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January 14, 2022

Full Google Business Profile Setup May Now Take Up to 21 Days

Google has added an additional waiting period when new users are added to a Google Business Profile. Learn about potential related delays involved in setup.

Setting up a new Google Business Profile (Formerly Google My Business/GMB) is an integral first step in any local SEO (or digital marketing in general) strategy. Many folks anxious to get started find themselves frustrated when reaching the verification step, as it's never the sort of instant gratification we've become used to.

The Existing Verification Delay

In certain situations, some businesses are permitted to verify using Google Search Console, telephone, email or even a video recording. Exceptions are made for hybrid and service-area businesses on occasion. The vast majority of first-timers, however, learn it involves waiting for Google to deliver a postcard via snail mail with that precious bottleneck of an authentication code.

And it's inadvisable to work on developing your profile while you wait. If you change certain information (business name, category, address, etc.) after the postcard delivery has been initiated, it may be automatically cancelled and a new one sent - elongating an unwelcome waiting period that, without interruption, can already take two weeks or longer.

Not exactly the sort of slick process we're used to in 2022, but their reasons for adding this odd analog step are obvious and admirable. If you don't work at the address you've submitted to GBP, you obviously won't get the postcard. Like it or not, it's an effective and comprehensive way to thwart anyone trying to claim a business they're not actually affiliated with.

A New Waiting Period

Google recently announced that, in addition to the existing verification-related wait, there will also be a new delay of 7 days for new account owners or managers. Some functionality will be available, but new contributors will be unable to transfer ownership, delete profiles or complete other fundamental activities.

Just How Long is This Going to Take, Pal?

In certain scenarios, this could keep a business from completely launching their Google Business Profile for up to 3 weeks. For example, a business owner completes the steps up until verification and waits 1-2 weeks for their postcard. They then immediately add their internal digital marketing resource as an account manager. Combined we're now talking as much as 21 days from initial creation through to full access for the intended individual contributor.

As Steady Demand points out, there's a definite method to the madness, as this additional waiting period now assigned to new profiles tackles some common historical problems - including accidental profile deletion as well as GBP listing hijacking or even hostage taking. It happens.


Google has added an additional step which continues to increase security for the Google Business Profiles which have become a cornerstone of any digital marketing strategy. It's important for Widewail customers to be aware of the related delays involved in setup and launch, especially if they plan to retain control of their GBP at the highest level but also add new user accounts for employees to utilize.

Please reach out with any questions, and rest assured that no matter how long you have to wait to get your GBP in front of the world - you may take solace in the fact that you really never had a choice, and rest assured it will be well worth your while.

Dave Pye

A digital marketing dinosaur, my SEO career began in 1999 at one of Boston's first digital marketing agencies. Prior to becoming Widewail's Director of Search I had a long focus on GMB, reviews and local organic visibility for automotive dealerships in competitive locales. Regardless of a specific industry, this decade of experience was the perfect precursor for a role supporting our innovative Engage and Invite services. Originally from Canada, I enjoy hockey, Frank Sinatra, writing on a variety of subjects, old movies - and am the proud parent of a geriatric Boston Terrier. Customers, peers, or anyone with online review-related questions are encouraged to contact me, anytime.

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