Google gives you four days to review certain Business Profile edits
Your business hours haven’t changed. Your phone number hasn’t changed. That doesn’t necessarily mean the information on Google has stayed put.
Google Business Profiles can be updated using information from customers and other sources—not just the business owner. And Google’s current guidance gives owners a short window to respond to certain suggested changes.
For suggested edits that require your review, you have four days from notification to accept or reject them.
That’s a good reason to check where your Google notifications are going. An inbox nobody opens isn’t much of a warning system.
What happens after four days?
According to Google’s official documentation, you may receive an email or an in-product notification when a suggested edit needs your review.
If you don’t respond within four days, Google may publish the change if other publicly available information supports it, such as information on your business website.
That doesn’t mean every suggestion automatically becomes fact on day five. The supporting information matters.
Google also says some suggested edits necessary to meet its policies can be applied without prior review. So notifications are useful, but they aren’t a guarantee that you’ll approve every change before it appears.
Your website can help—or muddy the picture
Imagine a shop that now closes at 6 p.m., but its website still lists a 5 p.m. closing time.
If someone suggests changing its Google hours to 5 p.m., that outdated website could support the suggestion. This is a hypothetical example, but it illustrates why keeping Google accurate also means checking the information outside Google.
Look for mismatches between your profile and your website:
- Regular opening hours and any upcoming exceptions.
- The phone number customers should call.
- Your address, where appropriate for your business type.
- Contact, booking, and location information.
For a service-area business, this does not mean publishing a private home address to make everything match. Follow Google’s rules for your business type.
A practical check you can do today
1. Check who receives notifications. Make sure the person responsible for the profile can access it and actually checks the associated email and in-product notices.
2. Review the profile itself. Google says information it has changed appears in blue in the profile editor. Look for update notifications rather than assuming no email means nothing changed.
3. Compare it with your website. Check the contact page, footer, and any separate location pages. Old information has a habit of surviving somewhere.
4. Confirm the facts before accepting or rejecting an edit. A customer suggestion might be correct. The goal is accurate information, not automatically rejecting anything submitted by someone else.
5. Assign responsibility. “Someone should keep an eye on Google” is not an especially dependable system. Name the person who checks notices and handles discrepancies. A once-a-week review alone can miss a four-day response window.
A Google profile isn’t a one-time setup
You don’t need to panic over every suggested edit. You do need a way to notice when customer-facing information changes.
The useful question isn’t simply, “Did we set up our Google profile?”
It’s: “Who checks that it still tells customers the right thing?”
Want a second look at your business’s public information? Start with a Free Google Business Checkup from LocallyHQ.