Google Business Profile Adds WhatsApp and SMS Chat: What It Means for Law Firms

What’s New with Google Business Profiles?

Google is testing a new chat feature for its Business Profiles, allowing businesses to connect with customers through external messaging apps like WhatsApp and regular text messaging (SMS). This update provides a simple way for potential clients to initiate conversations by clicking a messaging option displayed on a business’s Google profile. From there, the chat is redirected to the client’s preferred app—whether it’s WhatsApp or the default SMS app on their smartphone.

While Google has rolled out documentation about this feature, it currently appears to be in testing in the United States, with the option unavailable to U.S.-based profiles as of now. Still, this development highlights Google’s continued focus on enhancing its platform’s functionality for businesses looking to improve accessibility and engagement with their audience.

In comparison, a similar chat feature was available on Google Business Profiles, allowing users to message businesses directly through the GBP platform itself. However, Google removed that tool last year, which left many businesses, including law firms, without a built-in chat option. Unlike the prior feature, the new chat option shifts communication to SMS and external apps like WhatsApp, providing an additional layer of convenience for clients who prefer using messaging apps already installed on their devices.

How Could This Feature Impact Law Firms?

This new chat feature has the potential to significantly enhance client communication for law firms. By enabling direct messaging through SMS or platforms like WhatsApp, law firms can make themselves more accessible to prospective clients who prefer these convenient, real-time communication methods. This could lead to quicker inquiries, more efficient responses, and even better client retention, as people are increasingly drawn to businesses that adapt to their preferred way of interacting.

Another advantage is the ability to connect with clients on platforms they already use daily. Many individuals are familiar with the ease of WhatsApp and SMS, making it natural for them to initiate a conversation with a law firm through these channels. By meeting potential clients where they are most comfortable, firms can reduce friction in the intake process and create a more approachable experience.

However, there are challenges to consider. For law firms managing a high volume of inquiries, integrating new communication methods might feel overwhelming without the proper processes in place. Ensuring that these new channels are monitored consistently and that clients receive timely replies will be critical to maximizing the benefits of this feature. Firms should also evaluate how this update fits into their overall communication strategy to ensure it complements existing tools like email and phone consultations.

Preparing Your Law Firm for Future Updates

With Google’s continued enhancements to its Business Profiles, law firms need to stay ready for future updates like this chat feature. While the WhatsApp and SMS functionality is still in testing for U.S. profiles, firms can take proactive steps now to ensure they’re prepared when it becomes widely available.

Start by reviewing your Google Business Profile to confirm that all contact information is accurate and up to date. This includes verifying your phone number, which may be linked to the SMS option, and considering whether you want to set up a WhatsApp Business account if your firm doesn’t already use one. Doing so will allow you to seamlessly adopt these new messaging options when they roll out.

It’s also worth discussing with your team how to incorporate additional communication methods into your existing processes. Whether it’s assigning specific staff to monitor messages or using client intake software to track conversations, having a system in place will ensure inquiries through WhatsApp and SMS don’t fall through the cracks. By planning ahead, your firm can be ready to meet clients’ expectations and take full advantage of tools like this when they become available.

Stay Ready for Tomorrow’s Client Expectations

Google’s latest update to Business Profiles signals a growing focus on convenience and accessibility for customers—something law firms cannot afford to overlook. As communication preferences evolve, features like WhatsApp and SMS messaging can help firms meet client expectations for faster, easier ways to connect.

By staying informed about updates like this and preparing your GBP for new tools, your firm can position itself as approachable and client-focused in an increasingly competitive market. If you’re unsure how to optimize your Google Business Profile or integrate these changes into your digital marketing strategy, TSEG is here to help. We specialize in equipping law firms with the tools and expertise needed to thrive in today’s fast-changing online environment.