Google My Business is now Google Business Profile

If you are searching for Google My Business, you are looking for something that still exists but no longer goes by that name. Google renamed the product to Google Business Profile, and then retired the standalone Google My Business mobile app. Nothing about your listing was deleted, but the places you manage it from changed, and a lot of the advice still online refers to screens that are gone.

What actually changed

The name

"Google My Business" became "Google Business Profile". The URLs, the help centre articles and the developer documentation all moved with it. The underlying listing — your business on Search and Maps — is the same record it always was.

The mobile app

The Google My Business app was retired. Google's plan was that merchants would manage listings directly from Google Search and Google Maps instead: search your own business name while signed in as the owner and a management panel appears inline.

For a single location this works. For several locations it gets tedious fast, because the inline panel is built around one listing at a time and there is no bulk view, no queue, and no history of what you changed.

The web dashboard

The old business.google.com dashboard was folded into the same inline experience for single-location owners. The multi-location management interface survives under the Business Profile Manager for accounts with several listings or agency access.

The APIs

The API surface was split apart too. What used to be one "My Business" API is now several: Account Management, Business Information, Place Actions, Performance, Notifications and Verifications, with a handful of features — reviews, posts, media and questions — still served by the older v4 endpoints. Tools built against the original API had to be rewritten.

What did not change

• Your listing, its reviews, its photos and its history are all intact.
• Verification status carried over. Nobody had to re-verify because of the rename.
• The guidelines for representing your business on Google are the same rules as before.
• It is still free.

Where merchants manage listings now

1. Search and Maps, signed in as the owner. Free, official, and fine for one location with light maintenance.
2. Business Profile Manager. Google's multi-location interface. Necessary once you have several listings, though it is built for bulk administration rather than day-to-day work.
3. Third-party tools built on the APIs. Products like Growbiz that read and write through the official APIs, adding the things the native tools do not have: a completeness score, a review inbox that remembers what you have answered, post scheduling, and an activity log.

Why the old advice misleads

Search results for Google My Business are full of guides written before the rename. The advice that is still correct concerns the listing itself — categories, hours, reviews, photos. The advice that is now wrong concerns navigation: "open the GMB app and tap Posts" describes an app that no longer exists, and "go to your GMB dashboard and click Info" describes a screen that was replaced.

When you read a guide, check whether it names the product "Google Business Profile" and whether its screenshots match what you see. If not, the substance may still be useful but the click path will not be.

Terminology worth getting right

• Google Business Profile — the current name of the product and the listing.
• Business Profile Manager — the interface for managing several listings.
• Local pack — the map plus three listings that appears in search results.
• Google Maps — where the same listing data appears in the maps product.
• Google My Business — the retired name. Still what most people search for.

What to do next

The rename changes nothing about what makes a listing work. Start from the Google Business Profile guide for the fields that matter, then run a field-by-field audit to find the gaps in yours. If you are managing more than one location and missing the retired app's convenience, that is the gap Growbiz is built to fill.