I found out what this is - it is the "Retention Messaging API" that requires the app account holder to request access for and then for the backend to set up the offer, and for the app to pass the responsiveness test. Thread can be closed now.

actually i would like to delete this post. turns out xcode always generates the file with the column before the ":" but a script of mine that pulls translations regenerates the file without the spaces before the ":" and then when i make a change in xcode, this dif happens. Im sorry for the confusion.