google my business update

Google Business Profiles Introduce SMS and WhatsApp Chat: What Business Owners Need to Know

By
Michelle Chia
|
November 21, 2024

As a business owner, staying connected with your customers is the backbone of any successful marketing strategy. Google Business Profiles (GBP), a powerful tool for businesses to manage their online presence, is taking communication to the next level by testing SMS and WhatsApp integration. This new feature could transform how businesses engage with their customers via Google Maps and Search, offering an accessible and familiar way to chat in real time.

In this blog, we’ll explore the details of this rollout, what it means for businesses, and how you can optimize your Google My Business Profile to take full advantage of this feature. If you’re a business owner looking to boost customer engagement and improve your local SEO strategy, this one’s for you.

The New Chat Feature: What’s Changing?

Previously, Google offered a native chat feature within the Google Business Profile and Maps apps, allowing businesses to message users directly. However, this feature was retired earlier in 2024, leaving a gap in the platform’s communication tools. Now, Google is testing a more versatile solution: integrating SMS and WhatsApp into business profiles.

With this update, businesses can add their SMS number or WhatsApp number to their GBP. This enables potential customers to initiate chats directly through Google Search or Maps, creating a seamless communication channel without the need for a dedicated Google messaging app.

This feature is currently in testing, with plans to roll out to U.S.-based businesses in the near future. While not all profiles have access yet, the potential for improved customer interaction is immense.

google my business chat

Why This Matters for Business Owners

Effective communication is critical in the customer journey. By offering SMS and WhatsApp as chat options, Google is helping businesses meet customers where they are most active—on their phones.

Key Benefits:

  1. Increased Accessibility:
    Customers no longer need to download an app or navigate a separate interface to connect with your business. They can use familiar tools like SMS or WhatsApp.
  2. Improved Response Times:
    With notifications sent directly to your phone, responding to inquiries becomes faster and more convenient, potentially increasing conversion rates.
  3. Enhanced Customer Experience:
    Quick and easy access to your business via chat fosters trust and satisfaction, encouraging repeat customers and word-of-mouth recommendations.
  4. Better Tracking & Insights:
    WhatsApp and SMS chats often provide analytics that can help you track engagement, response times, and customer sentiment—valuable metrics for refining your marketing strategy.

WhatsApp vs Text Messaging: Which Should Your Business Use?

With Google My Business Profiles offering both SMS and WhatsApp as chat options, businesses have the flexibility to choose (or use both!) depending on their audience and communication needs. Here’s a quick comparison:

WhatsApp

  • Global Reach: Ideal for businesses with international customers since it relies on internet connectivity rather than carrier networks.
  • Multimedia Support: Share images, videos, documents, and location pins seamlessly.
  • Professional Branding: WhatsApp Business profiles allow for logos, hours, and other details, giving your business a polished look.
  • Automation Tools: Features like quick replies and chatbots can streamline customer service.
  • Secure Communication: End-to-end encryption ensures privacy.

Text Messaging (SMS)

  • Universal Access: Every mobile phone supports SMS, making it accessible to all demographics, even without a smartphone.
  • Instant Notifications: Messages appear directly on the device without needing to open an app.
  • Familiar and Reliable: Customers are already comfortable with texting, making adoption seamless.
  • Cost-Effective: Great for local businesses focused on simple communication without extra multimedia.

Which Should You Choose?

  • Go with WhatsApp if you have a tech-savvy or international audience, want to leverage multimedia, or value automation.
  • Stick with SMS if your audience is local, prefers simplicity, or lacks access to internet-based apps.

Offering both ensures you cater to diverse customer preferences, enhancing your accessibility and customer satisfaction.

google my business profile

How to Prepare Your Business Profile for the Rollout

If you want to maximize the benefits of this new chat feature, your Google Business Profile needs to be optimized. Here’s how:

1. Keep Your Profile Up to Date

Ensure all your information—business name, phone number, address, hours, and website—is accurate and current. An incomplete profile may deter customers and limit the effectiveness of this new feature.

2. Claim and Verify Your Business

If you haven’t claimed your business profile yet, this should be your top priority. Verification is required to access features like chat.

3. Enable Chat

Once this feature becomes available to your profile, add your SMS or WhatsApp number under the "Chat" section of your dashboard. Make sure your team is prepared to handle inquiries promptly.

4. Train Your Team

Ensure that whoever manages your chat channels is trained in customer service best practices. Quick, friendly, and professional responses will set you apart from competitors.

5. Integrate Messaging into Your Marketing Strategy

Promote the new chat feature across your marketing channels. Let your customers know they can now contact you through SMS or WhatsApp for faster support or inquiries.

google business chat

What This Means for Local Marketing

Google’s move to integrate SMS and WhatsApp highlights the growing importance of conversational marketing. With customers increasingly expecting instant responses, businesses that leverage this feature can gain a significant competitive edge.

Boosting Local SEO

While this feature directly enhances customer engagement, it also indirectly benefits your local SEO strategy. Increased interactions and positive customer experiences often lead to more reviews and higher engagement rates—two factors that influence Google’s local search rankings.

Building Customer Trust

When customers see a business offering easy-to-use, familiar communication channels, it reinforces trust. Trust leads to higher conversions and long-term loyalty.

Standing Out in the Marketplace

Many businesses still rely on traditional methods like phone calls and emails. By offering chat options, you position your business as modern, customer-centric, and forward-thinking.

The Road Ahead

While the feature is still in testing, the prospect of SMS and WhatsApp integration in Google My Business Profiles is a game-changer. For business owners, this is an opportunity to deepen customer relationships, streamline communication, and improve your visibility on Google.

If you’re a business owner looking for help optimizing your Google Business Profile or navigating new features like this, our team specializes in local SEO, Google My Business Profile management, and digital marketing strategies tailored to small and medium-sized businesses. We can help you stay ahead of the curve and get the most out of your online presence.

Final Thoughts

Google’s push to integrate SMS and WhatsApp into its business profiles reflects the platform’s commitment to enhancing customer-business interactions. For businesses, this feature opens up new possibilities for customer engagement, providing a direct line of communication that’s both efficient and convenient.

Don’t wait to optimize your Google Business Profile. As this feature rolls out, being prepared will ensure you can take full advantage of it from day one. Need help? Contact us today for a free consultation on how to maximize your marketing potential with Google Business Profiles and beyond.

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