AI business lookup. Local companies, not fantasy ICP lists.
CallMerlin business lookup finds local companies from public business listings. You ask in plain language (for example dentists in Rotterdam). Merlin returns structured results: name, address, phone, website, rating, reviews and opening hours. Saving to your CRM is a separate step with PIN approval.
Search local business listings by voice or chat. Filter on location, category, rating or missing website. Then approve a CRM write if you want the lead stored in HubSpot, Salesforce, Zoho or Pipedrive.
Which local prospecting task still eats hours? Try business lookup free for 7 days.
Say: find plumbers in Amsterdam with at least 4.5 stars. Merlin searches listings and shows a table.
Merlin searches local listings and builds a table.
Rating ≥ 4.5 · local
Plumbers · Amsterdam
Local businesses from public listings. CRM save is optional and approved.
Next
What a business lookup returns
This is local business discovery from public listings, not a B2B database of tech stacks or headcount.
| Field | Source | Notes |
|---|---|---|
| Name + address | Business listings | Always when found |
| Phone | Listing details | When published |
| Website | Listing website | Filterable (has / missing) |
| Rating + reviews | Public ratings | Optional richer detail |
| Opening hours | Listing hours | When available |
| CRM save | Your HubSpot/SF/Zoho | After approval |
Prompts that match the product
Same examples as in CallMerlin docs. No fake 'companies that use HubSpot' filters.
Category + city
Find dentists in Rotterdam. Lookup returns local practices with phone and website when listed.
Quality filter
Plumbers in Amsterdam with more than 4.5 stars. Rating comes from public reviews.
Website gap
Restaurants in Utrecht without a website. Useful for agencies selling web work.
Airport / landmark
Hotels near Schiphol. Location-biased search with radius.
Then CRM
After the list: save these three to HubSpot. Write waits for your approval.
Save lookup results into your CRM
HubSpot
Salesforce
Zoho CRM
Pipedrive
SlackThis is just one example of the many combinations possible.
All integrations →What business lookup can and cannot do
CallMerlin business lookup searches public local business listings. Merlin finds establishments such as shops, clinics, restaurants, trades, hotels and similar local businesses.
You can filter and enrich on text query, location, category, rating and whether a website is present. The lookup does not know whether a company runs HubSpot, Salesforce or Zoho, and it does not expose reliable employee headcount for SaaS ICP scoring.
If you need stack-based B2B lists, use a dedicated data provider or your own CRM segments. Use CallMerlin business lookup when the job is: find local businesses, enrich contact details, then optionally write into CRM.
How the flow works end to end
You ask in Slack, Teams, desktop, phone or the widget. Merlin searches local business listings. Results show as a table in chat; on voice Merlin reads the top matches and points you to chat for the full list.
Each search counts as one lookup against your monthly plan quota. Extra lookups can be billed as a small overage per lookup. Asking for richer review detail may count as a higher-detail lookup.
Saving is optional. Say save this to my CRM. Merlin creates or updates records in the connected CRM only after approval, unless that PIN has direct run enabled for writes.
Who this is for
Local service businesses building outbound lists (installers, clinics, hospitality).
Agencies prospecting companies with weak or missing websites.
Sales ops that want a fast local shortlist, then a clean CRM write with PIN control.
Set up business lookup
No separate listing-API key for the customer. CallMerlin runs the search platform-side.
- 1Open PIN users in the CallMerlin dashboard.
- 2Enable the Search businesses permission for the people who may run lookups.
- 3Optional: connect HubSpot, Salesforce, Zoho or Pipedrive if you want CRM save.
- 4Ask in any channel: Find accountants in Antwerp with at least 50 reviews.
- 5Review the table, then approve CRM save if needed.
Control and quota
Lookups are metered. CRM writes stay behind PIN rights.
- PIN permissions decide who may search businesses.
- CRM writes need write rights and approval by default.
- EU-hosted CallMerlin; listing data is fetched live for the query.
- Monthly lookup caps per plan (see pricing / billing). The platform also protects a global lookup budget.
FAQ: AI business lookup
Local prospecting. Listing data. Your CRM.
Ask Merlin for businesses. Approve the write. Keep control.
Start free trialWhich local prospecting task still eats hours? Try business lookup free for 7 days.