Google Business Profile Review Appeals Delayed, Government ID Verification Tested
Google says Business Profile review appeals are delayed with no timeframe and is testing government ID verification. What UAE clinics should do now.
Google says review appeals for Google Business Profiles are taking longer than usual because of high volume, and it cannot give a timeframe for pending cases. Its advice is not to file duplicate appeals. Separately, some businesses are being offered a new verification option: uploading a photo of a government ID. That is a test, and Google's help page does not list it yet. For clinics, a fake or unfair review may stay up for longer, so reply to it publicly and keep collecting genuine reviews.
Last checked: 21 October 2026
What happened
Review appeals are delayed, with no end date
A Google Business Profile team member posted in the official Business Profile Help community that processing times for review appeals are extended because of high volume. He said Google cannot give a specific timeframe for pending cases, that the team is working through them, and that businesses should not create duplicate appeals. Search Engine Roundtable reported it on 20 October 2026. It notes this is not the first backlog: appeals were also delayed in March 2025.
A review appeal is what you file after Google has decided not to remove a review you reported, or has removed one of your reviews and you want it back.
Government ID verification is being tested
Some businesses see a screen titled "Submit an Identity Verification" that asks them to upload a photo of a government ID. The screen says the ID is used only for verification and is not shown publicly. A local SEO specialist spotted it on the Local Search Forum, and Search Engine Roundtable reported it on 20 October 2026.
Google has not commented, and the test is not in Google's verification help page, which lists phone or text, email, live video call and mail. It is not known which countries see it.
Why this matters for UAE clinics
For a clinic, dental practice, aesthetic clinic or home healthcare provider, the Google Business Profile is often the first thing a patient sees. Rating and recent reviews decide whether they call you or the clinic next to you on the map.
- Bad reviews stay up for longer. If you report a fake, competitor or off-topic review and Google refuses to remove it, the appeal could now take weeks. Plan as if the review will stay.
- Duplicate appeals can slow you down. Google asked businesses not to re-file. Submit one appeal per review, with clear evidence, and keep a record of the date.
- Verification may get stricter. An ID step suggests Google wants to tie profiles to a real person. Clinics that use an agency or a staff member to manage the profile should make sure the owner, or a manager with authority, can complete verification if asked.
What to do this week
- Reply to every negative review. A short, calm public reply is often more useful than waiting for removal. Never confirm that the reviewer is a patient or mention any treatment details. Patient confidentiality applies on Google too.
- Report once, then appeal once. Flag reviews that break Google's policies, such as fake engagement, conflicts of interest, harassment or off-topic content. If the report is rejected, file one appeal and wait.
- Keep genuine reviews coming. A steady flow of new reviews dilutes one bad one. See how to get more Google reviews for your clinic. Do not offer discounts or gifts for reviews.
- Check who owns the profile. The clinic owner should be the primary owner, with staff or agencies added as managers. That avoids lock-outs if Google asks for re-verification.
- Do not rely on the Maps listing alone. While reviews are in flux, Search ads on your treatment and area keywords keep you visible. If your clinic is missing from Maps entirely, see why your clinic is not showing on Google Maps.
Frequently asked questions
How long do Google review appeals take now?
Google has not given a timeframe. Its team said on the Business Profile Help community that processing is extended due to high volume and that it cannot give a timeframe for pending cases.
Should I file the appeal again if I hear nothing?
No. Google specifically asked businesses not to create duplicate appeals. Keep one appeal open and check its status in your Business Profile.
Is Google asking all businesses for a government ID?
No. It is a test that only some businesses see. Google's help page still lists phone or text, email, live video call and mail as the verification methods.
Is it safe to upload my ID to Google?
The screen says the ID is used only for verification and is not shown publicly. Only upload it inside your own Google Business Profile dashboard, never through a link sent by email or WhatsApp.
Can a clinic reply to a patient review?
Yes, but keep it general. Do not confirm the person is a patient or mention their treatment. Invite them to contact the clinic directly.
Access One manages Google Ads and Business Profiles for clinics across the UAE. If reviews or Maps visibility are costing you patients, see how we work with clinics.
Sources
- Search Engine Roundtable: Google Business Profiles review appeals are delayed again (20 October 2026)
- Google Business Profile Help community: review appeal processing times
- Search Engine Roundtable: Google Business Profiles verification with government ID (20 October 2026)
- Google Business Profile Help: verify your business
Published 21 Oct 2026 · Access One
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