Business Messages, Google’s messaging service that wants to compete with Messenger and WhatsApp


Created in 2019, Google Business Messages is a tool dedicated to companies who would like to converse with their customer. Launched well after Facebook Messenger or WhatsApp, it nevertheless aims to take market share thanks to significant advantages, as explained in a white paper published by Partoo.

Launched in 2019, the conversational tool Google Business Messages allows brands to view and respond to messages from Internet users. A late functionality compared to the competition, but whose development has been accelerated with the Covid-19 crisis. During this period, support requests on messengers jumped 110% between 2020 and 2021 according to Zendesk. If the traditional phone call remains popular with 23% of users, generation Z and millennials are now 33% to prefer to go through instant messaging.

The advantage of this tool is that it is accessible from a very popular interface: Google. To converse with a brand, all you have to do is click on “discuss” in its file which appears on Google results during a search carried out on mobile. A chat window then opens in Google Maps and it is possible to ask questions. “This messaging solution has advantages that set it apart from its competitors. It can be found directly in Google Maps and Google Search. The objective: easy access for Internet users to contact a brand in one click and without waiting. By moving beyond the traditional messaging app model and introducing a new conversational layer to Google Maps and Search, Google is enabling a multitude of interactions with establishments. », explains Thibault Renouf Co-CEO of Partoo in a dedicated white paper. For its part, the company can respond to requests from its Google My Business space. The answers can come from a chatbot that she has configured or from a human assistant.

Unlike other email services, Google has not yet integrated direct payment into its tool. It therefore only has a marketing and customer relationship scope for the moment.

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