Since February 2025, the Google Business Profile support team has faced a backlog of requests and appeals, which has left plenty of businesses waiting for answers. We previously reported on a Google Business Profile review bug and mass profile suspensions back in 2024, so this is the latest issue to hit users.
Currently, there’s no set date for when we can expect these delays to end. But what can you do if your appeal is lost in limbo?
Google Confirms Delays
Victoria Kroll, an employee at Google, shared a post on the Google Business Profile community hub:
“Due to an unusually high volume of appeals, processing times are currently extended. We are working diligently to review all cases. As of this time, we cannot provide a specific response timeframe for pending cases.
It’s confirmation from Google that the backlog is extremely high, and while the team is clearly working on getting through the appeals, it looks like it may take a while to catch up.
How Can You Submit an Appeal?
Google could restrict access to your Google Business Profile or flag that your content has violated its guidelines. So, what can you do if that happens to your business?
To submit an appeal, prepare any evidence to back up your claim and fill out the form online – the appeals tool can be found in the Google Business Profile help center.
Typically, Google Business Profile appeals can take up to five working days to be reviewed, but with the ongoing backlog, expect a longer wait time. You can check on the status of your appeal from your profile to track its progress.
Don’t create a new ticket if you’ve already submitted a Google Business Profile appeal. With the delays, it’s understandable if you become impatient while waiting for an update, but Google has expressly stated that you don’t need to do anything further once your first appeal has been made.
Have you experienced delays with Google Business Profile appeals? We’d love to hear from you in our comments.
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