"Someone has requested ownership of your Business Profile. Review the request."
Marisol saw it at 6:40 a.m., on her phone, in the truck, between a supplier text and a customer asking if 9 still worked. She runs a two-van plumbing outfit. Eleven years, 214 reviews, 4.8 stars. Most of her new calls start with somebody googling "plumber near me" and tapping her name.
The email looked exactly like Google, because it was Google. Real sender. Real logo. A big blue button.
She figured it was her nephew. He'd offered to "fix the website" at Thanksgiving. She tapped approve and went to her first job.
By lunch the phone was quiet. By Thursday a customer called her cell, furious, asking why the plumber who showed up had charged him $600 to look at a drain and then left. Marisol had never heard of the guy. She searched her own business. Her photos were there. Her 214 reviews were there. The name on top was different, and so was the phone number.
Marisol is a composite. The play isn't. BBB warns that scammers click the "Own this business?" Link on a real company's Google profile, which makes Google send the owner a genuine ownership-request email. If anyone at the company approves it, the scammer can rename the business and lock the owner out. Then they use the hijacked profile, reviews and all, to get customers to call them. BBB says scam locksmiths commonly use this exact move. BBB New Hampshire pushed the warning out again on September 30.
Here's the twist most owners miss. You can't spot this one by the sender address. The email is real. Only the person behind the request is fake.
And it rarely comes alone. In July, BBB of Northeast California described the robocall that says your Google listing is "unverified" and about to be removed unless you press one. Google says it never asks for a one-time code or PIN, and never pushes you to pay to keep, verify or reinstate your profile. On September 24, the FTC asked for public comment on whether ad platforms are helping impersonation scams spread.
Red flags
- An ownership or manager request you didn't expect. Google's own help page says not to approve those requests unless you know the person asking.
- "Someone on the team probably did this." BBB says if you aren't sure whether a staff member sent it, find out before you accept.
- A caller or texter who wants money to keep your listing alive. Google says it doesn't charge to verify or reinstate a profile.
- Anyone asking for the code Google just sent you. Google says it will never ask for a one-time password or PIN.
- A "verify now or lose your listing" deadline. BBB says to treat that message as a scam until you've proven otherwise.
- Phone suddenly quiet, or customers describing someone you didn't send. Search your own business name and check the name, number and website on the profile.
What to do
- Reject any ownership request you can't confirm. Don't ignore it. Google's help page says the current owner has 3 days to respond, and after that the requester may get the option to claim the profile.
- Ask your team out loud. Text whoever has access, today, before you tap anything.
- Lock the doors. Keep owners and managers to the people who truly need it, remove ex-employees, and turn on 2-Step Verification. Use an email you actually check for the profile.
- Claim every location. Google warns that unclaimed locations are easier to hijack.
- Already lost it? Contact Google Business Profile support right away to start reclaiming it, and report it to Google. Warn regular customers that your number hasn't changed.
- Report it at ReportFraud.FTC.gov, BBB Scam Tracker and your state attorney general. If you paid a fake "Google" caller, call your bank or card company now and ask to reverse the charge.
Marisol got the profile back. The $600 drain guy still has her photos somewhere.
Sources:
- BBB, Don't let scammers steal your Google Business Profile: https://www.bbb.org/article/scams/26465-bbb-scam-alert-dont-let-scammers-steal-your-google-business-profile
- BBB of New Hampshire, repost of that warning (Sept. 30, 2026): https://www.linkedin.com/posts/bbb-of-new-hampshire_bbb-scam-alert-dont-let-scammers-steal-activity-7511096290341203968-3g_Z
- Google Business Profile Help, Help protect your Google Business Profile: https://support.google.com/business/answer/14509283?hl=en
- Google Business Profile Help, Request ownership of a Business Profile: https://support.google.com/business/answer/4566671?hl=en
- BBB of Northeast California, How to spot marketing scams aimed at small businesses (July 21, 2026): https://www.bbb.org/article/news-releases/34208-bbb-ne-california-how-to-spot-marketing-scams-aimed-at-small-businesses
- FTC, advance notice on platforms and impersonation scam ads (Sept. 24, 2026): https://www.ftc.gov/news-events/news/press-releases/2026/09/ftc-seeks-public-comment-whether-update-rule-impersonation-government-businesses-address-platforms