Why You Need a D‑U‑N‑S Number to Publish on Apple's App Store
If you're ready to roll out your app on the Apple App Store, you're likely up to your eyeballs in design revisions, user testing, and marketing preparation. You've gone this far, and then suddenly wham. Apple tosses a new phrase your way: D-U-N-S number. You stop and wonder, "What is that and why do I need it just to distribute my app on iTunes?"
You're not alone. Loads of developers reach this point. So let's strip it all down to plain English. No jargon, no waffle, just the honest reasons why you need a D‑U‑N‑S number, how to get a D‑U‑N‑S Number and why it's more important than you realize.
So, What's a D‑U‑N‑S Number Anyway?
Let's swiftly cover the "what" before diving into the "why.
A D-U-N-S number (Data Universal Numbering System) is a nine digit ID that is given by a firm named Dun & Bradstreet to registered businesses. It's like a social security number for your business. It lets everybody (and Apple) know that your business actually exists and can be verified.
This number is utilized worldwide to identify and verify businesses. Banks utilize it. Government agencies utilize it. And, you guessed it, Apple utilizes it.
Why Apple Cares About Your D‑U‑N‑S Number
Apple isn't attempting to complicate your life. What they are attempting to do is maintain professionalism and security. When you want to distribute an app on the App Store as a business rather than as an individual Apple must verify your company is actually in existence legally. That's when the D‑U‑N‑S number comes into play.
And if you do want to list your app under your company name (and not your own name), Apple makes you join the Apple Developer Program as an organization. And in order to do that, they must authenticate your business. The D‑U‑N‑S number is how they get to say: "Yep, this business is legit."
And that's it. No secret. No ulterior motive. It's just Apple being their responsible selves to ensure the App Store remains safe and professional.
Individual vs. Organization Developer AccountsHere's where things become slightly more detailed.
When you create an Apple Developer account, you have two choices:
Individual Account: Best suited for solo developers or freelancers. You release apps in your own personal name, and Apple does not require a D‑U‑N‑S number.
Organization Account: This is for businesses, startups, or whoever wishes to utilize a business name as the app publisher. This is where the D‑U‑N‑S number is required.
So if you're just a one-person developer dipping your toes in the waters, you may not need to worry about it immediately. But if you want your app to appear under your business's name, you'll definitely need to get a D‑U‑N‑S number for iTunes Apple registration.
How to get a D‑U‑N‑S Number for Apple
The good news? It's not as intimidating or daunting as it seems.
First, Apple has gone directly to an alliance with Dun & Bradstreet, so they have a streamlined process for developers to ask for a D‑U‑N‑S number (or search if you do already have it). Better yet: it's entirely free if you're getting it in order to join the Apple Developer Program.
Here's the process:
1. Go to Apple's D‑U‑N‑S Lookup Tool – Apple gives you a direct link where you can try looking up your business name and check whether you already have a number.
2. Can't See Your Business? – Don't worry about it. You can ask them to give you a new D‑U‑N‑S number right there on the page. You will just have to enter some basic business details: legal name, address, business type, etc.
3. Wait a Few Days – It takes 3–7 business days to process. Occasionally, a Dun & Bradstreet rep will call or email to confirm your information. Be prepared to verify information such as your business registration or tax ID.
4. Once Approved – Your new D‑U‑N‑S number will be entered into Apple's system. Then you can proceed and complete signing up for the Developer Program.
That's it. No forms. No fees. No wacky hoops to fly through. Just a little patience.
The Upsell Trap: Watch Out!
Now here's the key thing: you don't have to pay for a D‑U‑N‑S number to use on Apple.
Dun & Bradstreet will attempt to upsell you premium business features such as credit reports, sophisticated monitoring systems, etc. That's what they do, though. But don't worry about it. You don't require any of that to publish through the App Store.
Numerous developers have reported getting called by sales representatives after filling out their D‑U‑N‑S request. They'll try to make it sound like it's an urgent matter or claiming that purchasing a service will expedite the process. But really, it's not needed.
So don't hesitate to pay a few hundred dollars for "faster processing" or "business verification packages." Say no politely. Apple's agreement with Dun & Bradstreet covers basic D‑U‑N‑S issuance entirely free.
What Happens After You Get Your D‑U‑N‑S Number?
After your D‑U‑N‑S number is activated and in Apple's system, you're set. You can now finish your enrollment as an organization in the Apple Developer Program.
From there:
Your apps will be published under your business name.
You’ll get access to Apple’s full suite of developer tools, TestFlight, analytics and more.
You’ll pay the annual $99 developer fee (same as individuals).
Your app store listing looks more polished and credible to users and partners.
For brands or startups that want to appear professional, this little step means a lot of credibility. No one would want to download a business application that appears as though it was uploaded by an ordinary individual. Having your brand name displayed there gives credence.
Why This Matters Beyond Just PublishingHere’s the cool part: once you’ve gone through this process, you’ve also positioned your business to grow. The D‑U‑N‑S number isn’t just a hoop to jump through, it's a recognized, global identifier. It can be helpful in other areas of business too:
Working with vendors or partners
Applying for business credit
Getting listed in international business databases
Gaining trust with enterprise clients
It's one of those behind-the-scenes assets that makes you seem more "real" in the business world. So while you're taking this step so your app can be published, the long-term payoff goes far beyond the App Store.
Real Talk: Don't Let This Slow You DownIt’s easy to feel a little deflated when you’re all hyped to launch your app, and suddenly this “D‑U‑N‑S number thing” shows up out of nowhere. But here’s the thing: every professional developer or company publishing on iTunes has gone through it.
It's just one of those things in the process. And then it's finished. You won't be doing it again. It's a one-and-done thing that opens the Apple world up to your business.
So don't worry. If you're at this point, you're more on the other side of the finish line than you are on the other side of the starting line.
Final ThoughtsIf you’re serious about launching your app the right way as a real business, with your brand name front and center then the D‑U‑N‑S number is your ticket in. It’s Apple’s way of keeping the App Store credible and secure, and it’s your way of leveling up your brand presence.
The process is straightforward. It's free. And it positions you not only for publishing, but for true business growth in the online marketplace.
So if you're ready to take the next step, go ahead and get your D‑U‑N‑S number iTunes Apple needs. It's a little step with a big return.