Big news from Google! The company has revamped its Business Profile tool, introducing the ability for businesses to connect with customers via WhatsApp or SMS. This update replaces Google’s old messaging feature and promises to make customer interactions smoother, more engaging, and more effective. Let’s dive into the details of how this works and why it’s a game-changer for businesses.
What’s New?
Google Business Profiles (GBP) now allow customers to chat with businesses using **WhatsApp** or **SMS**. Instead of relying on Google’s older messaging tool, customers can reach businesses through platforms they already use daily. Whether it’s asking about store hours or getting quick product information, this update makes communication seamless.
Why Does This Matter?
Here’s why this new feature is important for both businesses and customers:
- Familiar Messaging Tools: Customers prefer using apps they’re already comfortable with, like WhatsApp or SMS. With WhatsApp boasting over 2 billion global users, this update makes conversations friendlier.
- Effortless Management: Businesses can handle all customer chats directly within their Google profile dashboard, eliminating the need to switch between different apps.
- Global Reach: This feature is available in many regions worldwide (excluding places like Japan and China), enabling businesses to connect with an international audience.
Here’s How to Set It Up
If your business already has a verified Google Business Profile, here’s how to activate this feature:
- Log in to your Google Business Profile (check this guide if you need help finding it).
- Navigate to Edit Profile > Business Information > Contact > Chat Options.
- Choose whether you want to use Text Message (SMS) or WhatsApp, then input the corresponding phone number or WhatsApp link (e.g., https://wa.me/1XXXXXXXXXX).
- Save your changes, and you’re all set!
Pro Tip: If you manage multiple business locations, you can use the same WhatsApp link for all of them, which keeps things organized and simple.
Examples of Benefits
Curious about the real-world advantages? Here are a couple of scenarios:
- Faster Responses: Imagine a customer looking to buy a cake from a bakery early in the morning. Instead of waiting for emails or phone calls, they can send a quick message via WhatsApp or SMS and get immediate answers.
- Better Engagement: A local gym could share class schedules, membership discounts, or promotional images with a potential customer in no time, creating a more personalized experience.
What’s Missing (For Now)
While this feature is fantastic, there are a couple of limitations to keep in mind:
- Currently, businesses can’t access analytics, such as how many customers clicked on their chat options or engaged with messages.
- Standard messaging fees (like WhatsApp Business costs or carrier-specific SMS charges) may apply depending on usage.
When Was This Rolled Out?
Google officially retired its older messaging feature on July 31, 2024. This new WhatsApp and SMS integration expanded across the U.S. and Europe in early 2025, following initial testing in Latin America.
Why It’s a Smart Move by Google
This pivot to WhatsApp and SMS aligns perfectly with how people prefer to communicate today. Instead of forcing users into a separate messaging tool, Google is helping businesses meet customers where they already are. The result? Easier, more natural conversations that benefit everyone.
If you’re a business owner, this update is your chance to stay competitive and accessible. Ready to give it a try? Check out the detailed guide on how to chat with customers from your Business Profile.
Customer communication just got simpler, smarter, and more seamless. Don’t miss out!