Yesterday, Google responded to an appeal I submitted for a suspended Business Profile back in February. The time between my submission and Google's response was 6 weeks and 4 days!
The reinstatement process is currently suffering from a huge backlog. Because of it, I'm seeing lots of posts in the community forum from people asking where they can go to get a status update on their appeal.
The short answer: the appeals tool.
But don't get your hopes up. The appeals tool doesn't show a progress bar or give you an ETA. It simply displays a handful of different status messages that get updated at key points in the appeal process.* In other words, Google doesn't give you much.
It's important to understand that the appeals tool can only be used once to appeal a suspension.** So, the status messages represent stages in a straight-line journey from start to finish.
1.) Eligible for appeal: Your profile has been suspended/disabled and you haven't submitted an appeal yet.
2.) Submitted: You've made your submission and now there is nothing to do but wait. This status message remains unchanged while your appeal sits in the backlog. (This is when a progress bar or ETA would be nice.)
3a.) Approved: Your appeal was approved. Your Business Profile is live on Google.
3b.) Not Approved: Your appeal was rejected. Your Business Profile remains suspended.
4.) Can't be appealed: I haven't seen this message before! If you have, please share some details!
See the section Check the status of an appeal in the appeals tool in the Help Center document Fix suspended or disabled profiles.
If your appeal is rejected and you end up getting your Business Profile reinstated through a different channel, the status message in the appeals tool does not update. The messages "Approved" and "Not approved" are static. They show the outcome of the appeal and don't necessarily reflect the current status of your Business Profile.
This is reflected in the screenshot above. The Nov 12, 2024 suspension was "Not approved". The profile was reinstated through another channel only to be suspended again on Mar 19, 2025.
*This is written specifically about using the appeals tool for suspended profiles, which is the only thing the appeals tool is currently used for outside of the EEA. In Europe, the tool has several uses but I'm not familiar with any of them. To see what else the appeals tool can do in the EU, check out Appeal Business Profile content & profile restrictions.
The reinstatement process is currently suffering from a huge backlog. Because of it, I'm seeing lots of posts in the community forum from people asking where they can go to get a status update on their appeal.
The short answer: the appeals tool.
But don't get your hopes up. The appeals tool doesn't show a progress bar or give you an ETA. It simply displays a handful of different status messages that get updated at key points in the appeal process.* In other words, Google doesn't give you much.
It's important to understand that the appeals tool can only be used once to appeal a suspension.** So, the status messages represent stages in a straight-line journey from start to finish.
Appeals Tool Status Messages
1.) Eligible for appeal: Your profile has been suspended/disabled and you haven't submitted an appeal yet.
2.) Submitted: You've made your submission and now there is nothing to do but wait. This status message remains unchanged while your appeal sits in the backlog. (This is when a progress bar or ETA would be nice.)
3a.) Approved: Your appeal was approved. Your Business Profile is live on Google.
3b.) Not Approved: Your appeal was rejected. Your Business Profile remains suspended.
4.) Can't be appealed: I haven't seen this message before! If you have, please share some details!
See the section Check the status of an appeal in the appeals tool in the Help Center document Fix suspended or disabled profiles.
Appeals Tool History
**To be clear: the appeals tool can only be used once per suspension. If your profile gets suspended again, you'll be able to use the appeals tool again for that new suspension. The appeals tool displays your suspension/appeal history.If your appeal is rejected and you end up getting your Business Profile reinstated through a different channel, the status message in the appeals tool does not update. The messages "Approved" and "Not approved" are static. They show the outcome of the appeal and don't necessarily reflect the current status of your Business Profile.
This is reflected in the screenshot above. The Nov 12, 2024 suspension was "Not approved". The profile was reinstated through another channel only to be suspended again on Mar 19, 2025.
*This is written specifically about using the appeals tool for suspended profiles, which is the only thing the appeals tool is currently used for outside of the EEA. In Europe, the tool has several uses but I'm not familiar with any of them. To see what else the appeals tool can do in the EU, check out Appeal Business Profile content & profile restrictions.
