Google is introducing new verification requirements for businesses wanting to use its artificial intelligence (AI) messaging feature on Google Business Profiles.
Some businesses are being asked to provide an Employer Identification Number (EIN) and a link to their privacy policy as part of the verification process.
It is important to note that an EIN is a tax identification number used in the United States, so UK businesses wouldn’t normally have one. Instead, according to Google’s official guidance, UK businesses may need to provide their Companies House Registration Number (CRN).
What is Google’s AI messaging feature?
Google’s new AI messaging feature allows customers to ask businesses questions directly through their Google Business Profile.
Instead of waiting for someone to respond, customers can receive automatic answers to simple questions, such as what services a business offers or when it opens.
However, before businesses can use this feature, Google wants to confirm that they are genuine.
As mentioned, for businesses that operate within the UK, this could mean providing a CRN. This is the unique number given to a business when it registers with Companies House.
It’s worth noting that at this stage, these checks don’t apply to every business with a Google Business Profile. These additional checks are only required for businesses looking to activate the new AI messaging feature.
What is a Google Business Profile?
A Google Business Profile is the free business listing that appears when someone searches for a company on Google or Google Maps.
These listings can help businesses appear in local search results, which in turn can make it easier for prospective customers to find and contact them.
A Google Business Profile can show important business information such as opening hours, contact details, website links and customer reviews.
For example, if someone searches for ‘hairdressers in Chester’, Google may show a selection of nearby businesses, helping customers find relevant options and choose who to contact.
As Google continues to introduce new features, keeping your Google Business Profile accurate and up to date is an important way to help potential customers find your business online.
At Engage Web, we help businesses improve their online visibility through search engine optimisation (SEO) and other methods of digital marketing. Get in touch to find out how we can help.
