Hello Apple App Review team and fellow developers,
I’m looking for some guidance regarding a Guideline 4.3(b) rejection for my app, VIVA Khoja.
VIVA Khoja is not intended to be a general-purpose dating app. It was created specifically for the Khoja Shia Ithna-Asheri community, a relatively small and geographically dispersed community worldwide, with the goal of helping members find serious matrimonial connections within their community.
We have invested several months of work, significant development time, resources and money into this project.
The app was initially rejected under Guideline 4.3 earlier this year, around June. Following that feedback, we did not simply resubmit the same product. We spent months substantially improving and differentiating the application, its onboarding, its features and the overall matrimonial experience.
Among other things, VIVA now includes:
A limited number of profiles presented per day instead of unlimited swiping A structured Send Interest process instead of a casual swipe-based experience Mandatory identity/profile verification A dedicated focus on serious matrimonial introductions within a defined community Community-specific profile and compatibility information A dedicated matchmaker interface, allowing matchmakers to participate in the matrimonial process The possibility for users to display testimonials/recommendations from relatives or trusted people directly on their profile, adding a family and community dimension that is very different from a conventional dating app
One aspect of the latest review was particularly confusing for us.
The app remained in Waiting for Review for a relatively long period. When we eventually received the notification indicating that the app was being reviewed, the rejection followed only a few minutes later.
Because of how quickly this happened, we checked our own application/server activity to better understand the review process. Based on the information available to us, we could not identify evidence that the reviewer had gone through the application or tested the main features during that review window.
I completely understand that Apple reviewers may have internal tools or review methods that are not visible to developers, so I do not want to make assumptions about the process. However, after spending several months significantly modifying the product following the previous 4.3 rejection, receiving another 4.3 decision so quickly was understandably frustrating, because we are unsure whether the new experience and features were actually evaluated.
I fully understand and respect Apple’s concern regarding saturated categories under Guideline 4.3(b). I am not looking to repeatedly resubmit the application without addressing the underlying concern. I genuinely want to understand what Apple expects from us.
Could someone from App Review please help clarify:
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What specifically would VIVA need to change for Apple to consider the experience “meaningfully different or improved” under Guideline 4.3(b)?
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Would features such as community-specific matchmaking, a dedicated matchmaker experience, family/trusted-person testimonials, mandatory verification and limited daily introductions be considered meaningful differentiation?
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Is there a way to request a more detailed review of the actual application experience and its new functionality?
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Given that VIVA is designed for a defined global community rather than the general public, would Unlisted App Distribution be a more appropriate model?
I have already submitted an appeal and contacted Developer Support. I am completely willing to make further meaningful product changes if necessary. My main objective is to understand the correct path toward compliance and to ensure that the current version of the app and its new features are properly evaluated.
Thank you very much for any guidance or assistance.