Google Business Profile in 2026: what changed and what to do

For most local businesses, the Google Business Profile is the first thing a customer sees, often before the website. In 2026 Google changed several things quietly, mostly through help-page edits and forum posts rather than announcements. Here are the ones that matter.

1. The Questions & Answers section is gone

Google switched off the Q&A API in November 2025 and replaced the public Q&A in Maps with an AI "Ask" feature. Ask Maps, powered by Gemini, launched in March 2026, starting in the US and India. It answers customers' questions using your profile, your reviews and your website.

What to do: fill in every field that is true (services, attributes, hours, holiday hours) and put your real FAQs in plain text on your website.

2. You now have 4 days to reject a suggested edit

Since September, Google says that if an edit needs your review, you have 4 days to accept or reject it. After that, Google may publish it automatically if other public information, such as your website, supports it.

What to do: turn on email notifications, and make sure your website shows exactly the same name, phone, address and hours as your profile.

3. Stricter review rules

Google's policy now says businesses must not offer incentives for reviews, ask only happy customers, pressure people to review on the premises, tell them what to write (for example, naming a staff member) or set review quotas for staff. Since August, reviewers can also report your replies to their reviews, so keep replies short, polite and free of personal details.

What to do: ask every customer for an honest review, with no rewards and no scripts.

4. Posts: fewer shortcuts, more data

Google may remove posts that contain unverified phone numbers, emails or social handles. Use the post's Call button instead. On the plus side, posts can now be scheduled, and view counts are visible for each post in your dashboard.

5. WhatsApp is appearing in the local panel

Since October, some business panels in Search show a WhatsApp button next to Call, Directions and Website. It appears when your profile has a WhatsApp link (Edit profile → Contact → Chat). Only turn it on if someone will actually answer.

6. AI answers are changing how people research

In one October 2026 study of 400 local-service searches in the US and UK, 88% showed an AI Overview, while "near me" searches still mostly showed the map. In practice, your profile still drives "near me" searches, and clear prices and answers on your website help you get quoted in AI answers. Google says there is no special trick for this beyond good SEO basics.

Your 15-minute checklist

1. Check categories, services, hours and holiday hours.
2. Turn on profile notifications.
3. Make your website and profile match exactly.
4. Remove phone numbers typed into posts.
5. Review how you ask customers for reviews.