Your application has been approved, your build is now complete, and everything seems great in Google Play Console, but still your application has yet to go live. In 2025, this problem has become very common for startup businesses and developers in India and the main reason is not necessarily technical issues, but due to Google not being able to verify the organization behind the app. This is when Google Play Console requires you to provide a D-U-N-S® number.
In this article you will learn the reasons why Google now requires a D-U-N-S® number, how this requirement affects the verification process of organizations, and how Indian businesses can expedite the Play Store delays and resolve them permanently.
Why Google Play Console Is Asking for a D-U-N-S®️ Number
Google Play is more than just an app marketplace; Google Play is now a many-layered, global ecosystem trusted by billions of people. Therefore, in order to do everything it can to prevent fraudulent and malicious applications from being downloaded by untrustworthy users, Google has elevated its verification requirements for organizations, especially for account types that are Organizations.
In 2025, Google needs to ensure that the organization that publishes an application is a registered entity, and is currently active in the market, and can be verified everywhere in the world; for verification for the purposes of app publishing, using only local verification documents for a business is most often not an adequate means for this.
What Is a D-U-N-S®️ Number?
D-U-N-S®️ Numbers are assigned uniquely with letters and numbers only to businesses by Dun & Bradstreet. The nine-digit identifier provides global recognition for business verification by verifying an organization’s legal existence, ownership, and also its business operations from one central location only.
Whereas PAN, GST, and CIN numbers only provide a local country identification for identification in India, D-U-N-S®️ Numbers link to a verified business record globally and can be verified by other platforms (e.g., Google, Apple, Amazon, Microsoft, and global banks) using the same method as an Indian government agency.
Why Indian Apps Get Stuck in Organization Verification
As a result, many Indian application developers have provided the local documentation they need to demonstrate their identity to Google, but they do not receive confirmation. In many cases, this is not due to the unavailability of the local documents; however, Google is a global platform and cannot efficiently verify local records from many countries.
In addition, if Google cannot confirm your business identity using trusted global data, it may enable you to publish an application to the App Store while waiting for a business identity verification. These Spanish-style applications may remain in a pending or “not live” status for weeks until additional information is presented.
D-U-N-S®️ Numbers resolve this issue because they provide a global link between businesses and their identity records.
How a D-U-N-S®️ Number Fixes Play Store Verification Issues
By submitting your D-U-N-S number, Google is able to verify your business is an actual business through its direct connection to Dun & Bradstreet’s international database. This ensures that your business is legitimate, located where you say it is, and not just a sham/fake company.
Additionally, this provides a way to resolve many of the common discrepancies like small variances in company names, variations in address styles, and variations in ownership information. After submitting your information to Dun & Bradstreet for standardization, it will allow for a much easier verification process with all of the platforms, not only with Google Play Store.
This helps to establish added credibility for organization accounts, thereby reducing the chances of being rejected when applying for accounts on this platform, as well as speeding up the time taken to receive approval.
Why Google Trusts D-U-N-S®️ Numbers
Because Google uses a variety of third-party data providers for data verification, they do not perform manual verifications in each country for every business. D&B is one of the most reputable global business information services; governments, banks, and Fortune 500 companies all rely on D&B for their verification efforts. By using D&B data, Google can confirm the legitimacy of organizations and minimize the potential for fraudulent or false registrations, as well as impersonation. Consequently, the D-U-N-S®️ Number serves as global proof of legitimacy for businesses.
When You Should Get a D-U-N-S®️ Number
Simply put, obtaining a D-U-N-S®️ Number is a good idea for any business to do this before they establish their Google Play Store developer account. Upon obtaining a D-U-N-S®️ Number, businesses can obtain benefits by obtaining verification from Google Play, along with faster approval times, and better protection from possible issues with the verification process on Google Play.
Documents Required for D-U-N-S®️ Registration in India
For most Indian startups and businesses, the following documents will typically be sufficient: Neutral Business Registration; PAN Card; Articles of Incorporation or CIN; GST Certificate (if applicable); Proof of Business Address, as well as listings for Directors or Founders.
One important thing to remember about the verification process, is that, in addition to document submissions, all documents must match what is recorded with the Government for that business. Each submitted detail must match what is recorded in order for an approval process to not be delayed.
Common Mistakes That Cause Delays
Some developers make common mistakes that help to delay their application approval, such as submitting an informal personal e-mail, using an informal or shortened address for their business, submitting a different Industrial Classification than what is accurate, or creating duplicate entries.
How Duns India Helps You Get Verified Faster (USP)
Duns India is a company that helps startups and developers based in India obtain accurate D-U-N-S®️ Numbers that are ready to use in the Google Play Store. We focus on providing error-free documentation, assigning users to the appropriate categories in the industry, ensuring duplicate profiles aren’t created, and working on shortened timelines to process applications.
With our help, most companies can receive their D-U-N-S®️ Number in only five to seven days! We charge ₹5,999 for our service, and offer a no hidden fees policy.
Additionally, we prepare your profile to meet either Google or Apple verification standards on the first day of application.
Benefits Beyond Google Play
A D-U-N-S®️ Number is used for many purposes other than verifying an app with Google Play. There are multiple ways a D-U-N-S®️ Number assists your business including Apple Developer Organization Enrollment, registering with Amazon Brand Registry, creating global banking relationships, performing due diligence on potential investors, and onboarding vendors around the globe.
The D-U-N-S®️ Number becomes the global identity of your company for the long-term.
Conclusion
Receiving Google Play Console prompts indicating D-U-N-S®️ means Google requires continued verification of the identity of your business, as your app was not declined.
As more Indian developers and startups reach an increasing size and/or scale in 2025, the requirement for D-U-N-S®️ will evolve into a primary requirement, not just an additional one, for any process developed by them on global platforms.
By acquiring a D-U-N-S®️ number via Duns India, businesses will gain significant benefits, including a streamlined verification process, faster release time for the app to be published and opportunities for businesses to expand into global environments.
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Frequently Asked Questions
Google will not require a D-U-N-S®️ for every developer to use Google Play Console in the year 2025; however, the need for organizations to provide D-U-N-S®️ numbers for verification will increase, especially in the cases of organizations that are unable to provide local required documentation to complete the verifications. In these cases, Google will specifically ask the organization to apply for and obtain a D-U-N-S®️ to complete the verification process.
For individual developers, it will not be necessary to obtain or have a D-U-N-S®️ to publish on Google Play Console; however, it is reasonable to expect that organizations/start-ups, utilizing organization type developer accounts, may experience longer processing times, potential denials, or inability to publish a mobile application without a D-U-N-S®️ number.
In India, standard processing usually takes 5–7 working days when documents are correctly submitted. Errors, mismatched details, or duplicate profiles can extend the timeline. Using professional assistance significantly reduces delays.
No, a D-U-N-S®️ Number does not expire. Once issued, it remains permanently associated with your business. However, it is important to keep business details updated to avoid verification issues on platforms like Google Play or Apple.
Yes. A single D-U-N-S®️ Number can be used across multiple global platforms, including Google Play Console, Apple Developer Organization enrollment, Amazon, and international business verifications—making it a one-time setup with long-term benefits.