Google Adds Apps and Integration to its Business Messaging

Photo credit should read ALAIN JOCARD/AFP via Getty Images

The takeaways

  • Google is expanding its Business Messaging service to give brands more ways to communicate with customers.
  • Businesses will be able to integrate the tools onto their own customer service platforms, creating greater inter-connectivity and data analysis.
  • The feature will expand across Google’s web and mobile apps, including iOS, Android and calls.

What happened?

Google has revealed plans to expand its Business Messaging feature across a wider variety of platforms. The new rollout gives businesses more flexibility in receiving and exchanging online messages, including the direct integration of Business Messages into their customer service platforms.

First introduced in 2017 as part of Google My Business, Business Messages will be accessible from Search and on mobile websites. It was also released to Google Maps in 2018. Google cited doubled usage of the messaging service compared to last year as a reason for the upgrades and clarified that registering with Google My Business does not make a business obligated to use the messages feature.

Creating connections to customers

The new tools grant brands new ways to easily communicate with customers and integrate them into their existing customer service platforms. Mobile users currently access Business Messages either via SMS on Android or the iOS Google Maps app. By making Business Messages available on mobile websites, customers can “message” right from their site. In the coming months, Business Messages will be more readily available on Android, including within apps and on calls.

Google is also introducing attendant features such as smart replies, unique welcome messages and visual product carousels. They also promise “a smooth transition from automated replies to a customer service agent.” Companies that fail to respond quickly will have their access to the feature restricted. 

Brands that opt-in to Business Messages will be able to see historic data over time, including clicks and conversations. The feature is expected to launch in other languages soon.

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