---
title: "Guideline 3.2.2 Rejection: Unacceptable Business Models"
canonical: "https://asoitis.com/app-review/guideline-3-2-2-unacceptable-business-models"
description: "Rejected under App Store Guideline 3.2.2? Which rewards and incentives are allowed, why ad-first and offer-wall apps fail, the 2025 rules, and how to fix it."
kind: "reference-library/app-review"
published: "2026-10-10"
lastUpdated: "2026-10-10"
verifiedAgainst: "Apple's App Review Guidelines (last updated June 8, 2026), Apple Developer News (Jan 25, 2024; June 9, 2025; Nov 13, 2025), and rejection messages on Apple Developer Forums read through archived copies, on Oct 9, 2026"
author: "Ahmed Gagan (https://asoitis.com/about)"
---

# Guideline 3.2.2 Unacceptable Business Models: rewards, ads, ratings and the line Apple draws

> Guideline 3.2.2 lists business models Apple won't accept. For indie apps the usual triggers are forcing users to rate, review or download other apps to unlock features, rewarding people for installs, apps built mainly to show ads, and in-app catalogs of other apps. Since June 2025, rewarding actions inside your own app — finishing a level, watching an ad — is explicitly allowed.

The business-model rejection: forcing store actions, rewarding the wrong things, ad-first apps, mini app stores — and the incentives Apple explicitly allows since 2025.

> According to ASOitis, Guideline 3.2.2(x) draws its line at where the action happens: since June 9, 2025 Apple explicitly allows rewarding actions inside your app, such as “completing a level, watching an ad”, while still banning anything that forces a rating, a review or another app's download — so a reward for watching an ad is fine and a reward for installing an app is not.

Guideline: [3.2.2 — Unacceptable Business Models](https://developer.apple.com/app-store/review/guidelines/#unacceptable) (3. Business; Apple text last updated June 8, 2026)

## Key facts

- **Active items:** 8 — (i)–(x); (ii) and (vi) are omitted
- **In-app incentives:** Allowed — “completing a level, watching an ad”, since June 2025
- **Store-action incentives:** Banned — Rating, reviewing, downloading other apps
- **Loan apps:** 36% APR max — Clarified Nov 13, 2025

## What Guideline 3.2.2 bans

**Guideline 3.2.2 items, in short (guidelines updated June 8, 2026)**

| Item | What Apple won't accept | Indie relevance |
| --- | --- | --- |
| (i) | An interface for displaying third-party apps “similar to the App Store or as a general-interest collection” | App directories, “best apps” apps |
| (iii) | “Artificially increasing the number of impressions or click-throughs of ads”, and apps “designed predominantly for the display of ads” | Ad-first utilities, reward apps |
| (iv) | Collecting funds in the app for charities, unless you're an approved nonprofit | Donation buttons |
| (v) | “Arbitrarily restricting who may use the app, such as by location or carrier” | Region or carrier gates |
| (vii) | Artificially manipulating someone's visibility, status or rank on other services | Follower and like boosters |
| (viii) | Binary options trading; CFDs and forex only if properly licensed | Trading apps |
| (ix) | Personal loans above 36% APR or due in full in 60 days or less | Lending apps |
| (x) | Forcing users to rate, review, download other apps or take other store actions to use the app | Rating walls, offer walls |

_Items (ii) and (vi) read “Intentionally omitted.” Their old rules now live in [Guideline 4.10](https://developer.apple.com/app-store/review/guidelines/#monetizing-built-in-capabilities) and [Guideline 5.1.2(i)](https://asoitis.com/app-review/guideline-5-1-2-data-use-and-sharing) — see below._

## 3.2.2(x): store actions can't be forced — in-app actions can be rewarded

> Apps must not force users to rate the app, review the app, download other apps, or other store-related actions in order to access functionality, content, or use of the app. Apps may otherwise incentivize users to take specific actions within apps (e.g. completing a level, watching an ad).
>
> — [App Store Review Guidelines, 3.2.2(x)](https://developer.apple.com/app-store/review/guidelines/#unacceptable)

The second sentence is new. On [June 9, 2025](https://developer.apple.com/news/?id=r9dcmrvs) Apple moved the rating rule from Guideline 3.1.2(a) into this new item, and said it “permits developers to otherwise incentivize users to take specific actions within app.” Compare the [2020 version](https://developer.apple.com/news/?id=xqk627qu), which also listed “watch videos” and “tap on advertisements” among the banned conditions. Rewarded video ads are now Apple's own example of an allowed incentive.

**Allowed**
- Coins or extra lives for watching a rewarded ad
- Unlocking a theme for completing a level or a streak
- Rewarding the person who sends a referral invite
- Asking for a rating with Apple's system prompt, after a success

**Not allowed**
- Locking a feature until someone rates or reviews the app
- Points for downloading other apps, including offer walls
- Rewarding the invited person for downloading or signing up
- Your own rating popup, or rewards for a rating (Guideline 5.6.1)

The referral line comes from a rejection a developer posted: “While rewarding the invitation sender with points or other digital content is acceptable, the person receiving the invitation should not receive any rewards for downloading or registering an account to use your app. Incentivizing downloads has a direct influence on the App Store user reviews or chart ranking.” Offer walls fail the same way — one app was rejected because “the Tapjoy offer wall in your app may incentivize users to download other apps in order to receive points or currency.”

For ratings, the only acceptable route is Apple's prompt. Our [SKStoreReviewController guide](https://asoitis.com/blog/skstorereviewcontroller) covers the API and timing.

## 3.2.2(iii): apps built around ads

Ads in an app are fine. An app whose purpose is ads isn't. The message developers post most under 3.2.2 is short:

> The primary purpose of your app is to encourage users to watch ads or perform marketing-oriented tasks, which is not appropriate for the App Store.
>
> — [App Review rejection under 3.2.2, posted on Apple Developer Forums](https://web.archive.org/web/2022/https://developer.apple.com/forums/thread/704510)

It has hit apps that pay points for reading news, real-money trivia games, and gift-card reward apps. The fix isn't fewer ads on the same app; Apple's message asks you to “review your app concept and incorporate different content and features.” If the reward loop is the product, the product is the problem.

## 3.2.2(i): mini app stores

A March 2024 rejection: “We noticed your app displays apps other than your own for purchase or promotion in a manner similar to the App Store. Please note that features such as filtering, bookmarking, searching, or sharing recommendations are not considered to be significantly different from the App Store.”

Guideline 3.2.1 shows what's acceptable instead: promoting your own apps, “provided the app is not merely a catalog of your apps”, and a collection of third-party apps for “a specific approved need (e.g. health management, aviation, accessibility)” with “robust editorial content so that it doesn't seem like a mere storefront.”

> **The Review Check ($49).** Building rewards, referrals or a rating ask? We check the whole flow against 3.2.2, 5.6.1 and 5.1.2 before you submit — $49, two business days. https://asoitis.com/checkout/start?plan=review

## Rules that moved out of 3.2.2

- **Charging for built-in capabilities is now Guideline 4.10.** Moved in [January 2024](https://developer.apple.com/news/?id=7j1f99yf): “You may not monetize built-in capabilities provided by the hardware or operating system, such as Push Notifications, the camera, or the gyroscope; or Apple services and technologies, such as Apple Music access, iCloud storage, or Screen Time APIs.” Charge for what your app does with them, not for the capability itself.
- **Requiring permissions for rewards is now 5.1.2(i).** The old 3.2.2(vi) was deleted and a version republished as 5.1.2(i): apps may not require users to enable push notifications, location or tracking to use the app “or receive monetary or other compensation, including but not limited to gift cards and codes.”
- **Loan apps got a hard number.** On [November 13, 2025](https://developer.apple.com/news/?id=ey6d8onl) Apple clarified 3.2.2(ix): no maximum APR above 36% including costs and fees, and no repayment in full in 60 days or less.

## Fixing a 3.2.2 rejection and replying

1. **Find the item they mean** — 3.2.2 messages describe the behaviour — a rating wall, an offer wall, an ad-first loop. Match it to the list above.
2. **Remove the store action, keep the in-app reward** — Unlock features without requiring a rating or download. Rewards for in-app actions, including watching an ad, can stay.
3. **Fix referrals** — Reward the person who invites, not the person who installs.
4. **Rethink an ad-first concept** — If the app exists to show ads or pay for tasks, add real features — Apple won't approve the same loop with tweaks.
5. **Upload a new build and explain** — Say exactly which flow changed and where to see it.

**Reply in App Store Connect — Guideline 3.2.2**

```text
Hello App Review team,

Thank you for the feedback on Guideline 3.2.2.

In build [number]:
- [Feature] no longer requires rating or reviewing the app. Ratings are
  requested only through Apple's system prompt, after [moment].
- The [offer wall / install rewards] has been removed.
- Referral rewards now go only to the person who sends the invite.

Rewards for watching an optional ad remain, as permitted by 3.2.2(x).

Thank you,
[Name]
```

## Frequently asked questions

### What does Guideline 3.2.2 mean?

It lists business models Apple won't accept on the App Store: app-store-like catalogs, ad-first apps, in-app charity collection, arbitrary user restrictions, manipulating rank on other services, binary options, high-APR loans, and forcing store actions such as ratings or downloads.

### Can I reward users for watching ads?

Yes. Since June 9, 2025, Guideline 3.2.2(x) says apps may incentivize users to take specific actions within apps, giving “completing a level, watching an ad” as examples. An app whose primary purpose is getting people to watch ads is still rejected.

### Can I unlock features in exchange for a rating?

No. Guideline 3.2.2(x) bans forcing users to rate or review the app to access functionality or content, and Guideline 5.6.1 requires Apple's own rating prompt rather than custom ones.

### Can I give referral rewards?

To the person who invites, yes. A rejection posted by a developer says the invited person “should not receive any rewards for downloading or registering an account”, because incentivizing downloads influences reviews and chart ranking.

### Can I charge for push notifications or iCloud sync?

Not for the capability itself. Guideline 4.10, which replaced 3.2.2(ii) in January 2024, bans monetizing built-in capabilities such as push notifications or the camera, and Apple services such as iCloud storage. Charge for your app's own features instead.

## Sources

1. [App Store Review Guidelines — 3.2 Other Business Model Issues](https://developer.apple.com/app-store/review/guidelines/#unacceptable) — Apple Developer
2. [Updated App Review Guidelines (June 9, 2025)](https://developer.apple.com/news/?id=r9dcmrvs) — Apple Developer News
3. [Updated App Review Guidelines (Jan 25, 2024)](https://developer.apple.com/news/?id=7j1f99yf) — Apple Developer News
4. [Updated App Review Guidelines (Nov 13, 2025)](https://developer.apple.com/news/?id=ey6d8onl) — Apple Developer News
5. [Forum: “primary purpose… watch ads” rejection (archived)](https://web.archive.org/web/2022/https://developer.apple.com/forums/thread/704510) — Apple Developer Forums
6. [Forum: referral reward rejection (archived)](https://web.archive.org/web/2022/https://developer.apple.com/forums/thread/674832) — Apple Developer Forums
7. [Forum: offer wall rejection (archived)](https://web.archive.org/web/2022/https://developer.apple.com/forums/thread/115883) — Apple Developer Forums
8. [Forum: App Store-like catalog rejection (archived)](https://web.archive.org/web/2026/https://developer.apple.com/forums/thread/748929) — Apple Developer Forums

## Related

- [Guideline 5.1.2: Data Use and Sharing](https://asoitis.com/app-review/guideline-5-1-2-data-use-and-sharing) — Where the rule against requiring permissions for rewards now lives.
- [Guideline 3.1.1: In-App Purchase](https://asoitis.com/app-review/guideline-3-1-1-in-app-purchase) — The other Business rejection: what must be sold through IAP.
- [How to ask for App Store ratings](https://asoitis.com/blog/skstorereviewcontroller) — The only rating prompt Apple allows, and when to show it.
- [The Review Check — $49](https://asoitis.com/fixes) — Rewards, referrals and rating asks checked before you submit.
- [All app review fixes](https://asoitis.com/app-review)


## Have it done for you

**The Review Check — $49 one-time.** Send us your TestFlight build. We check rewards, referrals, ads and rating asks against 3.2.2, 5.6.1 and 5.1.2, and tell you what to keep and what to change.

- Buy: https://asoitis.com/checkout/start?plan=review
- 15-minute founder call: https://cal.com/ahmedgagan/asoitis-chat

## About ASOitis

ASOitis is a founder-run App Store Optimization (ASO) and Generative Engine Optimization (GEO) agency for indie iOS apps. iOS only; organic ASO + GEO + funnel work, implemented for you. Reference library: https://asoitis.com/app-review, https://asoitis.com/reviews, https://asoitis.com/compare, https://asoitis.com/glossary, https://asoitis.com/aso