D-U-N-S Number

The D-U-N-S (Data Universal Numbering System) number is a proprietary identifier created by Dun & Bradstreet in 1963. It assigns a unique nine-digit code to every registered business worldwide.

Why App Developers Need It

Apple requires a D-U-N-S number to enroll in the Apple Developer Program as an organization. Without one, you can only enroll as an individual, which means your personal name appears on the App Store instead of your company name.

For ASO, this matters because your developer name is visible to users and is indexed by the App Store search algorithm. A professional company name builds brand trust and can include relevant keywords.

How to Get One

The fastest path is Apple’s D-U-N-S lookup tool at developer.apple.com/enroll/duns-lookup. If your business lacks a number, you can request one for free through the same tool. Processing takes about 5 business days when submitted through Apple, compared to up to 30 days through D&B directly.

Common Issues

The most frequent problem is a name mismatch between the D-U-N-S record and the Apple Developer enrollment. Your legal business name must match exactly, including punctuation and abbreviations like “LLC” vs “L.L.C.” Contact D&B to correct any discrepancies before attempting enrollment.

Beyond Apple

While Google Play does not require a D-U-N-S number, having one can expedite business verification. The number is also required for US government contracts, federal grants, and various business credit applications.