Google's AI Messaging for Business Profiles: The EIN Check, the Fine Print, and How to Prepare
Google is making it easier for customers to text your business straight from Search and Maps, and now it wants an AI agent to answer some of those messages for you. At the same time, some businesses turning on messaging are being asked for their EIN and a privacy policy before it goes live. Here's what's happening and how to get ready.
What's changing
Search Engine Roundtable reported on October 29 that Google's AI-powered messaging for Business Profiles is expanding. Customers can message a business from Search and Maps using their phone's own messaging app, and the conversations are kept in your Business Profile. SER first covered the message button in June, so this is the next step rather than a brand-new feature.
Mike Blumenthal shared an email from Google offering early access to an AI-powered messaging pilot, with a restaurant example that covered reservations. Expect it to reach some businesses before others.
How the AI agent works
According to the SER report, the AI agent answers routine customer questions instantly, at no cost to you. When it can't answer something, it hands the conversation off, and you can take over at any time.
That's handy if you miss texts during a busy workday. It also means the agent is only as good as the information on your profile, which is why the prep list below matters.
Why Google is asking for your EIN and a privacy policy
On October 28, SER reported that some businesses setting up the message button are being asked for an EIN and a privacy policy URL. Syed Amir spotted it. The screen says: "To help protect you and your customers, a Google partner will review your details before you can receive messages. This takes about three to four working days."
Barry Schwartz noted that this makes more sense than asking for a government ID, which Google was testing as a verification method the week before. Either way, the direction is clear: Google wants more proof that a real, accountable business is on the other end before customers can message you.
The RCS fine print
Claudia Tomina pointed out on LinkedIn that the AI agent only works for customers whose phones and carriers support RCS, the newer texting standard. Everyone else's texts go to your business phone, and standard messaging rates may apply. She also said to look for a red dot on Messages in your profile, which signals the feature is available to you.
In plain English: don't assume a bot is catching every message. Some customers will still be texting your phone directly.
How to prep your profile before you turn it on
- Update your hours, services and menu first. That was Claudia Tomina's advice, since the agent answers from what's on your profile.
- Publish a privacy policy page on your website so you have a URL ready if Google asks for one.
- Keep your EIN handy, and only enter it inside your Business Profile dashboard. Never read it to someone who calls or emails claiming to be Google.
- Plan for the three-to-four working day review so you aren't waiting on it during your busiest week.
- Decide who on your team watches for handoffs, and who answers the texts that land on your business phone.
Bottom line
AI messaging can help you answer customers faster, but it runs on what's in your profile, and Google is adding checks before it switches on. Get your details right, keep your EIN in the official dashboard, and make sure a real person is watching for handoffs. If you'd like a second set of eyes before you flip the switch, OmniLocal can review your Business Profile for you.