Currently being tested in the United States, the new messaging feature built into Google Business Profiles lets an AI agent automatically answer users' most common questions.
For retail networks, this development turns Google listings into a genuine local customer relationship channel.
The feature is still in testing in the United States, and there's no confirmed timeline yet for its rollout in France. Whether or not you use a presence management solution, this gives you time to get ready!
What is the Google Business Profile messaging feature for?
Removed in 2024, Google is bringing back messaging built into business listings in a new form: powered by an AI agent.
This new messaging feature is currently in pilot in the United States and lets the built-in AI agent:
- automatically answer common questions
- use the information available about the business
- identify requests that need human follow-up
- hand off the conversation to the business when necessary
Google is effectively turning the business listing into a genuine conversational channel!
How does Google's messaging feature work?
The new messaging feature built into Google Business Profiles works through a few simple steps. The customer first asks a question from the Google listing, on Google Search or Google Maps. The AI agent then automatically answers based on the information provided in the listing.
Some requests are handled without any human involvement, while more complex ones can be passed on to the business.
For example, "what time do you open tomorrow morning?" would be handled by the AI. "Can you give me a quote for installing a kitchen?" would be forwarded to the team to provide a personalized answer.
Conversations run on RCS technology: on compatible phones, customers can continue the exchange directly from their smartphone's messaging app.
Google is also linking messaging and advertising. At Google Marketing Live in May 2026, Google announced "Message Ads with RCS for Business": a Search ad leads straight into a message conversation, where Google's AI qualifies the request before conversion. This format has launched in the United States for now.
What impact does Google's messaging feature have for retail networks?
For retail networks, this new messaging feature on Google listings opens up a new way to manage local customer relationships.
AI can take on many repetitive questions, such as opening hours, services offered, store access, and payment methods, freeing up local teams to focus on requests that require human attention.
Data quality becomes even more essential as a result. Since the AI agent relies on the information in the Google listing to respond, incorrect data can directly lead to a bad answer for the customer.
Retail networks therefore need to make sure the local information across all their stores' Google Business Profiles is complete, accurate, and up to date.
To get ahead of the rollout of Google's messaging feature in France, we recommend auditing your Google listings carefully, identifying your customers' most frequent questions, and making sure the answers are easy to find online.
Also plan an internal process for handling complex requests forwarded by the AI: Who receives them? What are the response times? And so on.
Conclusion
Currently being tested in the United States, AI-assisted messaging built into Google listings is expected to reach France, although no date has been announced so far. It lets an AI agent answer users' simple questions using the data available in the listing. If a user's question is more complex, the AI agent forwards the request to the team.
For retail networks, the challenge is to get ahead of this shift by making sure their local data and online presence are reliable starting now.
With the Digitaleo presence management solution, you can optimize every element of your stores' Google Business Profiles in just a few clicks. Its built-in AI agent, Leo, also proactively suggests improvements and then applies them autonomously.
FAQ
Is the Google Business Profile messaging feature already available in France?
Not yet. As of September 2026, the new AI-powered messaging feature is being tested in the United States. Google hasn't announced an official rollout date for France yet.
What information does the AI agent use to respond to customers?
The AI agent relies on the information available in the business's Google Business Profile to answer users' questions — hours, services, address, practical details, and so on. The more complete and up to date the data, the more relevant the AI's response.
How can you prevent an AI agent from giving incorrect information about a store?
The first step is to keep all your stores' Google Business Profiles accurate and regularly updated. In particular, check hours, contact details, categories, services, and attributes. It's also important to ensure consistency between this information and your website, store locator, and other online local directories.
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