Customers report problems with store download

Question

We're listing our app Arc Studio in the Microsoft Store since a few weeks, instead of delivering it from our site with EV Code Signing: https://www.microsoft.com/en-us/p/arc-studio/9nscr1xktndd

Since then, people have been complaining that they weren't able to install the app on their computer. They click the "Get" link, it seems to install, but then doesn't show up. Sometimes this resolves itself, sometimes it doesn't. I chalked this up to user error initially, but the issues persist.

I don't want to go back to EV code signing, because it doesn't fit our deployment flow (we now build on CI and cannot use a physical certificate). I definitely want to avoid customers seeing a warning that this software is unsafe during installation.
We release a new version about weekly, so as far as I understand, "learning" that we're not malware won't happen.

What is the best way to deliver our software to Windows users? We want to give our customers as good an experience during install as possible, but definitely not below your median windows app install experience.

Thank you!

Answer 1

You best bet would be to open a support ticket with Microsoft about this.

https://developer.microsoft.com/en-us/windows/support/