Google Business Profile and mapsStep-by-step guide

Apple Business and Bing Places: the two free listings most businesses forget

iPhone users search with Apple Maps and Siri; ChatGPT and Copilot lean heavily on Bing. Two free listings, half an hour of work, and your business shows up correctly where it may be missing or wrong today.

BuonaFama editorial team · October 20, 2026 · 4 min read

Key takeaways

Since April 2026, Apple Business Connect is Apple Business: free, in 200+ countries, with existing data migrated automatically.
Apple Maps use for local reviews and information doubled in a year among US consumers (14% to 27%).
Your Apple place card shows in Maps, Safari, Spotlight and Siri; Apple has also announced ads in Maps for the US and Canada.
Bing Places was rebuilt in October 2025 at bing.com/forbusiness and imports your data from Google.
ChatGPT search relies largely on Bing's index, and Copilot uses Bing: a good Bing listing matters for AI too.

Almost every owner knows about their Google profile. Far fewer know there's an Apple listing and a Bing listing too, both free. And often, without knowing it, their business shows up there with old hours, a wrong number or a random photo. Here's why they matter, how to set them up and how to keep them in sync without losing time.

Why they matter, even if "everyone uses Google"

iPhone users. Many use Apple Maps for directions and ask Siri "find a pharmacy open now". Those results come from Apple's listings, not Google's. Among US consumers, the share using Apple Maps for local reviews and information went from 14% to 27% in a year¹.
AI. A BrightLocal study found ChatGPT search relies largely on Bing's index², and Microsoft Copilot uses Bing by design. A complete Bing listing helps in AI answers too (more here).
Consistency. When your information matches everywhere, Google, Apple, Bing and AI trust it more. When it doesn't, someone gets it wrong, usually the customer who finds the door locked.

Apple Business: what changed in 2026

On March 24, 2026 Apple announced Apple Business, a new platform replacing Apple Business Connect. It has been available since April 14, 2026 in more than 200 countries and regions, and the core service is free. If you already had Business Connect, you don't need to redo anything: claimed locations, place card information, photos and account details were migrated automatically³.

For a local business, the features that matter are³:

Your place card, with photos, location, hours and contact details, shown across Apple Maps, Safari and Spotlight search;
Showcases: highlighted deals, news or products on your place card, with actions like "Order" or "Reserve";
Location insights on how customers find and interact with you in Maps;
Ads in Maps: Apple announced them for businesses in the US and Canada from summer 2026, clearly marked as ads. You need to claim your location first.

How to set up your Apple listing

Go to business.apple.com and sign in with an Apple Account, ideally a business one rather than personal.
Search for your business. It often already exists in Maps: claim it. If not, add it.
Verify that the business is yours, with one of the methods Apple offers.
Complete the place card: category, hours (special hours too), phone, website, cover photo and logo, booking or ordering links if you have them.
Publish a Showcase when you have real news: a fall menu, a theme night, a new service.

Bing Places: Microsoft's rebuilt tool

On October 3, 2025 Microsoft introduced the new Bing Places for Business, rebuilt from research with business owners. The dashboard moved from bingplaces.com to bing.com/forbusiness, existing users were migrated automatically, and it's free⁴.

Faster, more reliable import from Google, keeping your name, hours and contact details;
a recommendation tool that shows what's missing: photos, website, hours, social links, and for restaurants a menu or ordering link;
a dashboard with listing status and bulk edits for multiple locations.

Listings show in Bing search and Bing Maps; Microsoft named deeper integration with Copilot among its next steps⁴.

How to set up Bing Places in 20 minutes

Go to bing.com/forbusiness and sign in.
Choose "import from Google Business Profile" if your Google profile is in good shape. It's the fastest route.
Check every imported field. The import copies mistakes too.
Fill in what's missing following the tool's suggestions.
Verify the listing with the method offered.

What about other listings?

Facebook and Instagram, for everyone: hours, address, phone, links;
Yelp: keep the listing accurate and reply to reviews (but don't ask for Yelp reviews);
Tripadvisor and OpenTable or your booking platform, for restaurants;
Booking.com, Expedia and Tripadvisor, for hotels and B&Bs;
Nextdoor and your industry directories;
your website, still the most cited source for AI.

How to keep everything in sync

Write a "master record". One document with your official data: exact name, address written the same way every time, phone, website, hours, categories, short description.
Make a list of platforms: where you're listed, with which account, who has access.
When something changes, update everything the same day, starting with Google and your website.
Before holidays, set special hours on every platform, not just Google.
Once a quarter, search your name on Google, Apple Maps and Bing and see what a customer sees.

It's half an hour at the start and a few minutes after that. In return your business shows up correctly everywhere, and you stop losing customers over wrong hours on an app you didn't know you were on.

Sources

Sources checked on October 20, 2026. Platforms change often: if you spot something out of date, let us know.