Facebook has offered its users the option to message businesses for some time, and Google has offered limited capabilities since July 2017. However, Google is making a bigger effort to encourage its searchers to engage businesses through messaging.
Here is a screenshot from a mobile device with a significantly larger messaging button:
For comparison, here is a screenshot with the regular button layout:
If and when Google makes the new messaging button permanent, businesses will need to figure out ways to respond to these messages in a timely manner because the searcher/consumer is going to expect a timely response that answer there questions or serves their other needs. This will add to a business's already heavy workload. It will also require mastery of Google My Business since that will be the hub for message delivery.
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