Google My Business—now known as Google Business Profile (GBP)—continues to evolve with updates designed to improve accuracy, user trust, and customer engagement. For business owners, staying informed about these changes is essential for maintaining visibility on Google Search and Google Maps. The latest updates focus on verification improvements, review protections, new feature rollouts, and enhanced content options. Here’s a complete overview of the important Google Business Profile updates you should know about in 2025.
Discontinuation of the Q&A API
A key update is Google’s decision to retire the Google Business Profile Q&A API. Third-party tools can no longer automate posting or managing the Q&A section on your profile. Businesses must now manually monitor and answer public questions directly from the GBP dashboard. While this adds a little extra effort, it also encourages more authentic interaction with local customers. Responding promptly can improve customer satisfaction and boost your local search signals.
Introduction of the “What’s Happening” Feature
Google has introduced a new “What’s Happening” section for selected businesses, especially restaurants, bars, events, and hospitality-based services. This feature allows owners to highlight live offers, events, limited-time deals, announcements, and other real-time updates directly on their profile.
This update gives businesses another opportunity to attract customers searching for immediate deals. Keeping this section updated can increase engagement and lead to more conversions.
Stricter Verification and Profile-Edit Reviews
Business verification has become more robust, with Google tightening security to combat fake profiles and spam listings.
Business owners may now face:
Additional documentation requests
Video verification
Follow-up checks
Temporary suspension during verification review
Google also closely monitors profile edits. Any sudden or suspicious changes (like address, category, or business name) may trigger manual review. To avoid delays, ensure your NAP (Name, Address, Phone) details are fully consistent across all online platforms.
Enhanced Review and Spam Detection System
Google has significantly upgraded its review-filtering system to detect fake, incentivised, or spam reviews. Many business owners have noticed sudden review drops, but this update focuses on improving trust and credibility.
The improved system scans:
Location data
Review patterns
Account history
Repetitive posting behavior
Suspicious language indicators
To protect your profile, encourage legitimate customer reviews and avoid any “review exchange” or incentivized review activity. Responding to reviews—positive or negative—also helps build trust and improves your ranking signals.
Increased Importance of Profile Accuracy, Schema & NAP Consistency
Google now places higher importance on data accuracy. If your business information conflicts with what appears across other directories and your website, Google may reduce your visibility.
To align with these updates:
Keep your operating hours updated
Use consistent business categories
Add complete service descriptions
Upload authentic, high-quality images
Implement schema markup on your website for local SEO
The more accurate and complete your profile, the better you perform in local search results.
Changes to Messaging and Call-History Features
Some messaging-related tools, including call-history and chat-based features, have been removed or limited in certain regions.
Businesses should rely more on:
Website contact forms
Call-to-action buttons
“Request a Quote” features
Appointment booking integrations
These alternatives ensure customers can still reach you smoothly.
Final Thoughts
The latest Google My Business Profile updates highlight Google’s commitment to authenticity, reliability, and enhanced customer experience. Business owners who stay updated, maintain accurate information, and actively engage with customers will benefit the most.
By understanding these new changes and optimising your GBP accordingly, you can increase your visibility, build trust, and attract more local customers—giving your business a competitive edge in 2025 and beyond.