As we continue to move towards a cloud future together, publishing of new server apps is no longer available for partners, except for Fisheye and Crucible. You can continue to update your existing server apps to release critical fixes and security patches for customers on extended support program until Feb 15, 2025.
If you publish you app to the marketplace it will no longer be private ;)
https://developer.atlassian.com/platform/marketplace/creating-a-marketplace-listing/
Everyone will be able to install app on their Jira and read the descriptor.
If you developed a connect app and want to install it on your instance - you don't need to publish it to marketplace, you can enable private listings (in manage apps section on your Jira) and install it from link
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