Start with the legal entity name on official registration documents
Compare three things side by side: the official company-registration document, the D-U-N-S record and the organization name entered in the platform. Do not assume a brand name, shortened name or branch name is interchangeable with the legal entity.
Legal name versus trade name
Apple explicitly requires the D-U-N-S number registered to the legal entity and does not accept DBAs, fictitious businesses, trade names or branches for organization enrollment. Google Play also verifies organization identity using the D-U-N-S number together with legal organization information in the payments profile.
Transliteration and punctuation can matter
For companies whose legal name is written in a non-Latin script, the D-U-N-S record or platform may use a Latin-script version. Differences in transliteration, legal suffixes, spacing or punctuation can make automated matching harder. The goal is not to guess a string but to identify the exact legal-entity form expected by the relevant record and platform.
What to do if D&B has the wrong or old name
If the company legally changed its name, update the existing business record rather than creating a second record solely because the old name appears. Keep evidence of the name change and current registration documents available in case verification is requested.
Allow time after an update
Updating the D-U-N-S record does not always mean a third-party platform sees the new value immediately. Apple, for example, says updated information can take up to 2 business days to reach Apple after D&B provides the update.
Frequently asked questions
Should I enter my brand name or legal company name?
For organization verification, use the legal entity name required by the platform and associated with the D-U-N-S record.
Can a legal suffix such as Ltd., LLC or Pvt. Ltd. matter?
Yes. A missing or different legal suffix can make the entered name different from the registered legal entity string.
Should I request a new D-U-N-S number after a company name change?
Usually the first step is to determine whether the existing record should be updated rather than creating a duplicate record.
Official references
Requirements can change. For the platform-specific rules, also review the official source:
Need help with your company record?
Check the existing record first, then use the application or update route that matches your company’s situation.