New Category-Specific Requirements for Built for Shopify Marketing Apps (Effective July 1, 2025)

New Category-Specific Requirements for Built for Shopify Marketing Apps (Effective July 1, 2025)

Shopify is tightening the standards for marketing apps in its Built for Shopify (BFS) program. Starting July 1, apps in categories like ads, forms, analytics, email, SMS, affiliate, and subscriptions need to meet new criteria during both submission and annual reviews Shopify App Store+8Shopify+8Daily.dev+8

What’s Changing

• Ads, Affiliate, Analytics, and Forms apps must meet all category criteria.

• Email and SMS apps must comply with relevant subset requirements.

• Subscription apps now require a Customer Account UI extension.

• These checks occur during initial app review and every annual update Shopify+4Shopify+4Shopify Developer Community Forums+4

Why It Matters

• Enhanced Merchant Confidence: New requirements ensure apps offer high-quality, seamless experiences with Shopify Admin.

• BFS Badge Retention: Non-compliance can cost you the badge reducing visibility and install potential.

• Targeted Merchants Attention: Compliance ensures eligibility for perks like merchant-plan ad targeting and standout positioning in app store searches Shopify+1Shopify Developer Community Forums+1.

Recommended Next Steps for App Developers

1. Identify your app category and review new criteria.

2. Audit your app’s UI and integrations, including subscription flows and account extensions.

3. Update and test your app, ensuring compliance for forms, analytics, email, or SMS features.

4. Document everything and prepare to show reviewers how your app meets the new standards.

5. Stay informed review your app annually to maintain compliance.

Final Thoughts

These new BFS requirements aren't just red tape they’re designed to raise the bar, encourage app excellence, and make life easier for merchants. For app developers, adapting ensures you stay visible, trusted, and competitive.

If you need help auditing your app, implementing the required UI extensions, or preparing for your BFS review, our EcomSpiders team offers free consultations tailored for Shopify-first app developers. Reach out anytime at EcomSpiders.com.