What is Apple Business Register?
Apple Business Register is the free portal where a company creates its Apple Messages for Business account. It is not Apple Maps business registration and it is not Apple Business Manager.
Teams searching for Apple Business Register usually want the account they need before a brand can go live in Messages. That account is created at Apple Business Register. Registration itself is free. Apple does not charge a per-message fee for the channel. The bill, if there is one, comes from the Messaging Service Provider that connects your agents and automation.
Not Apple Maps, and not Business Manager
Apple Maps has its own business listing flow. Apple Business Manager is the device-and-app portal companies use for Apple hardware. Neither one is the Messages for Business account. If a page is about pinning a store on Maps, it is a different product. Messages for Business starts in Apple Business Register.
What you do there
You create the organization, add the brand, and connect an approved Messaging Service Provider. Apple still requires a built conversation, a live-agent path during business hours, and a passed Experience Review before the account is public. A register login by itself does not put a brand in front of customers.
If the account is not approved
Apple reviews the experience, not just the paperwork. Bot-only designs are not approved. Start with the application guide, then the approval walkthrough. The provider you connect is listed in the MSP directory.