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Google has made a small but potentially impactful update to the Google Business Profile (GBP) setup process: it now requests a text or WhatsApp number when creating a new listing. While adding such a number has been possible for some time, Google is now proactively prompting businesses to include one during onboarding.

This change was first observed by Syed M. Amir Hassan, who posted a screenshot on X 

“While setting up a new GBP, Google is now asking for a chat number (for text/WhatsApp). Selection is optional,” he wrote.

A Step Toward More Direct Engagement

The prompt appears during the GBP setup phase, asking business owners to add a number customers can use for texting or WhatsApp messages. The option is clearly marked as optional, but its presence during onboarding signals Google’s intent to normalize direct chat options as part of the local business experience.

Here’s a closer look at what this update implies:

Encourages real-time communication between businesses and potential customers

Strengthens local business presence in Google Search and Google Maps

Aligns with user behavior trends favoring instant messaging over calls or emails

Google’s Support Page Confirms the Feature

Google has an official support article explaining how to manage and update your business’s text or WhatsApp number. This allows businesses to:

Add or remove their messaging number

Choose between SMS or WhatsApp

Manage messages through their GBP dashboard

 

These communication options are particularly beneficial for service-based businesses, small retailers, and mobile-first consumers.

 Why This Matters for SEO & Local Marketing

For SEO professionals and local business marketers, this update reinforces several trends:

Customer engagement is now part of visibility—not just content and reviews

 

Message-ready businesses may gain subtle advantages in Maps and Search

 

More customer communication data could feed into Google’s ranking signals for local intent

 

Adding a messaging number could help boost trust and conversion, especially for users searching with commercial intent on mobile devices.

Final Thoughts

This seemingly minor update reflects Google’s larger goal of streamlining customer-business interactions. By nudging businesses to provide chat-ready contact options during profile creation, Google continues to evolve the GBP ecosystem from static listings to fully interactive local hubs.

SEO professionals should begin advising new clients to opt into this messaging feature, especially for high-touch industries like retail, beauty, hospitality, and service sectors. Even optional fields today can influence visibility and engagement tomorrow.

Stay tuned for further updates as Google continues to refine its Business Profile offerings across Search and Maps