Permanent Account Number (PAN) FAQ

Permanent Account Number (PAN) FAQ

Advertisers based in India must provide either a company or an individual Permanent Account Number (PAN) as it appears on the PAN card.
Important

The following tax requirements take effect on 1 July 2017.

Advertisers based in India must provide either a company or an individual Permanent Account Number (PAN) as it appears on the PAN card.

PAN is a 10-digit alphanumeric code supplied to individuals and businesses in India by the Indian Income Tax Department. New and current advertisers with a business location of India will be asked to provide their PAN. Without this number, India-based advertisers will not be able to use Bing Ads.

If you have a Goods and Services Tax Identification Number (GSTIN), you can provide that information, but it is optional. Similar to PAN, GSTIN is a 15-digit alphanumeric code supplied to taxpayers and businesses in India by state authorities to aid with tax collection.

Bing Ads cannot provide guidance on tax. Please contact your tax advisor or local tax office if you have questions.

How to update your Permanent Account Number

You can provide your company or individual Permanent Account Number (PAN) when you sign up for Bing Ads and each time you create a new account.

If you are a monthly invoice customer, please contact your account manager or contact support to update your PAN information. Otherwise, how you edit your PAN information depends on whether you have one prepay/postpay threshold account or multiple prepay/postpay threshold accounts.

If you have one account expando image
  1. Click the gear icon gear icon, and then click Accounts & Billing.
  2. In the Business location and tax information section, click the pencil icon pencil icon.
  3. Enter your Permanent Account Number (PAN).
  4. Enter your Goods and Services Tax Indentification Number (GSTIN) if you have one (optonal).
  5. Click Save.
If you have multiple accounts expando image

If you have multiple accounts, you can update the GST registration number for more than one account at a time as long as the accounts are similar (same Customer ID and account type).

  1. Click the gear icon gear icon, and then click Accounts & Billing.
  2. Select the check boxes next to the accounts that you want to add or update the Permanent Account Number.
  3. Click Edit, and then click Business location (Tax info).
  4. Enter your Permanent Account Number (PAN).
  5. Enter your Goods and Services Tax Indentification Number (GSTIN) if you have one (optonal).
  6. Click Save.

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