Google Business Profile is Google's free business listing, and it is where you read and reply to your Google reviews. Every local business should use it, and if you get a handful of reviews a month it may be all you need. Its AI reply suggestions are still a limited test, and it only covers Google, so busier businesses may want a paid review tool on top.
What Google Business Profile is
Google Business Profile is the free listing that controls how your business shows up in Google Search and Maps Google Business Profile ↗. You set your hours, photos, products and services, post offers and news, and manage customer reviews from one place Google Business Profile ↗. Google says creating a profile and listing your business is free Google Business Profile ↗.
We include it in our AI review response guide because it is the official, free place to answer Google reviews, and because Google is testing its own AI reply feature inside it Search Engine Land ↗. Hands on testing is in progress. This review is based on Google's help pages and independent news coverage of the AI test.
What it does well
Replying to reviews costs nothing. Once your business is verified, you open your profile, choose Read reviews, select the reply icon and post your answer Google help: reply to reviews ↗. You can edit or delete a reply later from the same screen Google help: reply to reviews ↗. Google's help page does not list any cost for this Google help: reply to reviews ↗.
Replies come from your business, not from you. Approved replies appear under the review with your business name, and your personal name is not shown Google help: reply to reviews ↗. The reviewer is notified when you reply Google help: reply to reviews ↗.
Google checks replies for you. Each reply is reviewed against Google's content policies, usually within 10 minutes, though it can occasionally take up to 30 days; if a reply is not approved, you are asked to edit it Google help: reply to reviews ↗.
It helps you get more reviews too. You can share a review request link or QR code, share a link to a positive review, and flag reviews you believe break Google's policies Google help: reply to reviews ↗. Insights show the search terms people use to find you, plus data on calls, reviews and bookings Google Business Profile ↗.
AI replies may be coming. Google is testing a feature called Reply to reviews with AI, which drafts a suggested reply that you can edit and post Search Engine Land ↗. It has been seen in the US, Brazil and India Search Engine Land ↗.
Where it falls short
The AI feature is not widely available. As of July 2026 it was limited to select accounts, availability varied by location, and Google had made no broad announcement Location3 ↗. Reports conflict on whether bulk AI replies always wait for your approval before they post, so check your settings if you get it Search Engine Land ↗ Location3 ↗.
It only handles Google. Reviews on Yelp, Facebook or industry sites need their own tools or logins.
Replies are manual for most owners. If you get dozens of reviews a week, typing each reply takes time, and there is no automatic reply or team workflow.
Reviews are not available everywhere. Google says reviews are offered only in certain countries or regions and for certain business categories, and that this can change Google help: reply to reviews ↗.
Pricing and plans
Google Business Profile is free. Creating a profile, listing your business and replying to reviews have no listed cost Google Business Profile ↗ Google help: reply to reviews ↗. There are no paid tiers or trials to manage.
The AI reply test is also free for accounts that have it, but you cannot opt in; it appears only on select accounts Search Engine Land ↗ Location3 ↗. If you do not have it, free generators can help: NiceJob's free AI review response generator lets you pick a tone and length, but caps free use at five replies NiceJob free generator ↗.
Who should (and shouldn't) use it
- Good fit: every local business, since it is free and is where Google shows your reviews Google Business Profile ↗.
- Good fit: very small businesses with a few Google reviews a month that can reply by hand Google help: reply to reviews ↗.
- Skip it as your only tool if: you get many reviews a week and want AI replies posted automatically.
- Skip it as your only tool if: you also need to answer reviews on Yelp, Facebook or other sites, or need reports across locations.
Alternatives worth a look
- GatherUp: AI replies plus review requests for one location at $99 a month, with a 14 day trial GatherUp pricing ↗.
- Reviewflowz: automatic replies across Google, Yelp and more, from $45 per location a month billed yearly Reviewflowz pricing ↗.
- NiceJob: AI replies that can post automatically on its Pro plan from $125 a month NiceJob plans ↗.
- Birdeye: a full platform for multi location businesses, priced by quote Birdeye pricing ↗.
Where it appears
Best free optionThe Best AI Review Response Tools for Small BusinessesComparedThe Best AI Tools for RestaurantsWhat’s good
- Free
- Official Google tool
- AI suggestions being tested
What to know
- AI replies only for select accounts
- Google reviews only
Key features
- Reply to Google reviews as your business
- Edit or delete replies
- Reply to reviews with AI (limited test)
Questions people ask
Is Google Business Profile free?
Yes. Google says creating a Business Profile and listing your business is free Google Business Profile ↗, and replying to reviews has no listed cost Google help: reply to reviews ↗.
Does Google have an AI review reply feature?
It is testing one called Reply to reviews with AI for select accounts in the US, Brazil and India Search Engine Land ↗. As of July 2026 it had not rolled out broadly Location3 ↗.
How do I reply to Google reviews?
Verify your business, open your profile, choose Read reviews, select Reply, type your answer and post it. Google checks it, usually within 10 minutes Google help: reply to reviews ↗.
Can I edit or delete a review reply?
Yes. Use the edit or delete icon under your reply in Read reviews Google help: reply to reviews ↗.
Where this comes from
Checked Oct 9, 2026. Vendor pages describe their own products; independent sources add outside views. Hands on testing is in progress.
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