Google is combating fraud with a new verification process specifically for plumbers and locksmiths.
According to an email distributed to Google’s top contributors, the company is beta testing this advanced verification process in San Diego. All currently verified locksmiths and plumbers must complete the new verification process. Failure to do so by November 1 will result in losing verification and removal from Google Maps.
New applications must also adhere to this new verification process, which is designed to be straightforward. It involves answering questions from Google and completing an application with a third-party verification company, a process expected to take about two weeks.
The entire advanced verification process for plumbers and locksmiths in San Diego is detailed in a Google My Business help article. This process will also apply to those using AdWords.
Why Locksmiths? Here’s Why.
It may come as a surprise that one of the largest online scams involves so-called locksmiths. Google is aware and is taking these issues seriously.
A few bad actors can spoil it for everyone. In this particular case, individuals or companies falsely claim to be locksmiths to make quick money. Here’s how the scam typically works:
Locksmith Scam:
- After being locked out of your home, a quick Google search yields a list of local locksmiths.
- Google displays AdWords ads and Google My Business listings for locksmiths offering cheap or affordable rates.
- Calling one of these locksmiths actually connects you to an offshore call center, which then dispatches someone local.
- The locksmith arrives, immediately drills the lock open without attempting other solutions, and hands you a large bill for the service.
- The supposed cheap service turns into a significant expense.
- You regain entry to your home but become a victim of locksmith fraud.
This locksmith scam has been well-documented over the years and even written about in the New York Times. A quick search for "locksmith scam" will reveal its prevalence.
Google’s advanced verification is aimed at reducing the number of fraudulent locksmiths appearing in ads and search results. As for plumbers undergoing the same verification, the specific reasons are unclear. Attempts to find information on plumbing scams were unsuccessful.
Google often keeps its decision-making processes under wraps. Nonetheless, inquiries have been made to gain further information.
