The Google Business Profile postcard is the card Google mails to a business's registered address, with a numeric code that confirms the business exists and operates at that location. Anyone who manages a profile and requests verification by mail receives this code at home or at the business and enters it in the dashboard to unlock the business listing in Search and on Google Maps.
What the Google Business Profile postcard is
The Google Business Profile postcard is an address verification method. After you enter the name, category and address in the profile, Google needs to check that the business is really at that location before showing its phone number, hours and reviews. Physical mail is the oldest way to run this check and still appears for many businesses that serve customers on site.
The code has an expiration date. If it is not entered within the period stated on the card itself, it expires and you need to request a new mailing. Until verification happens, the profile may exist, but it does not get full visibility in local search or the badge that shows users the business has been confirmed.
Why Google still uses mail
A physical address is a trust signal for local search. By sending something to the registered location, Google reduces the chance of someone registering a fake or third-party address. That is why mail is still used alongside other methods, such as video, phone and email, which become available depending on the profile, category and account history.
Businesses that serve customers at their address, such as stores and clinics, tend to see the mail option more often. Businesses that serve customers at their homes follow a different flow, with a service area instead of a storefront open to the public, and do not always receive the postcard.
How long the Google Business Profile postcard takes to arrive
The timeline depends on the postal service and the location. The dashboard itself usually shows a window of a few business days for delivery. During this period, there is no point in requesting a second Google Business Profile postcard, because a new mailing cancels the previous code and restarts the clock. The right approach is to wait for the stated period before requesting again.
What to do if the mail does not arrive
- Check that the address in the profile is complete, with the correct number, unit and ZIP code.
- Check the mailbox at the address, including the front desk and reception.
- If the stated period has passed, request a new mailing from the dashboard.
- See whether another method is available, such as video or phone, that avoids the wait.
Other ways to verify the profile
Not every profile depends on mail. Depending on the category and account, Google offers verification by video (showing the storefront, interior and a business document), by phone, by email or by connecting a Search Console account already verified for the website. The official Google Business Profile documentation details which methods appear in each situation, and Google Search Central explains how local presence connects to the rest of SEO.
Verified profile: what comes next
Verification is just the beginning. With the profile active, the work shifts to keeping hours, photos and category up to date, responding to reviews and posting updates. This ongoing care is part of Busca Orgânica's Google Business Profile service, which connects your map presence to your organic search strategy and to GEO for AI-generated answers. When the business also needs a website, the next step usually involves website design aligned with the local profile.
At Busca Orgânica, local presence is part of a bigger plan that includes content, authority and, when it makes sense, digital press relations to earn media mentions. If your profile got stuck in verification or you want to set up your local presence from scratch, talk to Busca Orgânica and request an assessment of your map presence.