Update on @Google Business Messages: Service Discontinuation and Next Steps

Google has announced that it will be winding down Google Business Messages (GBM) on July 31, 2024. This decision is part of Google’s ongoing efforts to improve its tools, even though it sometimes means making difficult choices that impact businesses and partners. Google remains committed to being a helpful partner for businesses as they navigate these changes.

Timeline and Actions Required

For brands and partners using Google entry points for Business Messaging, no immediate action is required. However, those utilizing brand-managed entry points, such as URLs or web widgets, need to remove or replace these by July 15, 2024. Google will cease creating new conversations after this date, and the chat feature will fully end on July 31, 2024.

If your business has alternative chat channels, consider informing your customers to continue their conversations on these platforms.

Frequently Asked Questions (FAQs)

What is happening to Google Business Messages?

Google Business Messages will be discontinued on July 31, 2024. After this date, developers can no longer use GBM to facilitate user engagement through Google entry points or third-party channels.

Can I still receive messages temporarily?

Yes, messages will continue to be received on GBM until July 15, 2024. After this, you will have 30 days to close, open, or transfer message threads to a new chat service. Ensure to inform users about the transition and how they can reach you through the new messaging service. No new messages will be received after July 15, 2024.

I only use Google entry points for messages. Do I need to do anything?

No action is required if you solely use Google entry points. However, you should update your welcome message to notify users about the channel’s unavailability after July 15, 2024.

What should I do to maintain communication with users?

If you cannot close conversations by July 31, 2024, redirect users to your alternative communication channels. You can link your social media profiles and include your website or phone number on your Google Business profile to guide users to other contact methods.

My business uses brand-managed entry points like URLs or web widgets. What do I need to do?

Remove or replace your brand-managed entry points with another messaging option by July 15, 2024, to ensure continued communication with users.

I recently filled out the partner registration form. What now?

Due to the product deprecation, new partner registrations ceased after May 22, 2024.

When will the API start returning errors?

GBM API endpoints will return errors starting July 31, 2024. Partner console access for existing GBM partners will also be revoked after this date.

Can I verify new GBM agents and locations?

No, GBM stopped new agent and location verifications after May 22, 2024. You cannot use the partner console or APIs for new verifications.

Will I be able to launch verified GBM agents?

No, new agent and location launches ceased after May 22, 2024.

Can I unlaunch GBM agents before the turndown date of July 31, 2024?

Yes, you can unlaunch your agents using the console and API on or before July 31, 2024.

When will GBM performance metrics become unavailable?

You will not be able to view GBM agent metrics after July 15, 2024.

What should I do now?

Update your welcome message to inform users about the unavailability of the messaging channel after July 15, 2024, and guide them to alternative communication channels as necessary.

Conclusion

As Google Business Messages winds down, businesses must prepare to transition their communication strategies. By July 15, 2024, ensure all necessary changes are in place to maintain seamless user interactions. Google remains committed to supporting businesses through these transitions, continuing to innovate and provide valuable tools for business management.