How To Fix GBP Verification Issue? (Google Business Profile)
If your Google Business Profile (GBP) verification is stuck, failing, or looping back to “Verify again”, you’re not alone. The good news? In most cases, it’s a fixable checklist problem — not a mystery. Let’s walk through it together (in plain English), step-by-step.
Table of Contents
- Why is my GBP verification failing?
- Common causes of GBP verification issues
- What to fix before you verify again
- Video verification checklist (passes more often)
- What to do if your postcard is not received
- How to resolve ownership conflicts
- What to do when verification fails repeatedly
- FAQs (quick answers)
Get a Free GBP Verification Audit
If you’re tired of guessing, share your details below. We’ll reply with the most likely reason your verification is failing and what to do next (in a simple, actionable list).
Why is my GBP verification failing?
Let’s start with the honest truth: GBP verification fails for reasons that are usually boring. It’s rarely “Google hates my business.” It’s more often one of these: an address Google can’t validate, mismatched business info across the web, duplicate listings, or a verification method (like video) that doesn’t show enough proof.
Think of verification like airport security. You might be a completely legitimate traveler, but if your boarding pass doesn’t match your ID, or your luggage looks suspicious on the scanner, you’ll get pulled aside. Same story here — we just need your profile to “match” your real-world business.
- Incorrect or ineligible address (virtual office, PO Box, mailbox stores)
- NAP inconsistency (Name/Address/Phone mismatch across site & directories)
- Duplicate profiles competing for the same business
- Ownership conflicts (someone else already controls the listing)
- Video/postcard process issues (proof not clear, postcard not arriving)
Common causes of GBP verification issues (and what they really mean)
Here’s how to “decode” the most common situations so you stop wasting time doing random retries.
1) “Verification failed”
Usually means the system couldn’t confidently match your business to the real world. Most often: address issues,
duplicates, or too many edits during verification.
2) “Additional review needed”
That’s basically Google saying: “We need more proof.” This happens with sensitive categories, high-spam niches,
or brand-new listings with weak online signals.
3) Video rejected
Usually not because your business is wrong — but because the video didn’t show the right evidence (or it was shaky,
edited, too short, or missed signage/operations).
4) Postcard never arrives
This can be postal delays, but it can also be address formatting, missing suite/shop info, or pin location mismatch.
What to fix before you verify again (do this first)
Before you click “Try again,” do these checks. This is the “boring setup” that dramatically increases success rate. If you skip this, you may end up stuck in a loop for days.
1) Make your business details consistent everywhere
NAP consistency sounds technical, but it’s simple: your Name, Address, and Phone should match exactly on: your website footer, contact page, major directories (JustDial, Sulekha, IndiaMart where relevant), and your GBP.
Even small variations like “Road” vs “Rd” can cause mismatches. Pick one format and stick to it. Also, ensure the same phone number is used everywhere — avoid switching numbers during verification.
2) Confirm your address is eligible
If you’re using a virtual office, PO Box, or mailbox address, verification often fails. Google typically wants a real place where the business operates. If you’re a service-area business (SAB), you may need to hide your address and verify via allowed methods.
3) Remove duplicates (this one is huge)
Duplicate listings are a common silent killer. If there’s already a listing for the same business at the same location, verification can fail or ownership gets messy.
- Search your business name on Google Maps.
- Search your phone number on Google Maps.
- Search your address on Google Maps.
If you find duplicates, focus on resolving them before verifying again. It saves you a lot of pain.
4) Strengthen “trust signals” (quick wins)
If your business is brand-new online, Google sometimes asks for extra proof. Quick improvements:
- Make sure your website has your NAP clearly visible.
- Add basic pages: About, Contact, Services.
- Use a domain email (like name@yourdomain.com) if possible.
- Get a few legitimate citations on relevant directories.
Video verification checklist (passes more often)
Video verification can feel intimidating, but it’s basically “show and prove.” The easiest way to pass is to film like you’re giving a friend a quick tour: outside → signage → inside → proof you work there.
Goal of the video: prove (1) the location exists, (2) the business matches the name, and (3) you have access to operate there.
- Start outside: show street, building entrance, and your signage (if signage exists).
- Show the address context: nearby landmarks or the nameplate if present.
- Walk inside: show interior workspace, branding, equipment, staff area, reception, etc.
- Show proof of management: unlock a door, open a register, access staff-only area (as applicable).
- Keep it natural: don’t edit, don’t add text overlays, don’t stitch clips.
A small tip: keep the video steady, good lighting, and make sure signage is readable. If you’re a service-area business, focus on your equipment, vehicle branding, uniforms, invoices, tools — anything that proves real operations.
What to do if your postcard is not received
Postcard verification is old-school and slow, but it still works. If the postcard isn’t coming, do these checks in order:
1) Confirm the address formatting
Make sure shop number, floor, building name, and nearby details are included. If you’re in India, the smallest missing detail can mean “returned to sender” or never delivered.
2) Avoid changing your address while waiting
If you edit the address after requesting a postcard, the request may reset. Keep it stable until you either receive it or request again.
3) Use the “Postcard not received” option (if available)
In your GBP dashboard, Google sometimes gives an option to request another postcard after a waiting period. If you request multiple times back-to-back, you can accidentally delay the process — so do it carefully.
Resolving ownership conflicts (someone else owns the listing)
This happens a lot: a previous agency created the listing, a former employee verified it, or someone accidentally used their personal account. The fix is usually a clean ownership transfer request.
- Use Google’s “request access” option from your Business Profile Manager.
- If access is approved, complete the handover and update manager roles properly.
- If denied or ignored, follow the escalation options shown in your dashboard (often includes proof steps).
Once you regain access, don’t rush into heavy edits. First confirm your core details are correct, then proceed with verification or updates.
What to do when verification fails repeatedly (the smart reset)
If you’ve tried 2–3 times and keep failing, don’t keep smashing the same button. That usually makes things worse. Do a “smart reset” instead:
- Stop edits for 48 hours (name/address/category/pin location).
- Check duplicates and resolve them first.
- Fix NAP consistency across your website + primary directories.
- Try the most reliable method available (often video or postcard depending on your setup).
- If you get “additional review”, strengthen trust signals and provide clear proof.
And if you’re in a competitive category (or your business model is easy to spam), Google naturally asks for more proof. That’s not bad news — it just means you need to be extra clear.
FAQs (quick answers)
How long does GBP verification take?
It depends on the method. Some methods can be fast, while postcard or additional review can take longer. The best thing you can do is avoid resets by keeping details stable.
Can I verify a service-area business without showing my home address?
In many cases, yes. Service-area businesses often hide their address and verify via methods Google offers. The key is proving legitimate operations and service area.
Why does Google keep asking me to verify again?
Common reasons: core edits during verification, duplicates, ineligible address, or weak online trust signals. Follow the “What to fix before verifying again” section above — it’s usually one of those.
Do reviews help with verification?
Reviews are great, but they’re not usually the main verification blocker. That said, strong real-world signals (website, citations, consistent NAP) can make your business feel more “real” to Google systems.
Final thoughts
GBP verification issues are annoying — but the fix is almost always a checklist: stable profile details, eligible address, no duplicates, consistent NAP, and strong proof (especially for video). If you want, fill the audit form above and we’ll tell you what’s most likely blocking your verification.