How to add WhatsApp and Text message buttons to your Google Business Profile featured image
Marketing & Sales

How to add WhatsApp and Text message buttons to your Google Business Profile

TrainAR Team 1 month ago 6 min read

Category: Marketing & Sales • Niche: Local SEO, Google Business Profile, WhatsApp, SMS, lead generation, automations

Tradesperson adding WhatsApp and Text buttons to a Google Business Profile

Contents

Quick answer

  • Google shut down Business Profile “Messages/Chat” worldwide in 2024. Customers can’t DM you through Google anymore, but they still call, visit your site and get directions. See Google’s notices: Changes to Business Profile chat and call history and the developer update on Business Messages ending.
  • Replacement that works now: add official WhatsApp and/or Text message buttons to your Google Business Profile. These open WhatsApp or the phone’s SMS app straight to your number.
  • For UK trades, this can lift enquiry volume and reduce missed calls, especially out of hours.

Who this is for

  • Sole traders and small contractors who win jobs from Google Search and Maps.
  • Office-based trades businesses that want a lower-friction way for customers to reach you.
  • Anyone who lost leads when Google removed the built-in chat and needs a practical alternative fast.

Step-by-step: add WhatsApp

Before you start: use a WhatsApp Business number if possible so you keep personal and work messages separate.

  1. Make a click-to-chat link
  1. Add it in Google Business Profile (owner UI)
  • In Google Search, find your business and click Edit profile → Business information → Contact.
  • Under Chat, choose WhatsApp and paste your wa.me link, then Save.
  • Rollout varies by category/region. If you don’t see WhatsApp yet, check again in a few days.
  1. Verify it works
  • On a mobile, search your business and tap the WhatsApp/Chat button. It should open a chat to your number with any pre-filled text.

Advanced (agencies/multi-location)

  • If you manage many locations, you can set attributes via API: set attributes/url_whatsapp to your wa.me link. See Google’s docs: Add WhatsApp and Text URLs.

Step-by-step: add Text message

  1. Prepare your SMS URI
  • Use sms:+44xxxxxxxxxx (international format, no spaces).
  1. Add it in Google Business Profile
  • In Google Search → Edit profile → Business information → Contact → Chat → select Text message and enter your sms:+44… URI. Save.
  1. Test on mobile
  • The button should open the phone’s default SMS app to your number.

Advanced (agencies/multi-location)

  • API attribute is attributes/url_text_messaging with the sms:+44… URI. See Google attributes.

What to show on your profile now chat is gone

  • Keep phone, website and directions up to date.
  • Add WhatsApp and/or Text message as above.
  • Pin your core services in Services and Products so customers can pick quickly.
  • Use the Q&A section to pre-answer common questions (availability, call-out fee, areas covered).
  • Keep fresh photos of recent jobs and team vans to build trust.
  • Push for reviews after each job. If you need a process, see our guide: How to get more Google reviews for your trade business.

Stay compliant in the UK (PECR, ICO, WhatsApp policy)

If you send marketing by SMS or WhatsApp, UK rules apply.

  • SMS and WhatsApp are “electronic mail” under PECR. For individuals/sole traders you generally need consent, or you must meet every limb of the soft opt-in (collected during a sale/negotiation, your own similar services, easy opt-out at collection and in every message). See the ICO’s guidance: What is electronic mail marketing? and What are the rules on direct marketing using electronic mail?.
  • B2B to companies/LLPs is allowed without consent, but you must identify yourself and include an opt-out; UK GDPR still applies to personal data. See Business-to-business marketing.
  • Service messages (eg booking confirmations, reminders, safety notices) aren’t marketing. The moment you add an offer or upsell, it becomes marketing and the PECR rules apply. See ICO on distinguishing service vs marketing in the guidance above.
  • Enforcement tightened in 2025: under the UK Data (Use and Access) Act 2025, PECR fines can reach £17.5m or 4 percent of worldwide turnover. See the ICO’s regulatory update here and the Act on legislation.gov.uk.
  • WhatsApp policy requires opt-in before you message people; make opt-out easy. See Meta’s policy: Get Opt-in.

Quick template examples

  • Web form tick-box: “Tick to receive marketing by text from [Business Name]. You can opt out anytime.” Provide a separate unticked box for WhatsApp.
  • SMS/WhatsApp marketing: “[Business Name]: Autumn boiler service £XX for existing customers. Reply STOP to opt out.”

Cut spam and manage replies

Many owners like the extra enquiries but worry about spam. Practical tips:

  • Use a dedicated business number for WhatsApp/SMS.
  • Set business hours and an auto-greeting: “Thanks for your message. We reply 8am–5pm Mon–Fri. For emergencies call 01234 567890.”
  • Save quick replies to common questions (call-out fee, areas, earliest availability).
  • Add Q&A on your Google profile to reduce repetitive messages.
  • Use filters/rules in your SMS/WhatsApp tool to flag obvious spam and maintain a do-not-contact list.

Troubleshooting: button not showing

  • Wait for edits to publish. Many updates appear within minutes but can take a few hours.
  • Category/region rollout: some categories see WhatsApp/SMS later. Check back in a few days.
  • Number format: UK must be international format. WhatsApp needs wa.me/447… and SMS needs sms:+44…
  • Test on mobile search and Maps where the buttons appear most often.

For context, news coverage of the shutdown: 9to5Google on Business Messages ending. Google’s own notices: support article and developer note.

What are people saying on Reddit?

Helpful video

If you prefer a walkthrough, this video covers linking WhatsApp to your Google Business Profile:
Watch on YouTube

FAQs

Is Google Business Profile messaging gone?

Yes. Google removed built-in chat and call history on 31 July 2024. See the official support notice.

Will adding WhatsApp/SMS improve my rankings?

Adding buttons doesn’t directly boost ranking. It improves conversion: more people who find you can contact you, which often means more booked jobs.

Can I market to customers by WhatsApp or SMS?

For individuals/sole traders you need consent or must meet the soft opt-in. Always include an opt-out and keep suppression lists. See the ICO guidance linked above.

Should I use my personal number?

Use a business number if you can, so you can set business hours, share access with your office, and avoid mixing personal messages w…