Verification is the step that proves to Google your business is real and is where you say it is. Until it is done, your profile usually does not show on Google Maps or search, and you cannot use most features. When verification goes wrong, the profile can sit in limbo for weeks. This guide covers the problems owners run into most often, what usually causes each one, and what to do next.
How Google Business Profile verification works now
Google picks the verification methods it offers you, based on your business category, location, history and the details you entered. You may see one or more of these:
- Phone call or text: a code sent to the business phone number.
- Email: a code sent to an email address, often one on your website domain.
- Video recording: a short, continuous video that you record and upload from the Google Maps app or your profile.
- Live video call: a call with a Google support person who asks you to show your business.
- Postcard by mail: a code sent to your address. This is less common than it used to be.
You cannot choose a method Google does not offer you. If the only option is video, the fastest route is to do the video well rather than wait for a different option to appear.
Problem 1: the verification video was rejected
Video verification is now the most common method for many new profiles, and also the most common source of frustration. Rejections usually come down to one of these:
- The clip was cut or edited. Google asks for one continuous recording. Stopping and starting, or adding music and text, often leads to a rejection.
- The location could not be matched. Start outside: show the street sign or a nearby landmark, the neighbouring shops, and your entrance, so the reviewer can match it to the address or service area on the profile.
- Nothing showed it is a business. Show permanent signage, branded items, equipment, stock, or a branded vehicle for service area businesses.
- Nothing showed you run it. Unlock the door, open the till or point of sale system, show a staff only area, or show business documents with the same name as the profile.
Before you record again, fix anything on the profile that does not match real life. If the profile name has extra keywords, or the address is a virtual office, a better video will not solve it. If you are in Pakistan, our guide to setting up a Google Business Profile in Pakistan covers video verification in more detail.
Problem 2: "verification unavailable" or no options shown
Sometimes Google shows no verification method at all, or says verification is not available right now. This usually happens when something about the profile needs a closer look: very recent edits, many edits in a short time, details that do not match other sources, or a category that Google checks more strictly, such as locksmiths and some home services.
- Stop making edits for a few days. Each edit can restart checks.
- Make sure the name, address, phone and website match your signage and your website exactly.
- Check the profile again after a few days. Options often appear once checks finish.
- If nothing changes, contact Google Business Profile support from the help centre and explain the situation briefly.
Problem 3: stuck on "pending review"
After a video upload, the profile may show as under review. Google says these reviews can take several business days, and sometimes longer. During this time, avoid editing the profile and do not upload another video, because a new submission can push you back in the queue. If the review has gone on far longer than Google says to expect, contact support with the profile name and the date you submitted.
Problem 4: someone else already owns the profile
If you search for your business and Google says the profile is already managed, a past employee, an old agency or a family member may have claimed it years ago. Choose the option to request access. Google sends your request to the current owner. If they do not reply within the time Google gives, you may be offered a way to claim it yourself.
Avoid creating a second profile to get around this. Duplicate profiles are one of the common causes of suspensions. Our guide on fixing a suspended Google Business Profile explains why.
Problem 5: Google asks you to verify again
A profile that was verified can be asked to verify again after big changes: a new name, a new address, a new primary category, a new phone number, or a change of owner. This is normal. To keep it from happening too often:
- Make important changes one at a time, and only when they are true, such as after a real move or rebrand.
- Update your website and signage first, so they match what you enter on the profile.
- Keep manager access limited to people you trust, and review it now and then.
Problem 6: verified, but still not showing
Verification does not mean instant visibility. New profiles often take a little time to appear for their own name, and longer to show for service searches like "plumber near me". If your profile is verified but you still cannot find it, work through why your business is not showing on Google Maps, which covers the nine most common causes. If you do show for your name but not your service, the job is ranking, and our guide on how to rank higher on Google Maps explains what helps.
Service area businesses and home addresses
If you visit customers rather than having them visit you, you can verify with a home address and then hide it, showing your service areas instead. Your video or other proof still needs to show a real business: tools, equipment, a branded vehicle or business documents. Setting this up wrongly is a common cause of failed verification, so read our guide to service area businesses on Google Maps before you start.
A checklist before you try again
- The business name matches your signage and website, with no extra words.
- The address is a real place where you work, or it is hidden because you serve customers at their location.
- The phone number answers and is on your website.
- The primary category honestly describes your main service.
- No other profile exists for the same business.
- You have one continuous video plan: street, business, proof you run it.
Want help?
Verification is often where small mistakes cost the most time. Our Google Business Profile management service includes setup and verification help, and is part of every affordable SEO plan. We cannot verify a profile on your behalf or speed up Google, and nobody honestly can, but we can check that everything is in order before you try again. Start with a free audit and a person on our team will look at your profile by hand.
Frequently asked questions
How long does Google Business Profile verification take?
It depends on the method. Phone, text and email codes are usually instant. Video recordings go to a review that Google says can take several business days, and sometimes longer. Wait for the result instead of submitting again while a review is pending.
Why was my verification video rejected?
The most common reasons are that the clip was cut or edited, the location could not be matched to the address, there was no visible signage or equipment, or it did not show that you manage the business. Record one continuous clip that shows the street, the business and proof you run it.
Can I verify a Google Business Profile without a postcard?
Usually, yes. Google now offers several methods, including phone or text, email, video recording and live video call. Which ones you see depends on your business type, location and history, and you cannot choose a method Google does not offer.
Why does Google keep asking me to verify again?
Big changes to the name, address, category or phone number, or a change of owner, can trigger a new verification. Make one change at a time, only when it is true, and keep the details the same as on your website and signage.
Someone else has already claimed my business. What do I do?
Use the request access option when you search for the business in Google Business Profile. Google contacts the current owner. If they do not reply within the time Google gives, you may be offered a way to claim it yourself.