Google’s finally pulling the plug on Business Messages. The timeline is tight: no new partner registrations after May 22, entry points vanish from Maps and Search by July 15, and the API starts throwing errors July 31.

I worked on the GBM ecosystem at Google before moving to DreamFlare, so this isn’t abstract for me. GBM served its purpose — it brought conversational messaging into Search and Maps where users were already hunting for businesses. But it was always an overlay on Google’s properties, not a native messaging channel. RCS Business Messaging is the bet Google’s consolidating around, and honestly? It’s the right call.

That said, the deprecation creates real headaches for enterprises that built on GBM. The migration isn’t automatic, and the differences between the two platforms are significant.

What needs to happen before July 15 #

If your brand has GBM entry points — those “Message” buttons in Google Maps, Search results, or your Business Profile — Google removes them automatically by July 15. But brand-managed entry points (URLs embedded in your website, QR codes on marketing materials, web widgets) need manual removal or replacement. Leave old GBM URLs live after July 31 and they’ll just error out. Bad look.

First step: audit. Find every GBM touchpoint, document it, plan the replacement.

GBM versus RCS: different architecture, different strategy #

GBM was consumer-initiated — users found your business in Maps or Search and tapped a button to start chatting. RCS Business Messaging is primarily outbound. Brands send messages to consumers who’ve opted in; consumer-initiated conversations aren’t widely supported yet.

That’s a fundamental architectural shift. You can’t just swap the API endpoint and call it migration. The conversation flow, the triggers, the user journey — all of it needs rethinking.

The upside: RCS agents support rich cards, suggested actions, and verified sender branding with your logo. GBM never had that richness. If you’re migrating, you’re migrating to a better platform (with the caveat that it serves a different use case).

Don’t forget the iPhone #

RCS Business Messaging currently works on Android via Google Messages. iPhone users don’t have access to RCS business features. If a meaningful chunk of your customer base is on iOS, your migration plan needs alternative channels: Apple Messages for Business, WhatsApp Business API, or plain web chat.

Planning for a single-channel migration is a mistake I’ve watched enterprises make repeatedly. Build for the channel mix your users actually have.