Apple is adding tools that allow businesses better visibility on the company’s platforms through its free service, Apple Business. Businesses from around the world — even those with a brick-and-mortar presence — can manage the way they appear to over “one billion Apple users” using Apple Business Connect. If a business is verified, it can create a consistent brand and location presence across apps that customers use every day, including Apple Maps, Wallet and Mail.

In 2023, Apple offered businesses customisation for their listings in Maps, Messages, Siri and Wallet. The new updates make Business Connect branding tools available to any company.

“We’re excited to offer all businesses — including those without a physical location — the ability to create a brand that appears across the Apple apps that over a billion people use every day,” said David Dorn, Apple’s senior director of Internet software and services product. “We designed Business Connect to empower businesses to present the best, most accurate information to Apple users. With today’s updates, we’re helping even more businesses reach customers, build trust, and grow.”

Companies can now sign up using Apple Business Connect to display their brand name and logo in the Mail app. Further, they can customise their logo in Tap to Pay on iPhone, rather than having a generic icon appear. Starting next year, companies will be able to register for Business Caller ID, which will put their name, logo and department on the inbound call screen in the Phone app when they contact customers. The move will help consumers know that they are being contacted by a legitimate business rather than a phishing scheme.

Recently, Gmail also added authenticated brand logos and checkmarks to show if an email is coming from a verified source.