In 2025, Google has implemented stricter verification and quality standards for Google Business Profiles (formerly Google My Business). Recent analysis shows that millions of profiles globally have been suspended or disabled due to policy violations, misleading information, or verification issues. It is crucial to understand which categories of profiles are being suspended and the exact reasons behind these actions to prevent your business from losing online visibility.
What’s New in Google Business Profile?
Here are some key updates rolled out in 2025:
Stricter verification processes – Businesses now require additional document verification, especially service-based and home-based businesses.
AI-driven quality checks – Google’s AI flags incomplete or suspicious profiles faster.
Updated categories and services – New business categories added while some merged, requiring you to review your category selections.
Enhanced appeals tool – Businesses can now track the status of reinstatement appeals more transparently.
Profile suspension alerts – Email notifications are now more detailed, outlining specific violation reasons.
Multi-admin verification – Profiles with multiple managers require each user to verify identity in certain industries.
What Happened to Google’s Business Profile?
Many businesses noticed sudden suspensions or profile removals in 2025. Google has become proactive in maintaining high-quality listings to combat fake businesses, spam, or policy violations. This led to mass removals, especially in industries like:
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Home cleaning and repair services
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Local consultants
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Virtual offices or PO box addresses
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Recently created profiles without reviews or activity
Why Has My Business Profile Been Removed from Google?
If your profile has disappeared or is no longer visible on Maps or Search, it could be due to:
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Policy violations – Wrong business name formatting, keyword stuffing, or misleading categories.
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Unverified or unverifiable address – Virtual offices without signage or physical presence.
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Duplicate profiles – Multiple listings for the same business at the same location.
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Inactivity or suspicious activity – Lack of updates or suspicious edits.
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Incorrect categories or service areas – Categories not matching actual services offered.
Why is My Google Business Profile Disappeared / Not Showing?
Your profile might not show up because:
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It is suspended or disabled due to policy violations.
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It is pending verification or edits.
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It was removed by Google due to incorrect information.
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Your business address does not meet guidelines (e.g., virtual office without staffed reception).
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It is a new listing still under review.
Is Google My Business Now Called Google Business Profile?
Yes. Google My Business is now officially called Google Business Profile. The change reflects a shift towards managing your business directly on Google Search and Maps rather than the separate Google My Business app, which has been deprecated.
Reasons for Suspensions
Here are the most common reasons profiles were suspended in 2025:
Inaccurate business name – Adding extra keywords or city names.
Using a PO box or virtual office as your business address without staff presence.
Creating multiple listings for the same business or location.
Fake reviews or suspicious review activity flagged by Google’s AI.
Violating Google’s guidelines – Such as prohibited services or misrepresentation.
Ownership conflicts – Multiple users claiming ownership without proper transfer.
Listing at a residential address without proper signage or verification proof.
How to Prevent and Fix a Suspension
Use your real business name only – Do not add extra keywords or location terms.
Ensure your address meets guidelines – Physical presence, signage, and staff availability.
Select accurate categories – Update based on Google’s newly added or merged categories.
Maintain updated business hours, photos, and posts to show active management.
Respond to reviews and engage with customers to build profile trustworthiness.
Avoid duplicate listings – Merge or remove unnecessary profiles.
Regularly review Google’s policy updates to remain compliant.
How to Recover or Reinstate Your Profile (Step by Step)
If your Google Business Profile is suspended or disabled:
Step 1: Review Suspension Email
Check your email for details about why your profile was suspended.
Step 2: Fix the Violation
Make the necessary changes – correct your business name, update address proof, or remove prohibited content.
Step 3: Submit a Reinstatement Request
Go to the Google Business Profile Reinstatement Request Form and fill in all required details with supporting documents (business license, utility bills, signage photos).
Fix Suspended or Disabled Profiles
Gather all proof of business existence (e.g., utility bill, incorporation documents, storefront photos).
Submit through the appeals tool with clarity and honesty.
Wait for Google’s decision – usually within 3-7 business days.
Check the Status of an Appeal in the Appeals Tool
Google now provides an appeals status tracker. To check:
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Visit the Business Profile Appeals Tool.
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Log in with the account managing your profile.
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Click on “Check Status” to view updates on your appeal.
What Happens When a Profile is Removed?
If your profile is permanently removed:
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Your business will not appear in Google Search or Maps.
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All reviews, posts, and photos will be deleted.
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You will need to create a new profile if eligible, following all guidelines carefully to avoid immediate suspension.
Fix Issues with a Reinstated Profile
After reinstatement:
- Review all information for accuracy.
- Remove unnecessary keywords or categories.
- Update business hours and service areas.
- Post updates regularly to signal active management.
- Monitor for any further policy violation warnings.
Final Thoughts
Google Business Profile is a crucial part of your local SEO and online visibility. With 2025’s stricter verification and AI policies, ensuring your profile is compliant, verified, and active is the best way to avoid suspension or removal. Stay updated with Google’s guidelines and maintain transparency in all your business details to build long-term trust and ranking.