Google Play App Review Delays: Causes & Pitfall-Avoidance Guide for Developers

Many independent developers and small teams have recently complained about the increasingly slow Google app approval process, often taking 7-14 days or even indefinitely pending, which delays project launches. This can be devastating for products eager to test the market and gain initial user feedback.
In reality, this isn't Google being lazy, but rather the result of tightened review logic and upgraded account risk control . To successfully pass the review, you must understand the underlying mechanisms and be prepared to avoid pitfalls throughout the entire process.

I. Reasons why audits take longer and longer and how to troubleshoot them

1. Strengthening the audit mechanism

In recent years, Google has focused on cracking down on privacy violations, malicious SDKs, and advertising fraud, and its audits will inevitably be stricter.

Sensitive permissions such as positioning, SMS, and background operation will definitely trigger manual review.

2. Insufficient trust in the developer account

The review time for newly registered accounts is generally longer;

Accounts with a history of violations will be marked as "high-risk accounts" and the review cycle will be extended.

3. Application content and compliance issues

The privacy policy link is missing and the permission description is unclear;

If the description does not match the function (such as exaggerated publicity), it is easy to be reviewed again.

4. Technical flaws

The App Bundle is too large, has a high crash rate, or contains high-risk SDKs;

If the connected advertising SDK has any violations (forced jump, misleading download), it may directly delay the review.

5. Account environment and IP abnormality

Submitting from multiple accounts on the same network/device can easily be identified as batch operations;

Frequent changes of IP addresses, or IP addresses that are inconsistent with the account registration location, will be identified as abnormal login IP addresses during the review process and will trigger manual intervention.

Troubleshooting suggestions :

Check SDK source and Manifest permissions before submission;

Ensure that the app screenshots, descriptions, and privacy terms are complete;

Avoid submitting applications in batches on the same network segment;

If the review takes more than 7 days, you can appeal through the Play Console ticket.

II. A practical guide for developers to avoid pitfalls

1. Account dimension: steady and cautious

Don't put all core applications under one developer account, as this concentrates risks.

New accounts should not submit complex applications right away. It is recommended that you first publish a simple and compliant gadget to build trust.

Therefore, it's recommended to use multiple accounts. Isolating IP addresses and account environments is a key issue many developers overlook. Sharing the same network/IP address with multiple accounts can easily trigger Google's risk control measures . The solution is to use a high-quality IP proxy service.

Practical Tip: We recommend using the residential-grade proxy IP service provided by IPFoxy. This service assigns a unique IP to each account, preventing "bulk submissions" from being misjudged by Google and avoiding secondary reviews due to unusual IPs. The residential IPs are sourced from real carriers, reducing the risk of review delays and resulting in a high submission rate.

2. Application Submission Process: Standardized Operations

Self-test crash and compatibility to ensure that the Android Vitals score is qualified ;

Streamline permission descriptions to avoid excessive requests;

Prepare the privacy policy template and user agreement template in advance to ensure that all materials are submitted in one go.

3. Materials and descriptions: authentic and compliant

App screenshots and descriptions must be consistent with actual functionality, especially when involving sensitive areas;

Avoid exaggeration in your copywriting. For example, claims like “100% profit” or “fully automatic financial management” will be rejected immediately.

4. Audit cycle response strategy

Reserve at least 1-2 weeks of review time in advance to avoid delays in launching;

If you are just testing a feature, you can release a lightweight version first, and then quickly update it after it passes the review;

Pay attention to Google Play policy announcements regularly. It is easy to cause indefinite delays if you hit sensitive periods (such as minors or financial policy adjustments).

Summarize

Google's app review process is becoming increasingly lengthy, driven by regulatory compliance and tightened risk management . To avoid being stuck in an "infinite pending" phase, developers must prepare for this in four key areas: account management, application specifications, asset descriptions, and network environment .