Square launches Apple Business integration for sellers

Square has launched an integration with Apple Business that lets sellers manage their business information on Apple Maps from the Square Dashboard. The service is available to eligible sellers with physical locations across eight markets.

The integration lets Square sellers connect their locations to Apple Business and sync details shown across Apple Maps, Siri, Apple Wallet and other Apple apps. Businesses can update opening hours, addresses and phone numbers in Square, with those changes reflected across connected Apple listings without the need to manage each channel separately.

Sellers can also add branding, including logos, across connected locations and include action links on Apple Maps place cards. Those links can direct customers to functions such as ordering, collection, delivery, booking and appointment scheduling.

The rollout covers Australia, Canada, France, Ireland, Japan, Spain, the United Kingdom and the United States. In the US and Canada, eligible Square sellers that have already been verified and do not yet have an Apple Business account can sign up through the Square Dashboard.

Discovery Tools

The launch adds Apple Business to a wider set of discovery features Square has been building for merchants, aiming to reduce the work involved in maintaining listings as customers search across a growing number of digital services.

Square cited Apple data showing that claimed locations receive 30% more views on Apple Maps. It also pointed to Apple figures indicating that action links on Apple Maps increase click-through rates by 31% across website, call and action buttons.

The integration is aimed at local operators ranging from single-site businesses to groups with several locations. Food and beverage merchants can connect customers to menus and ordering options, while health, wellness and beauty businesses can link to booking services. Retailers can use the tool to keep business information and branding consistent across sites.

For merchants with frequent changes to opening hours or offerings, the centralised dashboard may simplify listing management. It also gives Square a closer role in how businesses manage customer discovery beyond payments and point-of-sale software.

That broader push has included other recent integrations tied to AI search and recommendation tools. Square has also added links with ChatGPT and Claude as it works to help merchants appear in more places where customers search for local businesses.

Seller Experience

One early user highlighted the practical effect for multi-site operators.

"With six locations and a menu that changes often, keeping every listing accurate used to be a constant chore. Now it all runs from one dashboard and syncs to the platforms we use automatically, Apple Maps included. That saves us meaningful time each week, which we'd rather spend running the restaurants," said Christopher Tompkins, Founder of Broad Street Oyster Co.

Block, Square's parent company, framed the launch as part of a wider effort to help local businesses remain visible as consumer search habits shift.

"The survival and success of local businesses hinges on whether customers can find them, and today, more of that discovery happens through Apple Maps. This integration means our sellers don't have to choose between running their business and keeping every channel updated. Once connected in Square, your presence across Apple stays accurate and syncs automatically. It's one more way we're helping sellers become neighborhood favorites by driving discoverability where it matters most," said Morgan Kuntze, Global Partnerships Lead, Block.

Square said additional Apple Business features are planned for later releases, including place card engagement metrics and peer benchmarks.