How do I set up Apple Business Connect and what are the requirements?

Key findings

• Purpose: Apple Business Connect serves as a centralized platform for businesses to control how their information appears to Apple users, enhancing local search and customer engagement.
• Complementary to BIMI: It does not replace BIMI logos for email branding, but acts as a valuable addition for overall brand presence within Apple's services.
• Ecosystem Specific: Visibility gained through Apple Business Connect is limited to the Apple ecosystem (e.g., Apple Maps, Apple Mail on iOS/macOS) and does not extend to Android devices or web clients like Gmail on browsers.
• Branded Mail: A key feature is 'Branded Mail', which allows businesses to associate their logo with their sender identity in Apple Mail and iCloud, subject to specific authentication requirements. For more on Apple's email authentication, see our page on Apple's email authentication and domain registration requirements.

Key considerations

• Account Setup: Businesses need an Apple ID, preferably a business one, to sign in and register. The process generally involves entering company details and verifying business ownership.
• DUNS Number: While not always explicitly stated as mandatory for all business types, many users report needing a DUNS (Data Universal Numbering System) number for verification. This can be obtained for free but might present a minor administrative hurdle.
• Business Verification: Proof of business ownership is crucial. This can involve business licenses or official identification numbers, depending on the region (e.g., SIRET/SIREN/TVA/RCS in France).
• Website Requirement: Although the website field might appear optional on the form, it is often necessary for validation. LinkedIn URLs are generally not accepted for this purpose. More details can be found on Search Engine Land's guide to getting started.

Key opinions

• Ease of Setup: Many marketers report that the process is easier than expected, particularly for U.S.-based non-profits.
• Growing Popularity: There's a strong belief that Apple Business Connect will become increasingly popular among businesses due to its benefits.
• Value Proposition: It's considered a good addition to a company's digital presence, even if it doesn't directly replace functionalities like BIMI for email logos.
• Direct Benefits: Marketers recognize its immediate impact on how business information is displayed across Apple applications, providing customizable 'place cards' for businesses.

Key considerations

• DUNS Number Requirement: Some marketers highlight the potential need for a DUNS number, which, while theoretically free, can be a minor administrative hurdle (or a speed bump for SMBs). While it is generally not required, it can be useful to have.
• Website Validation: A common point of confusion is the 'optional' website field, which often becomes mandatory for successful validation. LinkedIn profiles are typically not accepted for this.
• Limited Scope: The benefits are confined to the Apple ecosystem, meaning businesses still need other strategies for broader audience reach (e.g., through robust email deliverability practices for non-Apple users).
• Business Verification: Marketers emphasize the need to prove business ownership, which might involve local business licenses or country-specific identification numbers.

Key opinions

• Distinct from BIMI: Apple Business Connect is a useful addition for brand presence, but it doesn't replace BIMI for email logos, serving a different purpose. Our guide on Apple Business Connect versus BIMI clarifies this distinction.
• Apple Ecosystem Only: Its benefits are exclusively within the Apple ecosystem; it does not impact visibility on Android or general web email clients.
• Regional Variations: Identification requirements (e.g., DUNS, SIRET) can differ based on the country, requiring businesses to check local documentation.
• Owner Verification: Proving business ownership is a critical step in the setup process, ensuring legitimacy.

Key considerations

• DUNS Number Importance: While some suggest a DUNS number might be optional depending on business type or region, it's frequently mentioned as a necessary identification for verification purposes. Experts suggest proactively obtaining it.
• Address Formatting: An expert noted that correct address formatting can be a significant hurdle when obtaining a DUNS number, often requiring direct assistance.
• Apple Contact: After submitting initial information, some businesses might need to directly call Apple to complete the verification process, which can be time-consuming.
• Branded Mail Setup: For the branded mail feature, ensure all prerequisites are met as detailed in Apple's documentation to enable logo display. This could involve proper BIMI implementation requirements if branded mail leverages similar authentication standards.

Key findings

• Prerequisites for Branded Mail: Before utilizing Branded Mail, businesses must fulfill specific requirements, which include proper domain authentication.
• Verification Process: The documentation implies a thorough verification of business details to ensure legitimacy and accuracy of information displayed.
• Guided Setup: Apple provides guides to assist users in completing all necessary steps for their Business Connect profile and features like Branded Mail.

Key considerations

• Comprehensive Compliance: Businesses should ensure they meet all documented requirements, not just minimum ones, to avoid issues during or after setup. For example, a simple guide to DMARC, SPF, and DKIM can help with email authentication aspects.
• Accessing Guides: It's essential to refer to the most current Apple Support guides for the specific region or country to ensure accurate adherence to requirements (e.g., Apple's guide for Branded Mail).
• Domain Verification: Proper domain registration and alignment are critical. Businesses should be familiar with related topics like custom email domains with iCloud if they plan to use branded email features.