Google Business Profiles in 2025: What’s New, What’s Missing, and What You Can Control

Google Business Profiles (formerly Google My Business) are still one of the most powerful tools for getting found online, but in 2025, things look a little different. We’ve seen Google roll out a range of new features and layout changes, some helpful and some… a little confusing.

In this post, we’re breaking down what’s new, what’s missing, and most importantly, what you can still control when it comes to your business listing.

What’s New in 2025

Google continues to evolve how business listings work, and how they show up for potential customers. Here are a few of the most notable changes this year:

AI-Generated Overviews

Google is expanding the use of AI-generated summaries in search results, pulling in information from your listing, website, and reviews. This means your content and branding matter more than ever because it might be quoted directly in AI answers.

WhatsApp Integration

Some businesses now have the option to integrate WhatsApp as a communication method, making it easier for customers to message directly from the profile. (This is still rolling out and depends on category/location.)

QR Codes for Reviews

Google now offers a QR code linked directly to your review page. It’s a simple but powerful way to get more reviews, especially in-store or on print materials.

Stricter Verification Requirements

Google is cracking down on spam and duplicate listings. Expect more rigorous verification steps, including video verification or documentation to prove legitimacy.

Visuals Are Getting More Attention

Photos, product highlights, and service categories are now more prominent on both Search and Maps. Keeping this content fresh makes a difference in how appealing your listing looks.

Why Can’t I See Certain Parts of My Google Business Listing?

If you’ve ever asked yourself…

• “Why isn’t my business description showing up?”
• “Where did the Q&A section go?”
• “Why don’t my posts show up in search?”
• “Why does my listing look different on my phone than it does on my computer?”

…you’re not alone.

In 2025, it’s more common than ever for business listings to appear differently depending on the user and context. Here’s what’s happening:

Google Personalizes Search Results

What someone sees on your listing depends on their device, search terms, location, and past behavior. For example, mobile users might only see a map, directions, and reviews, while someone on desktop may get a more complete view.

Some Features Are Hidden by Default

If your listing doesn’t have recent posts, active Q&As, or engagement, those sections might be pushed down or left out entirely. Google prioritizes content that feels “alive.”

Search vs. Maps = Different Layouts

Yes, your listing might look different in Google Search than it does in Google Maps. Each platform organizes information differently based on what the user is likely looking for.

Google is Constantly Testing

Business profiles are subject to ongoing updates and A/B testing. Some features might temporarily disappear or only be visible to certain users as Google experiments with layout changes.

What You Can Control (And Why It Still Matters)

Even with all these changes, there’s still a lot you can do to make sure your Google Business Profile works for you.

Keeping your information accurate, posting updates regularly, uploading fresh photos, and monitoring reviews all help signal to Google that your business is active and trustworthy.

Want help making sure your listing is fully optimized?
Learn more about our Google Business Optimization services

Final Thoughts

Google is always evolving, but that doesn’t mean your listing has to fall behind. Staying proactive, consistent, and aware of what’s changing can make all the difference in how customers find and engage with your business online.

At GM Web Services, we help businesses manage and optimize their digital presence, on Google and beyond. If your listing needs a little attention (or a full refresh), we’re here to help!