Opening Date on Google Business Profile — How to Set It, Pre-Launch Listings and "Opening Soon" Explained

Quick answer: The opening date field lets you show when your business started (e.g., "Opened 1998") or, for a new business, a future date so your profile can appear as "Opening soon" before launch. Google allows a future opening date within a limited window (about 90 days ahead), and you can verify and start building your profile before opening if you meet eligibility rules. For established businesses, an accurate founding year adds trust. Set it in Edit profile → About → Opening date.

Opening dates are a small field with two big uses: launching a new business with momentum, and showing the heritage of an old one.

Where to set it

1. Open your Business Profile (Search or Maps).
2. Edit profile → About (or Business information) → Opening date.
3. Enter year, month and optionally day; save.

For established businesses

• Use the actual year you started at this location or as this business.
• "Opened 1985" can reassure customers comparing you with newer shops (does an old business rank better?).
• Mention your heritage in the description and website (about page).
• If you moved, you can keep the business founding date; your address changes separately (address change).

For new businesses: "Opening soon"

Google lets you set a future opening date — generally up to about 90 days ahead. Your profile can then show as opening soon.

Benefits

• Customers can find you and see your launch date.
• You can add photos, services, hours and posts in advance.
• You can begin verification once eligible (signage in place).

Requirements and cautions

• You need to be able to verify the location — usually with permanent signage in place (video checklist).
• Reviews generally can't be left until you're open.
• Don't set a far-off date you won't meet.

A pre-launch timeline

Weeks before opening	Action
8–12	Create profile, set future opening date, choose categories (how many categories)
6–8	Install permanent signboard; verify
4–6	Add services, hours, photos of interiors being finished
2–4	Publish "Opening on [date]" posts; launch WhatsApp and Instagram
1	Final photos; set special hours for launch day
Opening day	Ask first customers for honest reviews (first reviews)

See the new business launch plan.

Changing the opening date

You can edit the date. If you postpone opening, update it so customers don't arrive early. If you set a wrong past date, correct it — but avoid frequent changes.

Does the opening date affect ranking?

Google hasn't said it's a ranking factor. Its value is customer trust and setting expectations for new businesses.

Common mistakes

• Leaving "Opening soon" after you've opened — update to the actual date.
• Setting a founding year from a different business or family firm that's not this business.
• Creating the profile only after opening day, missing pre-launch visibility.

Example: a café in Hyderabad

A café created its profile ten weeks before launch with a future opening date, installed its signboard in week four, verified by video, uploaded photos of the interiors and menu, and posted a countdown with its opening offer. On launch day, people who had seen "Opening soon" on Maps came in, and the café collected 30 genuine reviews in its first two weeks.

Checklist

• Opening date set (past for established, future for new)
• Signage in place before verification
• Services, hours and photos added pre-launch
• Launch posts scheduled
• Date updated if plans change

Sources and further reading

• Google Business Profile Help — "Add your business's opening date": support.google.com/business

Opening date and festivals: timing your launch

Many Indian businesses open on auspicious days — Akshaya Tritiya, Dhanteras, Gudi Padwa, Dussehra. If you plan a festival launch:

• Set the future opening date as soon as your profile is ready (within the allowed window).
• Book your signboard installation early so verification isn't delayed by festival rushes.
• Schedule "Opening on Dhanteras" posts two weeks before, with photos of interiors and products.
• Set special hours for opening day if they differ (special hours).
• Prepare a review QR at the counter for opening-day customers (QR poster).

Opening date for renovated or relaunched businesses

If you close for renovation and reopen, keep your original opening date — the business is the same. Use "Temporarily closed" during renovation and post a reopening date. If you relaunch as a completely different business, it may need a new profile (transfer to new owner).

Displaying your heritage beyond the date field

The date field is small. Make heritage visible elsewhere:

• "Since 1972" on your signboard and bills.
• A photo of the original shop in your gallery.
• An About page timeline (about page).
• Posts on anniversaries ("50 years of serving Chandni Chowk").

Key takeaways

• Past date builds trust; future date enables pre-launch visibility.
• Verify before opening if you have permanent signage.
• Update the date if plans change; don't leave "Opening soon" after opening.

Frequently asked questions

How far ahead can I set a future opening date?

Generally up to about 90 days; check the current limit in your profile.

Can customers review me before I open?

Generally no; reviews come after opening.

Should I show the year my family business started?

Only if it's the same business; otherwise use this business's start date.

Can I verify before opening?

Often yes, if you have permanent signage and meet eligibility.

Does "Opened in 1990" help SEO?

It builds trust; it's not a known ranking factor.

Can I change my opening date to an older year?

Only if it's accurate for this business; don't inflate history.

Does a future opening date stop customers from calling?

They can still see your details and contact you to book or enquire.

Will "Opening soon" disappear automatically?

Your profile shows as open after the date passes; keep hours accurate.

Can I set an opening date for a new branch?

Yes, on that branch's own profile.