Google's push to clean up the Play Store has intensified. Developer identity verification — which started as a voluntary badge — is now mandatory for new developer accounts and being rolled out retroactively to existing accounts. If you publish apps professionally, here's exactly what you need to do.
What's Required for Individual Developers
Individual developers must complete identity verification through the Play Console using a government-issued ID (passport, national ID, or driver's license). The verification is handled through a third-party KYC provider (Veriff in most regions). Once verified, your developer page shows a "Verified Individual Developer" badge and your name as registered.
What's Required for Organisations
Organisations must provide a D-U-N-S number (Dun & Bradstreet), which requires a registered business entity. In India, a registered company (Pvt Ltd or LLP) can obtain a D-U-N-S number free through the D&B India website — it takes 3–5 business days. Sole proprietorships with GST registration are also accepted with additional documentation.
App-Level Declarations
Beyond account verification, each app must have: (1) An accurate Data Safety section (Google will begin automated verification against actual data practices in 2026 — mismatches trigger removal). (2) A content rating — untested apps are removed from some demographics. (3) A privacy policy URL that resolves (404s trigger warnings). (4) A target audience declaration if your app could attract children.
Timelines and Consequences
Existing apps from accounts that haven't completed verification will receive warning emails with a compliance window (typically 30 days). After the window closes, apps can be removed from the Play Store — not the account. Verify early; don't wait for a warning. New developer accounts without verification cannot publish at all.
For Freelancers Managing Client Accounts
If you manage app publishing for clients, ensure each client's Play Console account completes verification in their own name (individual or organisation). You can be added as a user with appropriate roles — but the account owner must verify. Clients who operate under a business name need D-U-N-S registration done under their entity, not yours.