If you’re running a business, you know that your Google Business Profile (GBP) is a very powerful tool for helping you gain visibility in local search results. Well we are in 2025, and Google is continuing to innovate and roll out new features that can help you engage with your customers more effectively and optimize your online presence. From connecting WhatsApp to AI-driven tools, your Google Business Profile is evolving quickly, and we understand staying up to date with these changes can be hard. But we also know that staying up to date with these changes is important in staying competitive! 

So we did the research for you! Today we will walk through the latest GBP updates and what you need to know. These updates can improve your local SEO, customer engagement, and visibility, so let’s dive into the top changes happening in 2025. 🚀

Table of Content

1. 1. What Is Google Business Profile? 🏢
   2. 2025 Google Business Profile Updates You Need to Know About 🔧
      • 1. WhatsApp Integration for Instant Customer Communication 📲
      • 2. Restaurant Menus Via Photos: Say Goodbye to External Links 🍽️
      • 3. Reviews with Photos Now Displayed in Story Format 📸
      • 4. Emojis in Reviews and Responses – A Fun Way to Engage 😄
      • 5. Google AI Mode: The Future of Search with Generative AI 🤖🔍
      • 6. Additional Changes in 2025: AI, AR, and More 🌟
   3. Be Aware of Potential Threats to Your Google Business Profile ⚠️

Let’s start with the basics! What is a Google Business Profile? Google Business Profile (GBP) is a tool that allows businesses to manage how they appear on the Google search engine and Google Maps. When you claim and optimize your GBP, you can control what users see when they search, and they see you on local search. Optimizing your profile helps make it easy to rank higher online and it makes it easy for customers to find you! It is important to say that it does not matter how big or small your business is, or if you have multiple locations, your GBP is a key player in increasing your online visibility, and helping you engage with your audience.

Now, let’s look at some of the exciting updates in GBP that you’ll want to take advantage of in 2025. 👀

Yes, but it’s not always easy. Google has strict policies on review removals, and you can only remove reviews that violate their guidelines. That means personal opinions or bad experiences that don’t breach policies won’t be removed. However, if a review is fake, inappropriate, or violates Google’s terms, you can take action.

Removing a Google review requires a methodical approach. Here’s how you can do it manually:

One of the biggest updates in 2025 is the ability to connect your Google Business Profile to WhatsApp. This integration allows businesses to respond to customers in real time for a more seamless communication experience. Whether you’re in retail, food service, or customer support, this new feature is designed to make interactions faster and easier.

How to Use It:

Head to your GBP dashboard, go to the “Messages” section, and add your WhatsApp number. Once linked, customers can contact you directly via WhatsApp, offering a more personal and instant communication channel.

Google is making it easier for food service businesses to showcase their menus directly on their GBP. In 2025, you can upload images of your menu items to be displayed right on your profile. This eliminates the need for external menu links and allows customers to browse your offerings with a quick glance.

How to Use It:

When updating your profile, simply upload clear, high-quality photos of your menu. Make sure the menu is legible and easy to read so customers can make quick decisions. A visually appealing menu will help attract more customers!

Go to “Edit profile” > “Menu“, then select “Photos of menu” and upload a photo of your menu or a PDF, or use the AI feature to generate a menu from a photo.

• • Once in the menu editor, click on “Photos of menu”.
  • You can then select a photo from your device or upload a PDF file containing your menu.
  • You can also take a photo of your menu directly using your device’s camera.

 Using the AI Feature to Generate a Menu:

• • After uploading a photo of your menu, you can choose the “Generate menu” option to have Google’s AI analyze the image and extract menu items, descriptions, and prices. 
  • Google Help says you must agree to the Google Generative AI Additional Terms of Service to use this feature. 
  • Make sure to review the generated menu to ensure accuracy. 

Reviews that include photos are now shown in a story format. This makes reviews more dynamic and visually engaging, allowing potential customers to see the experience from other buyers’ perspectives. It also mimics the feel of social media platforms, making reviews feel more relatable and interactive.

How to Use It:

Encourage your satisfied customers to leave reviews that include photos. Not only will this make your reviews more eye-catching, but it also adds social proof, which helps potential customers trust your business. 🏆

Here’s a fun update: Google has added emojis to reviews and responses! Now, customers can use emojis to express their feelings, and businesses can reply using emojis too. This adds a playful and human touch to your customer interactions and allows you to connect with your audience in a more personal way.

How to Use It:

When responding to reviews, use emojis to make your replies more engaging and relatable. Just be sure to keep it on-brand and professional. Emojis help convey warmth and personality, making your responses stand out. 💬

In 2025, Google is introducing Google AI Mode—a major leap in search capabilities powered by generative AI. This feature creates more personalized and dynamic search results, offering conversational, context-driven responses directly from your Google Business Profile (GBP).

With AI Mode, your GBP can provide tailored, relevant answers to customer queries—whether it’s about your services, products, or reviews—creating a more engaging and informative experience. For example, if someone searches for “best Italian restaurant with vegan options,” Google can generate a detailed summary of your business, highlighting those specific features.

How it impacts your business:

• Generative AI will create smarter, more tailored summaries about your business.

• Updated, rich content (like menus, FAQs, and services) will help the AI deliver better results.

• Reviews and other profile content become more integrated into conversational responses.

How to optimize for AI Mode:

• Keep your profile up-to-date with relevant, detailed information.

• Add FAQs to guide the AI’s responses.

• Encourage reviews that highlight specific business features.

How Google Business Profile Contributes to Your Local SEO 📈

GBP is essential for improving your local SEO. By keeping your profile updated with relevant information and engaging with customers, you increase your chances of ranking higher in local search results. Here are a few ways GBP impacts your SEO:

• ✅ Increased Visibility: A fully optimized GBP ensures your business appears in local searches and Google Maps, helping more customers find you. 📍
• ✅Social Proof via Reviews: Positive reviews improve your credibility, and responding to reviews shows that you care about customer feedback. 💬
• ✅Interactive Features: New features like WhatsApp integration, AI chat, and reviews with photos make your profile more engaging, increasing the likelihood that customers will reach out and convert. 🚪

Be Aware of Potential Threats to Your Google Business Profile ⚠️

While GBP is a great tool, it’s not without risks. One of the biggest threats comes from the “Suggest an Edit” feature in Google Maps. Competitors or malicious individuals can misuse this feature to change your business details, like your location or hours. This can negatively impact your visibility and hurt your local SEO efforts.

What You Can Do

Regularly monitor your GBP for any unauthorized changes. If you notice that your business details have been altered, correct them immediately. Keeping an eye on your profile will ensure that your business stays accurate and trustworthy. 👀

Beyond the updates we’ve discussed, there are some additional features that are starting to gain traction:

• Augmented Reality (AR) for Storefronts: Google is experimenting with AR-powered store features, which allow customers to “virtually” visit your store through their mobile device. 🤳
• E-commerce Integration: More e-commerce features are being integrated into GBP, allowing businesses to showcase products directly on their profile, making it easier for customers to make purchases. 🛒
• Local Service Ads: In 2025, Google is rolling out more integration with Local Service Ads, allowing businesses to get more targeted visibility in local searches. 🎯

Google Business Profile is evolving fast in 2025, and businesses that take advantage of these new features will have a serious edge in local SEO and customer engagement. From WhatsApp integration to the use of AI, GBP is now more than just a directory listing—it’s a powerful tool that can boost your visibility, streamline customer communication, and make your profile stand out. 💪

Make sure to update your profile regularly, encourage reviews, and monitor for any potential threats. By staying on top of these new features, you’ll position your business for success in the competitive digital landscape. 🌐