App Store Optimization Cost in 2026: What You'll Actually Pay for Tools, Agencies, and In-House

App store optimization cost in 2026 ranges from almost nothing to well over $50,000 per month. Based on AppFollow's experience working with apps across different growth stages, a solo founder using a few ASO tools might spend $0–$200 monthly, while larger teams investing in enterprise platforms, agency support, localization, and experimentation can spend tens of thousands per month.

That range is exactly why app store optimization pricing feels confusing right now. Most articles either throw out vague retainers or pretend App Store Connect and Google Play Console are enough to run ASO at scale. In reality, how much ASO costs depends on three things:

1. who does the work,
2. how many markets you operate in,
3. and how fast your app needs to grow.

We'll break down ASO services pricing across all three major models: DIY software stacks, ASO agencies, and the fully loaded cost of building an in-house team. Then we'll look at where each model starts breaking under operational pressure.

If you want the short version first, jump to the TL;DR pricing table below

TL;DR ASO pricing table

Here’s the short version before we get into the details. Most apps end up choosing between three operating models: software, agency support, or building ASO internally. The right one usually depends less on app category and more on scale, launch frequency, and how much execution capacity already exists inside the team.

The cost ranges below are based on publicly available pricing from ASO platforms, agency retainers, and salary data reviewed for this article, combined with AppFollow's experience working with app teams at different stages of growth. Actual costs vary significantly by market coverage, app portfolio size, and internal team structure.

Path	Cost (US, 2026)	Best for	Stops working when…
ASO software (DIY)	$0 – $2,500+/mo	Founders, in-house growth teams, single-app startups through mid-market	You need execution capacity beyond tool data alone
ASO agency / consulting	$2,000 – $50,000+/mo retainer	Apps without in-house ASO; multi-locale launches; portfolio publishers	Sustained spend exceeds the cost of a full-time hire
In-house ASO team	$110K – $700K+/yr (fully loaded)	$10M+ ARR apps, gaming studios, late-stage growth	You can't recruit fast enough to keep up with launches

Sources: Public pricing from leading ASO software vendors, publicly advertised agency retainers, salary benchmarks from Glassdoor, Salary.com, and comparable compensation databases, plus AppFollow customer experience across different app growth stages.

The pricing gaps look extreme at first glance. They are. But the bigger story is operational complexity. A solo founder tracking keywords in one market has a completely different problem from a publisher managing 40 store listings, weekly creative tests, localization workflows, and thousands of reviews after every release.

“The first question is never ‘what should we optimize next?' It's ‘where exactly is the loss happening?' Buying ASO before you've diagnosed your funnel is the most expensive form of optimization there is.”
— Yaroslav Rudnitskiy, Senior Professional Services Manager (ASO), AppFollow

How ASO pricing actually works

App store optimization pricing usually looks simpler than it really is. A tool says “starts at $99/month.” An agency says “from $3,000/month.” An in-house hire shows a salary benchmark on LinkedIn. Then the real operational costs start appearing.

The easiest way to understand ASO cost is to separate it into four delivery models: software, agency, in-house, and hybrid.

Model 1: Software (SaaS / monthly subscription)

This is the lowest-friction entry point, and usually the cheapest monthly ASO cost on paper. Most ASO platforms price around four levers:

• number of apps,
• tracked keywords,
• countries/locales,
• and user seats.

That last one catches teams off guard constantly. A tool that looks affordable for one ASO manager can become expensive once growth, product, support, localization, and leadership all need access.

Some platforms also gate exports, API access, or competitor tracking behind higher tiers, which quietly inflates the real ASO subscription cost.

For example, AppFollow pricing is primarily based on the number of apps and feature access rather than user seats. All plans include unlimited users, which means product, growth, support, localization, and leadership teams can access the platform without creating additional seat costs.

Plans range from a free tier for smaller teams to Essential, Team, and Enterprise packages, with higher tiers adding capabilities such as advanced automations, integrations, dedicated support, and enterprise-grade security.

The more detailed explanation is in the ASO tools pricing section ????

Model 2: Agency / consultancy (retainer, project, performance)

Most ASO agencies work on monthly retainers. This is the standard ASO retainer cost model and usually covers keyword tracking, metadata optimization, reporting, creative guidance, and release support.

Project-based pricing is different. Think launch support, store audits, localization projects, or creative testing. The ASO project cost is finite, but so is the engagement.

Example: What does a typical mid-market ASO agency retainer include?

A public review of agency service pages shows that retainers in the $5,000–$15,000/month range often bundle several deliverables together: keyword research, metadata optimization, competitor monitoring, monthly reporting, creative recommendations, and localization support. 

Some agencies also include App Store and Google Play experimentation management, while others price creative production and localization separately.

Source: Clutch profile, accessed June 2026. Third-party marketplace data should be treated as directional rather than official pricing.

Performance pricing exists too, though less commonly. Usually, it combines a base fee with bonuses tied to visibility growth, conversion lift, or install targets. It sounds attractive until attribution arguments start.

Model 3: In-house team (salary + tools + creative)

This is where most “how much does ASO cost” articles become misleading. They quote salary alone.

The fully loaded cost of an in-house ASO manager is usually salary multiplied by 1.25–1.4 once benefits, taxes, tooling, creative production, contractors, and management overhead enter the picture. A $120K hire can realistically become a $170K+ operational line item surprisingly fast.

Example: The real annual cost of a $120K ASO Manager

Cost component	Estimated annual cost
Base salary	$120,000
Payroll taxes & benefits	$18,000–$24,000
Bonus / equity allocation	$6,000–$18,000
Laptop, software, equipment	$2,000–$4,000
ASO tools & subscriptions	$3,000–$10,000
Creative production support	$5,000–$20,000
Localization & translation	$2,000–$10,000
Training & conferences	$1,000–$5,000
Management overhead	$8,000–$15,000
Estimated fully-loaded cost	$165,000–$226,000

Illustrative example based on a US-based ASO Manager at a growth-stage software company. Actual costs vary by location, benefits package, tooling stack, and outsourcing model.

The hybrid model (tool + on-demand consulting)

This is where many mature app teams eventually land. The platform covers the day-to-day ASO workflow: tracking keywords, monitoring ratings and reviews, watching category movement, and managing the operational side of optimization. Then specialists step in only when the work calls for deeper expertise, like a launch, geo expansion, a metadata reset, a creative audit, or a sudden ranking drop.

That is also how AppFollow Growth Consulting works alongside the platform. Teams keep execution in-house, which helps avoid the ongoing cost of a full agency retainer, but they can still bring in expert support when they need it. Consultancy pricing starts from EUR 500 per app audit. 

Existing paying customers can get discounts, and ASO projects longer than one month can use the promo code for a 10% discount. Audits are excluded from that offer.

ASO tools pricing in 2026 comparison

ASO pricing becomes messy fast once teams move beyond a single app and a handful of tracked keywords. Most ASO software pricing pages advertise an attractive entry number. The real bill usually depends on how many apps, countries, competitors, integrations, and team members you add later.

That’s why comparing only the headline price rarely works. The better question is: what breaks first as the operation grows?

Vendor	Free tier	Entry	Mid	Top public tier	Enterprise	Free trial
AppFollow	Yes	ASO from $19/mo, billed yearly	Essential $179/mo ($129/mo billed yearly)	Team $599/mo ($425/mo billed yearly)	Custom	10 days
AppTweak	No	$79–$99/mo	Multiple mid tiers	Pro $499/mo	Custom	7 days
Sensor Tower	No	Quote varies	Modular pricing	Quote-only	~$30K+/yr common	Demo
Asodesk	No	$41/mo	$83–$208/mo	Pro $208/mo	Custom	Limited
MobileAction	No	$69/mo	Growth bundles	$599/mo	Custom	Demo
App Radar	No	$69/mo	Multiple tiers	€699/mo	Custom	Trial available
Appfigures	Limited	$7.99/mo	Multiple tiers	$599/mo	Custom	Limited
ASOTools.io	No	$9/mo	Multiple tiers	$299/mo	Custom	Limited

The AppFollow tier breakdown

AppFollow pricing is structured around operational scale rather than seat expansion. The free tier works for lightweight monitoring.

For keyword research on two apps, start with the ASO option. Annual billing starts at $228 before VAT ($19 per month), with 500 tracked keywords and room for 30 competitors. Count the app–market combinations you need to monitor before choosing a plan.

If the same team also handles reviews, compare Essential’s automated replies and helpdesk integrations with your support workload. Essential costs $179 on monthly billing. Teams that need executive reporting can compare it with Team at $599 per month. Check AppFollow pricing for current limits and billing terms. The 10-day trial covers Essential, Team and Enterprise; the ASO plan has no trial.

AppFollow offers two pricing tracks: Personal and Business.

Personal plans are designed for individual app developers, freelancers, and smaller teams that need core ASO functionality without advanced collaboration requirements.

Business plans are built for growing companies that need additional apps, integrations, workflow automation, team collaboration, and enterprise-grade controls.

• Essential starts around $139–$179/month, depending on whether you choose a Personal or Business package. At this level, teams gain access to core ASO workflows, keyword tracking, review management, AI-assisted tooling, and integrations.
• Team plans at $599/month are where larger organizations usually land. This is also where features such as Service Level Agreements (SLAs), deeper automation, advanced collaboration workflows, and dedicated customer success support become increasingly important.
• Enterprise pricing is custom and typically scales based on app portfolio size, reporting requirements, integrations, security needs, and support expectations.

One major differentiator in the broader ASO tool comparison market is that AppFollow includes unlimited users across all plans. Many ASO platforms charge per seat, which can significantly increase costs as product, growth, support, localization, and leadership teams need access to the same data and workflows.

Annual billing reduces pricing by roughly 22%, and the platform includes a 10-day free trial without requiring a credit card. 

AppTweak pricing

AppTweak pricing usually starts around $79–$99/month for a small setup: one user, one app, one country. The problem is scaling. Additional countries, users, and apps stack quickly, especially for publishers operating internationally.

Screenshot is made 06.10. 2026

Mid-market plans exist between entry and Pro, while the public Pro tier sits around $499/month.

Sensor Tower pricing

Sensor Tower pricing is largely demo-gated. Third-party estimates often place smaller plans around $79–$399/month, depending on modules, while enterprise agreements can move beyond $30K annually. The biggest pricing lever is modularity. Teams often pay separately for Store Intelligence, Ad Intelligence, and Usage Intelligence.

Third-party pricing estimates for Sensor Tower from Vendr Sensor Tower marketplace page, accessed June 2026. Sensor Tower does not publicly disclose pricing on its website.

Asodesk pricing

Asodesk pricing starts aggressively low at $53/month, with Growing Business choose $179/month and Pro at around $404/month.

Accessed June 2026

It’s attractive for smaller teams, though keyword, market, and tracking caps matter more than the sticker price once ASO operations expand.

Mobile Action pricing

Mobile Action pricing starts around $15/month and scales into larger bundled packages near $599/month. 

Accessed June 2026

The positioning is clear: ASO plus ad intelligence plus market intelligence in one stack. That works well for performance-heavy growth teams. It’s less efficient if you only need pure ASO functionality.

App Radar, Appfigures, ASOTools, and other adjacent tools

App Radar pricing ranges roughly from €69 to €699 monthly, depending on scale and automation needs.

Appfigures pricing starts extremely low at $7.99/month, and scales toward enterprise-style growth plans near $599.99/month.

ASOTools.io sits at the budget end of the market with plans between $9 and $299 monthly.

All three can make sense for lean teams. The tradeoff is usually depth: dataset size, automation, collaboration workflows, integrations, or enterprise reporting.

“A keyword is only valuable when three things line up at once. The app can rank for it, the store page can convert it, and the product can satisfy the user. An ASO tool that only solves the first one is not a complete tool. That's why we built AppFollow around the workflow, not the data feed.”
— Yaroslav Rudnitskiy, Senior Professional Services Manager (ASO), AppFollow

ASO agency and consultancy pricing (retainers, projects, performance)

Start with what gets shipped. ASO Agency lists a $1,490 audit for one app: you get a review of the store listing, keyword gaps and a 90-day work plan. Its $3,990 monthly Growth plan also covers metadata updates for iOS and Android and tests of screenshots and icons. 

• If your team can run those tests, the audit may be enough. 
• If you need someone to produce variants and run each release, ask the agency to put those deliverables and the number of locales in the quote.
  
  

Monthly retainers: This is the most common ASO retainer cost structure. Boutique consultants and freelancers usually land between $1,500–$4,000 monthly.

• Mid-market agencies like Yodel Mobile, Incipia, RadASO, and AppAgent often sit in the $5,000–$15,000 range.
• Enterprise-focused firms such as Phiture, Gummicube, Moburst, and SplitMetrics can move beyond $15,000–$50,000 monthly once creative production, paid UA alignment, localization, and experimentation enter scope.
• Performance hybrids also exist, typically with a $3K–$10K base plus uplift bonuses.

Project-based pricing: One-off ASO project cost is more standardized than retainers.

• A full ASO audit usually ranges from $2,000–$7,500.
• A 90-day app launch package often lands between $5,000–$20,000.
• Creative-only ASO service packages for one locale generally cost $3,000–$12,000.
• Standalone keyword research projects usually cost around $1,500–$5,000.

Hourly consultant rates:

• Senior US-based ASO consultant rates usually land between $150–$400 hourly.
• Boutique and freelance specialists often charge $75–$175 hourly.
• Offshore consultant rates can fall to $30–$80 hourly, though quality variance becomes much wider at that level.

A $10,000 monthly retainer costs $120,000 a year. Put the agency’s deliverables next to the work one hire could take on. If the offer includes localized screenshots and testing in both stores, add design and localization to the hiring budget before comparing totals.

“When teams come to us asking ‘should we hire an agency,' we ask three questions back: how often do you ship metadata changes, how many locales do you support, and what is the bottleneck — strategy or execution. Most teams call the strategy bottleneck a budget problem when it is really an operating-system problem.”
— Ilya Kataev, Professional Services Team Lead, AppFollow

That’s also where hybrid models become attractive. AppFollow Consulting combines platform workflows with strategic support for launches, audits, and geo expansion projects across 500+ optimized apps and 40+ localized languages.

The real cost of building ASO in-house (TCO model)

Most articles underestimate the total cost of ownership (TCO) for ASO because they quote salary alone. In reality, the fully-loaded cost includes benefits, payroll taxes, tooling, creative production, localization, management overhead, and performance bonuses.

Role	Typical US base salary (2026)
ASO Specialist	$55K–$130K
ASO Manager	$90K–$160K
Mobile/App Growth Manager	$75K–$190K
Head of ASO / Director of Mobile Growth	$170K–$250K+
Mobile Designer	$65K–$145K

The fully-loaded multiplier

Most SaaS companies use a 1.25–1.4 multiplier to estimate fully-loaded employee cost. That means a $120K ASO Manager usually costs the business closer to $150K–$170K annually once equipment, benefits, taxes, software, training, and management overhead are included.

Company stage	Typical ASO structure	Estimated loaded cost
Sub-$1M ARR	Founder-led ASO	Minimal direct spend
$1M–$10M ARR	1 ASO Manager	~$140K–$190K/year
$10M–$50M ARR	2–4 person pod	~$400K–$700K/year
$50M+ ARR	Full mobile growth org	~$1M–$3M+/year

Then comes the tooling layer. Mid-sized ASO stacks usually add another $15K–$60K annually across keyword intelligence, review management, experimentation, and competitor monitoring. Enterprise teams can spend well beyond $100K yearly on overlapping subscriptions alone.

That’s part of the appeal of platforms like AppFollow ASO Tool: ratings, reviews, ASO workflows, competitor intelligence, and monitoring operate inside one system instead of across disconnected tools and vendors.

Hidden ASO costs nobody quotes

Most ASO budget discussions stop at software subscriptions or agency retainers. The operational reality is messier. The indirect costs are usually what turn a “cheap” ASO setup into a surprisingly expensive one six months later.

• Store-side costs: The Apple Developer Program costs $99 yearly and is required to publish on the App Store. Google Play Developer accounts cost a one-time $25 fee per developer account. Small numbers individually. Mandatory costs operationally.
• Localization costs: App localization costs scale aggressively once teams move beyond metadata translation. Translation alone usually ranges from $0.08–$0.25 per word. A metadata refresh per locale often lands around $150–$500. Native-speaker QA adds another $50–$150 per language. Full creative and cultural adaptation can push costs toward $2,000–$8,000 per market.
• Creative production: Screenshot production cost ranges from roughly $300–$1,500 through freelancers and $3,000–$12,000 through agencies. App preview video cost usually sits between $1,500–$10,000 per video, before localized voiceovers or per-market adaptations enter scope.
• Testing and experimentation: Product Page Optimization and Store Listing Experiments are free natively now, which reduces reliance on external testing platforms. Tools like SplitMetrics Optimize still exist for paid pre-launch testing and can add another $1,000–$5,000 monthly.
• Paid ASA validation: Many teams quietly use Apple Search Ads to validate converting keywords before committing to metadata changes. Typical US CPI ranges from $1–$8. That spend belongs in the ASO budget conversation, even if finance labels it paid UA.
• The invisible cost: internal time: DIY ASO often consumes 8–20 hours weekly. At a blended internal rate of $60–$100 hourly, that becomes $25K–$100K annually in hidden opportunity cost. This is where automation starts mattering. AppFollow ASO tools and AppFollow Review Management helped teams save more than 185K hours of manual work with AI in 2025, while G5 Entertainment reported a 24% reduction in repetitive operational work after automation rollout.

ASO ROI and payback math

How many extra installs would cover the ASO bill? Divide the cost of the work by the contribution you expect from one additional install over a defined period. Use the same store and market for both inputs. For a subscription app, the contribution per install must include users who never start a trial or pay.

Suppose a listing test costs $3,000 for design, localization and implementation. Your comparable cohorts generate $6 in first-year contribution per install after store fees, refunds and variable costs. The test needs 500 additional installs to break even over that first-year window ($3,000 ÷ $6). Use the lift against the control when estimating those installs.

Payback is a timing question. Track the extra contribution the cohort has actually earned each month. If it earns $900 in month one, $1,100 in month two and $1,200 in month three, the $3,000 test pays back in month three. For an ongoing program, include each new monthly invoice. Only count paid acquisition savings if spending actually fell, and account for that saving once.

“Monthly reporting is for pattern recognition, not first discovery. If a cost decision is the first time your team learns ASO is not paying back, the loss has already had time to spread.”
— Dzianis Shalkou, Senior Professional Services Manager, AppFollow

That operational visibility is part of why enterprise customers using AppFollow ASO tool report estimated ROI improvements averaging more than 850% across the customer base. Not as a guarantee, but as a reflection of how fast store visibility compounds once workflows become systematic.

Build vs. Buy decision matrix by app stage

The right ASO budget depends less on app category and more on operational scale. A pre-launch indie app does not need the same setup as a multi-market fintech or gaming publisher running weekly experiments across dozens of locales.

Stage	Annual ASO budget	Recommended approach
Pre-launch / <$500K ARR	<$15K	Founder-led ASO using AppFollow pricing plans, free tier plus App Store and Google Play native tools. Add one $3K–$5K freelance audit around launch.
$500K–$3M ARR	$25K–$80K	AppFollow Essential plus freelance consultant support ($2K–$5K monthly) or boutique agency support ($4K–$7K monthly).
$3M–$15M ARR	$80K–$250K	First dedicated ASO Manager (~$150K loaded) plus AppFollow Team plan and occasional creative agency support.
$15M–$50M ARR	$250K–$700K	In-house pod of 2–3 specialists plus AppFollow Team or Enterprise. Creative agencies mainly used for localization, launch bursts, or redesign projects.
$50M+ ARR / global gaming, fintech	$700K–$3M+	Full in-house mobile growth team with AppFollow Enterprise, SLA support, SSO, and dedicated customer success management.

Use the matrix to shortlist an operating model. Before signing, price the same release calendar both ways: apps, stores, locales and creative tests per quarter. Include the time an internal owner will spend approving either team’s work.

The most useful heuristic in this entire article is probably this one:

Once a sustained ASO agency retainer would exceed roughly $10K monthly, hiring an ASO Manager internally is usually the economically correct move. Keep the agency for creative production, launch support, and audit-stage projects instead of day-to-day operations.

That’s usually the point where “build vs buy ASO” stops being theoretical and becomes an operational scaling decision tied directly to ARR, release cadence, and team velocity.

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Your stage

Where is your app today?

APre-launch, or under $500K in annual revenue B$500K–$3M in annual revenue C$3M–$15M in annual revenue DMore than $15M, or a portfolio of apps

5 quick questions · about a minute · no email needed

Ownership

Who owns ASO on your team right now?

ANobody, or the founder in spare time BA marketer or product manager, part-time CA dedicated ASO specialist or manager DAn in-house ASO or mobile growth team

The work

What kind of ASO work do you need?

AA one-off push: a launch, a new market or an audit BOngoing work: rank tracking, metadata updates, reviews CBoth: ongoing work plus big projects now and then

Bottleneck

What holds your ASO back the most?

AStrategy — we're not sure what to change BTime — we know what to do but nobody has time to do it CData — we need better keyword and competitor data DCreative — screenshots, icons and video

Budget

How much can you spend on ASO per month?

AUnder $500 B$500–$3,000 C$3,000–$10,000 DMore than $10,000

1 Do it yourself with a tool

Start DIY — a tool is all you need for now.

At your stage and budget, an agency retainer would eat money better spent on the app. Do ASO yourself with a tool's free tier plus the stores' free A/B testing, and consider a one-off audit around launch to get the basics right.

2 In-house with a tool

You have the people. Give them the right data.

With someone who owns ASO and ongoing work to do, an in-house team with a good tool beats an agency on cost and speed: rank tracking, competitor monitoring and metadata updates are iterative work that's cheaper to run yourself.

3 Tool + on-demand consulting

Run ASO in-house and bring in experts when you need them.

Your team can handle day-to-day ASO with a tool, but strategy or big projects need extra expertise. That's the hybrid model many mature app teams land on: a tool for ongoing work, plus consultants for audits, launches and new markets.

4 A one-off audit or project

Buy a project, not a retainer.

For a launch, a new market or a reset, a scoped ASO audit or project gives you a plan and quick wins without a monthly commitment. Then keep the results up with a tool — for small teams, an audit plus DIY tooling usually beats a retainer.

5 A managed ASO service

Hand ASO to an agency or consultancy.

You have the budget but no ASO specialist, so a managed service makes sense. At $3K–$10K a month, look at boutique and mid-market agencies or AppFollow's ASO consultancy; above $10K, premium full-service shops like Phiture, Moburst or yellowHEAD that also run paid UA and creative.

6 Hire an in-house ASO manager

Your agency budget would pay for a hire.

With $10K+ a month of ongoing ASO spend and a growing app, a dedicated ASO manager with a tool usually costs less than a long-term retainer and keeps the knowledge in your team. Keep agencies for creative, launches and audits.

Whoever you hire, keep one person on your team who owns ASO and directs the work — an agency without an internal owner rarely delivers.

Creative work — screenshots, icons, preview videos — can be bought as a separate project from a designer or agency, without a retainer.

AppFollow covers keyword tracking across locales, competitor metadata alerts and an organic traffic dashboard that shows which keywords bring installs.

Whatever you choose, expect first rank movement in 30–60 days and a clear install lift in 90–120 days.

Create free account Create free account See pricing Book an ASO consulting call Create free account Ask about an ASO audit Create free account Talk to AppFollow's ASO team Book a demo See pricing

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Grow your app visibility on app stores with AppFollow

Most teams do not lose visibility because they lack data. They lose it because the workflow becomes fragmented across keyword tools, spreadsheets, review platforms, localization files, release notes, and competitor monitoring tabs.

The AppFollow ASO platform brings those workflows into one system. ASO tracking, ratings and reviews, competitor monitoring, metadata analysis, automation, and reporting operate together instead of through disconnected tools and manual exports.

That matters once the release cadence accelerates.

Apps using AppFollow include publishers and brands like Discord, King, Wise, Yousician, and G5 Entertainment. Across the customer base, AppFollow reports estimated ROI improvements averaging more than 850% through workflow automation, review management, and ASO optimization.

What AppFollow includes

• Keyword research & tracking across App Store and Google Play
• Competitor Intelligence and visibility monitoring
• AI-powered review management and reply automation
• Metadata optimization workflows
• Ratings and sentiment analytics
• Localization support across 40+ languages
• App Monitor alerts for ranking and rating changes
• Team collaboration with unlimited users across all plans
• Enterprise security features, including SSO, SLA support, ISO 27001, GDPR, and PCI DSS compliance
• Dedicated Customer Success Manager (CSM) support on Enterprise plans

AppFollow pricing starts with a free tier for smaller teams, scales through Essential and Team plans, and expands into enterprise ASO platform pricing for global publishers and large mobile growth organizations.

For teams that need strategic support alongside the platform, AppFollow Consulting provides launch audits, localization strategy, metadata optimization, creative guidance, and geo-expansion support.

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