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If you’ve ever tried to use a virtual address from a service like Regus, Anytime Mailbox, or a co-working space to get a pin on Google Maps, you’ve probably noticed it doesn’t work anymore. You can still use these addresses for “service-area” businesses, but they won’t get you that coveted map pin. So, why the change? It all goes back to the way Google’s verification process has evolved over the years. If you’ve felt the frustration of each new layer of verification, you’re not alone — and understanding this history helps explain why today’s methods are more thorough and harder to bypass.

The Early Days

In the beginning, Google required no verification at all. Users could put together a map listing, and after a cursory review (if that), it went live. Google also introduced a tool called Map Maker that let users make real-time changes to listings. With so little oversight, businesses used virtual addresses, while spammers and competitors created fake profiles, edited legitimate listings, and flooded the system with inaccurate data. Over time, this mess of invalid listings threatened Google’s reliability, leading them to evolve to phone verifications and eventually close down Map Maker altogether.

Phone and Text Verification

Google’s first real attempt at verification came in the form of phone calls and text messages. The idea was to link listings to a specific phone number tied to the location’s country. This method initially worked well enough and continued to allow virtual addresses to pass. Unfortunately, people quickly found workarounds, using Google Voice or burner phones to verify addresses, even if they weren’t real business locations. Google tried limiting the number of times a phone number could be used in a six-month period, but this didn’t stop determined users and spammers from bypassing the system.

Postcards by Mail

Google’s next step was to send verification postcards by mail. These postcards contained a unique code to be entered for listing verification. While this slowed down some bad actors, it still allowed virtual addresses and co-working spaces to pass as legitimate locations. Google’s hope was that businesses with physical addresses would find this process easy, while the hurdles would stop spammers. However, some users started using tricks like setting up mail forwarding at the post office — requesting a change of address to route postcards from vacant lots or co-working spaces to their actual location. While it was more challenging, these tactics allowed virtual addresses to keep working for most users. It was also expensive since it required Google to use labor from high-cost areas like the USA, print physical postcards, pay for postage, and physically ship them out.

Video Uploads

After postcards failed to curb all the spam, Google introduced a video upload requirement. Now, users had to record and submit a video of their storefront, giving Google’s team visual proof that the business existed at the stated location. This change marked the beginning of the end for virtual addresses on the map, as users couldn’t easily fake a storefront at a virtual address or mailbox location. Virtual addresses, which had previously been a viable, albeit tricky, option, started to hit serious obstacles. If Google’s team had any doubts after reviewing the video, they could ask for additional documents, like utility bills or official business registrations, adding further scrutiny that made it harder to use virtual addresses.

Live Video Calls: The Final Blow to Virtual Addresses

Google’s most recent (and so far most foolproof) method of verification is live video calls. This approach takes video verification up a notch by requiring a real-time video call where a Google rep can direct you to show specific parts of your business location, verifying you’re where you claim to be. This new process reduces the friction introduced by the requirement for documents and speeds up the verification process overall. They may ask you to walk around, show signage, or verify other location-specific details on the spot. Since it’s nearly impossible to fake this in a virtual address or co-working space, virtual offices have become unusable for pin verification, even if you can use them for service-area businesses.

Why All the Changes?

Every change Google has made has been a response to an issue impacting the reliability of map listings, and let’s be honest, an effort to cut costs. If spammy and fake listings overrun the platform, users might look to alternative services. As spammers and businesses got more inventive with workarounds, Google had to keep evolving its process, tightening up from unverified listings to today’s real-time video calls.

It’s worth noting that there are still exceptions to the official “rules” for these. In certain edge cases, you may be required to do a verification by phone or mail, for example. The intent of this article is to document the evolution, not to be an exhaustive list of all possibilities.

So, What’s Next?

What new verification method might be on the horizon? Only time will tell, but it’s clear that Google will keep adapting as long as people find ways around the rules. It might feel like an endless loop, but it’s all for a good cause — to keep map listings accurate, useful, and trustworthy for businesses and customers alike.

Now you know why each step came about and why virtual addresses have fallen out of favor for map pins. Hopefully, you feel better prepared for whatever Google rolls out next!