After creating or claiming your Google Business Profile, the next required step is verification. Google uses this to confirm you're the legitimate owner or manager of the business — not a competitor or bad actor making changes to your listing.
Until your profile is verified, it won't appear prominently in local search results and you won't be able to respond to reviews. Verification is non-negotiable.
Verification methods
Google offers several methods depending on your business type and location. You'll see which options are available to you during the setup process.
Postcard by mail
The most common method. Google mails a postcard with a 5-digit verification code to your business address. This typically takes 5–14 days. When it arrives, log in to your Business Profile and enter the code.
Important: do not change your business name, address, or category while waiting for the postcard — this resets the verification and a new postcard is sent.
Phone or SMS
Some businesses are eligible for phone verification. Google calls or texts a code to the business phone number on file. This is instant. If this option appears, it's the fastest path.
Eligible businesses can verify via email. Google sends a code to the email address on your profile. Click the verification link or enter the code to complete the process.
Instant verification
If your business website is already verified in Google Search Console and uses the same Google Account, you may be eligible for instant verification — no code required. This is the fastest option if it's available to you.
Video verification
For some business types, Google requires a short video showing your business location, signage, and equipment. You record this directly in the Google Business Profile app. It's reviewed manually, which can take a few days.
After you verify
Once verified, your profile becomes fully live. You can:
- Respond to customer reviews
- Edit your business information freely
- Add photos and posts
- Access insights on how customers find you
This is also the point at which your Google review link becomes stable and reliable — making it safe to programme into your NFC cards and QR plaques.
If verification isn't working
If the postcard hasn't arrived after 14 days, log back into your profile and request a new one. Make sure the address on your profile exactly matches your physical premises. If you've exhausted the standard options, Google offers a support request route through the Business Profile dashboard.