The Google Business Profile landscape has undergone significant changes in 2025, with new restrictions on verification attempts, consolidated review management, and enhanced transparency features. Here’s what business owners and SEO professionals need to know about these critical updates.
Google Severely Limits Video Verification Attempts
The most significant change affecting business owners is Google’s unofficial but strictly enforced limit on video verification attempts. While Google hasn’t published an official number, multiple sources confirm that businesses are effectively limited to 2-3 video verification attempts before being flagged by Google’s AI systems.
According to discussions on Google’s official support forums, businesses that fail video verification multiple times face automatic blocks on further attempts, forcing them into slower verification methods or lengthy support escalations. As one affected user noted in Google’s support thread: “I can’t get verified with video after multiple attempts over months.”
The practical impact is severe: Google’s AI now flags profiles for “suspicious activity” after just a few failed attempts, dramatically reducing approval odds for subsequent submissions. This represents a major shift from previous years when businesses could repeatedly attempt verification until successful.
Sources: Google Business Support Thread, MapLabs Verification Guide, Dietz Group Analysis
Enhanced Reverification Requirements After Suspensions
Google has significantly increased reverification requirements for previously suspended business profiles. The company now demands more comprehensive documentation and video evidence, particularly affecting service-based businesses that weren’t traditionally targeted by strict verification measures.
This change impacts legitimate businesses that have had their profiles suspended and successfully reinstated. According to Search Engine Roundtable, “Google is now requiring more suspended/reinstated profiles to undergo reverification, with heavy emphasis on video and documentation.”
The reverification process now mirrors the stringent requirements typically reserved for high-risk business categories, suggesting Google is casting a wider net to combat fraudulent listings.
Source: Search Engine Roundtable – Reverification Increases
One-Shot Appeal System with 60-Minute Evidence Window
Google has implemented a new “one-shot” appeal system for suspended or disabled profiles, giving business owners just one opportunity to submit their evidence within a strict 60-minute timeframe.
The new process eliminates second chances. Once you begin the appeal process, you have exactly 60 minutes to gather and submit all supporting documentation. There are no extensions, no additional opportunities, and no mercy for incomplete submissions.
While Google claims this provides “marginally more transparency,” the reality is a high-pressure system that leaves no room for error or additional evidence gathering.
Source: Google Business Profile Official Support – Fix Suspended Profiles
Local Services Ads Reviews Consolidated into GBP
Starting July 2025, Google has moved all Local Services Ads (LSA) reviews into the main Google Business Profile system, ending the separate review management for LSA accounts.
This consolidation may cause visible fluctuations in review counts and ratings as Google applies its stricter Business Profile review policies to previously LSA-managed reviews. Some businesses may see sudden changes in their overall rating or review count as the systems merge.
The change streamlines review management but may catch businesses off-guard with unexpected rating adjustments during the transition period.
Source: Search Engine Roundtable – LSA Reviews Management Change
New Status Tracking Feature for Profile Changes
In a rare move towards transparency, Google has introduced a “Check Status” feature that allows business owners to monitor the progress of profile edits, appeals, and reinstatement requests directly within the GBP dashboard.
This represents the most significant transparency improvement in years. Previously, business owners were left in the dark about their submission status, often waiting weeks or months without updates on appeals or profile changes.
The feature provides real-time status updates on:
- Profile edit approvals
- Appeal processing
- Reinstatement request progress
- Verification submission status
Source: Search Engine Roundtable – Check Status Feature
Strategic Implications for Business Owners
These changes collectively represent Google’s move towards stricter verification standards while providing better transparency for approved businesses. The key takeaway is clear: preparation and accuracy are now critical for first-time success.
For video verification specifically, businesses must ensure:
- One continuous, unedited recording under 2 minutes
- Clear documentation of business location, signage, and operational proof
- Stable internet connection and proper lighting
- All business information is accurate and consistent across platforms
The days of “trial and error” verification attempts are over. With limited attempts and no second chances on appeals, businesses must approach Google Business Profile management with the same precision typically reserved for major platform launches.Google Business Profile Updates: Major Changes to Verification and Review Management
The Google Business Profile landscape has undergone significant changes in 2025, with new restrictions on verification attempts, consolidated review management, and enhanced transparency features. Here’s what business owners and SEO professionals need to know about these critical updates.
Google Severely Limits Video Verification Attempts
The most significant change affecting business owners is Google’s unofficial but strictly enforced limit on video verification attempts. While Google hasn’t published an official number, multiple sources confirm that businesses are effectively limited to 2-3 video verification attempts before being flagged by Google’s AI systems.
According to discussions on Google’s official support forums, businesses that fail video verification multiple times face automatic blocks on further attempts, forcing them into slower verification methods or lengthy support escalations. As one affected user noted in Google’s support thread: “I can’t get verified with video after multiple attempts over months.”
The practical impact is severe: Google’s AI now flags profiles for “suspicious activity” after just a few failed attempts, dramatically reducing approval odds for subsequent submissions. This represents a major shift from previous years when businesses could repeatedly attempt verification until successful.
Sources: Google Business Support Thread, MapLabs Verification Guide, Dietz Group Analysis
Enhanced Reverification Requirements After Suspensions
Google has significantly increased reverification requirements for previously suspended business profiles. The company now demands more comprehensive documentation and video evidence, particularly affecting service-based businesses that weren’t traditionally targeted by strict verification measures.
This change impacts legitimate businesses that have had their profiles suspended and successfully reinstated. According to Search Engine Roundtable, “Google is now requiring more suspended/reinstated profiles to undergo reverification, with heavy emphasis on video and documentation.”
The reverification process now mirrors the stringent requirements typically reserved for high-risk business categories, suggesting Google is casting a wider net to combat fraudulent listings.
Source: Search Engine Roundtable – Reverification Increases
One-Shot Appeal System with 60-Minute Evidence Window
Google has implemented a new “one-shot” appeal system for suspended or disabled profiles, giving business owners just one opportunity to submit their evidence within a strict 60-minute timeframe.
The new process eliminates second chances. Once you begin the appeal process, you have exactly 60 minutes to gather and submit all supporting documentation. There are no extensions, no additional opportunities, and no mercy for incomplete submissions.
While Google claims this provides “marginally more transparency,” the reality is a high-pressure system that leaves no room for error or additional evidence gathering.
Source: Google Business Profile Official Support – Fix Suspended Profiles
Local Services Ads Reviews Consolidated into GBP
Starting July 2025, Google has moved all Local Services Ads (LSA) reviews into the main Google Business Profile system, ending the separate review management for LSA accounts.
This consolidation may cause visible fluctuations in review counts and ratings as Google applies its stricter Business Profile review policies to previously LSA-managed reviews. Some businesses may see sudden changes in their overall rating or review count as the systems merge.
The change streamlines review management but may catch businesses off-guard with unexpected rating adjustments during the transition period.
Google Local Service Ads are not yet available in Australia, but this is worth noting as a roll out is expected down under!
Source: Search Engine Roundtable – LSA Reviews Management Change
New Status Tracking Feature for Profile Changes
In a rare move towards transparency, Google has introduced a “Check Status” feature that allows business owners to monitor the progress of profile edits, appeals, and reinstatement requests directly within the GBP dashboard.
This represents the most significant transparency improvement in years. Previously, business owners were left in the dark about their submission status, often waiting weeks or months without updates on appeals or profile changes.
The feature provides real-time status updates on:
- Profile edit approvals
- Appeal processing
- Reinstatement request progress
- Verification submission status
Source: Search Engine Roundtable – Check Status Feature
Strategic Implications for Business Owners
These changes collectively represent Google’s move towards stricter verification standards while providing better transparency for approved businesses. The key takeaway is clear: preparation and accuracy are now critical for first-time success.
For video verification specifically, businesses must ensure:
- One continuous, unedited recording under 2 minutes
- Clear documentation of business location, signage, and operational proof
- Stable internet connection and proper lighting
- All business information is accurate and consistent across platforms
The days of “trial and error” verification attempts are over. With limited attempts and no second chances on appeals, businesses must approach Google Business Profile management with the same precision typically reserved for major platform launches.
Additional sources: Dalton Luka Verification Methods, Janis Digital Complete Guide