Opening your App Store and Play Store accounts without losing a month
Apple and Google won't let anyone open your developer accounts on your behalf. Here are the three weeks of admin work explained in order — D-U-N-S, W-8BEN-E, contracts, verifications.
This guide is the three-week run we walk every client through. The logic is simple: the D-U-N-S is the critical path (5 to 14 days of waiting), everything else hangs off it. If you already have a D-U-N-S, the whole thing takes about a week. And whenever you're stuck, we'll unblock you over a call.
Apple App Store
The 5 steps, in order
Create a company Apple Account
Use the business email from the pre-flight. Turn on two-factor authentication straight away (Apple requires it and will block you otherwise). Put your exact legal name in the first/last name fields — not an alias, not the company name.
appleid.apple.comGet your D-U-N-S number
A 9-digit identifier issued by Dun & Bradstreet — the international equivalent of the French SIREN (or US EIN, UK Company Number). Check first whether your company already has one through Apple's lookup tool: many companies have one without knowing it.
The trap: legal name and postal address must match your registry document character for character. A comma, an accent (Schoelcher vs Schœlcher), a forgotten "SAS" = rejection. Copy it exactly.
developer.apple.com/enroll/ → D-U-N-S LookupEnrol in the Apple Developer Program
Once the D-U-N-S is validated, start enrolment as Organization (never Individual if you have a registered company). You'll be the Account Holder — the only person who can sign Apple's contracts. If you're the founder of a SAS, SASU or similar entity, you have that authority by default.
Apple then calls to verify your identity. The call happens in your business language (French for French companies, English for English companies), usually between 9am and 6pm. Have the phone number from your public website ready — they verify it matches. If you miss the call, they'll call back. Don't panic.
developer.apple.com/programs/enroll/Sign the contracts and complete the tax forms
Inside App Store Connect → Business → Agreements. Without this, you can't publish a paid app or sell in-app purchases.
Three sections to fill in: Bank Information (company IBAN + BIC/SWIFT — both are required, IBAN alone won't pass), Tax Forms (intra-EU VAT number + W-8BEN-E US tax form, see the dedicated section below), and signing the Paid Applications Agreement.
Invite us to App Store Connect
Go to Users and Access → + → invite the two emails below. Give us the Admin role and tick "Access to Certificates, Identifiers & Profiles". Without that checkbox we can't sign the builds.
The W-8BEN-E form, line by line
Apple requires this form so they don't withhold 30% US tax on your App Store revenue. For a typical French company (SAS, SASU, SARL) selling apps, here are the right answers. For other EU non-financial companies, the same logic applies — adjust country, treaty article and tax ID accordingly.
Common Apple pitfalls
Enrolling as "Individual" because it's faster
The founder's name will then appear as seller on the App Store, not the company's. And you can't invite a team. Guaranteed rejection at review if the app is commercial.
Different postal address between the registry document and the D-U-N-S
"Rue Victor Schoelcher" vs "Rue Victor Schœlcher": as far as Apple is concerned, that's not the same company. Verify accents, punctuation, postcode and country exactly as on the registry extract.
Website without visible contact details
Apple calls to verify your identity and looks for company name + phone on your public site. Linktree, Stan Store or a Notion page won't cut it — you need your own domain with a legal notice page.
Not having legal authority to bind the company
The Account Holder must be a founder, director, or have written delegation. Apple may ask for proof. Registering an intern, a freelancer or a relative = immediate block.
IBAN from a personal account
The bank details you provide must match the exact legal name of the company. A founder's personal account, or a business account in another name, will be rejected when signing the Paid Apps Agreement.
Ticking "Disregarded entity" on the W-8BEN-E
That's a US status that doesn't apply to a typical French SAS, SASU or SARL (or most EU corporations). Tick Corporation. "Disregarded" gets the form pulled back and reprocessed by Apple.
Frequently asked questions about Apple
The most common questions we get when opening an Apple Developer Program account.
Google Play Store
The 5 steps, in order
Create a company Google account
Same idea as Apple: use the business email from the pre-flight. A standard Gmail (apps.yourcompany@gmail.com) is technically enough — no need for Google Workspace if you want to save the 6 €/month.
Turn on 2-step verification before starting the developer enrolment. It's required.
accounts.google.comPrepare or reuse your D-U-N-S
If you've already done Apple, you have it. Otherwise, same free process via Dun & Bradstreet. Google has required it for Organization accounts since 2023, and applies verification deadlines strictly — no exemption.
The trap: the name and address on your Google Payments profile must match the D-U-N-S profile exactly. If you already have a Google Payments tied to another address (e.g. through Google Ads), update it before going further.
dnb.com/duns-number/lookup.htmlEnrol in the Play Console as Organization
Pick Organization, never "Personal" for a commercial app. Personal accounts must run a closed test with 12 testers for 14 days before any publication — a nightmare for a launch.
Have ready: legal name, address, website verified through Google Search Console (next step), recent registry document (Kbis or Certificate of Incorporation), ID document of the signatory.
play.google.com/console/signupVerify identity and website (Search Console)
Google sends OTP codes to the contact email and phone — they must remain reachable at all times. The website must be verified in Search Console with the same Google account that owns the Play Console.
How to verify the site in Search Console: 4 methods available. The easiest is the HTML file uploaded to the site root (Webflow, Framer, WordPress all do this in 2 clicks). If you have multiple subdomains (api.x.com, www.x.com, app.x.com), prefer DNS verification (TXT record) — it covers every subdomain at once and survives site migrations. If your site is managed by a freelancer, get them to transfer ownership to you before starting.
Invite us to the Play Console
Go to Users and permissions → Invite new users. Give us the Admin (all permissions) role at the account level.
Google invitations don't expire, but we have to accept with the right associated Google account.
Common Google pitfalls
Picking "Personal" to go faster
Since November 2023, Personal accounts must have the app tested by 12 people for 14 days before publishing. Unmanageable for a commercial app. Pick Organization from the start.
Website not verified in Search Console
Google requires a verified site, tied to the same Google account as the Play Console. If your site is managed by your agency or a freelancer with another Google, get ownership transferred before starting.
Google Payments profile with an outdated address
If someone has already created a Google Payments under your business email (for Google Ads, say), the address there is locked in. Update it to match the D-U-N-S and the registry document before kicking off the Play Console enrolment.
Ignoring re-verification deadlines
Google periodically sends re-verification requests (D-U-N-S, identity). Miss the deadline and your apps are unpublished — not suspended, unpublished. Keep an eye on the account inbox.
Frequently asked questions about Google
The most common questions we get when opening a Play Console.