For any business aiming to attract local customers online, having a well-optimised Google Business Profile (GBP) is essential. But beyond visibility in search results, Google now offers tools to enhance direct engagement, and one of the most underutilised features is Messaging.

At Footprint Digital, we help businesses tap into every opportunity to connect with their audience—so let’s explore how Google Business Profile Messaging works, why it matters, and how you can get the most out of it.

What Is Google Business Profile Messaging?

Google Business Profile Messaging is a free tool that allows potential customers to message your business directly from your profile on Google Search or Google Maps. Once activated, a ‘Chat’ or ‘Message’ button appears on your listing, enabling instant conversations—without visitors needing to leave Google.

This functionality is available via the Google Maps app (Android/iOS) or the desktop version through the Google Business Profile Manager.

Why Should You Enable Messaging?

Here are a few compelling reasons to activate Messaging on your profile:

  • Faster response times = better customer experience
    Shoppers today want quick answers. Whether it’s asking about product availability, opening hours, or booking appointments, Messaging offers a low-friction way to respond quickly.

  • Build trust and credibility
    Prompt responses via Messaging demonstrate reliability. Google even highlights businesses with fast reply times—an advantage in competitive local markets.

  • Improve conversions
    For many small businesses, especially in sectors like retail, hospitality, and home services, Messaging can shorten the customer journey and increase enquiries.

  • Complement your existing customer service
    Messaging can work alongside your website, phone line, and social platforms, giving customers another convenient route to reach you.

How to Turn On Messaging

Activating Messaging is straightforward:

  1. Log in to your Google Business Profile.

  2. In the dashboard, select ‘Messages’ or go to Customers > Messages.

  3. Follow the prompts to activate Messaging.

  4. Once enabled, customers will see the “Message” button on your listing.

You can also manage messages using the Google Maps app, which sends push notifications so you never miss a conversation.

Best Practices for GBP Messaging

To make the most of this tool, consider the following best practices:

1. Respond quickly

Google expects businesses to reply within 24 hours—but ideally, respond much faster. Inactive or slow responses may result in the feature being revoked from your profile.

Tip: Turn on notifications and consider assigning team members to monitor incoming messages.

2. Use a professional yet friendly tone

Treat messages like live chat. Be personable but concise. Always reflect your brand’s tone of voice.

3. Set up a welcome message

Google lets you set an automated reply to greet users. A short message such as, “Thanks for contacting us! We’ll be with you shortly,” can reassure users and buy you time.

4. Don’t use it for spam or sales blasts

GBP Messaging is intended for genuine customer enquiries, not promotions. Abusing this tool may lead to restrictions.

5. Check for missed messages regularly

If you manage multiple locations or listings, check the Google Business dashboard regularly or ensure your mobile notifications are set up correctly.

Who Should Use GBP Messaging?

GBP Messaging is particularly useful for:

  • Restaurants – Take bookings, answer dietary questions, or confirm table availability.

  • Retailers – Share stock updates or help with sizing queries.

  • Trades and service providers – Book consultations or provide quick quotes.

  • Healthcare or wellness providers – Handle appointment queries or follow-ups.

If your customers are looking for answers before making a decision, Messaging gives you the opportunity to respond in the moment.

Footprint Digital’s View

At Footprint Digital, we believe local engagement tools like Google Business Profile Messaging are invaluable for small and medium-sized businesses. As part of a well-rounded local SEO strategy, this tool helps build relationships, drive conversions, and enhance customer trust—all without requiring extra spend.

If you need help optimising your Google Business Profile or managing your local SEO performance, we’re here to help. Let’s ensure your business isn’t just found—but chosen.

Need support with your Google Business Profile or local digital strategy? Give us a call today.