Short answer: Between early September and early October 2026, Google changed several things on Google Business Profile, the listing behind your business in Google Maps and the local results. The ones that matter most for local businesses: you now have 4 days to reject a suggested edit before Google may publish it, posts with unverified phone numbers, emails or social handles may be removed, and agencies that file repeated unfounded complaints may have all future complaints ignored. Some other changes are still tests. This page separates what Google has documented from what people have only spotted, and explains what to do for each one.
The Changes at a Glance
| Change | Status | Reported | What to do |
|---|---|---|---|
| 4-day window to accept or reject suggested edits | In Google’s help page | 23 Sep 2026 | Turn on notifications; check edits quickly |
| Posts with unverified contact info may be removed | In Google’s help page | 25 Sep 2026 | Remove phone/email/handles from post text; use buttons |
| “Misuse of support channels” policy | In Google’s third-party policy | 29 Sep 2026 | Only report genuine violations, with evidence |
| Temporary review pause after a spam-review spike | Notification emails to owners | 22 Sep 2026 | No action needed; appeal if real reviews vanish |
| “Submit a business photo” verification option | Spotted, not yet in the help page | 4 Sep 2026 | Make sure your signage shows your exact business name |
| “Set your hours automatically” from a text description | Test | 24 Sep 2026 | Check the result if you see it |
| Google Maps asks users to sign in to see all reviews | Spotted, not confirmed by Google | 30 Sep 2026 | Make your best reviews visible on your own website too |
1. You Now Have 4 Days to Reject a Suggested Edit
Anyone can suggest an edit to a business listing: new hours, a different phone number, a changed category, even a “permanently closed” label. Google’s help page on editing your profile now says that when an edit needs your review you may get an email or an in-product notification, and that you have 4 days to accept or reject it. If you don’t respond, Google may publish the change automatically when other public information, such as your website, supports it. Google also notes that some edits can be applied without your review when they are needed to meet its policies.
What to do:
- Make sure the email address that owns the profile is one somebody actually reads, and turn on Business Profile notifications.
- Check that your website shows the same business name, phone number and opening hours as your profile. Because Google may use public sources to decide an edit, an outdated contact page can work against you.
- If you use an agency, agree who checks the notifications. Four days passes quickly over a weekend or a holiday.
2. Posts With Unverified Phone Numbers Can Be Removed
Google’s Posts help page now says Google may remove posts with unverified contact information, which includes phone numbers, email addresses and social media handles. Its suggestion is to attach a Call now button instead, which uses the phone number already verified on your profile. Earlier wording simply said phone numbers weren’t allowed in post content, so the rule now covers more types of contact details.
We have seen this ourselves: on 1 October 2026 a post we prepared for a client’s profile was rejected, and the phone number in the post text was the cause.
What to do: keep posts about the offer or the update itself. Put the action in a button (Call now, Book, Learn more) linking to the right page on your website. Avoid adding your WhatsApp number, Instagram handle or email in the text.
3. A New Policy on Misusing Support Channels
Google added a section called “Misuse of support channels” to its third-party policy for Business Profile, the rules that apply to agencies and anyone managing profiles for clients. It asks users not to misuse the support portal or flood it with invalid requests. It also says that repeated unfounded submissions, such as false or misleading reports or reports made in bad faith, can lead to all further complaints being rejected without assessment.
What to do: report reviews only when they genuinely break Google’s rules, for example fake reviews, conflicts of interest or off-topic content, and include evidence. Reporting every one-star review is now a risk to your ability to get help when you really need it. The same section of the policy also covers agency transparency, such as telling clients about changes and honouring ownership requests. Business owners should always keep ownership of their own profile.
4. Google May Pause New Reviews After a Spam-Review Spike
Some business owners received an email titled “Protecting your Business Profile from spam reviews”. According to the notice, Google’s systems detected an unusual surge of fake reviews, removed them, and temporarily paused new ratings, reviews and other contributions. The pause is typically lifted within a few days.
What to do: nothing, in most cases. If you believe real customer reviews were removed, the notice gives you a way to request a review. Don’t respond by asking a large group of customers to review you on the same day. A sudden burst of reviews is exactly what spam filters look for. Ask customers steadily, as part of your normal process.
5. Photo Verification: Spotted, but Not for Everyone
New profiles have been seen with a fifth verification option, “Submit a business photo”, alongside phone or text, email, video and postcard. The reported requirements are a photo that shows the business name on a permanent fixture, such as a signboard, with the entire storefront in a single frame. Google’s verification methods page did not mention it when this was reported, so treat it as a test. Which method you are offered is decided by Google.
What to do: if you have a storefront, make sure the sign shows the exact business name you use on your profile. Service-area businesses without a public storefront should expect phone, email or video verification instead.
6. Two More Things to Watch
- Automatic hours. A test lets owners describe their hours in plain text and have Google turn it into a schedule. If you use it, check the result, especially split shifts and holiday hours.
- Signing in to read all reviews on Maps. Several people have seen Google Maps ask users to sign in before they can see all reviews or sort them. Google has not announced this. If it rolls out widely, fewer people may scroll through your reviews on Maps, which is another reason to show genuine customer feedback on your own website as well.
A 15-Minute Business Profile Check
- Confirm you (not a former agency or employee) are the primary owner of the profile.
- Turn on email and in-app notifications for edits and reviews.
- Compare name, phone, hours and website link on your profile with your website. Fix whichever is wrong.
- Edit any live posts that contain a phone number, email or social handle in the text.
- Reply to recent reviews, and keep asking customers for reviews steadily.
- Check that your primary category still describes your main service.
For the full process, see our Google Business Profile optimization guide and, for clinics, the Google Business Profile playbook for dentists.
Want someone to check your profile?
We manage Google Business Profiles as part of our local SEO and Google Business Profile service. Send us your profile link and we’ll tell you what needs fixing. Contact us or message us on WhatsApp.
Sources
- Google Business Profile Help: Edit your Business Profile (suggested edits, 4-day window)
- Google Business Profile Help: About posts (contact information in posts)
- Google Business Profile Help: Third-party policy (misuse of support channels)
- Google Business Profile Help: Verification methods
- Search Engine Roundtable: four days to reject user edits (23 Sep 2026)
- Search Engine Roundtable: Google Posts and unverified contact information (25 Sep 2026)
- Search Engine Roundtable: misuse of support channels policy (29 Sep 2026)
- Search Engine Roundtable: spike in spam reviews email (22 Sep 2026)
- Search Engine Roundtable: business photo verification option (4 Sep 2026)
- Search Engine Roundtable: set your hours automatically test (24 Sep 2026)
- Search Engine Roundtable: Google Maps sign-in to read all reviews (30 Sep 2026)
Frequently Asked Questions
How long do I have to reject a suggested edit on my Google Business Profile?
Google’s help page says that once you are notified about a suggested edit, you have 4 days to accept or reject it. If you don’t respond within 4 days, Google may publish the change automatically if other public information, such as your website, supports it.
Can I put my phone number in a Google Business Profile post?
Google now says it may remove posts with unverified contact information, which includes phone numbers, email addresses and social media handles. The safer option is to leave contact details out of the post text and add a Call now button, which uses the verified phone number on your profile.
Is photo verification available for every business?
No. A “Submit a business photo” verification option has been spotted for some new profiles, but Google’s verification help page did not list it at the time of writing, so treat it as a test. The reported requirements are the business name on a permanent sign and the whole storefront in one frame, which service-area businesses without a storefront usually cannot provide.
Why did Google pause new reviews on my profile?
If Google’s systems detect an unusual spike in fake reviews, Google says it removes them and may temporarily pause new ratings, reviews and other contributions. Business owners who received the notice were told the pause is typically lifted within a few days.
Does the new support-misuse policy affect review removal requests?
It can. Google’s third-party policy now says repeated unfounded submissions can lead to all further complaints being rejected without assessment. Report reviews that genuinely break Google’s policies, with evidence, rather than reporting every negative review.