To open a Google Business Profile, first confirm that your business is eligible and check whether it already has a listing. If it does not, sign in to the Google Account that should manage it, visit business.google.com/add, enter the business details, and complete the verification method Google offers. Claim an existing unverified listing; if another person controls a verified one, request access instead of creating a duplicate. Adding or claiming a profile is free.
Check whether your business qualifies
Google’s core rule is that a business must make in-person contact with customers during its stated hours. As Google Business Profile Help puts it in its “Business eligibility and ownership guidelines,” “To be eligible for a Business Profile, any business must make in-person contact with customers during its stated hours.”
Online-only businesses, lead-generation companies, certain rental properties, and classes or services held at places the business has no authority to represent are among the examples Google lists as ineligible. Google describes limited exceptions, so review its eligibility rules if your situation is unusual.
Only the owner or an authorized representative may verify and manage the profile. A representative needs the owner’s express consent, should work directly with the owner during verification, and must keep the owner informed. Google says the owner should retain control and can invite helpers through profile access.
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Choose the right path for the listing
| What you find | What to do |
|---|---|
| No profile for the business | Add a new profile at business.google.com/add. |
| An existing profile that is not verified | Claim or manage that listing, then follow the verification steps shown. |
| A verified profile controlled by someone else | Request access or ownership through Google’s process rather than creating a duplicate. |
Before starting, sign in to the Google Account that should manage the profile. An existing Google Account is enough; it does not have to use a Gmail address. Search the business name and city on Google Search or Maps while signed in to check for an existing listing.
Add, claim, or request access
- No listing: Go to business.google.com/add, choose the add-business flow, enter the requested details, and select the verification option Google displays.
- Unverified listing: Open the existing listing and choose the claim or manage action. Follow its verification steps rather than creating another profile.
- Verified listing owned by another person: Use Google’s request-access process. For a storefront or hybrid business, Google directs owners to business.google.com/add, select the business, and request access. The current owner receives notice and has three days to respond. If there is no response, Google may offer a claim-and-verify option, but says it is not always available.
Complete the verification Google offers
Google determines the available verification methods based on factors such as business type, public information, region, and business hours. You cannot freely choose or change the methods, and some profiles may need more than one. Depending on the profile, Google may offer phone or SMS, email, a live video call, or mail; not every business gets every option. Follow the instructions shown in your account.
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- Phone or text: The business must be able to receive the code directly. Google says interactive voice response systems will not receive it.
- Email: Make sure you can access the address shown for verification.
- Live video call: Be at the business during its stated hours. Be ready to show the location, business equipment or products, and evidence that you manage the business, such as access to employee-only areas.
- Mail or postcard: Confirm the mailing address first. While waiting, do not change the business name, address, or category. Request a replacement code only if needed: sending a new one invalidates the previous code.
Keep verification codes private. Google says it will never ask you to share the code.
Google says verification reviews take up to five business days after you complete the steps, though rare delays may be longer. It says most postcard codes arrive within 14 days and mail codes expire after 30 days. These are expected timelines, not guarantees. Some profiles may be verified instantly, including after Search Console website verification or bulk verification.
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Enter accurate business information
- Name: Use the name shown in the real world on signage and other branding.
- Category: Choose the most specific accurate primary category for the main activity. Do not add categories as keywords.
- Address and service area: Enter a full, accurate address. If customers are not served at that address, Google’s editing guidance says the address can be hidden. A service-area business can list the area it actually serves.
- Contact details and hours: Keep the phone number, website, and stated hours accurate.
After verification, sign in to the linked Google Account to edit the profile on Search or Maps. The controls vary somewhat by device and operating system, and Google may review changes before publishing them. A move or certain major information changes may require verification again.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What a Google Business Profile does—and does not do
A Business Profile helps an eligible business manage how it appears on Google Search and Maps. It is not a separate storefront website, and opening one does not replace the need to provide accurate business information. Google does not require a particular device or physical product to create a profile; a phone or camera may be useful if video verification is offered, but other methods may be available instead.
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