AI messaging in Search and on Maps for Google Business Profile: what’s new

You have probably noticed it: Google Business Profile, formerly known as Google My Business, has kept evolving over the past few months, even though some features often take longer to reach France than other countries. Right now (mid-October 2026), several business profiles are being invited to try out an early version of a brand new feature: AI messaging in Search and on Maps.

So what is it all about? That is what this article covers!

Early access to a new AI messaging feature

It is October 20, 2026, and several Google Business Profile accounts have received an email inviting them to try out the new AI messaging feature before its wider release.

What does it involve?

In short, the email offers (translated from the French version we received): “early access, at no cost, to AI-powered messaging for your business profile in Search and on Maps. You can allow an agent to answer common customer questions and help them make bookings, so your team can spend more time running the business*. Your agent will forward complex questions to you.”

Basically, you are offered the option to let an artificial intelligence reply in the Google Business Profile chat instead of a member of your team.

Here is what it looks like:

Benefits of AI messaging in Google Business Profile

In a nutshell, this messaging feature promises to reply on your behalf to prospective customers when they browse your Google listing and want to send you a message.

Among the benefits highlighted for this feature, it appears you can:

• automate recurring questions and their answers
• stay in control of conversations
• keep control over your brand image (custom branding)

All in all, the promise is appealing, and seeing artificial intelligence finally make its way into a product as popular as Google Business Profile looks like rather good news.

Now, the feature still has to be offered to a large number of listings so it can be tested and then rolled out to all the others.

As of today, no date or timeline has been announced for a wider rollout of AI messaging in Google Business Profile.

However, the footer of the invitation email states the following:

* Your agent is available to customers on participating mobile networks whose phones support RCS. The agent will not reply to other customers, and their messages will go straight to your phone. Standard messaging rates may apply.