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Google Business Profile contact options serve different purposes: calls and eligible WhatsApp or text options start a conversation, while a website or action link sends customers to information or a task such as booking or ordering. The right setup depends on what customers need to do, whether your profile is eligible for the feature, and whether your business can respond promptly. Google does not publish evidence that one option converts better than another.
What each Google Business Profile option does
| Option | Customer intent | What happens next | Key condition |
|---|---|---|---|
| Phone call | Ask a question or speak with the business | The customer calls the profile’s listed phone number | The business should be able to answer or return calls |
| WhatsApp or text | Send a message without calling | The customer opens WhatsApp or the device’s text-messaging flow | Messaging is limited to select regions and may not appear on every profile |
| Website | Learn more or use the business’s own online services | The customer visits the business website | The profile needs a suitable website URL |
| Action link | Complete a defined task, such as booking, reserving, or ordering | The customer opens a page where that action can be completed | Availability depends on business eligibility, link policy, and a functioning destination |
These options are separate customer paths, not interchangeable buttons. A phone number or message option supports direct contact; a website link supports browsing; an action link is meant to take the customer to a specific transaction or service task. Google’s guides describe these features but do not provide comparative conversion or response-rate statistics.
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WhatsApp and text messaging: eligibility and setup
Google says a claimed and verified Business Profile can add a WhatsApp or text messaging option, but the feature is available only in select regions and may not appear on every profile. If both WhatsApp and text details are entered, Google displays only the text option. Check how the profile appears in Search or Maps after saving rather than assuming the option will be visible everywhere. Google’s messaging setup guidance
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- Select Edit profile, then Contact.
- In the Chat section, choose WhatsApp or Text message.
- For WhatsApp, enter a click-to-chat URL. For text, enter a number that can receive SMS messages.
- Save the changes, then check the profile as a customer would see it.
Google’s profile editor works through Search or Maps, though some management features differ by device or operating system; a business may need to verify its profile before editing. Google’s profile editing guide
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Calls and the removal of Google’s old chat inbox
Google ended the legacy Business Profile chat and call history features on July 31, 2024. That change removed Google’s former profile chat inbox and call history; it did not remove the ability for customers to call a business from Search or Maps. Eligible profiles may offer WhatsApp or text as alternatives, but those options are distinct from Google’s discontinued chat feature. Google’s notice about the chat and call history changes
A profile can show a primary phone number and up to two additional phone numbers. Google also allows an owner to hide the phone number. Choose numbers that reach the right team and can be monitored during the hours customers are likely to contact you. Google’s profile editing guide
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Website links versus action links
Website link
A website link takes customers to the business’s site, where they can find broader information or continue using its online services. It is the general destination for customers who need to explore rather than complete one particular task directly from a profile link.
Action links
Eligible businesses can add links for actions such as booking an appointment, making a reservation, placing a food or shopping order, or viewing a menu or services list. Some links may appear automatically through third-party providers. Google does not make every link type available to every business or region. Google’s guide to local business links
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Action links have specific requirements: the profile must be verified; the destination must be a dedicated landing page for that business; and the page must let the customer complete the named action. Google may verify links and remove those that it cannot access or that fail its requirements. Messaging-service links are not allowed as local business action links, so a WhatsApp link belongs in the messaging contact setting, not in an action-link slot. Google’s business links policies
Choosing the right mix for a business
- Use calls when customers are likely to need a conversation and the business can answer or return calls reliably.
- Use WhatsApp or text when customers prefer messaging and the option is available for the profile. Plan who will monitor incoming messages and how quickly they can respond.
- Use a website link when customers need more context, details, or a broader set of online services.
- Use an action link when an eligible profile can send customers straight to a working page for booking, reservations, orders, menus, or services.
More contact choices are not automatically better if nobody can handle the inquiries or if a destination does not complete the action it promises. Match each profile option to a real customer task and maintain the phone number, messaging destination, and linked pages.
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When an option does not appear
If a WhatsApp or text option is missing after setup, first confirm that the profile is claimed and verified, the details were saved, and the feature is available in the business’s region. Google says it may not be available on every profile, so a missing option does not by itself establish that the setup is defective. The interface can also vary by device or operating system.
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