Google testing new feature to identify legitimate businesses

Google is testing a new verification feature in search results to help users identify genuine businesses.

Some users are currently seeing blue verified check mark next to business links, indicating that the company, such as Microsoft or Apple, is authentic and not a counterfeit.

“We regularly experiment with features that help shoppers identify trustworthy businesses online, and we are currently running a small experiment showing checkmarks next to certain businesses on Google,” said Molly Shaheen, a spokesperson for Google public affairs.

While some users have spotted checkmarks next to official sites for major companies like Meta, Amazon, and HP, the feature is not yet widely available.

Notably, the check marks disappear when users log into different Google accounts, indicating that the rollout is still limited.

Hovering over a checkmark reveals a message stating, “Google’s signals suggest that this business is the business that it says it is.” This determination is based on various factors, including website verification, Merchant Center data, and manual reviews, according to Molly Shaheen.

The new search feature appears to extend Google’s Brand Indicators for Message Identification (BIMI), which uses checkmarks in Gmail to signify verified senders.

However, Google has yet to make an official announcement about the search checkmarks or provide a timeline for broader availability