GBP Messaging Setup: The Complete 2026 Guide

Messaging is available to verified GBP listings in most countries. To activate messaging, navigate to the "Messages" section of the GBP dashboard and toggle "Turn on messages." Google requires a phone number on file for the business before activation is available.

Once activated, Google provides a forwarding number. Customer messages sent via Google Maps or Search arrive at this forwarding number and are relayed to the business. The forwarding number is managed by Google and cannot be customized. Businesses can choose to receive messages via the GBP mobile app (iOS or Android), SMS text forwarding, or both.

SMS forwarding sends a text to the business phone number when a customer messages through Google. This is the simplest integration path. Configure SMS forwarding in the messaging settings. Test the setup by sending a test message from a second Google account.

SMS forwarding has limitations. Standard carrier rates apply for incoming messages. The business phone number is visible to Google but not to the customer. Customers see only the Google forwarding number. Responses sent via SMS are attributed to the GBP profile, not the individual phone number.

Auto-replies serve two purposes. First, they acknowledge receipt of the message and set expectations for response time. Second, they can capture additional information that speeds up qualification.

An effective auto-reply includes:

• A greeting and acknowledgment
• Expected response time
• An optional prompt for additional details

Example: "Thanks for reaching out. A team member will respond within 2 hours during business hours. To speed things up, please describe what you need help with."

Configure auto-replies in the GBP messaging settings under "Automated responses." Google permits one auto-reply message that is sent immediately when a customer initiates a chat. Do not use deceptive language that suggests an immediate human response when the auto-reply is automated.

Google tracks messaging response time and may display response time data on the profile. Profiles that respond to 90 percent of messages within 24 hours display a "Usually responds within X hours" badge. Faster response times are correlated with higher conversion rates.

Industry benchmarks from 2025 data show:

• Home services: 4 hour median response time
• Medical and dental: 6 hour median response time
• Retail: 2 hour median response time
• Professional services: 8 hour median response time

Businesses that respond within 1 hour see 2.8 times higher messaging conversion rates compared to businesses that respond within 24 hours (BrightLocal, 2025). Configure SMS forwarding and app notifications to minimize delay.

For multi-location businesses, assign specific staff members to monitor GBP messages during business hours. Google's business messaging platform supports multiple user access. Managers and owners can all view and respond to messages through the shared GBP dashboard.

Create a coverage schedule that accounts for lunch breaks, closing time, and weekends. Messaging outside of business hours should have an auto-reply that sets expectations for next-day response. Do not leave auto-reply as the only mechanism during business hours. Customers expect a human response within the stated window.

GBP messaging does not natively integrate with most CRM platforms. However, SMS forwarding enables routing through third-party SMS gateways. Some GBP management platforms offer messaging dashboards that consolidate messages from Google, Facebook, and the business website into a single inbox.

Evaluate integration options based on message volume. Low-volume businesses (under 50 messages per month) can manage messaging through the GBP app directly. Higher volumes justify a centralized messaging platform with routing, templates, and analytics.

Messaging communications may be subject to consent requirements under regulations including TCPA in the United States and GDPR in Europe. Google's terms of service require businesses to comply with all applicable laws when using the messaging feature. Do not send marketing messages via GBP messaging without explicit opt-in from the customer.

Document consent for message-based communications. Automated responses that include marketing offers without prior consent risk regulatory action.

Run this audit monthly:

• [ ] Messaging is activated on the profile
• [ ] SMS forwarding is configured and tested
• [ ] Auto-reply is set with accurate response time expectations
• [ ] At least 90 percent of messages are responded to within 24 hours
• [ ] Response time badge is displayed on the profile
• [ ] Staff are assigned to monitor messages during all business hours
• [ ] Integration with CRM or messaging platform is operational (if applicable)
• [ ] Consent documentation is in place for messaging communications

1. Google Business Profile Help. (2025). "Turn on messages for your Business Profile." support.google.com/business
2. BrightLocal. (2025). "Local Consumer Review Survey 2025." brightlocal.com/learn/local-consumer-review-survey
3. Google Business Profile Guidelines. (2025). "Messaging policies." support.google.com/business
4. FTC. (2025). "Telemarketing Sales Rule and Text Messaging." ftc.gov/tcpa