Abstract: Methods, machine-readable media, apparatuses and systems are provided to provide an application platform that provides the ability to track and report the location of customers of various organizations such as retailers, banks and other service organizations. In one embodiment, customers' locations are tracked via automatic check-in with a centralized location service via channels of such organizations such as corporate websites, ATMs, POS terminals and so forth. In one embodiment, customers' locations are tracked via third-party websites such as social networking websites via manual and/or automated check-in with check-in facilities on such websites. Organizations, with appropriate, permissions can then inquire on, inter alia, customers' last known location.