Rolling out slowly is a new Google Business Profile verification label. The "label" will highlight businesses they've been verified by Google as an actual business and how recently it was verified.
In an article by BrightLocal, Fraudulent Business Profiles in the Spotlight as Google Updates Verification Requirements and Trust Signals, one of the reasons for this change is to show which businesses have verified their information and how recently. The purpose is to build trust with the consumer that a website they may be about ready to click on is a legit website for a legit business. A business that isn't verified or not verified in a respectable time period, may be a deterrant for online users.
"Unfortunately, there’s currently no way to request that Google contacts you to confirm your details," the article says. "It appears that the only way to influence this label appearing on your GBP is ensuring you answer the phone call if you do receive one, and, of course, appropriately confirming your details during the call. However, whether the label is then assigned to you or not is still naturally at Google’s discretion."
The linked article above goes over steps on how to get verified a GBP page verified by Google..
But, in short, it's always a good idea to make sure your information is up to date in GBP.
Like previously mentioned, the linked article above helps understand the procedure for the verification process. But here is a snippet that is important to understand.
"If you’re a legitimate business, then you’ve no reason to be concerned about the potential for double verification," the article says. "Should this be asked of you, all you need to do is follow the instructions provided and submit the required information.
"A more stringent verification process could help to reduce fake listings in the Local Pack, Local Finder, and Google Maps—which is great news for authentic businesses.
"If you’re a marketer working with local businesses, then you’ll want to make your clients aware that additional verification may be required. Ensuring that their contact details and other information is accurate now could help to avoid problems with this in the future."
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