Google postcard verification often takes longer than 14 days, or never arrives.
Google Business Profile postcard verification is straightforward in theory: Google mails a postcard with a 5-digit code to your business address, you enter the code, and you're verified. In practice, postcards often arrive late, get lost, or never arrive at all, leaving your GBP stuck in "pending verification" limbo.
This guide explains why delays happen, how to handle them, and what alternatives exist when the postcard system fails.
Google says postcards arrive within 14 days. The reality is often longer:
USPS processing times: Google's verification postcards are sent via standard first-class mail. Delivery times vary by region, urban areas typically receive mail faster than rural addresses. During peak mail seasons (November–January), delays of 3–4 weeks are common.
Address issues: If your address isn't recognized by USPS or has formatting errors (wrong suite number, missing building identifier), the postcard may be returned to sender or delivered to the wrong location. Google's system reflects your submitted address, not USPS's normalized version.
New business / commercial mail processing: Businesses in new buildings, recently subdivided suites, or locations with shared mail rooms may experience delays while USPS processes the address in their system.
Google's sending schedule: Google doesn't send postcards instantly, there's typically a 24–72 hour window before the postcard is actually dispatched after you request verification.
Check when the postcard was requested: In your GBP dashboard (business.google.com), the pending verification screen typically shows when the postcard was mailed and the expected delivery date.
Confirm your address is correct: Before requesting a new postcard, carefully review the address shown on the pending verification screen. Check:
Even one digit off can send the postcard to the wrong address.
Check your physical mail: Verify who checks business mail at your location. Google's postcards are plain, unbranded envelopes, they can look like junk mail and get discarded by staff unfamiliar with the verification process.
If it's been 14+ days and no postcard has arrived, you can request a new one.
How to request a new postcard:
Important: Each new postcard request resets the 14-day clock. The previous postcard code becomes invalid as soon as you request a new one.
⚠️ Common Mistake: Requesting multiple postcards in quick succession. If you've requested 3 postcards and none have arrived, the issue is likely with your address, not the postal service. Fix the underlying address problem before requesting another postcard.
Google offers several verification methods beyond postcards. Availability depends on your business category, age, and account history.
Phone verification: Available for many business categories. Google calls or texts a code to your business phone number. If this option appears on your verification screen, use it, it's instant.
Email verification: Less common, but available for some business types. Google sends a code to your business email address.
Video verification: Increasingly common, particularly for new businesses or in categories prone to spam. You record a short video showing your business location, storefront signage, and equipment relevant to your service category. Google reviews the video manually (typically 3–7 business days).
Instant verification: If your website domain is connected to Google Search Console and already verified there, instant verification may be available. Google confirms your ownership through your existing Search Console verification.
Bulk verification: For businesses with 10+ locations, see the GBP bulk verification guide for this separate process.
If postcard verification has failed and Google offers video verification as an alternative, here's what the video needs to show:
What to include:
What to avoid:
Google reviews video verifications manually. If your submission is denied, you'll receive guidance on what to re-record.
If you've exhausted postcard requests, tried alternative verification methods, and still can't get verified, contact Google Business Profile support directly.
How to reach support:
What to have ready:
Support can manually review and verify profiles when standard methods fail. Response times vary, expect 3–7 business days for resolution.
💡 Pro Tip: When contacting support, be specific: "I requested a postcard on [date], received no code after 21 days, requested a second postcard on [date], still no code, and video verification was denied on [date]." A clear timeline gets faster resolution than a vague "I can't verify."
An unverified GBP has reduced visibility, it may not appear in Maps results or may appear with "Claimed but not verified" status. This can hurt lead generation significantly during the verification wait period.
What you can do while waiting:
Use Flento's Business Listing Management Software to maintain visibility on all platforms while waiting for GBP verification.
How long does Google Business Profile postcard verification take? Google states 14 days. In practice, 2–3 weeks is common. During peak postal seasons, 4+ weeks is possible.
Can I request a postcard more than once? Yes, but each new request invalidates the previous code. Limit requests, if multiple postcards fail to arrive, address the root cause (address error or mail handling issue) before requesting again.
What happens to my existing GBP listing if I never verify? An unverified GBP listing has limited functionality and reduced search visibility. Google may also merge or remove unverified duplicate listings. Getting verified is essential for full GBP performance.
Does a pending verification affect my Google Maps ranking? Yes. Unverified listings rank lower or may not appear in Maps results at all. Verification is the prerequisite for GBP-driven local search visibility.
Postcard delays are frustrating but usually solvable. The key steps: verify your address is correct, wait the full 14 days, try alternative verification methods if they're available, and contact Google support with a documented timeline if nothing works. Most businesses get verified within 30 days using this sequence.
