Google Business Profile adds a Collected Info panel

Google has added a Collected Info section to Google Business Profile (formerly Google My Business) that lets a business see, confirm, and remove the details Google has gathered about it. Some of that data arrives through automated calls, texts, or WhatsApp messages sent to the profile’s verified phone number. For a brand running hundreds of listings, it is a new accuracy checkpoint, and a new place where location data can quietly drift.

What happened

The Collected Info view sits under Edit profile and lists information Google has collected about a business, alongside the source of each detail and the date it was collected. According to Google Business Profile Help, Google may occasionally contact the verified phone number on a profile through automated messages to confirm those details. A business can review each item and delete anything inaccurate, though deleting collected information removes it from Google’s records without changing other details already published on the profile. The feature is rolling out to selected regions, languages, and business categories rather than all at once.

Why it matters

“Google may occasionally reach out using automated messages via call, text, or WhatsApp to the verified phone number on your profile.”

Google Business Profile Help

Google increasingly assembles business facts from signals beyond what an owner types in, and those facts now feed Maps, Search, and AI assistant answers. Surfacing the collected data with a source, a date, and a delete control gives businesses a way to catch errors before they spread. It also means a phone call or WhatsApp message to a single location can now change what Google believes about that location.

What this means for multi-location brands

Automated calls and texts to one store’s verified number do not scale to an estate of hundreds or thousands of locations, and a central marketing team will rarely see them. The risk is silent divergence: a detail collected or confirmed at one site drifts away from the brand’s canonical record, and nobody at head office notices until a customer does. The defensible position is to treat your own data as the source of truth and push it out through a business locations data API, built for exactly this kind of Google Business Profile API workflow at scale. Then monitor every listing centrally, so a stray collected-info change is caught and corrected through listing management software rather than store by store.

The bottom line

A delete control on data you did not enter is welcome, but it is built for one owner checking one profile. At enterprise scale, keep your verified data flowing from a single system and watch for drift across the whole network, because Collected Info is now one more channel through which it can creep in.