Microsoft App Store DUNS Verification — How It Works 

If you’re publishing an app to the Microsoft Store under a company or organization account, you’ve likely hit the point where Microsoft asks for a DUNS number as part of confirming your business is legitimate. This step follows the same underlying logic as DUNS verification on other major platforms — it’s Microsoft leaning on Dun & Bradstreet’s global database rather than building its own business verification system from the ground up.

This is actually one small piece of a bigger picture, since Microsoft Partner Center uses DUNS verification across several account types, not just app publishing — so it’s worth understanding how the two connect before you get into the specifics below.

Why the Microsoft Store Requires DUNS Verification for Companies

When you publish apps under an individual developer account, Microsoft verifies you directly as a person. Once you’re publishing under a company name, Microsoft needs a way to confirm that company genuinely exists and is legally registered — otherwise, anyone could publish apps claiming to represent a business that doesn’t actually exist. DUNS verification through D&B is how Microsoft handles this check, the same way it’s handled for other Partner Center business account types. If you’re setting up a broader partner relationship with Microsoft alongside app publishing, our guide on DUNS Number for Microsoft Partner Center walks through how verification works across those account types too.

How DUNS Verification Works During App Store Publisher Setup

1. You select a company account type when setting up your Microsoft Store developer/publisher profile.
2. You enter your legal business name, registered address, and DUNS number, if you already have one.
3. Microsoft checks these details against D&B’s database to confirm they match an existing, verified business record.
4. If verified, your publisher account setup continues, alongside other standard requirements like tax information and payment details.
5. If there’s no match, or you don’t yet have a DUNS number, you’ll generally need to apply for one directly through D&B before you can complete company-level publisher verification.

Common Reasons Verification Fails or Stalls

Business name mismatch: If your company is registered with D&B under a slightly different name than what you enter during Microsoft Store publisher setup a missing “Private Limited,” an abbreviation, or different punctuation the match can fail even though it’s clearly the same business.

Address inconsistency: A different address on file with D&B than what you provide to Microsoft can also cause a mismatch.

Recently issued DUNS numbers: If you just received your DUNS number, it may take a short time before it’s fully reflected in the systems Microsoft’s verification checks against.

Applying for a new DUNS number without checking for an existing one first: Some businesses already have a DUNS number without realizing it. Applying again unnecessarily can create a duplicate record, which tends to complicate verification rather than resolve it.

Using a DUNS number tied to a different, related legal entity: If your business operates through multiple related companies or subsidiaries, make sure the DUNS number you provide corresponds specifically to the legal entity publishing on the Microsoft Store.

How to Get Through Verification Smoothly

1. Check whether you already have a DUNS number: using D&B’s official free lookup tool, and note the exact legal name and address currently on file.
2. Use that exact name and address during Microsoft Store publisher setup: rather than a shortened or informal version of your business name.
3. If you don’t have a DUNS number yet, apply directly through D&B before starting your publisher verification: since Microsoft typically expects you to already have one rather than issuing one through their own flow.
4. Make sure your business registration is fully finalized: before applying, since incomplete registration can slow down D&B’s own verification process, which in turn delays your Microsoft Store setup.
5. If verification keeps failing despite accurate details, contact D&B directly: to confirm your business information is consistently recorded on their end.

What to Do If Verification Keeps Getting Rejected

If you’ve confirmed your details match exactly and verification still isn’t going through, a few next steps can help:

• Double-check for subtle formatting differences you might have missed, such as an abbreviated business type or a trade name instead of your registered legal name
• Contact D&B support directly to confirm your business record is accurate and up to date
• Reach out to Microsoft’s developer support, explaining that D&B has confirmed your DUNS number is valid, so they can look into the specific mismatch on their end

If You’re on a Deadline

If you need your DUNS number quickly to complete Microsoft Store publisher verification, our team at DUNS Assist can help you get one in as little as 24 hours, with full guidance and consultation throughout, including making sure your business details are formatted precisely to avoid the mismatches that most commonly hold up this process. Reach out if that kind of support would help your timeline.

If you’re not sure whether your specific Partner Center account type actually requires a DUNS number in the first place, since not every account does — our post on Microsoft Partner Center DUNS Number breaks down exactly which account types need one.