We did just get approved with no explanation and no changes, after a total of 7 app version rejections including weeks of daily back and forth with app review. We still don't understand what made them accept the previously rejected app with no changes. This does not give us much faith this issue won't keep happening again. We did contact our UK apple business manager and ask if they had any connections with app review to help us get to the bottom of the issues. They initially said they were not able to help but did respond saying it had been escalated this morning so maybe that was it. The only other thing it conceivably could be was a change to our app verified domains. We have used a subdomain for universal links of zable.co.uk (as in app.zable.co.uk - which is just a rewrite of the root zable.co.uk) since the app was first uploaded without issue, but we are thinking maybe the app passed because we added the root zable.co.uk as a verified domain as well as the subdomain? Its a pain because now we need to exclude all routes that aren't to do with app linking rather than just include the ones that do. But seeing as Apple are as opaque about what is actually the problem with all this stuff - we are just left guessing.

Weird - first timer on this site and thought my comment replies to you above would appear for everyone. Seems they are just for the person I'm responding too. I'll summarise below. @endecotp The app description, privacy and support links for the Zable app in the app store all point to zable.co.uk. Our app store connect account is under Lendable - but this is the actual company and only legal entity we could use - due to the requirement of a having a DUNS number etc. We couldn't set the account to be zable as that is just a trading name. Equally we can't change the details in the app description as the loans are sold under the name zable and the website is where we need to direct support queries etc. Its a good shout about the privacy protection on the whois lookup, but I would hope that the app review process would tell us if that was needed. @Etresoft I got confused on zable.com. That is actually our US trading brand and that falls under our US entity Zendable (no idea who was in charge of naming these things). So ignore that one for now. As you say the zable.co.uk site does say in the footer, privacy policy and a few other places that Zable is a trading name of Lendable. I did apply for a one to one store consultation yesterday and was rejected. They don't specify why. FWIW I asked to discuss the guidelines we are talking about here.