Google Business Profile Scams: 10 Things Every Irish Business Owner Should Know
Your Google Business Profile is one of the most valuable free tools available to Irish businesses.
It helps customers find you, trust you, and contact you. But scammers know this too.
As of 2026, Google Business Profile (GBP) scams have been evolving steadily. They target busy business owners who don't have time to verify every phone call or email.
AI is also making fakes more convincing, especially since the 2025 surge in AI-generated review spam.
The good news? Once you know what to look for, these scams are easy to spot.
Here are ten things every Irish business owner needs to know to keep their profile, and their reputation, safe.
1. Fake Listings Can Impersonate Your Business
Scammers can create fraudulent Google Business Profile listings using your business name.
They copy your details, steal your identity, and trick customers into contacting them instead of you.
This is especially common for tradespeople like locksmiths, plumbers, and electricians. Customers search for a local service, call what they think is a legitimate Irish business, and end up dealing with a scammer.
What to do: Regularly search for your business name on Google. If you spot a fake listing, report it immediately.
2. Your Listing Can Be Hijacked
Bad actors don't always create new listings. Sometimes they hijack existing ones.
They gain access to your profile and change key details: like your phone number: so calls meant for you go directly to them.
This can happen if your login credentials are compromised or if someone exploits a vulnerability in your account settings.
What to do: Enable Multi-Factor Authentication (MFA) on your Google account. This adds an extra layer of security that makes hijacking much harder.
3. Fake Reviews Are Everywhere
Scammers can pay for fake positive reviews to make fraudulent businesses look trustworthy.
They can also attack legitimate businesses with fake negative reviews.
Unfortunately, Google's systems aren't perfect at catching these. Spam reviews can stick around for weeks or even months.
What to do: Monitor your reviews regularly. Flag suspicious ones through Google's reporting tools. Respond professionally to negative reviews: this shows potential customers you're engaged and trustworthy.
4. Google's Safeguards Have Limits
Google does remove millions of fake reviews each year, and it blocks tens of millions in recent years before they even show up.
But fraud still gets through. Some estimates suggest around 11% of reviews may still be fraudulent, and detection isn’t instant.
In 2025, several enforcement waves also caused deletion spikes of roughly 400–600% for some businesses and categories.
What to do: Don’t rely solely on Google to protect your profile. Check your listing weekly and screenshot anything suspicious so you have evidence if removals take time.
5. Scam Calls Use Fake Company Names
You might get a call from someone claiming to be from the "Business Help Center" or "Google Listing Services."
These aren’t real Google departments.
Google does sometimes use automated calls, texts, or even WhatsApp-style messages to verify basic business info like hours or location details.
Scammers copy that idea and use vague, official-sounding names to sound legit.
What to do: Treat unexpected “Google” calls as suspicious unless they’re clearly automated verification. If it turns into sales, payments, or access requests, end the call.
6. Real Google Messages Are Usually Non-Urgent (And Automated)
Most genuine Google outreach about your profile is automated verification. It’s usually simple, non-urgent, and focused on confirming details like your hours.
Scammers create urgency because panic makes you move fast.
Real Google messages won’t pressure you to act “right now,” and they won’t ask for payments, remote access, or login codes.
What to do: If anything feels urgent, pause and verify independently. Log into your Google Business Profile directly (not through links) to check for real alerts.
7. Legit Google Outreach Is Rarely Human (And Never About Sales)
Most legitimate Google communications are automated and tied to verification.
Human outreach is rare. If it happens, they should fully identify themselves, reference your business clearly, and provide a verifiable @google.com email for follow-up.
Even then, it shouldn’t involve sales, payment requests, gift cards, MFA codes, or “we need access to your profile right now.”
What to do: Ask for a @google.com email and end the call. Then verify by logging into your GBP directly and checking official support channels.
8. Your Google Business Profile Is Free: Don't Pay for It
One of the most common GBP scams involves convincing business owners to pay for their listing.
Your Google Business Profile is completely free. Always has been. Always will be.
If someone asks you to pay for your listing, verification, or "premium features," they're scamming you.
What to do: Never pay anyone claiming to manage your Google Business Profile unless they're a verified digital marketing professional you've hired directly. If you need help managing your online presence, reach out to a trusted partner who can guide you.
9. Scammers May Retaliate
Here's something many business owners don't expect: scammers can fight back.
If you confront them too aggressively or waste their time, they may file false reports claiming your business is permanently closed.
They might also flood your profile with fake negative reviews.
What to do: Don't engage with scammers directly. Report them through official channels and move on. Protecting your energy is just as important as protecting your profile.
10. Use the Right Reporting Channels (And Escalate When Needed)
Google has a Business Redressal Complaint Form for reporting spam listings and fraudulent reviews.
Response times vary, and Google doesn’t always confirm what action it took.
If you still don’t see progress after 3–4 weeks, escalate in the Google Business Profile Community forum. If your profile gets suspended, use the official reinstatement tool and submit clear business documents.
What to do: Bookmark the Google Business Redressal Form, keep your case IDs, and move to the Community forum if things stall.
Bonus: Practical Security Tips for Irish Businesses
Beyond knowing the scams, here are some quick wins to keep your GBP secure:
Know the 2025–2026 scam trend: AI makes fakes look real
Expect more AI-generated reviews and even deepfake-style content. Google is also pushing countermeasures like stricter policies, visible warnings on some profiles, and temporary restrictions when it detects unusual activity.
Watch for review changes: nicknames and slower replies
From late 2025, you may see more pseudonymous reviews (nicknames + avatars). Also, some owner replies are now pre-reviewed, which can delay posting for up to 30 days.
Enable Multi-Factor Authentication (MFA)
This is non-negotiable. MFA makes it significantly harder for anyone to access your account without your permission.
Manage User Permissions Carefully
Only give access to people who absolutely need it. Review your user list regularly and remove anyone who no longer requires access.
Watch Out for Phishing Emails
Scammers send emails that look like they're from Google. They'll ask you to click a link and "verify" your account.
Always check the sender's email address. If it doesn't end in @google.com, delete it.
Monitor for suspensions and appeal fast (with documents)
Keep your paperwork ready (VAT/ CRO docs, utility bill, signage photos, invoices). If you get suspended, appeal using the official reinstatement path and attach proof the first time.
Know what’s no longer available
Google’s chat/call history style features ended in 2024, so don’t trust anyone claiming they can “pull your old Google support chat” as proof of legitimacy.
Ireland/EU: use DSA redress if issues drag on
If you hit a persistent problem (like repeated fake listings or unexplained restrictions), check Google’s EU-specific help options for Digital Services Act (DSA) redress routes.
Stay Informed
Scams evolve. What works today might not work tomorrow. Keep an eye on updates from Google and trusted sources like the Spryter Solutions blog.
You Don't Need to Be a Tech Expert
Protecting your Google Business Profile doesn't require a degree in cybersecurity.
It just requires awareness and a few simple habits.
Check your listing regularly. Enable MFA. Be sceptical of urgent calls and emails. Report anything suspicious.
That's it.
Irish businesses are the backbone of our communities. Scammers know this and see you as a target.
But now you know what they're up to. And that puts you one step ahead.
If you're feeling overwhelmed or want someone to help manage your digital presence safely, get in touch with us. We're here to help Irish businesses like yours succeed online( without the stress.)
