How long does it take for Google to verify your business profile?

The time depends on the method. Phone, text and email verification work by code, so once the code arrives and you enter it, things move quickly, although Google may still review the profile before everything goes live. Video verification needs a person or system at Google to check the footage, and Google's guidance is that this review can take up to 5 business days.

Postcards, where they are still offered, are the slowest. Google says codes usually arrive within 14 days and expire after 30 days. Requesting a new card cancels the old code and starts the clock again, so be patient before asking for another one.

Some reviews take longer than the guideline. Google acknowledges this happens occasionally, and it is more likely when the details look inconsistent, for example a business name on the profile that does not match the signage or paperwork, or an address Google struggles to place.

While you wait, leave the business name, address and category alone. Google specifically warns that editing these during verification can invalidate a pending code and slow everything down. Other tidy-up jobs, such as preparing photos and a services list, can wait until the verification is confirmed.