Google Business Profile Login: Sign In, Access, Users

The profile is on Google, customers see it every day, and you no longer know how to get in. Maybe an agency set it up years ago, maybe a former employee did, maybe you did yourself with an address you no longer use.

This guide shows how to get into your Business Profile today, what to do when someone else manages it, and how to give other people access. Every step and quote comes from Google's Business Profile Help and Google's blog, read on October 4, 2026.

The Business Profile used to be called "Google My Business". Google announced the rename in November 2021 and has recommended since then that small businesses manage their profile directly on Google Search or Google Maps.

How to get into your Business Profile

There is no separate login screen for the profile. You sign in to your Google Account and then open the profile through Search or Maps.

On Google Search: sign in to the Google Account the profile is linked to. Google says: "On Google Search, search for your business's name and city or my business." Your profile then appears, and you can edit it from there.

In the Google Maps app: "In the Google Maps app, at the bottom right, tap Business."

The right account is what matters. Google's help says: "Important: To find your profile, you must sign in to the Google Account associated with it." If you do not see your profile, first check that you are signed in to the right account. Switch accounts and search again.

For several locations there is still a separate tool at https://business.google.com, called Business Profile Manager: "You can manage an individual profile on Search and Maps. To manage multiple profiles in bulk at once, you can use Business Profile Manager."

Which Google Account you need

Any Google Account works. It does not have to be a Gmail address: "Use an existing Google Account with any email address."

Two pieces of advice that save trouble later:

Use an address that belongs to the business and stays with it. Not an employee's private address, not an agency's.
Do not share your password. Anyone who should help gets their own role on the profile. Google: "To access and manage Business Profiles without the need to share your password, each user needs their own Google Account."

If you have forgotten the account's sign-in details, Google points to its Accounts troubleshooter.

Editing your profile

Once you are in the right account and can see your profile, Google's help says to select Edit profile, change the details and select Save.

Without verification this does not always work: "Some businesses might need to verify their Business Profile first before they can make any changes with their info."

If your profile is not verified yet

To edit details such as your business name or hours and to interact with customers, Google says "you need to verify your business." Replying to reviews is one such interaction.

Google decides how you verify: "Important: Verification methods are automatically determined by Google and can't be changed." The help lists phone or text, email, a live video call, a postcard and a video recording. A postcard code usually arrives within 14 days, according to Google, and expires after 30 days. Once you have verified: "Wait up to 5 business days to be verified".

Someone else manages your profile

If someone else has already verified your profile, Google has a dedicated route for it: requesting access.

Open https://business.google.com/add and enter your business name and address.
Select your business. Google then shows: "Someone else may manage this Business Profile."
Select Request Access and fill in the form.

The current owner is told by email. Google: "The current profile owner is then notified by email and has 3 days to respond."

If there is no answer in that time, you may be able to take over the profile yourself. Google is careful about this: "If you don't get a response after 3 days, you may have the option to claim the profile." And: "The option to claim a profile isn't always available." So do not count on it.

If you serve customers at their location and have no storefront or office, a trades business with a service area for example, Google says to contact support and enter "Transfer ownership of listing" in the field "Tell us what we can help with".

Check this first: if you cannot find any button to claim your profile, you may already own it, just under a different account. Google says that if you "can't find the 'Claim this business' or 'Own this business' button, you might already be the owner." Check your other Google Accounts before you file a request.

Giving staff or an agency access

Google uses two roles, owner and manager. One of the owners is the primary owner:

Primary owner: exactly one per profile. "A Business Profile can have multiple owners but only one primary owner."
Owner: can also add and remove other people.
Manager: can do almost everything. Google says managers "can't add or remove users or remove the profile."

For agencies, Google says so itself: representatives should encourage the business owner to own the profile "and add authorized representatives as managers." The same works for staff. You stay the owner.

To add someone, according to Google: open your profile, select More, then Business Profile settings and People and access. Select Add, enter the email address, choose Owner or Manager under "Access" and select Invite.

New people cannot do everything right away. Google: "When you become a profile owner or manager, you have to wait 7 days before you can manage some profile features."

If you work with an agency, Google's policy for representatives says: "Always respond to management access requests promptly, and always transfer Business Profile ownership to the business owner immediately upon request." If an agency does not, you can report it through Google's third party violation complaint form.

When someone leaves the business

Remove former employees' access as soon as they leave. Google recommends it directly: "Remove ex-employees' profile access if they no longer work at your business." You do this under People and access next to the person.

What that person wrote stays in place. Removed users can no longer change your business information, but their replies to reviews and their posts remain on the profile.

Handing the profile to someone else

If you sell or hand over your business, the profile goes with it. You add the new person as an owner or manager first. Then you select them under People and access, choose Edit, Primary owner and Save. Google: "Only the primary owner can transfer primary ownership."

Allow a week: according to Google, an owner or manager who tries to transfer primary ownership within the first 7 days gets an error message.

Several locations

With two or more profiles, you can put them in a business group in Business Profile Manager at https://business.google.com. Anyone added as an owner or manager of the group gets access to every profile in it, now and later. From ten locations, Google offers bulk management: "If your business has 10 or more locations you can add, verify, and manage them in bulk."

How to organize several locations without individual profiles going stale is covered in Managing Multiple Locations.

When something does not work

The profile is suspended or restricted. Google says: "We may suspend or disable Business Profiles that don't follow our guidelines. If you believe your profile should be reinstated, you can submit an appeal." (Google's help). Whether the way you handle reviews puts you at risk of a restriction, you can check with our tool Is your Google profile at risk of a restriction?
Your Google Account was hacked. The route is Google's help for hacked Google Accounts. And remember: "Google will never ask for One Time Password (OTP) or Personal Identification Number (PIN)." Anyone who calls and asks for it is not Google.
Fewer people with access is safer. Google says so itself: "The fewer people who have access to your Business Profile, the less likely it is to be compromised." Go through the list under People and access once a year.

Frequently asked questions

Is Google Business Profile the same as Google My Business?

Yes. In November 2021 Google announced that "Google My Business" would be renamed "Google Business Profile". The old web tool became Business Profile Manager, meant mainly for businesses with several locations.

Where is the Google Business Profile login?

There is no separate one. You sign in to Google and search for your business or for "my business". With several locations you use https://business.google.com.

I am signed in but cannot see my profile. What now?

Check the Google Account first. Switch accounts and search again. If that does not help, enter your business at https://business.google.com/add. Google then shows whether you can claim it or need to request access.

Should my agency be the owner?

Better not. Stay the primary owner yourself and give the agency the manager role. Then it can do the work but cannot remove you from your own profile.

How long does an access request take?

According to Google, the current owner has 3 days to respond. After that you may be able to claim the profile yourself, but Google says that option is not always available.

And if you want to keep an eye on your reviews

Regiofy does not need access to your Google Account. It reads what is publicly visible in your Business Profile. Every paid plan brings your reviews from Google, Tripadvisor and Trustpilot into one place and suggests replies. You post them yourself, with exactly the access this guide describes.

See plans and pricing