Google Business Profile (GBP) verification confirms your business’s legitimacy to Google and unlocks crucial features like appearing in local search results and Google Maps. As of early 2026, verification relies heavily on a multi-layered system combining automated checks with manual review, and increasingly, field verification via trusted agents.
- Video Verification: Current systems include a quick video recording process demonstrating your business signage, point of sale, and operational setup.
- Postcard Verification (Still Available): While less common, postcard verification remains an option, particularly for businesses without a physical storefront or those facing issues with video verification. Expect longer processing times.
- Instant Verification (For Registered Businesses): If your Australian Business Number (ABN) is registered with ASIC and matches Google’s records, you may qualify for instant verification.
- Google Guaranteed Calls: Now features a verification step where Google calls your listed business number to confirm details.
In 2026, Australian businesses need to be aware of stricter compliance checks regarding address accuracy and service area definitions. Google is actively combating fraudulent listings, meaning verification can be more rigorous, especially for businesses operating in competitive industries or with previously flagged profiles. Maintaining accurate and consistent Name, Address, and Phone number (NAP) data across the web is paramount for a smooth verification process.
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