Google’s Stricter Business Verification Process: What Utilities and Broadband Providers Need to Know

Are you having trouble with your Google Business Profile?

Google made the business verification process stricter in 2025, requiring many organizations—including utilities and broadband providers—to upload video proof of their location, signage and staff. While the goal is to reduce fraudulent or misleading listings (made even easier to create with generative A.I.), the stricter rules also create challenges for small teams trying to maintain their online visibility.

For many utilities, the process feels vague and unpredictable. Staff members are asked to film short clips of everything from street signage to office interiors, but guidance from Google is limited. When technical issues or rejections delay approval, the impact is real. Without a verified Google Business Profile, a utility risks disappearing from local searches—and can’t run Local Services ads.

What We’re Seeing in the Field

The Pioneer team has supported multiple providers through this stricter process over the past few months. I’ve worked hand in hand with Pioneer Digital Advertising Administrator Jenn Urban to guide utilities through the challenges, helping them troubleshoot problems and find alternate paths to verification when the standard video process didn’t work.

• Tennessee: A telco struggled when Google’s video option repeatedly failed. With support from our team, they reviewed requirements and submitted alternative documentation, ultimately bypassing the video hurdle and getting verified.
• Ohio: A utility faced account issues tied to an outdated listing. Jenn and I worked closely with the utility’s staff to resolve those details first, a step that unlocked progress and moved verification forward.

“Every situation has its own roadblocks,” Jenn says. “Sometimes the video upload doesn’t work at all. Other times it’s an old account with the wrong address holding things up. The key is knowing where to look and what to try next.”

Teamwork is critical. These providers were frustrated and stuck. By working together, Jenn and I could divide the problem. She focused on the technical steps with Google, while I walked the clients through what to expect and how to prepare. That combination made the process a lot less overwhelming for them.

At the end of the day, our goal is to make sure members can find their utility quickly and easily. Helping providers get verified—even when it takes extra effort—is part of making that happen.

Common Challenges with Stricter Verification

• Technical hiccups: Uploads may fail if the file is too long, too large or shot on an unsupported browser.
• Ambiguous requirements: Teams often wonder how much footage is enough, or whether staff members need to appear on camera.
• Slow review times: Even after submitting, it can take up to a week for Google to respond. If the video is rejected, the cycle starts again.
• Legacy account issues: Old or mismatched information in Google’s system often causes hidden delays.

Checklist for Success

To help utilities prepare, Jenn created a checklist that can make the process smoother:

1. Know the requirements: Keep videos short (between 30 seconds and 2 minutes) and clearly show exterior signage, entryway and office interiors.
2. Plan your shots: To avoid missed details, map out what you’ll record before you start.
3. Avoid technical snags: Upload using Chrome or Safari. Keep the camera steady with good lighting and clear audio.
4. Expect review delays: Verification may take up to a week. Be ready to re-submit if Google rejects your first attempt.
5. Check your info first: Confirm that your business address, phone number and categories are correct before recording.

“The process can be frustrating, but with the right preparation, we’ve seen utilities get through it successfully,” Jenn says. “It’s less about doing it perfectly the first time and more about knowing your options if something goes wrong.”

The Bottom Line

Google’s stricter verification process underscores the importance of maintaining accurate, trustworthy business information. While the extra steps can feel burdensome, preparation and persistence make all the difference. By learning from the challenges others have faced and following the checklist above utilities can navigate the process more confidently and keep members connected.