Bing Places and Apple Business Connect: how to set them up
The short answer
To claim a Bing listing, sign in to Bing Places for Business, search for your business, claim it and verify with a PIN. To claim an Apple listing, use Apple Business, which now includes Apple Business Connect: find your location, verify your organization or the location, and Apple reviews it.
By Reputant · Updated October 31, 2026 · 6 min read
Why claim a listing outside Google?
Bing and Apple Maps each keep their own listing for your business. If you never claim yours, it still exists and is built from whatever sources those companies use.
Bing's help page says Bing Places is one of the primary sources for a local listing, and that other sources may take priority if their information is fresher. Apple's page says a place card appears "from Maps to Siri to Calendar, Messages, and more". The same page does not say how Siri uses the card.
Do AI assistants read Bing Places or Apple listings?
Neither company's page says so. Bing's help page does not mention AI assistants. Apple's page does not mention AI.
OpenAI's help page on searching the web with ChatGPT says ChatGPT search sometimes partners with other search providers, and links privacy policies for Microsoft and Shopify. It does not mention Bing Places. Anthropic's page on web search in Claude does not say where results come from.
So this guide does not claim that claiming a listing changes what any assistant says. Our suggestion is to claim them because they are free listings in front of people who use Bing and Apple Maps, and to measure any effect on assistants yourself.
How do I claim my business on Bing Places?
These steps follow Bing's help page for managing listings.
- Sign in to Bing Places for Business.
- Search for your business, choosing the correct country first, then entering your name and location.
- If a listing exists and nobody has claimed it, claim it. If someone else has claimed it, use the access request route on the same help page. If no listing exists, select Create a new business.
- Verify the listing. Bing says changes only go live after it is verified.
If your business has moved, Bing says to create a new listing at the new address instead of claiming the old one, and to mark the old one closed. It gives the same advice for a name change.
How does Bing verify a listing?
Bing sends a PIN so it can confirm the listing is yours. You can receive it by phone, mail, email or text, although some options are not available to everyone.
- Phone: offered only when the existing listing already holds your business phone number and nobody has edited it.
- Mail: Bing says postcards typically take 5 to 6 business days to arrive within the United States, and longer for international locations. It recommends waiting at least 12 days before contacting support.
- Email: use an address on your account that you can open.
- If a PIN fails, the account that started verification must be the one that enters it. An agency may have started it on your behalf.
Once verified, Bing says the typical time to publish is 7 to 12 days for North America and up to 2 weeks elsewhere. Editing a pending listing resets the estimate, so wait for changes to show before making more.
How do I claim my business on Apple Business Connect?
Apple's support page for Apple Business Connect says it is now part of Apple Business, which combines Apple Business Manager, Apple Business Essentials and Apple Business Connect. The steps below follow Apple's page on adding a location.
The person who does this needs a role that can manage locations.
- In Apple Business, go to Brands, then Locations. Select Add Location, select Add single location, then select Next.
- To claim a location already on Maps, search for its name and select it. To add a new one, enter the name and address, and check the map pin sits on the right building.
- Fill in the display name, primary category, status and hours. A phone number with its country or region is required for new locations.
- Choose or create a brand. A brand holds the shared name, logo and cover photo.
- Verify. If this is your first location, you must verify your organization and submit it to Apple for review.
For a location that already exists on Maps, Phone verification may be available if a location already exists on Maps: Apple calls the number on record and you enter a four-digit code. If another organization already manages the location, you can request a transfer with supporting documents such as a business licence or utility bill. Apple says review can take up to five business days.
What should I check on each listing?
Apple's place card page sets out what each field should match. Bing's help page asks for the same basics. The table is a checklist drawn from both pages.
| Field | What the company says |
|---|---|
| Name | Apple: the display name should match your storefront, signage or website, with no descriptions or symbols such as ®, © or ™. Bing: it does not accept SEO techniques such as keyword insertion in a business name |
| Address | Apple: should match your official listing, with the pin on top of the building |
| Phone | Apple: must include the country code, and extensions are not supported |
| Hours | Apple: should match your official website |
| Website | Apple: your primary site, a location page, or a Facebook, Instagram or TikTok page. Third-party sites are not allowed |
| Photos | Bing: up to 100 photos |
Our suggestion is to use the exact same name, address and phone on both, and on your Google profile and website. Reputant does not edit Bing or Apple listings. Its citation check covers Yelp, TripAdvisor and OpenTable only.
What should I do after claiming both?
Ask a few questions in ChatGPT, Claude and Gemini the way a customer would, and write down whether you appear. Do it again after a few weeks. The routine for the assistants themselves is in our guide on how to get your business recommended by ChatGPT.
Related reading: how AI chooses local businesses, LocalBusiness schema and what AI Overviews mean for local.