Google quietly announced that it will shut down its Google Business Messages (GBM) product on July 31, 2024. For those who know the tech giant's track record, the news may not come as a surprise. Google is no stranger to terminating pet projects, signaling that any project can be cut if it doesn't meet the company's changing priorities.
GBM wasn't the most popular business messaging platform, but Entry points are extremely valuable for location-based businesses such as retail stores and hotels.These businesses could offer chat as a convenient alternative to phone calls to customers who found them through Google Maps, Google Search, or Google Ads. But end-user experience has never been Google's forte: chat history was nearly impossible to find and GBM is not the channel consumers use for social, severely hindering user adoption.
Still, many businesses are incorporating this channel into their messaging strategies. I need to find a backup plan now (hurry!)A direct quote from Google: “If you have an alternative chat channel, consider inviting your customers to continue the conversation there.”
Oh well. Let's see if we can do a better job. that.
What does this mean for GBM customers?
Brands will need to rely on their vendor partners to develop reasonable channel replacement strategies. For iOS users, Apple Messages for Business It's the obvious choice. Android usersMike Meyer, Quiq's CEO, told me the company is coaching its customers to take these conversations to the next level. SMSBut the switch also comes with drawbacks: businesses lose out on the branded look and interactivity that GBM offers, and SMS lacks channel context.
For brands that have used GBM to move customers from voice to messaging, Deploying calling-to-messaging solutions (SMS, Apple Messages for Business, moving to in-app messaging via native SDKs) is likely the next best thing. Similarly, vendors such as ASAPP “Chat instead” nudge Drive messaging adoption from owned channels on your brand's website. Companies that have not yet implemented these channel shifting techniques will likely see improvements in overall messaging adoption despite losing access to GBM.
What does this mean for business messaging?
Many vendors that support enterprise business messaging are adamant that Google's decision to phase out GBM isn't a sign that business messaging is losing steam: For LivePerson, GBM represents a “very small percentage” of third-party messaging volume, with Apple Messages for Business, SMS and WhatsApp leading the way, which may not be surprising given their high consumer adoption rates.
The biggest problem, of course, is the RCS.
Will RCS be the business messaging savior we've all been hoping for? Perhaps, one day.
Many (including me) believe that GBM is a “we're tired of waiting for RCS” kind of solution and that Google never intended for it to last. Google still maintains the RCS business messaging solution, but consumers don't get to initiate a conversation with a brand first; it's essentially an outbound solution. RCS advocates are buoyed by Apple's upcoming support, but carrier cooperation will be key to realizing its full potential in North America.
The good news is that many vendors already support RCS and will be ready to roll out the feature once the (no small) hiccups in North America are resolved. For example, Twilio has seen strong demand in Latin America for two-way communication over RCS as an alternative to WhatsApp, and expects to see the same in the US as support expands.
Forrester clients seeking advice on this change, or on their digital interaction strategy in general, can book a guidance session with me.
