Google Business Profile changes in autumn 2026: what to do

What has changed on Google Business Profile recently?

A lot, in a short space of time. Local SEO agency Sterling Sky keeps a running log of Google local changes, and the list from mid-September to mid-October 2026 alone is long. Many items are tests, so you may not see them on your profile yet.

Below we go through each one and what it means if you’re a trade or local business.

How do I get a WhatsApp button on my Google profile?

Search Engine Roundtable reported on 7 October 2026 that Google is showing WhatsApp buttons in the local panel. The button can sit alongside call, directions and website, or replace the chat button. Tapping it opens a WhatsApp chat with the business.

Google first asked businesses to add their WhatsApp number to their profile, and later added numbers for some businesses itself. So the simple step is to add your WhatsApp Business number in your profile’s contact details if it isn’t there already.

For trades this is a real plus. Many customers would rather send a photo of a leaking pipe or a broken fence than ring. Make sure someone actually answers WhatsApp messages quickly, or the button will cost you jobs instead of winning them.

Are Google Posts worth doing again?

They may be about to get more attention. On 19 October 2026, Search Engine Roundtable reported that Google is testing moving the Posts section higher in the local panel. Posts were pushed to the bottom back in 2018, which is why many owners stopped bothering.

Google’s posts help page says posts older than six months are archived unless you set dates. It also says a post with a phone number in it may be rejected if Google can’t verify the number belongs to you. So keep phone numbers out of post text and use the call button instead.

• Post a recent job with a real photo once a week.
• Use an Offer post for any seasonal deal, with clear dates.
• Use an Event post for open days or Small Business Saturday.
• Keep it plain. Google rejects filler text and misspellings.

Why do people need to sign in to see my Google reviews?

On 30 September 2026, Search Engine Roundtable reported that Google Maps now asks people to sign in to see all reviews, sort them or leave one. Google hasn’t said why. The article guesses it’s to stop bots and scrapers.

For you, it means fewer casual visitors will scroll through every review. Your star rating and the first few reviews matter even more. Reply to recent reviews so the ones people do see show you care. Our guide on how to ask for Google reviews has message templates you can copy.

What happens if my profile gets a spike of spam reviews?

Google now emails owners when its systems spot one. According to Search Engine Roundtable, the email says Google has removed the spam reviews so they don’t affect your rating. It also pauses new reviews and ratings for a few days while the risk passes.

You don’t need to do anything. If you think genuine reviews were removed by mistake, you can ask for a review. Just don’t panic if new reviews stop appearing for a short time after one of these emails.

How long do Google review appeals take now?

Longer than usual, and Google won’t give a time. A Google team member posted that review appeals are delayed because of high volume. The post said Google can’t give a specific response time for pending cases and asked people not to send duplicate appeals.

So if you’ve appealed a review removal, wait. Sending the same appeal again won’t speed it up. Use the time to collect more genuine reviews so one bad review matters less.

What are suggested edits and why do I have four days?

Anyone can suggest a change to your profile, such as new hours or a different phone number. Google’s updated help text says you’ll be told about some edits and have four days to respond. If you don’t act, Google may publish the change if other public sources, like your website, support it.

That last part is the key. If your website shows old hours or an old number, Google may believe the edit. Keep your website, profile and directory listings matching, and turn on email alerts so you see edits quickly.

What are the other tests worth knowing about?

• Hours from a description. Google is testing letting owners describe their hours in plain words and having AI turn that into set hours. Check the result carefully if you try it.
• ID verification. A small test lets owners verify with a photo of a government ID. Google says the ID won’t be shown publicly.
• Spam update. Google’s September 2026 spam update finished rolling out on 8 October, per Search Engine Roundtable. It targeted sites breaking Google’s spam policies, not normal small business sites.

If you want a full run-through of your listing, our Google Maps business listing guide and local SEO checklist cover the basics that still matter most.

FAQs

How do I add WhatsApp to my Google Business Profile?

Edit your profile’s contact details and add your WhatsApp Business number. Google has started showing a WhatsApp button in some local panels, which lets customers open a chat with you straight from search.

Why can’t people see all my Google reviews?

Since late September 2026, Google Maps asks people to sign in to a Google account to see all reviews, sort them or leave one. Your rating and first few reviews are still shown.

Should I still post on Google Business Profile?

Yes. Google is testing moving posts higher on the local panel. Post a real job photo weekly, avoid phone numbers in the text and use Offer posts for seasonal deals.

How long does a Google review appeal take?

Google hasn’t given a timeframe. In October 2026 a Google team member said appeals are delayed because of high volume and asked people not to send duplicates.

What should I do about suggested edits?

Check them within four days. If you don’t respond, Google may publish an edit when other public sources back it up, so keep your website details matching your profile.