Google is bringing chat back to Google Business Profile, and this time an AI agent answers first. Google is inviting more businesses into an early-access pilot that lets customers message a business from Google Search and Maps while an AI assistant handles routine questions.
If that sounds familiar, it should. Google shut down its old Business Messages chat feature on July 31, 2024. The new version works differently, and it changes what your Business Profile needs to get right.
Here’s how it works, who has access so far, and what it means for local businesses.
What Is Google Business Profile AI-Powered Messaging?
Google Business Profile AI-powered messaging is a customer communication feature that uses artificial intelligence to answer common questions sent through a business’s Google listing.
Customers can start conversations from Google Search or Maps and continue chatting in their phone’s own texting app.
The AI agent answers routine questions using the information in your Business Profile. When it can’t answer something, it hands the conversation to you, and you can take over at any time. All messages show up in your Business Profile.
This creates a combination of automated customer support and direct human communication.
What's New in the 2026 Pilot
On October 29, 2026, Search Engine Roundtable reported that Google appears to be opening the feature to more businesses. Some owners have received emails offering early access to the pilot at no cost, and businesses in the pilot may see a red dot on Messages in their profile.
Here’s what the feature does so far:
- Instant AI responses: Answers common customer questions without manual intervention.
- Google Search and Maps integration: Customers can start a conversation directly from a Business Profile.
- Human takeover: Business owners can step in and respond personally at any time.
- Booking help: In Google’s example, a restaurant’s agent shows menu items with photos and prices, then offers open reservation times.
- One inbox: All conversations are available in your Business Profile.
The feature runs on RCS for Business, a messaging standard that supports richer conversations than traditional text messages, like images and suggested replies.
Who Can Use It Right Now?
Not everyone. This is still a pilot. Reporting so far points to testing in the United States, with some businesses in France also receiving early-access invitations. Google hasn’t announced a date for a wider rollout.
So far, Google’s examples and invitations have focused on restaurants. We haven’t seen it offered to home services, legal, or medical businesses yet. If you run an HVAC company or a law firm, don’t expect it this week. Do expect it eventually.
There’s also a catch on the customer side. The AI agent only works for customers whose phone and mobile carrier support RCS. Messages from everyone else go straight to your phone as regular texts, and standard messaging rates may apply.
How Does It Work?
The AI agent answers from the information in your Business Profile.
For example, a customer searching for a nearby restaurant might ask:
“Are you open tonight, and can I make a reservation?”
The AI assistant can reference available business information and help answer the question. If the request becomes too complex or the customer asks for a person, the conversation is handed to you.
Because responses depend on available business information, keeping profile details accurate is essential.
Why AI-Powered Messaging Matters for Local Businesses
Faster customer communication. Customers often expect quick answers before choosing a business. Automated messaging can respond to routine questions immediately, including outside regular business hours.
Fewer missed inquiries. Business owners can’t always answer every message. AI assistance can handle straightforward questions while passing complicated ones to you.
A more convenient customer experience. Customers can message you from Search and Maps in the texting app they already use, without navigating websites or contact forms.
Although this can improve customer engagement, AI messaging is not a confirmed direct Google local ranking factor.
The Real Takeaway: Your Profile Now Talks to Customers
Here’s what most coverage of this update misses. When an AI agent answers on your behalf, it can only be as accurate as the information you’ve given Google. Wrong hours, an outdated service list, or a stale website means the agent gives your customers wrong answers, in your name.
This is part of a bigger shift. More customers now ask AI who to call instead of scrolling through search results. Whether it’s Google’s agent in your Business Profile or an AI assistant recommending local businesses, the businesses with clean, consistent, complete information are the ones that get represented accurately.
How to Prepare Your Google Business Profile
You don’t need to wait for an invitation to get ready. These steps help whether or not you’re in the pilot:
- Update business information: Confirm accurate hours, contact information, and address.
- Review services and products: Add clear descriptions of what customers can buy or book.
- Match your website: Make sure your website says the same thing your Business Profile does.
- Watch for the invitation: Check your email and your Business Profile for an early-access offer or a red dot on Messages.
- Monitor conversations once it’s on: Review the AI’s answers and respond quickly when a message needs a person.
Final Thoughts
Google’s AI-powered messaging pilot is another step toward AI-assisted customer communication. For local businesses, the opportunity isn’t just faster responses. It’s making sure the AI answering for you has the right information to work with.
At ICONIER Digital Marketing Agency, we help businesses strengthen their online presence through Google Business Profile optimization, local SEO, and AI visibility, so customers and AI tools get the right answers about you.
Want to improve your visibility in local search? Explore our Google Business Profile optimization services and make sure customers can easily find accurate information about your business.
Frequently Asked Questions
Google is offering pilot access at no cost. Customers whose phones don't support RCS will reach you by regular text, and standard messaging rates may apply. It's not yet clear whether pricing will change after the pilot.
Right now, access is by invitation. Businesses in the pilot may get an email offer or see a prompt on Messages in their Business Profile. We haven't seen a general sign-up process yet.
Business owners can monitor conversations and take over at any time.
No. It's in a limited pilot, mostly tested in the US so far, with Google's examples focused on restaurants. It also only reaches customers whose phones and carriers support RCS.
There is no confirmed direct ranking benefit. However, accurate Business Profile information and responsive customer communication can improve the customer experience.
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Rishabh Sharma (Rish)
Founder, ICONIER Inc.
Over 11 years of experience in managing digital products with a specific focus on branding, lead generation, and delivering custom IT Solutions. Graduated from the University of London (U.K) in Business & Management. Rish saw the opportunity to improve and digitalize operations for small and large businesses by providing simple and innovative online solutions.
