Updated 31 October 2026. Google changes its process often and does not publish every rule, so treat this as practical guidance, not an official statement.
Many business owners create a Google Business Profile and then get stuck on verification. The message may say the video could not be reviewed, a code never arrived, or that "further verification is required". Here is what usually causes it and what to do.
How verification works today
Google decides which method to offer: video, phone or text, email or postcard. Trade coverage such as Search Engine Roundtable has reported that even small profile updates can sometimes trigger re-verification, and another report says Google may contact businesses by call, text or WhatsApp to confirm details. Because the system is automated and changes over time, the safest approach is to keep your information accurate and consistent from the start.
Common reasons verification fails
- The video does not prove the location. It starts indoors, skips the signboard or cuts between clips.
- No visible signage or business proof. Reviewers want to see the name, tools, stock or workspace.
- Shared or virtual address. Co-working spaces and mailing addresses often fail unless you can show you operate there.
- Name mismatch. The profile name differs from the signboard, bills or website.
- Service-area confusion. You hid the address but still need to prove a base location.
- Repeated edits. Changing name, category or address many times raises review flags.
- Duplicate profiles. Another listing for the same business already exists.
What to do before you try again
- Read the exact rejection reason in the profile status.
- Fix the cause, for example make the signboard clearly visible or update the profile name to match reality.
- Wait for pending edits to finish before submitting anything new.
- Record a fresh video: one continuous take from the street, to the entrance, inside, and to equipment or work in progress.
- Have a business document ready if Google asks for it.
If you never receive a code or postcard
- Check the phone number and email on the profile for typos.
- Look in spam folders and SMS filters.
- Postcards can take several days and are not offered everywhere. If an option is not available, try the method Google shows.
If the profile is suspended
A suspension is different from failed verification. It usually means Google found a guideline issue such as a keyword-stuffed name, an ineligible address or suspicious activity. Fix the problem first, gather proof of the business (registration, bills, photos of signage and premises), then submit the reinstatement request once with a clear explanation. Nobody can promise the outcome, so be careful with anyone who does.
How to avoid verification trouble
- Create the profile with your real business name and address.
- Keep name, address and phone identical on your website and listings.
- Batch your edits instead of changing small things every day.
- Do not create a second profile when the first has a problem.
Get help
We prepare the evidence, correct the profile and guide you through each step. See the Google Business Profile setup and verification service or book a free call. For the basics, read how to create a Google Business Profile.