Is Google Business Profile free? Real costs of Google Business Profile

Up to 12,600 views per month – that’s how many impressions your business can get thanks to Google Business Profile (https://publer.io/blog/google-my-business-statistics/#93-of-consumers-use-google-maps-to-find-a-business). But is Google Business Profile paid? Contrary to what some sources might suggest, you don’t have to pay to increase visibility and improve your position in local search results. Check out the rules and fees associated with managing a Google Business Profile!

Google Business Profile – is it Paid?

Google Business Profile is a completely free tool that doesn’t involve additional fees for:

• creating a profile;
• adding a pin on the map;
• editing the account;
• creating new posts;
• responding to customer reviews.

Fees for Google Business Profile – when Can They Appear?

Fees associated with Google Business Profile may only appear when using additional services that go beyond the standard, free features offered by Google.

Google Ads for GBP Profile

One of the paid options is promoting your Business Profile on Google Maps and search engine using Google Ads.

• Costs depend on factors such as the number of clicks or impressions.
• The fee in this case applies to running advertising campaigns, not the fact of having a profile itself.
• If you run paid campaigns with the help of an agency, then you should also expect fees for ad management by the agency.

Professional Management by an Agency

Costs may also appear when you decide to optimize or optimize your Google Business Profile with the help of an external marketing agency.

• Services usually include ongoing activities aimed at increasing the visibility of the company and acquiring new customers.
• Agencies may charge fees for updating company data, publishing posts, managing reviews, optimizing content, reporting, and monitoring the Profile.
• The agency is obligated to inform the client that having a profile is free.

Additional Services and Integrations

Costs may also result from related services that are independent of Google, such as:

• taking professional spherical or 360° photos by Google-recommended photographers;
• integrating the profile with booking systems;
• connecting with marketing tools (e.g., growAp application);
• automation related to managing reviews and content.

All costs result from choosing external providers and do not apply to the service offered by Google itself (Business Profile).

Fees for Google Business Profile – most Common Scams

Unfortunately, cases of so-called “paid profile” scams are quite common. How does it usually look?

• The business owner receives an email or phone call from someone who impersonates an employee, partner, or authorized Google agency.
• The scammer offers to “extend the validity of the profile” in exchange for an additional fee.
• Blackmail or intimidation occurs – scammers threaten to delete the Profile, block access, or “expire services” if the owner doesn’t make a quick transfer.

Does Google Call Customers?

Google may call customers, but only in strictly defined situations.

• Most often, this happens at the explicit request of the Profile owner, after previously describing the issue through Google support and providing a phone number in the contact form.
• Google primarily communicates through the Google My Business (GMB) panel.
• Google may contact you by phone, for example, to verify company data.

How Do I Know if Google is Calling Customers?

Even if Google contacts the Business Profile owner, it never does so in a way that could raise doubts.

• Google employees never demand fees or access data to the account outside of official channels.
• Calls are made from official, verified numbers or are conducted through the GMB panel, after prior notification by the client.
• Google never contacts through private emails, social media, or unauthorized phone numbers.
• Communication takes place exclusively through the panel available on the help page: https://support.google.com/business/gethelp?sjid=15243004523762559114-EU.

Also check why my business doesn’t show up on Google Maps.

How to Recognize a Scam Attempt?

Scammers often use proven methods that aim to extort money or access data. The most common schemes of their actions are:

• sending invoices to pay for a fake Google Business Profile extension service;
• offering to remove negative reviews from the Business Profile;
• quoting highly inflated amounts or applying time pressure to force you to make a quick decision to pay;
• using social engineering techniques (e.g., tricky questions, false promises) to persuade you to reveal your Business Profile login and password.

What to Do if You Suspect Fraud?

If you think you’re dealing with scammers, don’t panic. In such situations, it’s very important to stay calm and take appropriate steps to secure your account.

• Don’t respond to suspicious messages and don’t follow any instructions. If you receive an email or phone call where someone demands payment or login details, immediately stop communication.
• Check the phone number and email address. Google never contacts businesses through unverified phone numbers or private email addresses.
• If you receive an unexpected invoice, check its details carefully. Google only issues invoices for Google Ads advertising services that were previously activated in the panel.
• If you have any doubts, contact the Google My Business support team directly.
• If you’re worried that someone might have gained access to your Profile, immediately change your password and activate two-factor authentication.

Is Google Business Profile paid? Summary

Creating a Google Business Profile and managing it is completely free. Any fees only appear when using additional services, such as Google Ads or collaboration with marketing agencies. However, if you receive a phone call or message asking you to pay for managing your Google Business Profile, and you’re not working with any agency, it’s most likely a scam attempt. Be careful in such situations and remember that Google never charges for the profile itself.

Sources:

1. Is Google Business Profile paid?, https://support.google.com/business/thread/198535840/czy-wizyt%C3%B3wka-google-firmy-jest-p%C5%82atna?hl=pl, [online access: 5.09.2025].
2. Rules for third-party companies managing business profiles, https://support.google.com/business/answer/7353941?hl=pl, [online access: 5.09.2025].
3. Is Google Business Profile Free (formerly Google My Business)?, https://www.debugbar.com/is-google-business-profile-free/, [online access: 5.09.2025].
4. Adding your business to Google – is it free?, https://mapstic.com/en/blog/adding-a-business-to-google-is-it-free/, [online access: 5.09.2025].