If you’ve been managing your business on Google for a while, you might be confused by the terminology. Google Business Profile vs Google My Business — what changed, what’s the same, and which name do you actually use now? Here’s the short answer plus everything UK business owners need to know.
Short answer first
“Google Business Profile” is the new name. “Google My Business” is the old name. They’re the same product, with the same data, the same listings and the same Maps integration. Google rebranded in late 2021 and started phasing out the old name through 2022.
What is Google Business Profile?
Google Business Profile is the free listing that appears alongside Google Search and Google Maps results when someone searches for your business by name, or for businesses like yours in your area. It contains your name, address, phone, hours, website, photos, reviews, posts and any 360° virtual tour.
What was Google My Business?
Google My Business (GMB) was the same product under its previous name. It launched in 2014, consolidating the older “Google Places” and “Google+ for Business” products. From 2014 to 2021 it was the primary way businesses managed their Google listing.
Google Business Profile vs Google My Business — the key differences
Most differences are cosmetic and workflow-related rather than functional:
1. The standalone app and desktop dashboard are gone
The old Google My Business app was retired in 2022. The standalone businessgooglemybusiness.com dashboard was phased out in 2024. You now manage your profile directly inside Google Search and Google Maps. For most businesses this means: search for your business when signed into Google, then use the management panel that appears in the search result.
2. Multi-location management moved
Large businesses with multiple locations now use the Business Profile Manager (business.google.com) rather than the old GMB dashboard. The functionality is similar; the URL changed.
3. Some features were removed
Google Posts of certain types (e.g. “Welcome Offer”) were discontinued. Chat with customers via the profile was discontinued in 2024. The “Followers” feature was retired.
4. New features were added
Edit-from-Search and Edit-from-Maps lets you update your profile inline. The Performance dashboard gives more detailed insights. 360° virtual tour integration via Street View Studio is now the primary publishing path.
What did NOT change
- Your listing’s URL and any reviews you’d accumulated
- Verification status — verified GMB profiles stayed verified as Google Business Profiles
- The local-SEO factors that drive ranking (proximity, relevance, prominence)
- The fact that it’s free
- The benefits of adding photos, reviews and a 360° tour — these all remain critical
How to manage your Google Business Profile now
- Search for your business by name on Google (signed in as the owner).
- Use the management panel that appears in the search result, or click “Edit profile”.
- For multiple locations, use business.google.com.
- For deep performance data, use the Performance section of the management panel.
Frequently asked questions
Do I need to do anything because of the rename?
No. Your existing listing, photos, reviews and management permissions all carried over automatically. Just use the new name going forward.
Is Google Business Profile still free?
Yes. It always has been and Google has not announced any plans to change that.
If I see “Google My Business” mentioned online, is that out of date?
Generally yes — but the underlying advice (claim, verify, fill in every field, get reviews, add photos and 360° tours) is still correct.
What’s the best single move to boost my Google Business Profile in 2026?
Add a 360° virtual tour. Profiles with one outperform those without by significant margins on direction requests, calls and clicks. Trusted Photography offers Google Business Profile management including tour publishing — UK-wide, since 2012.
Need help managing your Google Business Profile? Get a free quote from Trusted Photography.