Google added a new help page describing a new program called "Trusted Verifier." It seems a Trusted Verifier is a volunteer vetted by Google as someone they trust to validate and verify, in person, if a business really exists. So when a business verifies their business, they can get the postcard in the mail, respond to the phone call, etc or get someone to visit their office in person to verify it.

It comes with a mobile app where the Trusted Verifier can use the app to mark the business as verified. The help document explains:

Trusted Verifier is a new verification method for Google My Business. Trusted partners can use the Trusted Verifier mobile app to verify local businesses. Other than the Trusted Verifier program, there are three ways to verify a business: by postcard, phone, or Google Search Console. Learn more about verification. The Trusted Verifier app records verifications made in-person by trusted partners and sends them to Google, along with the verifier’s location at the time of verification. If the verifier’s device isn’t online when it verifies a business, the recorded verification is saved on the device and uploaded when the device gets back online. Once the record reaches Google, the local business is verified, just as it would be if it used any of the other verification methods.

It seems like the app was pulled but Linda Buquet posted a screen shot of it in her forums, which is the image we used above.

Very interesting - I wonder why they pulled the app?

Forum discussion at Local Search Forums and Google My Business Help.

Update: There is also this feature for trusted verifiers to update the data in the search results, here is a tweet with those details: