New GBP Features Launched in 2025

If you manage a business that depends on local customers, you already know Google Business Profile (GBP) can make or break your visibility. In competitive markets, small shifts in how Google displays and ranks profiles can have an outsized impact—both positive and negative—on your bottom line.

In 2025, Google rolled out one of its most substantial GBP updates in years. We’re talking AI-generated profile enhancements, real-time booking visibility, short-form video integration, and a more data-rich review insights system—all with direct influence on local rankings and customer engagement.

This comprehensive guide breaks down every new feature, explains the real ranking impact behind each one, and gives you a tactical playbook for implementing them before your competitors even know they exist.

Why the 2025 GBP Update Matters for Local Businesses

According to Google, local search results generate over 4 billion business connections each month — including more than 2 billion website visits along with actions like phone calls, requesting directions, placing food orders, and booking reservations.

This year’s update signals a bigger move toward real-time engagement signals. Google is weighing freshness, customer interaction, and content diversity more heavily. That means a business posting short-form videos, updating service details, responding to reviews quickly, and offering real-time booking data will outpace static profiles—regardless of how long they’ve been established.

The algorithm is rewarding businesses that feel active, relevant, and immediately useful to the searcher.

GBP Drives Visibility in Google Search and Maps

A fully optimized GBP can place you in prime digital real estate—right where intent is highest. Your profile isn’t just indexed for your business name; it’s now dynamically matched to service queries, location terms, and even implied intent searches (“best HVAC near me”).

Google reports that customers are 2.7 times more likely to trust a business when its Google Business Profile is complete and up to date.

The latest updates make this matching process smarter, meaning Google is better at showing the most contextually relevant business for a search.

GBP Helps in Local Customer Acquisition

Local search users aren’t browsing for fun—they’re looking to take action. GBP connects that intent directly to your business through calls, direction requests, website clicks, bookings, and even chat.

These are high-conversion touchpoints that skip the friction of sending users through multiple website pages. In many industries, GBP leads convert faster and at a higher rate than paid ads.

7 New GBP Features Rolled Out in 2025

Google has shifted GBP from a static listing into an interactive, AI-driven customer engagement hub. This year’s updates focus on faster communication, richer content formats, and real-time decision-making cues inside Search and Maps. These aren’t experimental concepts — they’re live features you can enable today.

1: WhatsApp Messaging in GBP

Google now lets you connect a WhatsApp number directly to your profile under the Messages settings. Customers can tap the WhatsApp icon in your GBP and instantly start a conversation — no phone call or website visit required.

During the 2025 rollout of WhatsApp Messaging in Google Business Profile, some users began noticing a new prompt in the setup flow asking for a text or WhatsApp number. This indicates that Google is integrating real-time messaging more deeply into the onboarding process — making it easier for businesses to connect with customers directly from their profile.

“Google Business Profile setup asks for text/WhatsApp number.”

Google Business Profile setup asks for text/WhatsApp number https://t.co/08S6eHbAwH pic.twitter.com/Lt6WkFXBYO

— Barry Schwartz (@rustybrick) July 15, 2025

Why it matters:

• Speeds up customer communication, especially for quick questions
• Keeps a record of conversations for follow-up
• Appeals to younger demographics who prefer messaging over calls

Availability:

WhatsApp Messaging is rolling out globally but isn’t yet universal. It lives in the U.S., several European countries, India, Brazil, Mexico, and select Middle East regions. Visibility depends on your business category and location.

Action step:

Add your WhatsApp link in Edit Profile → Contact → Chat using the https://wa.me/YourNumber format (no plus sign or dashes). Even if it doesn’t appear immediately, having it set up ensures you’re ready when it activates in your market.

2: AI-Powered Menu Creation from Photos

Google now uses AI to scan menu or service photos you upload to your GBP, automatically extracting item names, categories, and prices. You can review, edit, and publish without manually entering every detail.

Why it matters:

• Turns menus from static PDFs or images into searchable, structured data
• Surfaces specific items in local search results and Google Maps carousels
• Helps capture long-tail queries like “gluten-free pasta near me” or “oil change under $50”

Availability:

Currently live for restaurants, cafes, bars, and some service-based businesses in the U.S., Canada, U.K., Australia, and India. Google is expanding to other countries, but rollout timing varies.

Action step:

Upload clear, well-lit menu images in GBP. After Google’s AI processes them, verify accuracy, correct any errors, and publish. Use descriptive dish or service names to improve discoverability.

3: Story-Style Review Display

Google now showcases reviews with customer-uploaded photos in a tappable, story-style format inside GBP. Users can swipe through these visual reviews much like Instagram Stories, making them more engaging than static text.

Why it matters:

• Increases time spent on your profile, which can signal stronger engagement to Google
• Puts authentic, user-generated visuals front and center for potential customers
• Encourages more customers to share photos with their reviews

Availability:

Live in the U.S., Canada, U.K., Australia, and select European and Asian markets. Rollout is focused on hospitality, food, retail, and service industries where visual content is common.

Action step:

Ask satisfied customers to include high-quality photos when leaving a review. Monitor and respond promptly to these reviews to strengthen trust and keep the carousel fresh.

4: Social Media Profile Linking

Google now allows businesses to display clickable icons for platforms like Facebook, Instagram, LinkedIn, and X (Twitter) directly on their GBP profile. These links appear alongside your contact information, giving customers easy access to your active social channels.

Why it matters:

• Strengthens brand credibility by showing an active presence beyond Google
• Gives potential customers more ways to engage and research your business
• May enhance Google’s trust signals by connecting verified online entities

Availability:

Fully rolled out in the U.S., Canada, U.K., Australia, and most European markets. Also live in India, Brazil, and other high-adoption regions. Businesses must link to active, public profiles — inactive or private pages can negatively affect perception.

Action step:

In your GBP dashboard, go to Edit Profile → Contact → Social Profiles and add links to the platforms where you actively post and engage with customers.

5: “What’s Happening” for Restaurants & Bars

Google has introduced a “What’s Happening” section in some restaurant and bar profiles to highlight live events, specials, and time-sensitive activities — such as “Live jazz tonight” or “Happy Hour 5–7 PM.” This can be updated via GBP Posts or synced from supported social media/event integrations.

Why it matters:

• Pushes timely offers and events higher in local search results
• Drives last-minute visits from people nearby
• Adds a freshness signal to your GBP content, which can positively influence visibility

Availability:

Currently live in the U.S., Canada, U.K., Australia, and select European markets. Rollout is primarily to hospitality businesses, with a focus on restaurants, bars, breweries, and entertainment venues.

Action step:

If eligible, keep an active calendar of events or specials and post them as individual GBP updates rather than a single recurring listing. This ensures each occurrence benefits from its own visibility boost.

6: “Ask for Me” AI Appointment Calls (Experimental)

Through Google Search Labs, Google’s new “Ask for Me” feature lets an AI assistant call businesses directly to check pricing, availability, or book an appointment on behalf of the searcher. This technology builds on Google Duplex and is currently in limited testing.

Why it matters:

• Connects high-intent customers without requiring them to call directly
• Reduces friction for mobile-first users who prefer automated booking help
• Gives Google additional engagement data tied to your profile

Google’s data shows that 54% of mobile users search for business hours, 53% look for directions to a local store, and 50% search for a store’s address — all information that’s readily available in a Google Business Profile.

Availability:

Currently in pilot across select U.S. metro areas and certain industries such as salons, auto repair, and healthcare. Participation is optional — businesses can opt out in GBP settings.

Action step:

If you’re in a supported industry and market, train staff to handle AI-assisted calls consistently. Ensure that pricing, availability, and booking information match what’s in your GBP to avoid mismatched data.

7: Local Offer & Event Boosting (Algorithmic Change)

Google’s 2025 update prioritizes time-sensitive offers and events in local search. During their active period, well-structured offers can appear higher in the Map Pack or within a business profile, especially for “near me” or event-related searches.

Why it matters:

• Drives urgency-driven foot traffic and conversions
• Gives a temporary visibility bump over static competitor listings
• Keeps your profile looking active, which can influence click-through rates

Availability:

Live in most markets where GBP is available. Boost effect is stronger for businesses in retail, food & beverage, and event-based services.

Action step:

Post offers and events as individual GBP updates with:

• Clear start and end dates
• Keywords tied to the product or service
• An image or short video for visual impact

For recurring events, create separate posts for each date to maximize visibility boosts.

Note: Feature availability is based on Google Business Profile updates confirmed as of mid-2025. Rollouts are phased and may vary by country, business category, or account eligibility. Check your GBP dashboard for the most current options in your region.

How GBP New Features Affect Local SEO in 2025

In Google’s 2025 GBP updates, the common thread is real-time engagement. Google is rewarding profiles that feel active, connected, and useful at the exact moment someone is searching.

1. Stronger Engagement Signals

Features like WhatsApp Messaging, Story-Style Reviews, and “What’s Happening” events increase on-profile interactions — taps, swipes, messages, and clicks — all of which feed into behavioral signals.

Profiles generating more of these actions tend to hold or climb rankings faster, especially in competitive markets.

2. More Structured, Searchable Data

AI-powered menu creation and social profile linking add structured, machine-readable information to your profile.

This helps Google better match you to specific queries (e.g., “happy hour near me” or “Brazilian blowout salon in Austin”), improving both relevance and visibility.

3. Freshness as a Ranking Factor

Regularly updated events, offers, and menus tell Google your business is active and trustworthy.

Stale profiles, even well-optimized ones, can slip as the algorithm increasingly prioritizes businesses showing recent activity.

4. Visual and Conversational Content Impact

Story-style reviews and image-rich posts drive longer dwell times, while messaging tools like WhatsApp reduce friction between discovery and conversion. Both signal a better user experience, which Google’s ranking model now factors more heavily.

5. Competitive Differentiation

Enhanced Review Insights give you actionable data your competitors may not be acting on yet. Using sentiment and theme analysis to adjust messaging or promotions can lead to a compounding effect: better reviews → better engagement → better rankings.

Step-by-Step Guide to Optimizing the New GBP Features

Rolling out a new GBP feature is only half the job — the other half is configuring it so it actually moves the needle on visibility and conversions. Here’s how to get each of the 2025 updates working for you.

1. Enable WhatsApp Messaging

• In GBP, go to Edit Profile → Contact → Chat.
• Add your WhatsApp link in the format https://wa.me/YourNumber (no plus signs or spaces).
• Create an auto-reply for after-hours inquiries so no message goes unanswered.
• Test the link on both mobile and desktop to ensure it opens WhatsApp correctly.

2. Use AI-Powered Menu Creation

• Upload clear, well-lit menu or service photos.
• Let Google’s AI scan and generate item names, categories, and prices.
• Edit for accuracy and include precise terms customers search for (“vegan burger” vs. “burger”).
• Update seasonally or when adding new items to keep data fresh.

3. Boost Story-Style Review Content

• Ask satisfied customers to include high-quality images in their reviews.
• Respond quickly to each review to encourage more engagement.
• Highlight top photo-reviews in your marketing to inspire similar submissions.

4. Add Social Media Profile Links

• In GBP, go to Edit Profile → Contact → Social Profiles.
• Link only to active accounts with recent posts.
• Keep branding consistent across platforms — profile photo, name, and contact info should match GBP exactly.

5. Leverage “What’s Happening” for Events & Specials

• Post individual GBP updates for each event or special rather than one recurring post.
• Include clear dates, keywords, and a high-quality image or short video.
• Schedule posts in advance so your profile always has something upcoming.

6. Prepare for “Ask for Me” AI Calls (Experimental)

• If available in your market, ensure staff can handle AI-assisted booking inquiries.
• Keep service, price, and availability info consistent across GBP, website, and call responses.
• Opt in via your GBP messaging or booking settings if eligible.

7. Use Enhanced Review Insights (Where Available)

• Check Performance → Reviews in your GBP dashboard for sentiment and theme data.
• Identify recurring positives to promote and negatives to address in operations.
• Turn positive themes into GBP posts, offers, or ad messaging.

8. Maximize Local Offer & Event Boosting

• Always have at least one active offer or event in your GBP.
• Include urgency terms (“Ends Sunday”) and relevant product/service keywords.
• Use strong visuals to improve click-through rates.

Pro Tip: Set a monthly reminder to audit all new GBP features. Many of these tools work best when the content is fresh, and regular updates are increasingly tied to local ranking performance.

Read Also: What Are AI Overviews for Local Search

Summary

Why the 2025 GBP Update Matters for Local Businesses

• GBP Drives Visibility in Google Search and Maps
• GBP Helps in Local Customer Acquisition

7 New GBP Features Rolled Out in 2025

1. WhatsApp Messaging in GBP
2. AI-Powered Menu Creation from Photos
3. Story-Style Review Display
4. Social Media Profile Linking
5. “What’s Happening” for Restaurants & Bars
6. “Ask for Me” AI Appointment Calls (Experimental)
7. Local Offer & Event Boosting (Algorithmic Change)

How GBP New Features Affect Local SEO in 2025

1. Stronger Engagement Signals
2. More Structured, Searchable Data
3. Freshness as a Ranking Factor
4. Visual and Conversational Content Impact
5. Competitive Differentiation

Step-by-Step Guide to Optimizing the New GBP Features

1. Enable WhatsApp Messaging
2. Use AI-Powered Menu Creation
3. Boost Story-Style Review Content
4. Add Social Media Profile Links
5. Leverage “What’s Happening” for Events & Specials
6. Prepare for “Ask for Me” AI Calls (Experimental)
7. Use Enhanced Review Insights (Where Available)
8. Maximize Local Offer & Event Boosting