Understanding Verification vs. Suspension
Many business owners confuse Google Business Profile verification with suspension issues, leading to wasted time and incorrect solutions. While both can prevent your profile from appearing in search results, they're fundamentally different situations requiring different approaches.
Verification is a security measure. Google requires all business profiles to be verified to ensure they're managed by legitimate representatives of the business. It's a normal, expected part of setting up a GBP.
Suspension is a penalty. When Google suspends your profile, it means they've detected a violation of their guidelines. Your business has broken a rule, and Google has removed your profile from search results as punishment.
The confusion between these two is understandable—both prevent your business from showing up on Google Maps and Search. But the path to resolution is completely different for each.
What Is GBP Verification?
Verification is Google's way of confirming you're authorized to manage a business profile. When you create or claim a business profile, Google sends you a verification code through one of several methods:
Postcard verification: Google mails a postcard with a 5-digit code to your business address. This typically takes 5-14 days to arrive. You enter the code in your GBP dashboard to complete verification.
Phone verification: For some businesses, Google offers instant phone verification. You receive a code via automated call or text message and enter it immediately.
Email verification: Certain businesses with established Google Workspace accounts can verify via email.
Video verification: In some cases, Google requires a video walkthrough of your business location to confirm it exists and operates as stated.
Bulk verification: Businesses with 10+ locations can apply for bulk verification through a specialized process.
Until you complete verification, your profile exists but doesn't appear in search results or on Google Maps. Customers can't find you, call you, or get directions. But this is temporary and easily fixable by completing the verification process.
Key characteristic of verification: Your profile status shows "Needs verification" or "Pending verification." You haven't done anything wrong—you just haven't proven you're legitimate yet.
What Is GBP Suspension?
Suspension is completely different. When Google suspends your profile, they're penalizing you for violating their guidelines. Your profile is removed from search results, and you typically see a message like:
- "Your Business Profile has been suspended"
- "This listing is suspended"
- "Business Profile suspended for policy violations"
Suspensions happen for specific reasons, most commonly:
Keywords in business name: Adding extra keywords like "Best Plumber in Miami" to your business name violates Google's guidelines and frequently triggers suspension.
Service Area Business showing address: If you're an SAB (like a plumber or electrician who travels to customers) and you show your address publicly, Google will suspend you.
Virtual office violations: Using a virtual office, coworking space, or UPS Store address when you don't have a physical presence there.
Fake or misleading information: Providing false addresses, phone numbers, or business details.
Multiple profiles for same location: Creating duplicate listings for the same business at the same address.
Ineligible business types: Some business models (like lead generation sites or websites without physical business operations) aren't eligible for GBP.
Unlike verification, which is just a waiting period, suspension requires you to identify the violation, fix it, and appeal to Google for reinstatement. This process can take days, weeks, or even months depending on the severity and your response.
Key characteristic of suspension: Your profile explicitly says "suspended" and provides little to no explanation about why. You've violated a policy, and Google has punished you for it.
Why the Confusion Happens
Several factors contribute to business owners mixing up these two situations:
Both prevent visibility: Whether you're unverified or suspended, your business doesn't show up on Google Maps or Search. The end result—no customer traffic—feels identical.
Vague Google messaging: Google's notifications aren't always clear. Some business owners receive suspension notices that don't explicitly explain the violation, leaving them confused about whether it's a verification issue or actual penalty.
Timing coincidences: Sometimes businesses get suspended immediately after claiming or verifying their profile. This makes it seem like the verification triggered the suspension, when in reality Google detected policy violations during their review process.
Similar resolution paths: Both situations require you to log into your GBP dashboard and take action. This procedural similarity can blur the lines between the two.
How to Tell Which Situation You're In
Here's a simple diagnostic to determine whether you're dealing with verification or suspension:
Check your GBP dashboard status:
- If it says "Verify your business" or "Pending verification," you're in verification status
- If it says "Suspended" or "This listing has been suspended," you're dealing with a suspension
Review your timeline:
- Did you just create or claim this profile? It's likely verification
- Has your profile been live and working for weeks or months before suddenly disappearing? It's likely suspension
Look for policy violations:
- Does your business name contain keywords or descriptors?
- Are you a service area business showing your address?
- Did you recently make changes to your profile? If yes to any of these, you're probably suspended
Check your email:
- Google sends verification codes and instructions via email for unverified profiles
- Google sends suspension notices (though not always clear ones) for policy violations
Try to edit your profile:
- Unverified profiles can typically still be edited in the dashboard
- Suspended profiles often have restricted or disabled editing capabilities
What to Do for Verification Issues
If you're dealing with verification (not suspension), the solution is straightforward:
Complete the verification process: Enter the code from your postcard, phone call, text message, or email. If you didn't receive a verification code, request a new one through your GBP dashboard.
Wait patiently: Postcards take 5-14 business days. Don't request multiple verification codes—this can delay the process or trigger additional security checks.
Ensure address accuracy: If your postcard keeps getting returned, verify your business address is correct and formatted properly in your GBP dashboard.
Contact GBP support for help: If you've waited longer than 14 days without receiving a postcard, or if verification options aren't appearing in your dashboard, contact Google Business Profile support for assistance.
Consider alternative verification methods: If postcard verification isn't working, ask support if you're eligible for phone, email, or video verification.
Verification is not a punishment—it's a security measure. Once completed, your profile goes live immediately (assuming there are no other issues).
What to Do for Suspension Issues
If you're suspended, you need a different approach:
Identify the violation: Review Google's Business Profile guidelines carefully. Common violations include keywords in business name, SAB address visibility, virtual offices, and fake information.
Fix the problem: Remove keywords from your business name, hide your address if you're an SAB, update to a legitimate physical address, or correct any misleading information.
Request reinstatement: Once you've corrected the violation, fill out the Business Profile reinstatement form. Explain what you fixed and why your profile now complies with guidelines.
Provide documentation: Google may request proof of your business legitimacy—utility bills, business licenses, photos, tax documents, etc. Have these ready.
Be patient but persistent: Reinstatement can take days to weeks. If you don't hear back within 5-7 business days, follow up.
Use our diagnostic tool: If you're unsure what caused your suspension, run our free diagnostic tool to identify likely violations based on your business type and profile details.
Common Mistakes That Make Things Worse
Mistake 1: Treating suspension like verification Business owners sometimes think they just need to "re-verify" their suspended profile. But verification codes won't fix a suspension—you need to address the policy violation and appeal.
Mistake 2: Treating verification like suspension Conversely, some owners panic when they see "pending verification" and think they've been penalized. They start removing information or making unnecessary changes, which can actually create problems.
Mistake 3: Creating a new profile Whether you're unverified or suspended, creating a new profile is almost never the right solution. For verification, just complete the process. For suspension, creating a new profile often results in that profile being suspended too (and can make reinstatement harder).
Mistake 4: Ignoring the root cause If you're suspended, you must fix the underlying violation before requesting reinstatement. Appealing without making changes wastes time and reduces your chances of success.
Key Takeaways
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Verification is normal and temporary: Every new GBP must be verified. It's not a penalty—just a security measure. Complete the verification process and you're done.
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Suspension is a penalty for violations: If you're suspended, you've broken a Google guideline. You must identify the violation, fix it, and appeal for reinstatement.
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Check your dashboard status: The exact wording will tell you which situation you're in. "Needs verification" vs "Suspended" are very different.
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Don't panic: Both situations are fixable. Verification takes 1-14 days. Suspension takes longer but is still resolvable with the right approach.
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Use the right solution: Don't try to verify a suspended profile or appeal an unverified one. Match your response to your actual situation.
Need help determining your specific situation? Run our free diagnostic tool to get personalized guidance on whether you're dealing with verification, suspension, or another issue entirely.