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How to manage your Google Business Profile: sign in, edit and add managers

The short answer

To manage your Google Business Profile, sign in to the Google Account that owns it, then go to business.google.com or search “my business” on Google. Select Edit profile to change hours, phone, services or photos. In the Google Maps app, tap Business. To add a manager, open Business Profile settings, then People and access. It’s free, and it’s the new name for Google My Business.

Most people looking for the Business Profile Manager just want to get into their own profile. Here’s where to sign in and how to change things, from Google’s own help pages, then who else should have access and when it’s worth handing the work to someone.

Updated November 5, 2026. We make CoveDesk, which also looks after Google profiles, websites and reviews for small businesses, with or without a phone plan. What this page says about Google comes from Google’s own pages, linked below. How we check our facts

Where do I sign in to manage my Google Business Profile?

  1. Sign in to the Google Account that owns or manages the profile. Google says (opens in a new tab) you have to be signed in to that account to find it.
  2. On a computer or in a phone’s browser: go to business.google.com, or search Google for my business, or your business name and city.
  3. In the Google Maps app: tap Business at the bottom right. Run more than one business? Tap the down arrow at the top and pick the one you want.

Can’t find it? Google lists the usual reasons: the profile isn’t verified, it hasn’t been added or claimed, it’s brand new, or it’s been suspended. Edits can take up to 3 days to appear. A simpler snag is being signed in to a different Google Account from the one that owns it. If the profile isn’t yours yet, add or claim it, then verify it.

How do I edit my Google Business Profile?

  1. Open your profile at business.google.com, or find it on Google Search.
  2. Select Edit profile.
  3. Change what you need, then select Save.
  4. In the Maps app it’s Business, then Edit profile, then Save.
What you can change, with Google’s limits
WhatGoogle’s limit or rule
Business nameMust match your signs and branding. Changing it after verification may mean verifying again
CategoriesOne primary category and up to 9 more
Address or service areaHide your address if customers don’t come to you, and list the cities or zip codes you serve. Moving means verifying again
HoursRegular hours, special hours for holidays, and more hours for specific services
PhoneA main number and up to 2 more, not fax
DescriptionUp to 750 characters, with no links
Social profilesOne link each for Facebook, Instagram, LinkedIn, Pinterest, TikTok, X and YouTube
ServicesPick from suggestions for your category or add your own. Keep prices and phone numbers out of a custom service’s name

Google reviews your edits (opens in a new tab) before they go live, and its page links to a way to check their status. It doesn’t say how long a review takes.

How do I add an owner or manager?

  1. Go to your profile at business.google.com.
  2. Select More, then Business Profile settings, then People and access.
  3. Select Add.
  4. Enter the person’s email address.
  5. Under Access, choose Owner or Manager, then select Invite.

They can accept straight away, and you’ll get an email when they do. Each person needs their own Google Account, and Google Groups can’t be added.

Who can do what, from Google’s help page
RoleCanCan’t
Primary ownerEverything an owner can, and hand primary ownership to someone elseLeave the profile before passing primary ownership on
OwnerEdit everything, reply to reviews, post, add and remove people, change roles, remove the profileMake themselves primary owner
ManagerEdit info, hours and services, post, add photos, reply to reviews, use messages, download insightsAdd or remove people, or remove the profile

Google says (opens in a new tab) managers used to be called site managers. For their first 7 days, new owners and managers can’t delete the profile, remove people or transfer primary ownership.

How do I transfer ownership or remove someone?

  • Hand over primary ownership: in People and access, select the person, choose Edit next to Access, pick Primary owner and save. They must already be on the profile, and only the current primary owner can do it. Google’s steps (opens in a new tab).
  • Remove someone: in People and access, select them, then Remove person. Only owners can. Their past review replies and posts stay up.
  • Someone else controls it: if a past employee or web designer verified your profile, go to business.google.com/add, find your business and select Request access. Google says (opens in a new tab) the current owner has 3 days to respond, and if they don’t, you may be able to claim it. Service-area businesses use Google’s support form instead.

When a staff member or marketer leaves, remove them that day. It’s far easier while you’re still on speaking terms.

What replaced Google My Business?

It was renamed rather than replaced. Google’s Ads help (opens in a new tab) says Google Business Profile was formerly known as Google My Business. When Google announced the change on November 4, 2021 (opens in a new tab), it said it would retire the Google My Business app in 2022, rename the web dashboard Business Profile Manager for larger businesses with many locations, and recommend that small businesses manage their profiles directly on Search or Maps.

Is Google Business Profile free?

Yes. Google’s page (opens in a new tab) says creating a Business Profile and listing your business on Google is free, and its help page says you can add or claim a business at no charge. Ads are a separate, paid product. If anyone tells you Google charges to keep a listing, check with Google first.

When is it worth handing it off?

Basic upkeep is free, and an owner can do it: correct hours, a few new photos a month and a reply to every review. Hand it off when those stop happening, which is usually in busy season.

  • Give them Manager access, not your password. Managers can do the work but can’t remove you or delete the profile.
  • Keep primary ownership yourself, on an account the business controls.
  • Ask what they’ll do each month, in writing: posts, photos, review replies and fixes.
  • Be wary of ranking promises. Google says (opens in a new tab) there’s no way to request or pay for a better local ranking.

CoveDesk’s Google Business Profile management works that way: you stay the owner and add us as a manager. Whoever you pick, keep primary ownership. You can buy our online services without a phone plan: see the online services and prices or talk to us about them.

Common questions

How do I access my Google Business Profile manager?
Sign in to the Google Account that owns your profile and go to business.google.com, or search “my business” on Google. In the Maps app, tap Business at the bottom right.
Is Google My Business still a thing?
Under a new name. Google renamed it Google Business Profile in 2021 and retired the old app. The web dashboard for businesses with many locations is now called Business Profile Manager.
Is Google My Business really free?
Yes. Google says creating a Business Profile and listing your business is free. Google’s ads cost money, but you don’t need them to have a profile.
How do I add a manager to my Google Business Profile?
Go to More, then Business Profile settings, then People and access. Select Add, enter their email, choose Manager and select Invite. Only owners can add people.
What’s the difference between an owner and a manager?
Owners can add and remove people and remove the profile. Managers can do nearly everything else, such as editing info, posting and replying to reviews.
Why can’t I edit my Business Profile?
Check you’re signed in to the account that owns it, and that it’s verified: Google says some businesses must verify before changing their info. If you can edit but can’t add people, you probably have Manager access.
How do I remove a former employee from my profile?
An owner goes to People and access, selects them and chooses Remove person. Their old replies and posts stay on the profile.
Can I manage my profile from my phone?
Yes. In the Google Maps app, tap Business, then Edit profile. Searching “my business” in Google on your phone works too.

Sources

What this page says about other companies comes from their own websites, read on November 5, 2026:

Prices and terms change, so check each company’s website before you buy. Company names are the trademarks of their owners and are used only to identify their services; none of them is affiliated with or endorses CoveDesk. Spotted something out of date? Tell us and we’ll fix it.

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