Google is killing off the messaging service inside Google Maps

Google is killing off a messaging service! This one is the odd “Google Business Messaging” service—basically an instant messaging client that is built into Google Maps. If you looked up a participating business in Google Maps or Google Search on a phone, the main row of buttons in the place card would read something like “Call,” “Chat,” “Directions,” and “Website.” That “Chat” button is the service we’re talking about. It would launch a full messaging interface inside the Google Maps app, and businesses were expected to use it for customer service purposes. Google’s deeply dysfunctional messaging strategy might lead people to joke about a theoretical “Google Maps Messaging” service, but it already exists and has existed for years, and now it’s being shut down.

Search Engine Land’s Barry Schwartz was the first to spot the shutdown emails being sent out to participating businesses. Google has two different support articles up for a shutdown of both “Google Business Profile Chat” and “Google Business Messages,” which appear to just be the same thing with different names. On July 15, 2024, the ability to start a new chat will be disabled, and on July 31, 2024, both services will be shut down. Google is letting businesses download past chat conversations via Google Takeout.

Google’s Maps messaging service was Google Messaging Service No. 16 in our giant History of Google Messaging article. The feature has undergone many changes, so it’s a bit hard to follow. The Google Maps Messaging button launched in 2017, when it would have been called “Google My Business Chat.” This wasn’t quite its own service yet—the messaging button would either launch your SMS app or boot into another dead Google messaging product, Google Allo!

The original SMS option was the easy path for small businesses with a single store, but SMS is tied to a single physical phone. If you’re a bigger business and want to take on the task of doing customer service across multiple stores, at the scale of Google Maps, that’s going to be a multi-person job. The Google Allo back-end (which feels like it was the driving force behind creating this project in the first place) would let you triage messages to multiple people. Allo was one year into its 2.5-year lifespan when this feature launched, though, so things would have to change soon before Allo’s 2019 shutdown date.

Knowing that the announcement of Allo’s death was a month away, Google started making Maps into its own standalone messaging service in November 2018. Previously, it would always launch an outside app (either SMS or Allo), but with this 2018 update, Maps got its own instant messaging UI built right into the app. “Messages” became a top-level item in the navigation drawer (later this would move to “updates”), and a third-party app was no longer needed. On the business side of things, a new “Google My Business” app would be the new customer service interface for all these messages. Allo’s shutdown in 2019 disabled the ability to use SMS for small businesses, and everything needed to use this Google My Business app now. Maps was officially a new messaging service. Google also created the “Business Messages API,” so big businesses could plug Maps messaging into some kind of customer management app.

It does not sound like Google is going to replace business messaging with anything in the near future, so the Chat buttons in Google Maps and search will be going away. In the endless pantheon of Google Messaging solutions, the Google Developer page also mentions an “RCS Business Messaging” platform that will launch the Google Messaging app. This service does not seem to be built into any existing Google products, though, and isn’t mentioned as an alternative in Google’s shutdown announcement. Google only suggests that businesses “redirect customers to your alternative communication channels,” but those links won’t be getting premium placement in Google’s products.

Business messaging is a pretty well-established market, and the Big Tech companies with competent messaging strategies are involved somehow. On iOS, there’s Apple’s iMessage-based Messages for Business, which also has a chat button layout in Apple Maps. Meta has both WhatsApp Business Messaging and Facebook Messenger’s Meta Business Messaging. There are also standalone businesses like Twilio.

Listing image by Google / Ron Amadeo