Google Business Profile review-removal appeals are taking longer than usual, and Google has acknowledged the issue. In an announcement posted on October 15, Google said a high volume of review-related appeals has extended processing times. The company is working through pending cases but has not provided a specific response timeframe. The delay could leave businesses waiting longer for decisions on reviews they believe violate Google’s policies, potentially affecting their online reputation and customer trust.
Why Google Business Profile Appeals Are Delayed
Google has attributed the current delays to a high volume of review-related appeals. However, it has not disclosed the exact number of pending cases or explained when processing times are expected to return to normal. This is not the first time businesses have faced extended waits. Google announced similar delays in December 2025, while a separate backlog affecting Business Profile suspensions and reinstatement appeals was reported in March 2025. These earlier incidents involved different appeal processes, so they should not be confused with the current review-removal delays.
What Google Says About the Backlog
Google says its team is working diligently to process all pending review-related appeals. However, businesses should not expect a confirmed resolution date, as the company has stated that it cannot provide a specific response timeframe. Google has also explicitly warned businesses against submitting duplicate appeals. Once an appeal has been submitted, businesses do not need to take further action while waiting for a decision. The guidance is important because submitting the same appeal again will not speed up the review process and may create additional complications.
How to Handle Google Business Profile Appeals Right Now
Businesses waiting for a review-removal decision can take a few practical steps while the delays continue:
- Avoid duplicate appeals. Submit the appeal through the appropriate process and wait for Google’s decision.
- Check the appeal status. Use Google’s review-removal appeal process to monitor the status of a pending case.
- Keep relevant evidence ready. Make sure any supporting information clearly explains how the review violates Google’s policies.
- Monitor email notifications. Google will notify businesses when their appeal has been processed.
Businesses dealing with suspended profiles should follow the separate reinstatement process rather than treating it as a review-removal appeal.
Why the Delay Matters for Local Businesses
Google reviews influence how potential customers evaluate a business before contacting or visiting it. When a business believes a review is fake, misleading, or otherwise violates Google’s policies, a prolonged appeal process can leave that content visible for longer than expected. The consequences may include reputational concerns, reduced customer confidence, and additional work for businesses managing their online presence. However, submitting an appeal does not guarantee that Google will remove a review; the decision depends on whether the content violates its policies.
What to Expect Next
Google has not announced when the current delays will end. Businesses with pending review-removal appeals should avoid submitting duplicates and monitor their appeal status for updates. For now, the key takeaway is straightforward. Google has acknowledged the high volume of review-related appeals, but businesses must wait for individual decisions without a confirmed response timeframe. Keeping track of pending cases and following Google’s appeal guidance remain the most practical steps until processing times improve.