Your Google profile is the listing most local businesses spend time on, and rightly so. But customers in Sweden also search Apple Maps on their iPhones, ask Siri, use Bing and Copilot and put questions to ChatGPT. Those services get their information from more places than your Google profile.

This guide covers the listings beyond Google: what they cost, how to claim and verify them, what you can skip and who should own the logins. It is written for English speakers running a business in Sweden, so we explain the Swedish directories and authorities as we go. The Google profile itself is covered in Google Business for local businesses.

As of 21 October 2026. The details on Apple, Microsoft, OpenAI, Google and Meta have been checked against their own help pages and press releases, and those on Hitta.se and Eniro against their own pages, on 21 October 2026. Menu names and prices change, and we update the article when they do.

Where should my business be listed beyond Google?

In five places, and none of them charges for the listing itself. This is our assessment of what a local business in Sweden needs beyond its Google profile:

ListingCostHow to add or claim itVerification
Apple Business for Apple Maps and SiriFreeRegister at business.apple.com and find or add your locationThe business with two methods, the location sometimes with a phone call
Bing Places for Business for Bing and Bing MapsFreeFind your business or import it from your Google profileA PIN by phone, email, text or post, or automatically when you import a verified Google profile
Hitta.se, a Swedish online directoryFree business account. Paid packages availableCreate a business account and claim the existing listingYou need a role in the business, such as owner or board member
Eniro, a Swedish online directoryFree to update and verify. Paid packages availableUpdate the existing business profileBankID, the Swedish electronic ID
Facebook PageFreeAdd the address under About and Details and set the pin on the mapOnly people with Facebook access to the Page can edit the address

The basic listing is free in all five places. What you pay the directories for is better placement, ads or having someone else handle the updates.

Comparison of five listings beyond the Google profile for a business in Sweden in October 2026: Apple Business is free and the business is verified with two methods, the location sometimes by phone. Bing Places is free and verified with a PIN or by importing a verified Google profile. Hitta.se has a free business account that requires a role in the business. Eniro is free to update and verified with BankID. A Facebook Page is free and the address is added under About and Details with a pin on the map.
All five basic listings are free. What separates them is how you show that the listing is yours. As of October 2026.

We recommend doing them in this order:

  1. Your Google profile first, because Bing can import from it.
  2. Apple Business early, because the review of your business can take up to five business days.
  3. Bing Places, importing from your Google profile.
  4. Your Facebook Page, with the same address and the pin on the right building.
  5. Hitta.se and Eniro, where a listing often already exists and needs to be claimed.
  6. The sources: correct old details with the Swedish authorities, so that company information sites get the right address.

Why isn’t Google enough? Siri, Copilot and ChatGPT

Google Search and Google Maps show your Google profile, but Apple, Microsoft and OpenAI have their own sources. This is how they describe it themselves, and this is what remains uncertain.

  • Apple Maps and Siri. Apple says businesses using Apple Business reach customers across Apple Maps, Mail, Wallet, Siri and more, and that place cards display across Apple Maps, Safari and Spotlight. The place card is what you manage in Apple Business.
  • Bing and Microsoft. According to Microsoft, Bing Places is there to make your business visible in Bing’s local search results, and listings appear on Bing Maps. We have not found anything on the Bing Places help pages saying the details are used in Copilot. What Microsoft does say is that Copilot and Bing’s AI-generated summaries cite content from websites. Our assessment is that the Bing listing is part of what Microsoft’s services draw on for local questions, but we have not been able to confirm it.
  • ChatGPT. OpenAI says ChatGPT can use an approximate location to give local results and may share that location with trusted third-party providers that supply local information, such as nearby business listings. OpenAI does not name those providers. Its web search sometimes partners with other search providers, and OpenAI refers to Microsoft’s privacy statement among others. So you cannot know in advance which directory ChatGPT will take a particular business’s details from.
  • Restaurants in ChatGPT. ChatGPT can show available tables from OpenTable, which OpenAI says is available globally. Reservations through Resy are only available in the US, and through Yelp in the US and Canada.

These services are in use. According to Svenskarna och internet 2026, the Swedish Internet Foundation’s annual survey, 52 per cent of internet users aged 8 and over in Sweden have used ChatGPT in the past year, 18 per cent Copilot and 13 per cent Gemini. None of them promises a place to any particular business, and OpenAI says placement in ChatGPT’s search results is not guaranteed. What you can influence is whether your details are correct where these services look. How ChatGPT chooses which businesses to mention is covered in How your business shows up in ChatGPT, and how to track it in Is your business in AI answers? How to measure it.

Apple Business: how to add your business to Apple Maps

The service has been called Apple Business since 14 April 2026. It replaced Apple Business Connect, Apple Business Manager and Apple Business Essentials, and according to Apple, data from Business Connect, such as locations you had already claimed, migrated automatically. If you had a Business Connect account, you now sign in to Apple Business.

Cost. Apple says the core service is free. Apple’s overview of features by country lists brand and location management and Branded Mail as available in Sweden. Ads on Maps, which Apple has announced for the US and Canada, are not listed for Sweden.

How to add your location, according to the Apple Business User Guide:

  1. Go to business.apple.com and sign up. Enter your business’s name and address, and ideally your website, which Apple says can speed up verification. The person enrolling must give their legal name and receives codes by email and phone.
  2. Verify your business, see below.
  3. Add your location under Brands and Locations. Search for the place first. If it already exists on Apple Maps, select it. Otherwise add a new one.
  4. Enter the address and move the pin so it sits on the right building. Add your category, phone number, opening hours and website. If you have no website, you can give a Facebook, Instagram or TikTok page instead.

Verification. Apple verifies the business with two of four methods: a business ID (a D-U-N-S Number, or an EIN for US businesses), your domain through a TXT record in DNS, an app in App Store Connect, or documents such as a lease, a utility bill or a permit. The review takes up to five business days. If the organisation is not verified within 60 days, Apple deletes it and its data. If the place already exists on Apple Maps, Apple may be able to verify it with a call to the number it has on record, where you enter a four-digit code.

If someone else has already claimed the location, you will see “This location is already managed”. Add it anyway and request a transfer, with an explanation and supporting documents such as a utility bill. That review also takes up to five business days.

What shows. The place card can show photos, a logo, opening hours, special hours for holidays, contact details and a description. You can also add showcases, which highlight offers, and actions such as booking or ordering, and Apple Business shows insights into how customers find and use your location. How to keep your opening hours the same everywhere is covered in Opening hours, holidays and exceptions in your Google profile.

Apple can change your details itself. Customers can report problems directly from your place card, for example that a business is closed when Maps says it is open. Apple reviews the reports and can change the name, status and hours. Apple then emails your administrators, who can accept the change or edit it back. Someone in the business needs to read those emails.

Bing Places: import from your Google profile or verify yourself

Bing Places for Business is free and available in Sweden. If you have a verified Google profile, importing it is the quickest route.

Sign in. You can sign in with a Microsoft account, a work account, a Google account or a Facebook account. According to Microsoft, every listing you claim or create is tied to the email credentials you signed in with, so choose the account carefully.

Import from your Google profile. Microsoft describes the steps like this:

  1. In your account, select Import from your Google Business Profile.
  2. Choose whether to sync weekly, biweekly or monthly.
  3. Sign in to your Google Business Profile and import the listings it finds.

If your business is verified in Google, Bing automatically verifies the imported listing, and publishing then typically takes 7–12 days. Three things to know: the import can create duplicates if a listing already exists on Bing, categories and some other fields may not sync exactly, and a listing linked to your Google profile cannot be edited directly in Bing. You make the change in Google and the sync carries it over.

Claim or create the listing yourself. Search for your business on Bing. If the listing exists and nobody has claimed it, claim it. If someone else already has, request access. If there is no listing, create one. Add your name, address, phone number and category, link your website and social channels, give your opening hours and upload up to 100 photos.

Verification. Bing sends a PIN by phone, email, text message or post, but not every option is available to everyone. Phone verification is only offered if the existing listing already has an unedited business phone number. Microsoft says a postcard usually takes 5–6 business days within the US and longer elsewhere, and advises waiting at least twelve days before contacting support. Your changes only show once the listing is verified.

Publishing. Bing merges the details from Bing Places with several third-party data sources, and Microsoft says a publishing cycle takes up to two weeks outside North America. Every edit resets the expected publishing date, so make your changes in one go.

Have you moved? Do not change the address on the old listing. Microsoft recommends creating a new listing with the new address and marking the old one as closed, because the old one may be connected to sources that hold the old address. If you do not receive customers at your address, you can hide it and add up to 20 service areas, much as in Google, see Businesses without a physical shop.

Hitta.se and Eniro: the free listing and the paid packages

Hitta.se and Eniro are Swedish online directories, the local equivalents of the yellow pages. Hitta.se shows company information for every Swedish company, and Eniro’s free service applies to existing business profiles. If your business has a Swedish company registration number (organisationsnummer), a listing therefore often exists already, with details the directory has collected itself. Your job is to claim it and correct it, and that is free on both.

  • Hitta.se. Hitta.se says the business account is free. With it you change your address, phone number, email and opening hours and reply to reviews. The account can be created by the owner, a board member, an officer or a manager with the right role. If you have another role, customer service needs a confirmation from, for example, the managing director. The site is in Swedish only.
  • Eniro. Eniro says updating and verifying an existing business profile is completely free. You verify with BankID and can add a logo and a short description. Eniro recommends reviewing your details at least twice a year and whenever something changes.

Both also sell paid packages. On their pricing pages on 21 October 2026 we saw four types:

Type of packagePrice per monthContract
Enhanced profile or better placement in the directory’s own searchFrom SEK 3996–24 months
Sync package that sends your details to more than 30 other sites, according to the sellers including Google and AppleSEK 749–9896–24 months. Shorter contracts cost more per month
Packages with social media, review management or display adsFrom SEK 1,1996–24 months
Packages for businesses with several locationsFrom SEK 2,49912 months

None of the pricing pages said whether the price included Swedish VAT (moms).

Do you need any of them? For a business with one address, the free listings do the basic job in our assessment, which is making sure your details are correct. A paid package can make sense if you know customers find you through the directory, for example because new customers tell you so when you ask, or if you have many locations.

Your Facebook Page: add the address and set the pin correctly

A Facebook Page with the right address is one more source showing where your business is, and Apple Business lets you give it if you have no website. This is how you add the address on a computer, according to Meta’s Help Center:

  1. Switch to your Page and go to it.
  2. Click About, then Details, then Address.
  3. Enter your address and drag the red pin to the correct location on the map. Meta says you must move the pin to complete this step correctly.
  4. Click Save.

Only people with Facebook access to the Page can edit its address. If the Page is connected to an Instagram profile, your location on the Instagram Map updates at the same time. Add your phone number and opening hours too, exactly as in your Google profile.

Company sites, industry directories and booking platforms as sources

Many sites show your business without you ever having registered there. In that case you correct the details at the source, not on the site.

  • Allabolag and similar company information sites are built on public records. Allabolag says it takes company and contact information from SCB (Statistics Sweden), management and board details from Bolagsverket (the Swedish Companies Registration Office), official company information from Skatteverket (the Swedish Tax Agency), accounts from the credit agency UC and phone numbers from Valitive. To change anything, Allabolag refers you to the source: you change the address with SCB or on verksamt.se, the government portal for businesses, and the phone number with Valitive.
  • SCB’s business register is updated continuously with details from Skatteverket and Bolagsverket. Since 26 June 2025, SCB no longer charges for the data and offers a free API. Our assessment is that this is one reason the same address turns up on so many sites, and that an old address held by an authority can therefore spread.
  • Industry directories and booking platforms, such as Bokadirekt for salons, are sources too. Microsoft says, for example, that reviews on sites such as Yelp and Tripadvisor affect how popular Bing considers a business to be, and that the more a business is mentioned on the web, the more likely it is to appear in search results. Make sure your name, address and phone number appear there exactly as everywhere else. What it means to depend on one platform is covered in Why you shouldn’t depend on Instagram or Bokadirekt alone.

The same name, address and phone number everywhere

NAP stands for name, address and phone number. These are the details that should appear exactly the same everywhere. The platforms explain why themselves:

  • Google says in its guidelines that your name should reflect your business’s real-world name as used consistently on your storefront and website, and that the phone number must be directly connected to the business. How well known a business is, which Google calls prominence, is based among other things on how many websites link to it and how many reviews it has.
  • Microsoft says Bing checks the details business owners submit against information in search engines, on websites and on social media. Microsoft recommends keeping your name, address, phone number and website consistent and up to date across all channels.
  • Apple lets customers report problems from your place card and can change the name, status and hours after review.

The same logic applies to AI answers. The services build their answers on what they find, and if different phone numbers appear in different places, the answer may include the wrong one. In our assessment it also becomes harder for the service to tell what is correct, which makes it easier to leave the business out. More reasons a business does not show up on the map are covered in Why your business doesn’t show up on Google Maps.

What you can often skip, and what to check

Sync packages send your details from one place to more than 30 sites. That can save time if you have many locations. For a business with one address, our assessment is that it is rarely worth SEK 749–989 a month, because the most important listings can be managed for free and Bing can already sync from Google.

Read the contract before you say yes:

  • The lock-in. The packages we read have contracts of 6–24 months. Under one directory company’s general terms, the contract runs for 12 months at a time, renews automatically for another 12 months and must be cancelled at least one month before the end of the period.
  • What happens when you leave. The general terms we read do not say what happens to your details on the other sites when the contract ends. Ask, and get the answer in writing.
  • Who owns the listings. Make sure your Google profile, Apple Business and Bing Places remain your business’s, and that the seller only gets access.

If you already have a contract, our Bindningskollen tool (in Swedish) works out the last day to cancel and what it costs to miss it. The questions to ask before you sign are in Website lock-ins in Sweden: ten questions before you sign.

Listings you cannot sign in to

If someone else has claimed a listing, such as a previous owner, an employee who has left or an agency, you cannot correct it yourself. Do not create a new listing next to it. Bing flags listings with similar names, addresses or phone numbers as duplicates, and a duplicate cannot be edited. Ask to take over the existing one instead:

  • Google: select Request access when you look up the profile. According to Google, the owner has three days to respond, and if they do not, you may be able to claim the profile yourself.
  • Apple: request a transfer under the location’s status, with an explanation and documents. The review takes up to five business days.
  • Bing: request access from the account owner, and claim the published listing rather than a duplicate.
  • Hitta.se: contact customer service with the company name or registration number, your name and phone number and a confirmation from the owner, managing director, a board member or an authorised manager.

Sales calls about “your listing”

If you get a call saying your business’s listing on a map or in a directory needs to be updated, activated or renewed, ask for the offer in writing and check the listing yourself.

  • The basic listings are free. Apple Business, Bing Places, Hitta.se’s business account and Eniro’s update service cost nothing. Anyone charging you is selling something on top of the basic listing.
  • No right of withdrawal for businesses. The right of withdrawal in the Swedish Distance Contracts Act (distansavtalslagen) protects consumers, and under the Act a consumer is a natural person acting mainly for purposes outside their business. So do not say yes on the phone before you have read the offer and the terms.
  • Sign in yourself. Check the listing by signing in to the platform directly rather than following a link the seller sends. That is our assessment.

This is a summary of the rules, not legal advice. Your own contract is what applies.

Who in the business should own the login?

The business, through people whose roles last, and ideally at least two of them. Use accounts on your business email, not an employee’s private account and not the agency’s.

  • Apple Business is an organisation with roles, and up to ten people can be administrators. Make the owner and one other person administrators, and give an agency its own user with a limited role, such as the marketing role. If you used Business Connect with a personal Apple Account, Apple says you can keep using it or create an Apple Account for Work. Our assessment is that an account on your business email is easier to hand over.
  • Bing Places ties your listings to the email you sign in with. If an agency or someone else starts verification from a different account, Microsoft says the PIN must be entered from that same account. Agencies have their own authorisation process with Microsoft.
  • Your Facebook Page. Make sure at least two people in the business have Facebook access to the Page, since that is the access needed to edit the address. An agency can have access, but should not be the only one.
  • Hitta.se and Eniro. Hitta.se requires a role in the business, and Eniro verifies with BankID. If the business gets a new owner or managing director, the new person will, in our assessment, need to verify again.
  • A list. Write down where the business has accounts, which email address is used and who the administrator is, and go through the list when someone leaves.

Frequently asked questions

How do I add my business to Apple Maps?

Register your business in Apple Business at business.apple.com, verify it with two methods, for example your domain and a lease or a utility bill, and add your location. If the place is already on Apple Maps, Apple may be able to verify it with a call to the number it has on record. Apple says the review takes up to five business days.

What is Apple Business and what does it cost?

Apple Business has been Apple’s service for businesses since 14 April 2026 and replaced Apple Business Connect, among others. It is where you manage your place card on Apple Maps. Apple says the core service is free. In Sweden it includes brand and location management, but not ads on Maps (as of 21 October 2026).

Is Bing Places available in Sweden?

Yes. Bing Places for Business is free and Sweden is one of the supported countries. You can import your listing from your Google profile, and if it is verified there, Bing verifies the imported listing automatically. Microsoft says publishing takes up to two weeks outside North America.

How do I add my business to Hitta.se?

Create a free business account (företagskonto) on hitta.se and claim your business’s listing. The account can be created by the owner, a board member, an officer or a manager with the right role. You can then change the address, phone number, email and opening hours and reply to reviews.

Is a listing on Eniro free?

Yes. Eniro says updating and verifying an existing business profile is free, and you verify with BankID, the Swedish electronic ID. Eniro also sells paid advertising and visibility packages, but you do not need them for your details to be correct.

Do I need to pay to sync my business details to other sites?

Rarely if you have one address, in our assessment, because the basic listings are free and Bing can sync from Google. The sync packages we read on 21 October 2026 cost SEK 749–989 a month on 6–24-month contracts, and at one of the directory companies the contract renews automatically. For businesses with many locations they can save time.

Sources

All web pages read on 21 October 2026. The platforms’ help pages and the directories’ pricing pages often have no date and may change.