Google Business Profile Overhaul: Critical Changes to Verification and Review Systems Hit US Market

Google has rolled out sweeping changes to its Business Profile platform throughout 2025, introducing stricter verification protocols, consolidated review management, and improved status tracking features. 

These updates are primarily affecting the US market at present, but Australian businesses should monitor these developments closely as Google typically implements changes in a phased rollout across international markets.

Video Verification Attempts Now Severely Restricted

The most critical development for business owners is Google’s implementation of an undisclosed but rigorously enforced limit on video verification attempts. 

While no official figure has been published, evidence from multiple industry sources indicates businesses are practically restricted to 2-3 video verification attempts before triggering Google’s automated flagging systems.

Data from Google’s own support communities reveals that businesses experiencing multiple video verification failures now face automatic blocks preventing further attempts. This forces them into alternative verification pathways that are typically slower and more cumbersome. One frustrated business owner documented their experience: “I can’t get verified with video after multiple attempts over months.”

The operational reality is harsh: Google’s AI systems now classify repeated failed attempts as “suspicious behaviour,” significantly diminishing approval probability for subsequent submissions. This marks a fundamental departure from previous practices where businesses could persist with verification attempts until achieving success.

Sources: Google Business Support Community, MapLabs Verification Documentation, Dietz Group Technical Analysis

Stricter Reverification Protocols for Previously Suspended Profiles

Google has substantially tightened reverification requirements for business profiles that have experienced previous suspensions. The platform now mandates comprehensive documentation packages and enhanced video evidence, with particular impact on service-based businesses that historically faced less stringent verification processes.

This development directly affects legitimate businesses that have successfully recovered from profile suspensions. According to industry analysis from Search Engine Roundtable, “Google is now requiring more suspended/reinstated profiles to undergo reverification, with heavy emphasis on video and documentation.”

The reverification framework now mirrors the intensive requirements previously reserved for high-risk business categories, indicating Google’s broader approach to combating fraudulent business listings across all sectors.

Source: Search Engine Roundtable – Reverification Requirements

Single-Attempt Appeal Process with 60-Minute Submission Window

Google has introduced a restrictive “single-opportunity” appeal mechanism for suspended or disabled business profiles, providing owners with just one chance to submit comprehensive evidence within a rigid 60-minute timeframe.

This system eliminates any possibility of supplementary submissions. Once the appeal process commences, businesses have precisely 60 minutes to compile and submit all supporting materials. The system provides no extensions, additional opportunities, or allowances for incomplete documentation.

While Google positions this as offering “enhanced transparency,” the practical outcome is a high-stakes environment that demands perfect preparation and leaves no margin for procedural errors.

Source: Google Business Profile Support Documentation

Local Services Ads Reviews Integrated into Main GBP System

From July 2025, Google has migrated all Local Services Ads (LSA) reviews into the central Google Business Profile ecosystem, discontinuing separate review management for LSA accounts.

This integration may trigger noticeable fluctuations in review volumes and average ratings as Google applies its more stringent Business Profile review standards to previously LSA-managed content. Some businesses may experience unexpected variations in their overall ratings or review counts during the system consolidation process.

While this change streamlines review administration, it may catch businesses unprepared for sudden rating modifications during the integration period.

While Google LSAs are not yet available in Australia, we expect a rollout by 2026.

Source: Search Engine Roundtable – LSA Review Integration

Enhanced Status Monitoring for Profile Modifications

In an unusual move towards operational transparency, Google has launched a “Status Check” feature enabling business owners to track the progress of profile edits, appeals, and reinstatement requests directly through the GBP interface.

This represents the most substantial transparency enhancement in recent years. Previously, business owners operated without visibility into submission status, frequently waiting extended periods without updates regarding appeals or profile modifications.

The feature delivers real-time progress updates covering:

• Profile modification approvals
• Appeal processing stages
• Reinstatement request advancement
• Verification submission tracking

Source: Search Engine Roundtable – Status Monitoring Feature

Strategic Considerations for Australian Businesses

These modifications collectively demonstrate Google’s shift towards more rigorous verification standards while providing improved transparency for compliant businesses. The fundamental message is unambiguous: meticulous preparation and accuracy are now essential for initial success.

Regarding video verification protocols, businesses must guarantee:

• Single continuous, unedited recording under 2 minutes duration
• Comprehensive documentation of business location, signage, and operational evidence
• Reliable internet connectivity and adequate lighting conditions
• Complete accuracy and consistency of business information across all platforms

The era of “iterative attempt” verification strategies has concluded. With restricted attempts and no appeal alternatives, businesses must approach Google Business Profile management with the precision typically applied to major platform deployments.

Australian Market Implications and Monitoring

It’s crucial to understand that these changes are predominantly observed within the US market currently. Google’s standard practice involves staged international rollouts, typically beginning with the United States before expanding to other English-speaking markets including Australia.

Australian SEO professionals and business owners should:

• Monitor their current GBP verification experiences for similar restrictions
• Prepare for potentially stricter requirements in coming months
• Document existing verification processes thoroughly
• Stay informed about official Google announcements regarding international deployments
• Consider implementing stricter internal verification standards proactively

The Australian market’s close alignment with US digital marketing practices suggests these changes will likely appear locally within 3-6 months of US implementation.

Additional sources: Dalton Luka Verification Methodology, Janis Digital Comprehensive Guide

These updates signal Google’s ongoing evolution towards automated, AI-driven business verification with reduced tolerance for procedural errors or incomplete submissions.

Australian businesses and their digital marketing representatives must prepare for these changes, treating each verification attempt as potentially their sole opportunity for platform approval.

Recommendation for Australian businesses: Begin implementing stricter verification preparation protocols immediately, even while these restrictions remain primarily US-focused. Early preparation will provide significant advantages when these changes reach the Australian market.