GMB Mediapilote, a Google Business Profile tool

Mediapilote manages the local presence of many businesses on Google Business Profile: replying to reviews, posting updates, keeping opening hours current. In 2025 I first wrote two WordPress plugins: a central API handling Google OAuth, and a client plugin displaying reviews on the business’s website.

In 2026 the agency wanted a complete tool, linked to the intranet, for the team as well as for the merchants themselves. The GMB platform grew out of that need.

Access to the Google Business Profile API requires approval and comes with strict quotas. The platform had to stay usable while waiting: show data already synced, report the access status and avoid retrying calls in a loop.

Two audiences also had to be kept apart. The team manages every listing, while a merchant only sees their own and suggests changes instead of publishing them directly.

I wrote the Business Profile REST client, an hourly sync via Cron Trigger with a job log, then real-time Google notifications through Pub/Sub. OAuth tokens are encrypted with AES-256-GCM, and reads go through a KV cache with negative caching while the quota is pending. Reviews land in an inbox, with automatic replies drafted by AI from an analysis of the business.

The platform also publishes to Facebook, Instagram and LinkedIn from a single screen, with a per-channel calendar. The merchant portal offers reviews, posts and photos as suggestions. A full redesign based on mockups cut the business page from fifteen sections down to six tabs.