads headlineGoogle Ads (RSA)30 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Google Ads descriptionGoogle Ads (RSA)90 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Google Ads display pathGoogle Ads (RSA)15 charactersGoogle Ads won’t save an ad with text over the limit.Official limit · source
Meta ad primary textFacebook & Instagram feed125 charactersCut on screen with “…”Measured on devices · source
Meta ad headlineFacebook & Instagram feed27 charactersCut on screen with “…”Platform advice · source
X (Twitter) postX280 charactersX won’t post it unless your account has a subscription that allows longer posts.Official limit · source
LinkedIn post (before “see more”, desktop)LinkedIn210 charactersCut on screen with “…”Measured on devices · source
LinkedIn post (before “see more”, mobile)LinkedIn140 charactersCut on screen with “…”Measured on devices · source
Instagram caption (before “more”)Instagram125 charactersCut on screen with “…”Measured on devices · source
TikTok caption (before “more”)TikTok90 charactersCut on screen with “…”Truncly model · source
YouTube description (before “more”)YouTube100 charactersCut on screen with “…”Truncly model · source
App Store app nameApple App Store30 charactersApp Store Connect won’t accept more than 30 characters.Official limit · source
App Store subtitleApple App Store30 charactersApp Store Connect won’t accept more than 30 characters.Official limit · source
App Store promotional textApple App Store170 charactersApp Store Connect won’t accept more than 170 characters.Official limit · source
App Store keywordsApple App Store100 bytesApp Store Connect won’t accept more than 100 bytes.Official limit · source
Google Play app titleGoogle Play30 charactersGoogle Play Console won’t accept more than 30 characters.Official limit · source
Google Play short descriptionGoogle Play80 charactersGoogle Play Console won’t accept more than 80 characters.Official limit · source

Free to reuse under CC BY 4.0. Credit “Truncly (truncly.app)” with a link.

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