Google Merchant Center Business Verification: the Selfie and Document Checks
What Google’s selfie and document checks are, when Merchant Center asks for them, and why they fail: names and addresses must match your documents exactly, and the person who starts must finish.
Updated
When Merchant Center asks you to verify your business details, you may get a selfie check, a document check or both. Google says the person that starts a verification process must be the one to finish it
, and your documents must exactly match the legal names and addresses you input on your screen.
Get both right before you start: If a fraudulent attempt is detected or if you reach the maximum number of failed attempts, your account may face full suspension.
Google’s page: Verify your business details to restore full visibility
What this means
Google sometimes needs to verify the business details of a Merchant Center account. When it does, it sends you to one or more checks, and your products can show less widely on Google until you complete them. Google says it occasionally needs to verify merchants’ business details. The request appears in the “Needs attention” tab of Merchant Center. For some account issues, Google asks you to finish identity verification before the button to request a review becomes available.
How to fix it
- 1
Decide who will do it
Decide who will do the verification, and have that person do every step. Check that the business name and address you will enter are written exactly as they are on the document you will upload.
- 2
Have your document ready
You may be asked to complete one or both: Selfie verification: a quick liveness check using your device’s camera, to confirm that you’re a real person. Document verification: an upload of a valid, unexpired government-issued document, such as a passport, a driver’s license or an organizational tax document.
- 3
Connect or create your Google payments profile
Google may ask you to connect a Google payments profile during the process. It holds the legal identity details of a person or organization, such as the registered name, physical address and tax information. If you already have one from Google Ads, YouTube or Google Play, you can pick it from a list. If not, you build a new one on screen.
- 4
Make the names and addresses match exactly
The person who starts the verification must be the one who finishes it. Other admins on your Merchant Center account can’t take over or complete a verification someone else started. Your documents, such as a business license or government ID, must exactly match the legal names and addresses you enter on screen. Google says differences can trigger an automatic rejection.
- 5
Wait for the result
When the verification succeeds, Google lifts the account restrictions automatically and your products become eligible to show fully across Google. Sometimes Google reviews the verification by hand. Google says this usually takes a few business days.
Related fixes
Misrepresentation (inconsistent business details)Account suspended for misrepresentationMissing contact information on your online storeRelated reading
FAQ
Can another admin finish a verification I started?
The person who starts the verification must be the one who finishes it. Other admins on your Merchant Center account can’t take over or complete a verification someone else started.
Why was my verification rejected?
Your documents, such as a business license or government ID, must exactly match the legal names and addresses you enter on screen. Google says differences can trigger an automatic rejection.
How long does it take?
When the verification succeeds, Google lifts the account restrictions automatically and your products become eligible to show fully across Google. Sometimes Google reviews the verification by hand. Google says this usually takes a few business days.
What happens if I fail several times?
Google doesn’t say how many tries you get. It says “If a fraudulent attempt is detected or if you reach the maximum number of failed attempts, your account may face full suspension.” and “If you can’t complete the verification after several attempts, contact support for further assistance.” Our advice: before each try, check every name and address against your document.
Do I have to verify before I can request a review?
Often, yes. About identity verification, Google says “This is often a required step before you can request a review for account-level suspensions.” If the review buttons stay inactive, Google says “ensure you have completed Identity Verification and have at least one product in your data source.”
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