Google Address Validation is a new feature in the Google Maps Platform. It works by parsing street addresses and providing suggestions. However, it's not entirely flawless.
The problem is, it doesn't always parse the address accurately. It also doesn't cover all countries. In the USA, for example, there are millions of addresses that are missing data. This means that there's a chance that your address could end up incorrectly merged with another customer record.
Having an accurate, deliverable address is important to companies. Not only can an inaccurate address negatively impact a customer's experience, but it can cause shipping errors. As a result, many businesses rely on third-party address verification services to validate their addresses.
Google's address validation API uses geolocation to pinpoint a person's address on the map. It also shows directions to the place on the map. These services are available to users in 25 countries. Despite its global reach, Google's API doesn't cover every country.
Google's Address Validation API only allows you to store addresses for up to 30 days. After this period, you're required to delete the unconfirmed address and start over. Even then, it can be difficult to correct the wrong address.
For a company that needs to verify a high volume of addresses, it may be cheaper to purchase a third-party address validation service than to pay for a Google address verification API. That's because Google doesn't always parse addresses correctly. Moreover, it does not provide free technical assistance.
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