Google Business Profile Messaging, Chat And Calls

As of July 31, 2024, Google permanently removed the messaging, chat and call history features from Business Profiles. Messaging through Google Business Messages is no longer available. This article provides a historical overview of how Google Business Messaging evolved before its retirement.

Businesses that only use Google entry points (like Google Search or Maps) do not need to take any action. However, businesses using brand-managed entry points — such as custom chat URLs or web widgets — needed to remove or replace them with an alternative messaging option.

Customers can still find and contact your business through Google Search and Maps. They can learn more about your business from your website links, description, photos, and other information you share on your profile. Google provides an overview of how Business Profiles work on Search and Maps, including features like adding business information and tracking performance. You’ll continue to receive calls from your Business Profile and can track engagement metrics like website visits and directions requests. Completing your Google Business Profile helps improve local search visibility and attract more customers.

 

Why Google Business Profile Chat Was a Game-Changer

When first introduced, Google Business Messaging gave customers an easy way to send messages directly to a business from Google Search or Maps. This feature aimed to reduce friction: instead of calling or emailing, customers could get fast answers while browsing on Google. See Google’s performance reports guide for insights on web traffic, direction requests, and calls from your profile.

Messaging added a prominent “Chat” button to business listings, visible right alongside the Call and Directions buttons. It quickly became a popular feature for restaurants, salons, retail shops, and service providers looking to capture leads and answer inquiries instantly.

For many customers, messaging was more comfortable than calling. Research from Leadferno showed top reasons people preferred texting over calling included:

• Convenience and ease of use
• Faster responses
• Ability to multitask without waiting on hold

For businesses, messaging offered an opportunity to:

• Engage potential customers at their moment of interest
• Reduce missed opportunities from unanswered calls
• Stand out in local search with a highly visible call-to-action button

 

A Timeline of Google Business Messaging

Google’s messaging feature underwent several iterations before its retirement. Here’s a look at key milestones:

2005–2014: Early Days of Google Local Business

Google launched Local Business Center in 2005, later evolving into Google Places and then Google My Business (GMB) in 2014. These platforms focused on helping businesses manage local listings, but offered no chat features.

2016: First Tests of Messaging

Google began limited pilots of messaging, testing SMS-based communication between businesses and customers.

2017: Wider Rollout

Google expanded messaging to more businesses, relying on SMS routed through proxy numbers. However, messages could not yet be managed inside the GMB dashboard, making the system clunky for many owners.

2018: In-App Management Arrives

Businesses gained access to manage messages directly inside the Google My Business mobile app. Google moved from SMS-based messaging to in-app messaging, offering real-time conversations through Google Maps and the GMB app.

2019: Emphasis on Responsiveness

Google started enforcing response times, requiring businesses to reply quickly or risk losing Messaging access. This change ensured customers had a positive experience.

2020: Major Improvements

Messaging management is integrated into the Google Maps app. Chat buttons have been added to Google Posts on mobile devices. Missed call prompts encouraged users to send a message if a business didn’t answer a call.

2021: Desktop Support and Notifications

Businesses could manage messages on desktop through the Business Profile dashboard in Search. Browser notifications were introduced, alerting owners of new messages without needing the app open.

2022: Shift to Google Search & Maps Management

Google retired the standalone GMB app, consolidating management of profiles and messages directly in Google Search and Maps through the New Merchant Experience (NMX).

2023–Early 2024: Incremental Updates

Google refined notifications, updated messaging guidelines, and continued promoting Messaging as a key way for businesses to connect instantly.

July 31, 2024: Retirement of Messaging

Google officially sunsets the Messaging and call history features for all Business Profiles worldwide. Chat buttons were removed from listings, and businesses could no longer interact with customers through Google’s platform.

Why Did Google Retire Business Messaging?

Google didn’t offer a detailed explanation for discontinuing Messaging. However, industry analysts point to several likely factors:

1. Low Adoption Rates – Many businesses enabled Messaging but failed to respond quickly, leading to poor customer experiences.
2. Competition from Dedicated Platforms – Tools like WhatsApp Business, Facebook Messenger, and website live chat offered richer features and integrations than Google’s basic chat.
3. Focus on Core Offerings – Google appears to be streamlining Business Profile features, focusing on search visibility, reviews, and essential business information.
   Getting more Google reviews from customers strengthens your online reputation and trust.

Regardless of the reasons, the removal of Messaging left a gap for businesses that relied on it as an easy, free way to engage customers.

 

What Should Businesses Do Now?

Even though Google Business Messaging is gone, your customers still expect fast, convenient ways to contact you online. Here’s what you can do to fill the void:

Add Live Chat to Your Website

Live chat tools like Tidio, LiveChat, Intercom, or Zendesk Chat let you chat with website visitors in real time. They support features like automated responses, chatbots, and CRM integrations.

Use Facebook Messenger or Instagram Direct

Embedding a Facebook Messenger chat widget on your site or responding quickly to Instagram DMs gives customers channels they already use.

Adopt WhatsApp Business

WhatsApp Business offers a dedicated app or API integration, letting you send welcome messages, quick replies, and automated responses. It’s especially useful where WhatsApp is a primary communication tool.

Use SMS Solutions

Consider SMS services like Twilio, SimpleTexting, or Leadferno to send and receive messages directly with customers’ phones. SMS remains effective for confirmations, reminders, and quick communication.

Update Your Google Business Profile Contact Options

While you can’t chat directly through Google anymore, your profile can still list:

• Phone number
• Website
• Appointment or booking links
• FAQs with common questions and answers

Keeping Your Profile Relevant After Messaging

Google Business Profile remains an essential tool for local SEO. Even without messaging, your listing is the first impression many customers get. Here’s how to keep it optimized:

• • Complete Every Field – Include your hours, services, products, and description.
  • Add High-Quality Photos – Images of your storefront, team, and products build trust. Adding high-quality photos and videos to your Google Business Profile improves engagement and SEO.
  • Post Regularly – Updates, offers, and events keep your profile fresh.
  • Respond to Reviews – Engaging with customers in reviews demonstrates responsiveness.
  • Use Attributes – Highlight features like accessibility, ownership (e.g., women-owned), and amenities (e.g., free Wi-Fi). Adding Google Business Profile attributes highlights key features like accessibility or amenities.

 

Lessons from the Rise and Fall of GBP Messaging

Google Business Messaging’s history offers important takeaways for business owners:

Customer Convenience Matters

Messaging rose because people prefer quick, easy communication. Businesses that embraced it saw better engagement and conversions.

Responsiveness is Key

Many businesses lost Messaging privileges due to slow replies, proving that adding channels only works if you can support them well.

Technology Moves Fast

What’s available today might change tomorrow. Diversifying communication methods ensures you’re not reliant on a single platform.

Control What You Own

Your website, phone, and direct messaging tools give you control. Third-party platforms can change or remove features at any time, but owned channels remain stable.

Final Thoughts

Google Business Messaging was a powerful tool that helped many businesses connect instantly. Its retirement on July 31, 2024, highlights the need for businesses to stay flexible with communication strategies.

Today, embracing alternatives like live chat, social messaging, SMS, and proactive phone support — while keeping your Google Business Profile fully optimized — will ensure you continue to stand out in local search and provide excellent customer experiences. Implementing strategies to boost local SEO rankings helps your business stay ahead in competitive markets.

 

Frequently Asked Questions for Google Business Profile Chat and Call