Business verification, explained properly
Most rejections are clerical, not suspicious.
2 min read
Key takeaways
- Names, addresses and numbers must match across every document, exactly.
- Use a domain, and an email on that domain, that match the registered entity.
- Prepare documents before you apply. Rushed uploads cause most rejections.
- A rejection is usually a data mismatch, not a verdict on your business.
On this page6 sections
Verification has a reputation for being opaque, and some of that is deserved. But most rejections have mundane causes: a company name written two different ways, an address that matches the utility bill but not the state records, a website that does not mention the company anywhere.
What is actually being checked
- That the legal entity exists and is in good standing in the state where it is registered.
- That the person applying is connected to that entity.
- That the website and the business described are consistent with one another.
- That the business category matches what will be advertised.
The documents that usually matter
Document
Articles of incorporation or organization
- What it proves
- The entity exists
- Common problem
- A scan missing the state's filing stamp or date
Document
EIN confirmation letter (CP 575 or 147C)
- What it proves
- The federal tax ID matches the legal name
- Common problem
- The name is formatted differently than on the form
Document
Utility bill or bank statement
- What it proves
- The address is real
- Common problem
- Dated more than three months ago
Document
Applicant's photo ID
- What it proves
- Who is applying
- Common problem
- Name order differs from the state's records
| Document | What it proves | Common problem |
|---|---|---|
| Articles of incorporation or organization | The entity exists | A scan missing the state's filing stamp or date |
| EIN confirmation letter (CP 575 or 147C) | The federal tax ID matches the legal name | The name is formatted differently than on the form |
| Utility bill or bank statement | The address is real | Dated more than three months ago |
| Applicant's photo ID | Who is applying | Name order differs from the state's records |
The website is part of the application
A reviewer will open your site. It should state who you are, what you sell and how to contact you, and it should have a privacy policy and terms that exist as real pages. A landing page with a form and nothing else is one of the most common reasons a verification stalls.
A ten-minute check before you apply
- 1Look up your company in your state's business registry and copy the legal name exactly as it appears there.
- 2Compare the registered address with your utility bill or bank statement, character by character.
- 3Put the legal name, and the trade name if you use one, in your website footer.
- 4Confirm that the privacy policy and terms pages load from the footer.
- 5Apply from an email address on your own domain, not a free mailbox.
- 6Scan documents in color, every page, with nothing cropped.
Timelines and what to do while you wait
A few business days is typical when documents are clean, and longer when a reviewer asks for something extra. Do not submit the same application repeatedly; duplicate submissions slow the queue rather than speeding it up. Prepare the campaign, the tracking and the creative in the meantime. For a platform-by-platform comparison, see our guide to business verification across the major ad platforms.
If you are rejected
- 1Read the reason literally. It usually names the exact field that failed.
- 2Fix that field everywhere it appears, including the website.
- 3Resubmit once, with the corrected documents attached.
- 4If the reason is unclear, contact the platform's support with the case number. Your account manager can help you prepare the request.
Verification is a clerical exercise with a scary name. Treat it like filing, not like an interrogation.
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Written by
Krög editorial team
Account managers, compliance and billing
Written by the people at Krög who open, fund and support advertising accounts for verified businesses every day. Platform rules change often. If something here is out of date, tell us on Telegram.
Meet the team