Claiming is free. It gives you a published right of reply, control of your own links, and a route to a better income grade on evidence. It does not give you editorial control — grades, caution flags and findings are never for sale.
Paste the URL of the profile page, or just the person's name.
If you have an email address at your own domain, use it — it is one more signal in your favour. Do not send passwords or identity documents; we do not want them.