Google now shows you every detail its automated assistant collected about your business, and lets you delete what is wrong. The "Collected info" tab rolled out to Google Business Profile dashboards on 14 September 2026. Open it, read what Google thinks your hours, services and phone number are, and remove anything outdated.
What is the Collected Info tab in Google Business Profile?
It is a new tab in your Business Profile dashboard listing the details Google gathered about you on its own, with the source and the date it was collected.
Google Business Profile announced it on X on 14 September 2026: "You can now review details verified by Google’s automated assistant right inside your Business Profile dashboard. Head to the ‘Collected info’ tab to see what was gathered and delete any outdated details." Search Engine Land’s Barry Schwartz reported the rollout the same day, noting it should make removing inaccurate information easier.
The feature is not brand new in concept. Search Engine Roundtable spotted it in testing on 22 June 2026, roughly three months before the general rollout.
You reach it through Business Profile, then Edit profile, then Collected info. Per Google’s own Business Profile Help documentation, each entry shows where it came from and when, displayed in the original language it was collected in.
Why does Google have information I never gave it?
Because Google phones, texts and WhatsApps businesses to confirm details, and records what it hears.
Google’s Business Profile Help page states that "to confirm your business details and keep your Business Profile updated and discoverable for customers looking for businesses like yours, Google may occasionally reach out using automated messages via call, text, or WhatsApp to the verified phone number on your profile."
That is the part most owners miss. If an automated call reached a part-time front desk person, a co-op student, or an answering service last spring, whatever they said may now be sitting in your profile as fact. Nobody on your team necessarily knew it was Google calling, and until this month there was no screen that showed you the result.
This matters most for the businesses that get asked the most operational questions: appliance repair shops, optical stores, restaurants, auto shops, clinics. Hours, whether you do emergency calls, whether you take walk-ins, which brands you service.
How could wrong collected info actually hurt my business?
Wrong profile data does not just sit on your listing anymore. It feeds the AI answers customers now read instead of clicking through.
Google has been folding AI Mode capabilities into AI Overviews through 2026, according to Search Engine Roundtable’s September 2026 Google webmaster report. When someone asks an assistant whether you are open on Sunday or whether you service their brand, the answer is assembled from structured sources — and your Business Profile is one of the most authoritative ones Google has about you.
A wrong "closed Sundays" does not cost you a ranking. It costs you the Sunday calls, silently, with no line in any report telling you it happened. That is the practical case for spending fifteen minutes in this tab.
| Question | Answer |
|---|---|
| What is it? | A tab showing details Google’s automated assistant collected about your business |
| Rolled out | 14 September 2026 (in testing since 22 June 2026) |
| Where to find it | Business Profile → Edit profile → Collected info |
| What it shows | The detail, its source, and the date collected, in the original language |
| What you can do | Review each entry and select Delete to remove it |
| What Delete does not do | It removes the record from Google, but does not change details already live on your profile |
| Where the data comes from | Automated Google calls, texts or WhatsApp messages to your verified number |
That last row is the one people get wrong. Deleting a collected record is not the same as fixing your listing. Google’s documentation is explicit that deleting collected information removes it from Google’s records but does not change other details already on your Business Profile. If your hours are wrong on the live listing, you still have to edit the hours.
What else changed in Google Business Profile this month?
Three things worth knowing, all logged by Sterling Sky’s local search change tracker.
On 8 September 2026, Google began sending owners "Does This Look Right To You" notifications about user-suggested edits — so if you get one, it is legitimate and worth answering. Also on 8 September 2026, the Business Profile insights analytics report was reported missing data for the whole month of September 2026, so do not panic at a flat performance graph this month. And on 15 September 2026, Google announced a delay in processing applications for access to the Business Profile API, which matters if you manage listings at scale through a tool.
If keeping local listings accurate is not something anyone at your shop owns, that is usually the cheapest fix available in local SEO — it costs attention, not budget.
What to do this week
- Open Business Profile, go to Edit profile, then Collected info. Read every entry and check the date and source on each one.
- Delete anything inaccurate or outdated — then separately fix the live detail on your profile, because deleting the record does not correct the listing.
- Tell whoever answers your main phone line that Google calls and texts to verify details, and that they should route those to you rather than guessing an answer.
- Re-check your hours, service area and services list while you are in there. Those are the fields AI answers quote most often.
Frequently asked questions
Does deleting collected info change my Business Profile?
No. According to Google’s Business Profile Help documentation, deleting collected information removes it from Google’s records but does not change other details already on your Business Profile. These are two separate actions. If Google collected a wrong closing time and that wrong time is now showing on your listing, you need to delete the collected record and edit your hours. Doing only the first leaves the wrong hours live for customers.
Why is Google calling my business with an automated message?
Google states it may occasionally reach out using automated messages via call, text, or WhatsApp to the verified phone number on your profile, to confirm your business details and keep your profile updated and discoverable. It is a legitimate Google process, not a scam, though it is worth noting that Sterling Sky logged a separate incident on 10 September 2026 where scammers uploaded AI-generated photos containing phone numbers through the Maps contributor program. Never give payment details on any such call.
How often should I check my Collected Info tab?
Monthly is sensible for most small businesses, and after any change to hours, services, staff on the phones, or location. The tab is new as of 14 September 2026, so nobody has a long track record with how frequently Google adds entries. Build it into whatever monthly routine you already have for reviews and photos rather than treating it as a one-time cleanup.
Not sure what Google is telling customers about you? We will check your Business Profile, your local visibility and how you show up in AI answers as part of a free 48-hour audit.
Sources: Search Engine Land, 14 September 2026; Google Business Profile Help — Edit your Business Profile; Search Engine Roundtable, 22 June 2026; Search Engine Roundtable, September 2026 Google webmaster report; Sterling Sky local search change log.