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Google sends invitations to people who have been active on Google Maps for a while and have written many reviews. These people are called "Local Guides" (or LGs). If you're invited, you can apply by completing a few short surveys about yourself and what type of user experience you want from Google Maps. Then you will receive an email inviting you to join the program - and voila! You also became an LG! You get access to special features such as: Such as the ability to add photos of places or write reviews without having to know anything about those places beforehand (but that doesn't mean you can just write whatever comes to mind; there are rules).