Google Business Profile messaging features have undergone significant changes in 2024, with the discontinuation of the native chat and call history functions as of July 31, 2024. Businesses can no longer access past conversations or use the built-in chat system, but alternative messaging options like WhatsApp and SMS texting have been introduced to maintain customer communication. The shift requires businesses to update their profiles to include phone numbers or third-party messaging links, while still allowing customers to initiate contact through Google Search and Maps. Key actions include downloading historical chat data before August 30, 2024, and transitioning to supported messaging platforms to ensure continued engagement.

• Chat and call history features were permanently removed on July 31, 2024, requiring businesses to adopt alternative communication methods ^[1][9]
• WhatsApp and SMS texting are now the primary messaging options available through Google Business Profile, replacing the native chat feature ^[2][7][10]
• Businesses must manually enable these new messaging features by editing their profile settings and selecting either WhatsApp or text messaging ^[2][3]
• Performance metrics for customer interactions remain available, allowing businesses to track engagement despite the loss of chat history ^[2]

Current Google Business Profile Messaging Features

Setting Up Messaging Through WhatsApp or SMS

The removal of Google Business Profile’s native chat feature has shifted the focus to WhatsApp and SMS as the primary communication channels. Businesses must proactively enable these options to maintain customer engagement, as they are not automatically activated. The setup process is straightforward but requires verification and manual configuration through the Business Profile interface.

• Eligibility requirements:
• Only verified Business Profiles can add WhatsApp or SMS messaging options ^[2]
• Features may not be available in all regions or for all business types ^[2]
• Steps to enable messaging:
• Log in to your Google Business Profile and navigate to the "Edit profile" section ^[2]
• Select "Edit" next to the "Chat" option, then choose either WhatsApp or text messaging from the dropdown menu ^[2][10]
• Enter your WhatsApp number or SMS-capable phone number and save the changes ^[10]
• If both WhatsApp and SMS are added, only the text message option will be displayed to customers ^[2]
• Technical considerations:
• The same WhatsApp link can be shared across multiple business locations ^[2]
• Businesses using third-party software (e.g., Emitrr or Zendesk) may need to reconfigure integrations to support WhatsApp or SMS ^[5][6]

Once enabled, customers will see a "Message" button on the business’s Google Search or Maps listing, allowing them to initiate conversations directly. Businesses should test the setup by sending a message to their own profile to confirm functionality ^[3].

Managing Customer Messages and Best Practices

With the native chat feature discontinued, businesses must adapt their message management strategies to WhatsApp and SMS. Response times, availability settings, and customer engagement remain critical for maintaining a positive experience and indirectly supporting local SEO performance.

• Response time requirements:
• Google expects businesses to reply to messages within 24 hours to avoid having the messaging feature disabled ^[3]
• Prompt responses can lead to higher customer satisfaction and potentially more positive reviews ^[3][9]
• Message management tools:
• Messages can be managed directly through the Google Business Profile "Messages" tab or via third-party platforms like Emitrr or Zendesk ^[5][6]
• Businesses can set up automated welcome messages to acknowledge customer inquiries immediately ^[3][5]
• Availability statuses (e.g., "Open," "Closed," or "Away") can be configured to manage customer expectations ^[4]
• Performance tracking:
• Engagement metrics, such as the number of messages received and response times, are still accessible in the Business Profile dashboard ^[2]
• Businesses should monitor these metrics to assess the effectiveness of their messaging strategy ^[2]
• Customer engagement best practices:
• Diversify communication channels by adding links to other platforms (e.g., Facebook Messenger, live chat on websites) to reduce reliance on Google’s messaging features ^[9]
• Optimize the Business Profile with complete information, high-quality images, and regular updates to improve visibility in local search results ^[9]
• Train staff on handling inquiries via WhatsApp or SMS, ensuring consistent and professional responses ^[5]

While Google Business Profile messaging no longer directly impacts local SEO rankings, responsive communication can lead to better customer experiences, more reviews, and improved visibility over time ^[3]. Businesses should also consider using Google Takeout to download any remaining chat history before August 30, 2024, for record-keeping purposes ^[1].