Google Business Profile Scam: What to Do with Fake Reviews
Estimated reading time: 6 minutes
Online reviews play a huge role in how customers decide who to call, where to shop, or which service to trust. For most local businesses, your Google Business Profile (GBP) is the first place people look. A good profile builds confidence. A damaged one drives customers away.
Unfortunately, scammers know this too. Fake reviews, impersonation attempts, and “Google” phone calls that aren’t really Google are common. Small businesses are often the easiest targets. The moment you start popping up in Google Maps, you’ll be dealing with real prospects as well as spammers and scammers.
This guide walks through the types of scams happening today, what Google is doing about them, and what you can do to protect your digital reputation.
Why your Google reviews matter
Customers don’t just look at your business name. They look at your stars, the tone of your reviews, and how you reply. Reviews show how you run your business. Your responses show who you are.
Because reviews carry so much weight, they’ve become a target for fraud and a serious one.
Common Google Business Profile scams
1. Fake reviews and review bombing
You may see a burst of one-star reviews, vague complaints, or extortion messages demanding cryptocurrency or gift cards. These campaigns are designed to intimidate and pressure owners.
Review bombing is also common when a business becomes part of a controversial conversation. These reviews often come from people who are not your customers but saw a viral video or news story and reacted to it. They then leave a “review” even though they have never visited your business.
When this happens, the flood of negative reviews comes in quickly. Platforms like Yelp and Google monitor these events and may temporarily pause the review system until the news cycle subsides.
2. Fake “Own This Business?” requests
Scammers try to claim your listing. If successful, they can lock you out and change your business information.
This is why I strongly suggest you claim your Google Business Profile and monitor the changes.
3. Phone calls pretending to be Google
“Your profile is about to expire.”
“You must pay a fee to keep your listing active.”
“We partner with Google to help you be seen in Maps.”
These calls are scams. Think of them the same way you think about the fake IRS calls congratulating you on being a model taxpayer, the ones threatening prison for unpaid taxes, or the messages claiming an African prince needs your help retrieving his massive fortune. All nonsense.
Google never charges for Google Business Profiles. It is free. You simply build your profile and claim it. Whether your business ranks well in Google Maps depends on proper optimization. That part is real, and that part is what our team at My Local Start do.
4. Misuse of “Suggest an Edit”
Competitors or strangers can change your link, address, or phone number. It feels unfair, and honestly, it is. Most decent people would never do it. But if you are in a competitive industry, a large city, or dealing with a disgruntled employee or an ex (you never know), it can happen.
Monitor your dashboard for notifications and check your live profile regularly. I wish Google would not let anyone “suggest an edit,” but they do. It is not a battle worth fighting. The feature also helps when you have legitimate customers looking out for you. For example, if your hours change due to renovations and you forget to update GBP, or if your phone number changes, a customer can flag it for you.
5. Verification scams
After verification, some scammers call demanding payment to “secure” your listing. Again: Google does not charge.
These tactics damage trust, affect rankings, and in the worst cases, cut you off from your own listing.
How fake reviews became a bigger problem
Fake reviews started as isolated incidents. Over the years, organized groups began offering bulk reviews, automated posting, and extortion schemes.
Google removes hundreds of millions of fake reviews each year, but as their systems improve, scammers adapt — making this an ongoing challenge.
Also read: Actions you can take to report fake reviews
What Google is doing about fake reviews
Better AI detection
Google uses advanced AI (including Gemini models) to catch suspicious behavior such as odd posting patterns, new accounts, repeated phrases, and sudden review spikes.
Legal action
Google pursues repeat offenders with bans and civil lawsuits, often in coordination with international organizations.
New reporting tools
Google’s Merchant Extortion Report Form (launched in 2025) makes it easier for businesses to document extortion attempts.
Remaining frustrations
- Slow response times
- Inconsistent enforcement
- Lack of transparency
- Some fakes stay up while legitimate reviews disappear
How to protect your Google Business Profile
1. Watch for red flags
- Reviewer has no profile photo
- Only one review on the account
- Vague or copy-paste text
- Incorrect details about your services
- A sudden cluster of reviews, good or bad
- Language that feels exaggerated or unrelated
2. Strengthen your profile
- Claim and verify your listing
- Encourage genuine reviews from real customers
- Monitor your reviews weekly
- Teach your team how to spot suspicious activity
3. Report issues correctly
- Flag reviews directly in GBP (“Report review”)
- Flag through Maps/Search (“Flag as inappropriate”)
- Use the Reviews Management Tool to track your reports
- For extortion, use the Merchant Extortion Report Form immediately
- If needed, escalate to GBP Support with documentation
- Never engage with or pay scammers
4. Respond like a professional
Even if you’re dealing with a fake review, keep your tone calm and factual.
Example:
“We have no record of a visit under this name, but we’re happy to discuss this further. Please contact us directly.”
This shows real customers that you take feedback seriously. For ongoing harassment or defamation, it is advisable to find a lawyer.
What’s ahead for Google Business Profiles?
Smarter AI
Improved detection of automated and AI-generated reviews.
Stricter policies
Google is testing “suspected fake review” labels and may temporarily freeze listings that manipulate reviews.
Please don’t pay for any service to mass-post 5-star reviews for you. If your business gets hit with a “suspected fake review” label, it can tank your online reputation. Google will also turn off reviews from future real customers.
Improved reporting tools
Expect clearer updates and faster responses to review disputes.
More regulatory oversight
Agencies like the FTC and CMA are pressuring platforms to maintain review integrity.
The direction is positive: better accuracy, stronger protections, and fewer fake reviews slipping through.
Stay consistent, stay aware
Fake reviews are frustrating, but you can beat them. Local small businesses should always be vigilant. Our businesses here are not as intensely competitive as those in big cities like Tampa, NYC, or Atlanta, but staying aware still matters. A consistent routine of monitoring your profile, responding thoughtfully, and reporting issues quickly goes a long way.
The online world is constantly changing, and so are these scams. Staying informed and proactive protects your business and helps maintain the trustworthiness of local search for everyone.
If you ever need help reviewing your GBP, diagnosing spam, or understanding a strange review spike, reach out. We work with local businesses every day. Happy to help.