Bing Places for Business and Apple Business: list your company beyond Google Maps

Reading time: 10 minutes

To add your business to Bing Places for Business, sign in, search for the company on Bing and claim the listing. You can also import your Google profile. For Apple Maps, use Apple Business, the former Apple Business Connect. Both setups are free and work in Brazil.

What is Bing Places for Business and how do you add your company?

Bing Places for Business is Microsoft’s free service to claim or create your company listing in Bing local search and maps. To add your business to Bing Places, you sign in, search for the company, then claim an existing listing or create a new one. Brazil is on the list of supported countries.

The details come from the Bing Places help. It accepts a Microsoft, Google, Facebook or work account. Listings are tied to the email you use to sign in. The help also says agencies go through a special authorization process. So agree with the client on who owns the account before you set up the listing.

According to the official walkthrough, you follow this order:

1. Sign in to Bing Places with one of the accepted accounts.
2. Search for the company. Pick the country, type the name and location, and click search.
3. Claim or create. If the listing exists and nobody claimed it, claim it. If it does not exist, choose the option to create a new business.
4. Complete the listing: name, address, phone, category, website, social pages and hours. It takes up to 100 photos.
5. Request verification, because no change goes live before it.

If the company moved, however, Microsoft asks for another path. Create a new listing and mark the old one as closed. Editing the old listing can create conflicting data, since it stays linked to outside sources. Bing Places complements your Google Business Profile, which remains the base of the work in our local SEO guide.

How do you verify your company on Bing Places?

After you set up Bing Places for Business, the company gets a six-digit PIN. It arrives by phone, mail, email or text message. However, not every option shows up for every customer. For example, the phone call is offered only when the existing listing already has an unedited business phone number.

Until you enter the PIN, your Bing Places for Business listing stays unverified. A postcard takes 5 to 6 business days in the US. In other countries, it can take longer. So Microsoft suggests waiting at least 12 days before you contact support. After verification comes the publishing cycle. It lasts 7 to 12 days in North America and up to 2 weeks in the rest of the world.

Chains can use bulk verification for every Bing Places for Business listing. You put the listings in a group, and support reviews the request in 5 to 7 business days. While a listing is pending, avoid editing it. Each change resets the expected publishing date.

Can you import your Google profile into Bing Places for Business?

Yes. Bing Places for Business imports your Google Business Profile and keeps it in sync. That includes name, address, phone, hours and photos. In addition, if the company is already verified on Google, Bing verifies the imported listing automatically. Then it enters the publishing cycle, which usually takes 7 to 12 days.

If you already have a Google profile, you save time. According to the Google sync help, the import has four steps:

1. In your account, choose the option to import from your Google Business Profile.
2. Pick the sync frequency: weekly, every two weeks or monthly.
3. Sign in to the Google account that manages the profile.
4. Import the listings Bing detects.

However, the import has limits that Microsoft lists:

• No choice of listings: the system brings every eligible listing from the Google account.
• Google data wins: if the listing already exists on Bing, Bing uses the Google data instead.
• Duplicates: the sync can duplicate listings, especially if the company already had one on Bing.
• Different fields: categories and UTM tags may not carry over the same way.
• No direct editing: a listing linked to Google cannot be edited in Bing Places. So you fix it on Google, and the change reaches Bing in the next sync.

For agencies, this has a practical effect. A Google account with many client profiles brings all of them at once. Therefore, connect an account that holds only that client’s profiles. Also review the profile on Google before you import. An error there becomes an error on Bing.

How do you add your company to Apple Maps with Apple Business?

To put your company on Apple Maps, create an Apple Business account and verify the organization. Then add each place with its address, category, phone and hours. According to Apple, the service is free. Brand and location management is available in Brazil, per the feature list by country.

In March 2026, Apple announced Apple Business. It merged Business Connect, Business Manager and Business Essentials from April 14. Claimed locations, photos and place card data moved over on their own. If you used Business Connect with a personal Apple Account, you can keep it. However, you get only the brand and location features.

The guide to adding a location gives this path:

1. Create the account at business.apple.com with the organization’s name, address and website. The website is optional, but it speeds up verification.
2. Use a legal, human name at sign-up. Names such as “IT Coordinator” come back for correction.
3. Add the location in Brands > Locations. Type the name and address, then drag the pin onto the right building.
4. Fill in the details: language, display name, primary category, status (open or opening soon), phone, website and hours.
5. Choose the brand. If it is your first location, send the organization for verification.

If the place already exists on Apple Maps, you may see a phone verification option. Apple then calls the number it has on record, and you enter a four-digit code. If another organization manages the place, you request a transfer with documents, such as a business license or utility bill. The review takes up to five business days.

How does Apple verify your company on Apple Maps?

Apple requires two verification methods, and you have 60 days to finish. The review usually takes up to five business days. It can take longer when volume is high. If verification does not come through in time, Apple deletes the organization and its data.

The sign-up and verification guide accepts these methods:

• Business ID: for Brazil, the list of accepted IDs includes the CNPJ and the state and municipal registrations.
• Domain: a TXT record in the site’s DNS.
• App Store Connect: for companies that already publish apps.
• Official document: a business license, lease, food, health or alcohol permit, or a utility bill, among others.

What shows up on your Apple Maps place card?

The place card carries photos, address, contact, hours, accepted payment types and showcases with deals. In addition, buttons such as reserve or order send customers to your site or app. The dashboard also shows searches, views and taps on actions. Ads on Apple Maps, however, are only available in the US and Canada.

Which assistants use Bing Places and Apple Maps?

Only Apple documents that use. According to the Apple Business guide, the place card appears in Maps, Siri, Calendar, Messages and Spotlight. Microsoft, on the other hand, does not say Copilot uses Bing Places listings. Likewise, OpenAI does not say ChatGPT uses any of them.

In its announcement of the new Bing Places in October 2025, Microsoft mentioned plans for deeper integrations with Bing Maps and Copilot. But a plan is not documentation of use. The Bing Places help, in turn, talks only about local search and the Bing map. For your site, the steps are in our guide to adding your site to Bing Webmaster Tools.

In the OpenAI Help Center, ChatGPT may share your location with trusted third-party providers of local information, such as nearby business listings. The page does not say which providers supply those listings. So for ChatGPT, Bing Places for Business is good practice, with no guarantee. How AI picks a local business is in our guide to getting AI to recommend a local business.

Assistant	Documented local source	What to do
Siri	Apple Maps place card	Verify the place in Apple Business
Copilot	None for local listings	Keep Bing Places and the site on Bing
ChatGPT	Unnamed providers	Keep data identical across sources

How do you keep your data the same on Google, Bing Places and Apple?

Keep one master record with name, address, phone, website and hours, and copy it to each platform. According to the Bing Places help, Bing checks the data owners send against search engines, websites and social networks. So Microsoft recommends keeping that information consistent across all channels.

Apple does something similar. Customers can report an error on the place card, and Apple reviews it. Apple then corrects the name, status and hours. According to the Apple Business guide, your company gets an email and can accept or contest the change.

On Bing, local ranking uses relevance, distance and popularity. Popularity comes from web signals, such as reviews on Yelp and TripAdvisor and mentions of the company. In other words, directories and reviews outside Bing count too. The help also warns that other sources can take priority if the Bing Places data goes more than six months without an update.

In an agency routine, four habits prevent most errors:

• Order of changes: change Google first if your Bing Places for Business listing syncs with it. After all, a linked listing does not accept direct edits.
• Apple on its own: the Apple Business guide does not mention importing from Google, so repeat each change there.
• Address changes: on Bing, create a new listing and mark the old one as closed instead of editing it.
• Regular review: check the three maps and the industry directories every quarter.

If an AI repeats wrong data about the company, see what to do when ChatGPT makes up information about your company. The SEO behind all of this, from crawling to indexing, is in the SEO and AI guide.

Main sources

• Bing Places help, official pages: supported countries, listing creation, verification and publishing (2026).
• Bing Places help, sync with the Google Business Profile (2026).
• Bing Search Blog, Introducing the New Bing Places for Business (2025).
• Apple Newsroom, Introducing Apple Business (2026).
• Apple Business User Guide, sign-up and organization verification (2026).
• Apple Business User Guide, add a single location (2026).
• Apple Business User Guide, feature availability by country (2026).
• OpenAI Help Center, Searching the web with ChatGPT (2026).