What changed
Some business owners are being asked for their Employer Identification Number and a link to their privacy policy when they change certain parts of their Google Business Profile. The example that surfaced came from an owner turning on the message button. The screen said a Google partner would review the details before the business could receive messages, and that the review takes about three to four working days.
Google has not announced this publicly, and it is not clear which businesses get the request or what triggers it.
What it means for your business
Google keeps raising the bar for proving a business is real. Video verification, re-verification after big edits and now requests for business paperwork all point the same way. Owners who keep their paperwork in order get through these checks quickly. Owners who have to go hunting for an EIN letter or who have no privacy policy on their website lose days.
Two things are worth having ready: your EIN confirmation from the IRS, and a simple privacy policy page on your website that names your business. You do not need to send these to anyone ahead of time. Just know where they are in case Google asks.
What we do for clients
We tell clients which documents to keep handy, and we check that their website has a privacy policy page before we turn on features like messaging. If Google asks for something during setup, we walk the owner through it on their own account.
Source: Search Engine Roundtable, October 28, 2026
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