Unclaimed business pages show you how to reach them.

If you land on a business page for someone who hasn't signed up yet, you used to get a generic number that might not work. Now you get real options. The page shows you Google Maps, their website if they have one, and a form you can fill out to contact them.

This matters because a generic number often doesn't reach the right person, and it doesn't help the business know you're interested. The new way gets you straight to them or gives you a way to reach out directly.

The pros who do sign up and confirm still get the call button, so there's a real reason for them to claim their listing.