Google is testing a new Google My Business (GMB) feature to communicate when a new business opens.
A new business may specify its future opening date and Google may display this ad in the local panel with the opening of the business.
You can see here that Google has added a line saying "Opens Wed Sep 12" in orange in the local knowledge panel.
After its opening, Google added a "recently opened" label, which is not new:
Damian wrote, "It's pretty simple to provide Google with opening dates for new sites. This can be done using the "Open Date" field – but for the moment, you can only enter future dates manually in the GMB dashboard. It remains to be determined to what extent, in the future, you can register a new location. And as this is a limited pilot project, it is not yet guaranteed that your trademark registrations will be qualified for early publication. "
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