Google is experimenting with a new verification feature to help people avoid fake or fraudulent websites. The search giant has begun testing blue verified checkmarks next to certain business links in its search results, indicating the authenticity of companies such as Microsoft, Apple, and Meta.

Some users spotted the experiment, which is currently in its early stages, reports The Verge. Google’s spokesperson, Molly Sheen, confirmed the initiative, noting that the company regularly tests features to help shoppers identify trustworthy businesses online.

When hovered over, the checkmarks display a message explaining that “Google’s signals suggest that this business is the business that it says it is.”

This verification process is reportedly based on website verification, Google’s Merchant Center data, and manual reviews.

While the feature seems promising for preventing scams and helping users make informed decisions, it is not yet available to all users. Reports suggest that the visibility of the checkmarks can vary depending on the Google account used, signalling that the rollout is still limited.

As of now, Google has not provided any details on when or if the feature will be available to a wider audience.

This verification system appears to extend Google’s efforts in combating online fraud, building on its Brand Indicators for Message Identification (BIMI) feature used in Gmail.

Launched last year in May, BIMI displays checkmarks next to verified senders in email inboxes, and this new search experiment could be the next step in expanding verification across Google’s platforms.

As online scams grow increasingly sophisticated, this feature could prove crucial in safeguarding users from copycat websites and businesses attempting to exploit recognisable brands.

However, without an official launch or timeline, it remains to be seen when the feature will reach a broader audience.

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