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Google is experimenting with verified checkmarks in search results.
Google is experimenting with verified checkmarks in search results.

Tech

Google is experimenting with verified checkmarks in search results.

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Google is testing a new verification feature in its search engine aimed at helping users avoid clicking on fake or fraudulent websites. Some users have noticed blue verified checkmarks next to business links in search results, indicating the authenticity of companies like Meta or Apple, and confirming they are not impersonators trying to exploit well-known brands.

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A screenshot taken of Google search displaying a blue checkmark next to a Microsoft weblink.

Google spokesperson Molly Shaheen told The Verge that the company is running a small experiment with these checkmarks to help users identify trustworthy businesses online. Verified checkmarks have been seen next to official links for companies such as Microsoft, Meta, Apple, Amazon, Epic Games, and HP.

However, these marks disappeared when a different Google account was used, suggesting that the experiment is still in limited testing.

When hovering over a checkmark, a message explains that “Google’s signals suggest this business is the business it claims to be,” based on factors like website verification, Merchant Center data, and manual reviews.

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A screenshot taken of the message that appears when you hover over a blue check mark on Google Search. It reads, “This icon is being shown because Google’s signals suggest that this business is the business that it says it is.”

This experiment appears to build on Google’s Brand Indicators for Message Identification (BIMI), which shows verification checkmarks next to senders in Gmail. Google has not officially announced the search checkmarks or indicated if or when the feature will be more widely available.

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