A lot of directories use a checkmark to mean something vague and flattering. We try to use it to mean one specific, checkable thing.
What verification means here
A verified listing is one where an editor has confirmed, against a primary source, that:
- The business name is the name the business actually trades under
- The street address is current and the business is physically there
- The phone number reaches the business
- The posted hours match what the business says its hours are
That is the whole claim. It is a factual accuracy check on contact details.
What verification does not mean
Verification is not an endorsement. It does not mean we have assessed the quality of the work, the fairness of the pricing or the conduct of the owner. It is not a licensing check, and it does not replace confirming a contractor's license with the state or a clinician's credentials with their board.
It also has nothing to do with money. Verification is free, it is not available for purchase at any tier, and paying for a listing plan will not get you a badge.
Why unverified listings are still shown
A listing without a badge is not a listing we distrust. It usually means nobody has confirmed the details yet, often because the business is newly added. We would rather show you a complete picture of what is in town, clearly labeled, than a short list of only the entries we have gotten around to checking.
Structured data follows the same rule
Search engines read structured data to build the panels that appear in results. We only publish that machine-readable business data for listings an editor has verified, because publishing unconfirmed hours and addresses in a format designed to be trusted automatically would spread errors rather than contain them.
Telling us something is wrong
Every profile has a Report an issue link. If a business has closed, moved or changed its hours, that link is the fastest way to reach an editor. We check reports by hand and we do not apply changes automatically.