Published in full
What “verified” actually means
Every pro on NWA Today passes these checks before appearing — and keeps passing them to stay. Here's the whole standard, because trust needs receipts.
Arkansas license check
We verify the contractor's license directly against Arkansas state licensing records — the actual registry, not a screenshot the business sends us. Trade-specific licenses (HVACR, plumbing) are checked with the relevant state board.
Insurance verification
Current general-liability coverage, verified by certificate of insurance. Coverage that lapses pauses the listing until a current certificate is on file.
Real local business
A verifiable Northwest Arkansas operating footprint — not a lead broker, not a national call center renting a local number. We list businesses a neighbor could point to.
Complaint monitoring
We watch for patterns — BBB complaints, unresolved disputes, homeowners telling us something went wrong. Verification is a standing state, not a one-time stamp.
Removal policy
Consumer trust outranks any single check — and outranks revenue. A partner loses the slot, publicly and without refund pro-ration games, when:
- License or insurance lapses and isn't cured promptly
- A pattern of credible homeowner complaints goes unresolved
- Misrepresentation of credentials, pricing, or scope
- Any conduct that would make us unwilling to send a neighbor there
What verification is not
Verified pros pay NWA Today for placement — that's disclosed on every page where they appear. What they can't buy is the verification itself: the checks above are the same for everyone, payment never changes a ranking, and failing a check ends the listing regardless of the contract. The full money-side explanation lives on our disclosure page.
Disclosure: verified pros pay NWA Today for placement. Verification is earned, never sold — see our verification standards and full disclosure.