Business directories in Poland: which to fill in and which to skip

Almost every business knows this phone call: “I’m calling about your listing in a business directory. Your details need updating, and while we’re at it, we have a package with search engine positioning.” On top of that, a new website with a “database of contractors” pops up every few months. It’s hard to tell which of these bring customers and which only cost money.

In this guide, I divide business directories into three groups: the ones worth completing right away, the ones where you pay for contact with a customer, and the ones you can safely skip. I give prices and rules based on the services’ price lists and help pages as of 30 October 2026. At the end, you get a plan for one afternoon.

What a business directory listing really gives you

In its Business Profile help, Google writes that a position in local results depends mainly on three things: relevance, distance and prominence. Prominence is influenced, among other things, by how many websites link to your business and by the number and rating of your reviews (Google Help on local ranking).

That sounds like an argument for directories, but there’s a catch. In the code of the business lists on Panorama Firm and pkt.pl, links to business websites have the nofollow attribute (as of 30 October 2026). Google explains in its documentation for site owners that with this attribute a website asks not to be associated with the linked site, and such links are usually not followed. So a directory listing is not a “strong link” and won’t push you to first place on its own.

The value of a directory lies elsewhere:

• customers who search right there, for example in a directory or in maps on their phone,
• consistent data: the same name, address and phone number everywhere someone might find you,
• less outdated data in circulation: a forgotten listing with an old number can send customers nowhere for years, and AI assistants with search gather information from many sources and may repeat such a number.

First, get organized: NAP data in one place

NAP stands for name, address, phone. Add to that your website address, opening hours and a short description. Before you open any directory, write these details down once, in a single file, and then just copy them.

The model is your Google Business Profile. According to Google’s guidelines, the name in your profile should reflect your business’s real-world name, the one on your signage, website and letterhead. If you don’t have a profile yet, start with the guide on how to set up a Google Business Profile.

A sample data card for a fictional renovation company:

Name: Remonty Lis Address: hidden, service area: Giżycko and the surrounding area Phone: +48 600 000 000 Website: https://yourdomain.pl Hours: Mon–Fri 7:00–17:00, Sat 8:00–13:00 Description: Apartment and house renovations in Giżycko and the surrounding area: bathrooms, tiling, skim coating and painting. Quote after viewing the site.

A few rules that will save you trouble:

• one form of the name, without additions like “cheap”, “24h” or the city name if they’re not on your sign,
• one main number that you actually answer,
• one website address, with https, without old domains and redirects,
• the same hours as on Google, including holidays.

Which business directories to fill in

Bing Places is a business listing in Microsoft’s search engine and in Copilot. The quickest way to get your data in is to import it from your Google Business Profile, and I describe the whole process in the guide Bing Places for business. While you’re at it, it’s worth submitting the website itself to both search engines: I do this in the Submission to Google and Bing service.

Apple Business replaced the former Apple Business Connect on 14 April 2026. In its press release, Apple says the service is free and available in more than 200 countries and regions, and that Business Connect data moved over to it automatically. The list of features available in Poland includes brand and location management. At business.apple.com, you claim your place in Apple Maps and set your logo, hours and photos.

Facebook is often one of the first results when someone types your business name into Google. On your business Page, fill in your address or service area, phone number, hours and website address. Also check that someone from your business has admin rights, not just a former agency or ex-employee.

Panorama Firm and pkt.pl are run by the same group, WeNet, which also sells advertising, websites and hosting. Both services have a “Dodaj firmę bezpłatnie” (add a business for free) button, and on Panorama Firm a missing business can also be submitted by a customer. So search for your name and phone number first: correct the existing listing instead of creating a second one. In the footer of its business lists, WeNet states that it doesn’t verify whether reviews come from consumers, so don’t treat the ratings there like Google reviews.

Aleo is a business database based on data from the KRS (Krajowy Rejestr Sądowy, Poland’s National Court Register) and REGON (the national business statistics register), aimed at business-to-business contacts. The service says it holds data on all businesses from these registers, so your company most likely already has a profile there. Check that the details are correct and complete the profile, if the service allows it. If you sell only to individual customers, you can skip Aleo.

Where you pay for contact: Oferteo and Fixly

Oferteo and Fixly are job marketplaces rather than directories. A customer describes what they need, and a contractor pays with points for the chance to respond.

Oferteo: registering and running an account are free, and you pay with points for access to a customer’s contact details. The price in points depends on the industry, size and location of the job. The smallest package in the price list is 25 points for PLN 259 net, and the points are valid for 12 months from purchase. So how many contacts a package buys you depends on your industry.

Fixly: according to the service’s help pages, sending an offer costs from 0 to 50 points, depending on the category and location. You buy points in packages, either once or as a subscription that renews every 30 days. They return to your account when the customer abandons the request: doesn’t read the message within 7 days or cancels it before contacting contractors.

Look at both services the way you look at advertising: what counts is the cost of a customer, not the price of a point. A one-month test looks like this:

1. Set a budget and don’t turn on automatic renewal. In Fixly, you manage subscriptions under Ustawienia > Moje Subskrypcje (Settings > My Subscriptions).
2. Pick requests from your area with a specific scope of work, not everything that comes along.
3. Reply quickly and to the point. Several contractors may respond to the same request: on Oferteo’s pricing page, one of them writes in a review that the competition is stiff.
4. Calculate the result after a month: divide the money you spent by the number of signed jobs. That’s your customer acquisition cost, which you can compare with, for example, Google advertising.

Which directories not to fill in

• “SEO” directories and packages like “listing in 100 directories”. These are usually websites with no traffic, and nobody ever updates the dozens of copies of your data afterwards. When you change your number, the old one stays online for years.
• Paid highlights without data. Before you pay, ask the salesperson for statistics for your industry and city: impressions, clicks on the phone number, visits to the website. Also check in GA4, in the Traffic acquisition report, how many visits the free listing already brings (a source such as panoramafirm.pl). If it’s just a handful of visits over several months, a paid package is hard to justify.
• Directories outside your market, for example foreign databases or services for another industry.

In my opinion, if you want a higher position in Google, content on your website, reviews and a well-run profile do more than yet another directory listing. That’s what I work on in the SEO and search rankings service.

Phone calls and letters about your listing: what to watch out for

Before you take the next call about your listing, remember two things:

• In its help on phone scams, Google writes that it never asks for payment information over the phone and doesn’t ask for registration, payment or personal data. If someone calls claiming to be a Google employee, hang up.
• In its guide for website owners, Google says it plainly: “No one can guarantee a #1 ranking on Google.”

Letters from “business registers” are a separate matter. An application for entry in CEIDG (Centralna Ewidencja i Informacja o Działalności Gospodarczej, Poland’s official register of sole proprietors) is free of charge (Art. 13 of the act on CEIDG). A letter with a bank account number, a short deadline and a name that sounds official is usually an offer of a paid listing in a private database, written to look like a payment demand.

A few rules for such calls and letters:

• don’t agree to anything over the phone, ask for an offer by email with the company name, NIP (Polish tax ID) and terms and conditions,
• check the contract period, automatic renewal and the notice terms,
• don’t give out codes from text messages or passwords to any accounts,
• don’t pay invoices or debit notes for services nobody in your business ordered.

A plan for one afternoon

1. 15 minutes: a business data card: name, address or area, phone, website, hours and description.
2. 10 minutes: compare the card with your Google Business Profile. My free Google Business Profile audit checks the category, phone, website and hours, among other things.
3. 10 minutes: Bing Places with an import from Google.
4. 15 minutes: Apple Business and your place in Apple Maps.
5. 10 minutes: contact details on your Facebook business Page.
6. 20 minutes: find and correct your listings in Panorama Firm and pkt.pl.
7. 15 minutes: search Google for your old phone number and old address in quotation marks. Correct every outdated listing or request its removal.
8. 5 minutes: save the logins in a password manager and set a reminder for every 6 months.

Add Aleo if you sell to businesses, and test Oferteo and Fixly separately, with a budget for one month.

Summary

A business directory won’t replace your Google Business Profile or a good website, and a link from a directory usually doesn’t pass on any “power”. What is worth it is having the same, up-to-date details everywhere and being where customers really search. Test paid requests with a limit, and ask for phone offers of “positioning” in writing.

If you’d rather hand this over, I’ll complete your Google Business Profile and tidy up your details in directories from PLN 490 net. I reply within 24 hours, and new clients get 20% off their first order.