Google Introduces Blue Checkmarks to Help Identify Genuine Businesses

Key Takeaways

Google is testing blue checkmarks to verify legitimate businesses.

These checkmarks are visible to select companies, but not everyone can see them yet.

The feature seems to build on Google's efforts to reduce online scams.

Google is trying something new to help people avoid falling into the trap of fake websites. They are testing a system where blue checkmarks appear next to the names of certain businesses in search results. This small but important addition aims to guide users toward the real websites of well-known brands and protect them from scams.

For many of us, seeing a familiar brand name in search results brings a sense of trust. But unfortunately, scammers often create fake sites that look just like the real thing, leading to confusion and sometimes even serious consequences. To tackle this, Google has started displaying blue checkmarks next to companies like Apple, Meta, Epic Games, and Amazon. These checkmarks serve as a clear sign that the business is authentic, giving users confidence that they're dealing with the real deal.

Molly Shaheen, a Google spokesperson, shared with The Verge that this feature is still in the testing phase. Not everyone can see these checkmarks yet, as Google is gradually experimenting with it. The goal is to eventually roll it out more widely, but for now, it’s limited to specific companies and users.

If you're one of the few who can see the checkmarks, hovering over them will show a message that says, "Google’s signals suggest this business is the business that it says it is." This verification comes from various sources like Google’s Merchant Center, website authentication, and manual reviews.

Expanding Google’s Verification System for Better Security

At the end of September, Google also introduced blue verification checkmarks for Gmail on both iOS and Android. This move was part of their ongoing efforts to boost security by confirming that emails from businesses using Brand Indicators for Message Identification (BIMI) are genuine. By doing this, Google hopes to strengthen trust and cut down on spam. They even support brands that don’t have registered trademarks by using Common Mark Certificates to verify authenticity.

This new experiment in Google search seems to be an extension of their BIMI project, but they haven't officially confirmed when or if more users will get to see these blue checkmarks in their search results.

This new feature from Google might seem small, but it’s another step toward making the internet a safer place. As more and more people rely on online searches, especially for important brands, having a visual cue like a checkmark can provide some much-needed peace of mind.