Guide · Checked against Apple's docs, October 2026
The URLs App Store Connect asks for, and what goes in each
Four fields take a web address. Two are required, and Apple's guidelines say what each page has to contain.
The short version
| Field | Required? | Where you set it |
|---|---|---|
| Privacy Policy URL | Yes, for iOS and macOS apps | App Information (once for the whole app) |
| Support URL | Yes | Each app version, under Version Information |
| Marketing URL | No | Each app version, under Version Information |
| Terms of Use (EULA) | Only needed for subscriptions | Linked from your app and your metadata; or a custom License Agreement in App Information |
Privacy Policy URL
Apple says this field is “required for iOS and macOS apps.” Guideline 5.1.1(i) goes further: every app must link to its privacy policy in the App Store Connect metadata and inside the app, “in an easily accessible manner.”
The policy itself has to do three things, in Apple's words:
- identify what data, if any, the app collects, how it collects it, and all uses of it;
- confirm that any third party the app shares data with, such as analytics tools, ad networks and SDKs, provides the same or equal protection of user data as the policy states;
- explain data retention and deletion, and how a user can revoke consent or request deletion of their data.
Keep the policy consistent with your App Privacy answers in App Store Connect, and fill in both from the same list of data types.
Support URL
This one is easy to get wrong. Apple's description says the URL “must lead to actual contact information (legal address, email address, telephone number), as may be required by local law, so that users can reach you.” Guideline 1.5 says the same thing from the other side: your app and its Support URL need “an easy way to contact you.”
So a page with only a contact form may not meet that. Show a real email address on the page, and keep the form next to it if you like.
Marketing URL
Optional. It's “the website where users get more information about the app.” Your landing page is the natural choice. Include the full address, with https://.
Terms of Use (EULA)
Apple provides a standard EULA that applies in all regions by default, so most apps don't need their own. If you sell auto-renewable subscriptions, Apple's subscriptions page says your app and your App Store metadata “must include links to your Terms of Use and Privacy Policy.” Many developers put the link in the paywall, and in the app's description or a custom License Agreement.
A checklist before you submit
- Every URL opens without signing in, on a phone, and ideally over https.
- The privacy policy and Support URL are different pages with real content, not a placeholder.
- The support page shows an email address people can actually reach.
- The privacy policy names the third-party services you use, says how long you keep data, and says how to ask for deletion.
- The policy and your App Privacy answers describe the same data.
- The privacy link is also inside the app, and if you sell subscriptions, so is the Terms of Use link.
Sources: Apple's App Review Guidelines (1.5, 5.1.1), App Store Connect help on App information and platform version information, and Apple's subscriptions page. This guide isn't legal advice, and Apple's wording can change.