Self-Service Submission Wizard (App Store / Google Play)
Publishing iOS / Android native apps on the App Store / Google Play normally requires a large amount of work — building the app, creating icons, capturing screenshots, filling in the submission form, and handling review. The relay router's store app platform replaces all of that with a wizard that store owners can walk through directly from the admin screen. No designer or developer is needed — store owners can complete the submission themselves.
This article covers the wizard flow, the information you'll need, the relationship with the Apple Developer Program, and how to track submission status.
What the wizard can do
- Native app build — automatically builds the store app already published on the web channel as iOS / Android native apps. No code needs to be written
- Automatic asset generation — automatically generates the app icon, various screenshots, and App Store / Google Play metadata (description text, screen captures) from the store's brand information
- Automatic submission form entry — the wizard automatically fills in the values for each submission field in App Store Connect / Google Play Console
- Review status tracking — check the in-review, rejected, waiting-to-release, and released statuses in real time from the relay router's admin screen
Relationship with the Apple Developer Program
Store owners are not required to enroll in the Apple Developer Program (USD 99/year) themselves. The relay router submits on your behalf as a single publisher (the entity the app is released under). The same applies to Google Play — you don't need to obtain a Google Play Console developer account (a one-time USD 25 fee) either.
Your store's app is published on the App Store / Google Play as "○○ Store's app, provided by the relay router company." The app name, icon, and screenshots are displayed using your store's own branding.
Complying with App Store Review Guideline 4.2.6
When Apple releases apps for multiple stores from a shared template (so-called "white-label apps"), it sets independent requirements under Guideline 4.2.6. The relay router has designed its submission flow to comply with this guideline as part of its agreement with Apple. There's nothing store owners need to be aware of here.
We've validated the submission process with pilot stores and continuously improve the wizard based on that feedback.
Submission flow
- Preparation: register your store app's basic information (store name, logo, color, business hours, etc.) in the store admin screen. Your web channel must already be published correctly
- Start the submission wizard: from the store admin screen, open "Store App" → "Native App Submission" and click "Start Submission"
- Review submission information: check the auto-generated app name, description, category, age rating, and screenshots on screen. You can edit anything you'd like to change
- Choose iOS / Android targets: decide whether to submit for both platforms or just one. Submitting both at the same time is usually more efficient
- Submit: click "Submit" and the relay router automatically finalizes the build and assets, then uploads the submission data
- Review: Apple's and Google's respective reviews begin. iOS typically produces a result within 24–72 hours; Android within a few hours to 24 hours
- Release: once review passes, "Ready to Publish" is shown on the store admin screen. Clicking "Publish" makes the app live on the App Store / Google Play
Information you'll need to prepare
- Store name (public-facing) — the name shown on the App Store / Google Play. 30 characters or fewer is recommended
- Store description (short / long) — text describing your app to customers. Short description recommended within 80 characters; long description up to 4,000 characters
- Keywords (App Store only) — up to 100 characters of terms you want to surface in search
- App icon — you can reuse the logo already used for the Wallet membership card. A 1024×1024 px PNG is ideal
- Category — choose the closest match, such as "Shopping" or "Food & Drink" (auto-suggested when you selected an industry template)
- Age rating — typically "4+" or "All Ages." Adjustment is needed if you have specific content such as alcohol sales
- Privacy policy URL — required. The relay router provides a standard template for this
- Support contact — an email address or form URL for receiving customer inquiries
Automatic screenshot generation
Screenshots are required for App Store / Google Play submission. The wizard automatically captures and generates screenshots sized for each device from your store's actual app screens.
- 3 iPhone sizes: 6.7-inch, 6.5-inch, and 5.5-inch
- 2 iPad sizes: iPad Pro 12.9-inch and iPad Pro 11-inch
- Android smartphone and 10-inch tablet
You can review the auto-generated screenshots in the wizard and replace them if needed.
Tracking submission status
After submitting, status is shown in real time on the "Native App Submission" screen in the store admin.
- Building — the relay router is building the app (typically 10–30 minutes)
- Preparing Submission — the asset is being uploaded to App Store Connect / Google Play Console
- Waiting for Review — in Apple's / Google's review queue
- In Review — Apple / Google is actively reviewing it
- Rejected — rejected during review. The reason is shown in the wizard, and the relay router provides a response plan
- Waiting to Release — review passed. Waiting on the store's "Publish" action
- Released — downloadable by customers on the App Store / Google Play
Submitting an update
After your initial submission, if you want to change your app's content (business hours, menus, and announcements update automatically via web/CMS changes, but adding a feature or switching templates does not), start an Update Submission from the same wizard. Update review can also be tracked from the same status screen.
Minor changes (content updates, text corrections) don't require resubmitting the native app. Web/CMS updates are automatically reflected on the native app side as well.
Available plans
Publishing a native app requires your store's plan to be Gross or above (see the separate article "Plans and Roles" for what's included in each plan).
Handling a rejection
If your submission happens to be rejected during review, the wizard screen shows the rejection reason from Apple / Google along with a response plan from the relay router support team. In most cases, the relay router side makes the adjustments needed for resubmission, keeping additional work for the store to a minimum.