Google started asking business owners to add an SMS or WhatsApp number when setting up a Business Profile. Adding WhatsApp or SMS to your Google Business Profile (GBP) lets clients message you from Google Search or Maps. Although marked “optional,” the SEO world’s collective reaction could best be summed up as “LOL, sure!”
Under the hood, this change is part of Google’s broader push toward Business Messages, which lets potential customers start a chat right from Search or Maps.
Why It Matters
With this tweak, you can:
Hang Out Where They Already Are: Slide into conversations on their go-to apps; no extra installs are required.
Keep It Casual: Ditch the formalities and welcome emojis; make chats feel like real talk.
Share More Than Words: Send a picture, a short location, or a GIF; communication just got better.
Skip the Boring Stuff: Forget boring things like forms and waiting times; get right to the good stuff.
Turn Browsers into Buyers: Capture local search traffic with easy chats that help you make more sales.
The Upside: Promise, Not Paranoia
Capture Hot Leads Instantly: Turn those phone calls and form submissions into in-app conversations; no extra plugins are needed.
Be Their First Responder: Ditch the “Please hold” script, answer questions on WhatsApp or SMS in seconds, and leave competitors waiting.
Close Deals on the Fly: A quick, polite response can close the deal before anyone else even gets there.
Solve Problems in Real Time: Get rid of small problems quickly with instant support; happy customers stay.
The Creepy Factor
If you recoiled at the idea and thought “yikes, creepy, hard pass,” you’re not alone. Over on X (formerly Twitter), it sparked a full-blown meme parade. Here’s why a lot of business owners are squirming:
Privacy Worries: Hand over a personal number (and you shouldn’t) and invite another 24/7 notification stream?
Inbox Overload: Nobody wants a ping fest at 10 PM.
Digital Landlord: Feels like another way for Google to fence in “your” customers.
Play Smart: How to Win You ask?
Use a Business-Only Number: Keep personal and professional chats separate.
Install WhatsApp Business: Leverage labels, quick replies, and automated greetings; check out WhatsApp Business for more features.
Set Boundaries: Schedule autoresponders during off-hours to manage expectations.
Train Your Team: Embed messaging into your customer-care workflow; don’t let it become a stress bomb.
Switch to a Business Account: Not required, but unlocks advanced tools by searching “WhatsApp for Business.”
Only Add Numbers You Monitor: Not checking it regularly will annoy customers. Consider installing WhatsApp on your work PC or using Respond.io for team access. While Google’s messaging prompt may feel like a surveillance pitch, it can be a genuine growth lever if you manage it wisely. It’s optional…for now. But a smart setup today might mean winning tomorrow’s customers before they even ask.