Google is inviting more businesses to a free AI agent that texts customers from Search and Maps

Published

Someone finds your client on Google Maps at 9 pm. They tap Message, ask if you're open Sunday, and get an answer right away in their normal texting app. Nobody on your team typed it. That's what Google is testing on Business Profiles, and more owners are getting invited in.

What Google is rolling out

Google calls it AI-powered messaging. Customers can message a business from Search and Maps, and the chat opens in their phone's own texting app, not a web chat window.

An AI agent answers the routine questions. Google's own words on the setup screen: it "will answer routine questions from customers, instantly and at no cost." Think hours, today's specials, or "can I book for Saturday?" In Google's restaurant example, the agent shows menu items with photos and prices, then offers open reservation times.

When the agent doesn't know something, it hands the chat to the owner. You can also jump into any conversation whenever you want. All the messages live inside the Business Profile.

It's a pilot, not a full launch

This is still early access. On Oct 29, 2026, Search Engine Roundtable reported that Google seems to be letting more businesses in. Mike Blumenthal shared an email he got inviting him to "get early access to the AI-powered messaging pilot on your Business Profile on Search and Maps at no cost." That email was written for restaurants and mentions help with reservations.

So not everyone has it. Barry Schwartz, who wrote the report, said he doesn't see it on his own profile yet. If it's on yours, Claudia Tomina says to look for a red dot on Messages in the profile.

Some history: Google shut down its old Business Profile chat back in 2024. A version of this new messages screen with a "Handled by your AI agent" section showed up for a few hours in June 2026, then disappeared. Now it's coming back for real, slowly.

The fine print: RCS

The AI agent only works when the customer's phone and network support RCS, the newer texting standard that replaces plain SMS.

If the customer can't use RCS, the AI doesn't answer. Their text goes straight to your phone, and standard text rates may apply. So messages don't vanish, but someone on your side still has to reply to those.

Google hasn't published which countries or business types are in the pilot. The early reports and the invite email lean toward restaurants.

Why accurate profile data matters even more now

The agent answers from what Google knows about the business. Claudia Tomina put it simply: "The agent can only answer as well as your profile does."

Wrong hours used to mean a customer showed up to a locked door. Now it can mean an AI confidently telling them the wrong thing in a text, under the business's name. Before anyone turns this on, check hours, holiday hours, services, menu and booking details. Fix the profile first, then let the agent talk.

What it means for agencies and paid messaging tools

Paid tools have sold "answer leads fast by text" for years. Podium sells webchat and texting. Birdeye now has AI agents for multi location brands. HighLevel bundles texting and automations for agencies. NiceJob lives on review and referral requests next to that same customer conversation.

Google's version is free and sits right on the profile where the customer already is. For a small business that only wanted "someone answers basic questions from Maps," that's a real reason to ask why they're paying for a separate tool.

It won't replace everything. It only covers people who message from Search and Maps, only answers fully on RCS, and Google hasn't shown it pushing chats into a CRM, running follow ups or asking for reviews. Paid tools still own the rest of the pipeline. Expect them to pitch hard on that.

GBP management tools like Merchynt (Paige), GBPly and Localo get a new selling point: keeping the profile complete and correct now feeds a bot that talks to customers, not just a listing they read.

Plain takeaways

Sources

Know when prices change

One short email a week. What changed in local SEO tools, and what it costs you. No pitch.