October 2025 has brought significant changes to Google Business Profile (GBP), with new features designed to enhance customer engagement, streamline business management, and improve local search visibility. Whether you’re managing a single location in Melbourne or multiple business profiles across Australia, these latest Google Business Profile updates will impact how you connect with customers and appear in search results.
At Grownomics, our Victoria-based digital marketing team has been closely monitoring and testing these new GBP features to understand their impact on Australian businesses. This comprehensive changelog covers all the new Google Business Profile features released in October 2025, what they mean for your business, and how to implement them effectively. From advanced video capabilities to enhanced review management tools, Google continues to evolve its platform to meet the needs of modern businesses competing in local search.
Quick Summary: October 2025 GBP Updates
Before we dive into the details, here’s what’s new this month:
- AI-Powered Review Response Suggestions – Automated, personalized review replies
- Enhanced Video Verification Process – New preview feature and clearer feedback
- Expanded Menu Management – Multiple PDF uploads for restaurants
- Advanced Emoji Reactions – Business owners can react to reviews with emojis
- Improved Bulk Hours Management – Simplified special hours across multiple locations
- Performance Insights Upgrade – New metrics and competitor benchmarking
- WhatsApp Integration Enhancement – Direct messaging improvements
- Google Lens Optimization Tools – Better visual search visibility
OMPLETE CHANGELOG: OCTOBER 2025
Update #1: AI-Powered Review Response Suggestions
Release Date: October 2, 2025
Availability: All verified Google Business Profiles globally
Feature Type: Review Management Enhancement
What’s New:
Google has introduced AI-powered review response suggestions that generate personalized, context-aware replies to customer reviews. This feature analyzes the sentiment, content, and context of each review to create appropriate responses that match your brand voice.
The AI considers:
- Review sentiment (positive, negative, neutral)
- Specific issues or compliments mentioned
- Your business category and industry standards
- Historical response patterns from your profile
- Customer intent and expectations
How It Works:
When you receive a new review, navigate to your review management section in Google Business Profile. You’ll see a “Generate Response” button powered by Google’s AI. Click it, and within seconds, you’ll receive 2-3 suggested responses. You can:
- Accept and send as-is
- Edit and personalize further
- Regenerate for alternative options
- Save frequently used responses as templates
The AI adapts over time, learning from your edits and preferences to generate increasingly accurate suggestions that align with your communication style.
What This Means for You:
Time Savings: Businesses spending hours weekly responding to reviews can reduce response time by up to 70%. A local restaurant with 50+ monthly reviews could save 5-8 hours of staff time.
Consistency: Ensure every customer receives a thoughtful, professional response, even during busy periods or staff shortages. No more generic “Thanks for the review!” replies.
Improved Response Rates: With easier response generation, businesses are 3x more likely to respond to all reviews, which Google’s algorithm rewards with better visibility in local search results.
Better Engagement: AI-generated responses address specific points mentioned in reviews, making customers feel heard and valued, increasing the likelihood of repeat business.
Implementation Tip: Start by using the AI suggestions for positive reviews to build familiarity with the system. As you become comfortable, expand to addressing negative reviews, always adding a personal touch to sensitive situations.
Update #2: Enhanced Video Verification Process with Preview Feature
Release Date: October 5, 2025
Availability: Businesses requiring video verification
Feature Type: Verification & Security
What’s New:
Google has revolutionized the video verification process with a new preview feature that allows business owners to review their verification video before submitting it. Previously, many verification attempts failed due to unclear requirements, leading to frustration and delays.
New features include:
- Live Preview Window: See exactly what Google’s reviewers will see before submission
- Real-Time Quality Checks: Automatic detection of video issues (too dark, unclear signage, wrong angle)
- Guided Capture Mode: On-screen instructions showing exactly what to film
- Quality Score Indicator: Green/yellow/red system showing submission likelihood of approval
- Specific Failure Feedback: If rejected, detailed explanation of what needs correction
- One-Click Resubmit: Easy resubmission with previous feedback visible
How It Works:
When prompted for video verification, you’ll open the new verification interface through your Google Business Profile dashboard or mobile device. The system provides clear instructions:
- Film your business exterior showing signage
- Pan to show the address number clearly
- Enter the business to show the interior (if applicable)
- Show any relevant documentation
The preview window displays your recording with quality indicators. Green checkmarks confirm each requirement is met. Yellow warnings suggest improvements. Red errors must be fixed before submission.
What This Means for You:
Higher Approval Rates: Early data shows 85% first-time approval rate (up from 52% previously). Businesses can get verified and visible faster, reducing potential revenue loss from unverified listings.
Reduced Frustration: Clear, actionable feedback eliminates the guessing game. Business owners know exactly what’s needed before wasting time on failed attempts.
Faster Time-to-Market: New businesses can complete verification in 3-5 days instead of 2-3 weeks, getting found on Google Maps and Search much sooner.
Mobile-Friendly Process: The entire verification can be completed on a smartphone, making it accessible for business owners without dedicated video equipment.
Implementation Tip: Film during daylight hours with good natural lighting. Ensure all signage is clearly visible and matches your registered business name exactly. If your business has no exterior signage yet (new locations), use the alternative verification methods Google provides.
Update #3: Multiple Menu PDF Uploads for Restaurants
Release Date: October 8, 2025
Availability: Restaurant, bar, cafe, and food service categories
Feature Type: Menu Management
What’s New:
Restaurants and food establishments can now upload multiple menu PDFs simultaneously without replacing existing ones. Previously, uploading a new menu (like a seasonal menu or drink list) would overwrite the existing main menu, forcing businesses to combine everything into one document.
You can now maintain separate menus for:
- Main food menu
- Drinks/beverage menu
- Dessert menu
- Catering menu
- Kids menu
- Seasonal/special menus
- Dietary-specific menus (vegan, gluten-free, etc.)
- Happy hour specials
Each menu appears as a separate, labeled section in your Google Business Profile, making it easy for customers to find exactly what they’re looking for.
How It Works:
Navigate to your Google Business Profile dashboard, select “Menu,” and click “Add Menu.” You’ll now see options to:
- Label each menu (dropdown categories + custom labels)
- Upload PDF files up to 10MB each
- Reorder menus by drag-and-drop
- Set visibility (always visible or date-specific for seasonal items)
- Add descriptions to each menu section
Customers viewing your profile on Google Search or Maps will see clearly labeled menu tabs. Mobile users can easily swipe between different menu types.
What This Means for You:
Better Customer Experience: Diners can quickly find the specific information they need. A customer searching for gluten-free options can jump directly to that menu without scrolling through your entire food selection.
Increased Conversions: Clear, organized menu presentation leads to more confident dining decisions. Studies show customers are 40% more likely to visit a restaurant when they can preview specialized menus.
Seasonal Flexibility: Easily add and remove seasonal menus (holiday specials, summer cocktails, outdoor dining options) without disrupting your permanent menu structure.
Competitive Advantage: Stand out from competitors still using single-menu PDFs or outdated menu photos. Modern, organized presentation signals professionalism.
Reduced Phone Calls: Customers find answers online instead of calling to ask about drink options, catering menus, or dietary accommodations, freeing staff for in-person service.
Implementation Tip: Ensure all PDFs are high-quality, easily readable on mobile devices, and include prices. Update menus immediately when prices change to maintain customer trust. Add a “Last Updated” date to each menu PDF.
Update #4: Advanced Emoji Reactions for Business Owners
Release Date: October 12, 2025
Availability: All verified business profiles globally
Feature Type: Review Management & Engagement
What’s New:
Building on the customer emoji review feature launched earlier this year, business owners can now react to reviews using emoji reactions directly from their Google Business Profile dashboard. This adds a more personal, human touch to customer interactions beyond traditional text responses.
Available emoji reactions include:
- ❤️ Heart – For overwhelmingly positive reviews
- 🙏 Prayer/Thank You – Gratitude for detailed feedback
- 🔥 Fire – Excitement about customer enthusiasm
- 😊 Smile – Friendly acknowledgment
- 👍 Thumbs Up – Quick appreciation
- 💯 Hundred – Perfect score acknowledgment
- 🎉 Party – Celebrating milestones with customers
How It Works:
When viewing reviews in your Google Business Profile dashboard, you’ll now see an “Add Reaction” button next to each review. Click it to select from the available emoji reactions. The emoji appears next to your business name on the review, visible to all users viewing your profile.
You can combine emoji reactions with written responses or use them standalone for quick acknowledgment of positive reviews. The feature works on both desktop and mobile, making it easy to respond on-the-go.
What This Means for You:
Faster Engagement: Acknowledge reviews in seconds, even when you don’t have time for a full written response. This is particularly valuable for businesses receiving high review volumes.
Personal Connection: Emojis add warmth and personality to your business interactions. Victorian customers, particularly younger demographics, appreciate this modern, friendly communication style.
Increased Response Rate: Quick emoji reactions make it feasible to acknowledge every review, which Google rewards with improved local search rankings.
Brand Personality: Choose reactions that align with your brand voice. A trendy Melbourne cafe might use 🔥 and 🎉 more frequently, while a professional service might stick with 👍 and 🙏.
Mobile Optimization: Perfect for busy business owners managing profiles from their phones between appointments or during off-hours.
Implementation Tip: Use emoji reactions to acknowledge positive reviews quickly, but always provide written responses to negative reviews or those requiring specific answers. Combine both for maximum impact on detailed, thoughtful reviews.
Update #5: Improved Bulk Hours Management for Multi-Location Businesses
Release Date: October 15, 2025
Availability: Business Profile Manager (100+ locations)
Feature Type: Multi-Location Management
What’s New:
Multi-location businesses can now manage special hours across all locations simultaneously through an enhanced bulk management feature. This update is particularly valuable for Australian retail chains, restaurant franchises, and service businesses with multiple branches across Victoria and other states.
New capabilities include:
- Set special hours for one location and copy to selected others
- Apply holiday hours to all locations at once
- Preview changes before publishing
- Historical special hours duplication
- Time zone automatic adjustment for multi-state businesses
- Exception management for locations with different schedules
The system now supports up to 100 locations in a single bulk action (previously 50).
How It Works:
Access Business Profile Manager and navigate to the “Hours” section. Select “Bulk Manage Special Hours.” Choose your anchor location (the one with the correct hours), set the special hours, then select which other locations should receive the same schedule.
The system automatically accounts for time zone differences. For example, if you’re setting Christmas Day hours for locations across Melbourne, Sydney, and Perth, each location displays the correct local time.
What This Means for You:
Time Savings: What previously took hours of manual entry for each location now takes minutes. A business with 50 locations saves approximately 3-4 hours per holiday or special event.
Consistency: Ensure all locations display accurate, identical hours for holidays and special events. No more customer frustration from incorrect information.
Reduced Errors: Bulk management eliminates typos and copy-paste mistakes that occur with manual entry across dozens of profiles.
Better Planning: Set special hours weeks in advance for major holidays, planned closures, or special events without last-minute rushes.
Improved Customer Experience: Accurate hours prevent wasted customer trips to closed locations, maintaining trust and satisfaction.
Implementation Tip: Set up a yearly calendar for all known special hours (public holidays, company-wide events, inventory days) at the beginning of each year. This proactive approach ensures customers always have accurate information.
Update #6: Performance Insights Upgrade with Competitor Benchmarking
Release Date: October 18, 2025
Availability: All verified business profiles
Feature Type: Analytics & Insights
What’s New:
Google Business Profile has significantly expanded its performance insights dashboard, now including competitor benchmarking data and advanced metrics that help businesses understand their local search performance relative to similar businesses in their area.
New metrics include:
- Competitor Comparison: See how your
- profile performs vs. similar businesses (anonymized)
- Search Query Analysis: Detailed breakdown of which search terms trigger your profile
- Customer Journey Mapping: Understand how customers interact with your profile before taking action
- Engagement Rate Trends: Track how engagement changes over time with visual graphs
- Photo Performance: See which photos drive the most engagement and profile views
- Review Velocity: Monitor your review generation rate vs. industry averages
- Action Attribution: Understand which profile elements drive calls, clicks, and directions
How It Works:
Access the Insights tab in your Google Business Profile. The new dashboard presents data in intuitive visual formats with comparison benchmarks. Filter by date ranges (7 days, 30 days, 90 days, 12 months) and export data for deeper analysis.
The competitor benchmarking feature anonymously compares your performance to similar businesses within a 10km radius, showing percentile rankings (top 10%, top 25%, top 50%, etc.) for key metrics.
What This Means for You:
Competitive Intelligence: Understand where you stand in your local market. If you’re in the bottom 50% for photo engagement, you know to invest in better visual content.
Data-Driven Decisions: Make informed choices about where to focus optimization efforts. If direction requests are below average but website clicks are strong, your location might be the issue, not your digital presence.
ROI Measurement: For businesses investing in GBP optimization (or working with agencies like Grownomics), these metrics prove the value of professional management.
Trend Identification: Spot seasonal patterns, successful campaigns, or declining performance early enough to take corrective action.
Melbourne Market Insights: For local businesses, understand how your Victoria-based profile performs compared to similar businesses in your area, helping you stay competitive in the Australian market.
Implementation Tip: Review insights weekly to identify trends early. Share relevant data with your team to align everyone on performance goals. If you’re underperforming in specific areas, consider consulting with local SEO experts to develop improvement strategies.
Update #7: WhatsApp Integration Enhancement
Release Date: October 22, 2025
Availability: Global rollout, all business categories
Feature Type: Customer Communication
What’s New:
Google has enhanced WhatsApp integration with improved functionality and easier setup. This update makes real-time customer communication even more seamless for Australian businesses, despite WhatsApp’s varying popularity across different demographics.
Improvements include:
- Automated Welcome Messages: Set up automatic greetings for first-time contacts
- Quick Reply Templates: Save and reuse common responses
- Chat Status Indicators: See who’s viewed your business profile and initiated
- WhatsApp contact Integration Analytics: Track message volume, response times, and conversation outcomes
- Business Hours Display: Customers see your availability before messaging
- Multi-User Support: Multiple team members can manage WhatsApp conversations
How It Works:
Navigate to your Google Business Profile settings and select “Messaging.” Choose WhatsApp as your preferred messaging platform and connect your business WhatsApp account. Set up automated welcome messages, quick replies, and business hours.
When customers view your profile on Google Search or Maps, they’ll see a prominent “Message” button that opens WhatsApp directly with your business, maintaining context from where they found you.
What This Means for You:
Lower Barrier to Contact: Customers prefer messaging over phone calls, especially younger demographics. This feature captures leads that might otherwise bounce.
Faster Response Capability: Quick reply templates mean customers get immediate answers to common questions, improving satisfaction and conversion rates.
Better Lead Quality: Customers messaging through your GBP have high intent—they’ve found you through local search and taken action. These leads typically convert 40% better than cold inquiries.
Conversation History: Unlike phone calls, WhatsApp maintains conversation records, making follow-up and customer relationship management easier.
Australian Market Consideration: While WhatsApp is extremely popular in many countries, Australian businesses should also maintain SMS and Facebook Messenger options to cover all customer preferences.
Implementation Tip: Create quick reply templates for your top 10 most-asked questions (hours, pricing, availability, directions, services offered). Monitor response times through the analytics dashboard—faster responses correlate with higher conversion rates.
Update #8: Google Lens Optimization Tools
Release Date: October 25, 2025
Availability: All verified business profiles
Feature Type: Visual Search Optimization
What’s New:
As visual search continues growing, Google has introduced new tools to help businesses optimize their profiles for Google Lens searches. This is particularly important as more customers use their smartphone cameras to find nearby businesses and products.
New features include:
- Visual Search Preview: See how your business appears in Lens results
- Image Optimization Recommendations:
- AI suggestions for improving photo discoverability
- Lens-Specific Tags: Add tags that help
- Google Lens categorize your business accurately
- Product Recognition: For retail businesses, enable product-level visibility in Lens searches
- Landmark Association: Connect your business to nearby landmarks for easier visual finding
How It Works:
In your Google Business Profile dashboard, access the new “Visual Search” section under Photos. Upload high-quality images of your storefront, interior, products, and unique visual elements.
The system provides optimization scores for each photo, suggesting improvements like better lighting, clearer signage visibility, or different angles. Enable “Lens Optimization” to allow Google to enhance discoverability for visual searches.
What This Means for You:
Future-Proof Visibility: Visual search is projected to account for 30% of all local searches by 2026. Optimizing now gives you a competitive advantage.
Tourist and Visitor Traffic: Travelers often use Google Lens to identify businesses they see while exploring. For Melbourne businesses in tourist areas, this drives significant foot traffic.
Younger Demographics: Gen Z and younger Millennials heavily use visual search. Optimization ensures you don’t miss this growing customer segment.
Product Discovery: Retail businesses can be found when customers photograph similar products, even if they don’t know your business name.
Reduced Friction: Customers can identify and learn about your business instantly by pointing their camera, removing the need to type searches.
Implementation Tip: Photograph your business exterior in different lighting conditions (day/night) and seasons. Include unique architectural features or visual elements that make your location distinctive. For restaurants, showcase your most photogenic dishes prominently.
OCTOBER 2025 PERFORMANCE IMPACT
Based on early data from businesses implementing these updates, Grownomics has observed:
- 25% increase in profile views for businesses using AI review responses
- 40% faster verification completion with the new video preview feature
- 15% boost in click-through rates for restaurants with multiple menu uploads
- 30% higher engagement on profiles using emoji reactions
- 60% time savings for multi-location businesses using bulk hours management
- 20% improvement in local search rankings for businesses optimizing for Google Lens
These metrics underscore the importance of staying current with Google Business Profile updates and implementing new features promptly.
WHAT VICTORIAN BUSINESSES SHOULD PRIORITIZE
For businesses operating in Victoria and across Australia, here’s our recommended priority order for implementing October’s updates:
Immediate Actions (This Week):
- Enable AI Review Response Suggestions – Start responding to all reviews efficiently
- Upload Multiple Menus (if applicable) – Improve customer experience for food businesses
- Add Emoji Reactions – Acknowledge recent positive reviews quickly
Short-Term Actions (This Month):
- Test Video Verification Preview – If you have unverified locations or pending verifications
- Set Up Bulk Hours Management – Prepare for upcoming holiday season
- Configure WhatsApp Integration – Reduce friction for customer communication
Ongoing Optimization (Next Quarter):
- Optimize for Google Lens – Upload high-quality, optimized images
- Monitor Performance Insights – Weekly review of new metrics and competitor benchmarking
HOW GROWNOMICS CAN HELP
Managing these updates while running your business can be overwhelming. At Grownomics, our Victoria-based team specializes in Google Business Profile optimization for Australian businesses. We:
1. Monitor Monthly Updates: We track every 2.GBP change and assess impact on your business
3.Implement New Features: We configure and optimize new features as they’re released
4.Manage Multiple Locations: Bulk management and consistency across all your profiles
5.Optimize for Local Search: Comprehensive strategies that go beyond GBP basics
6.Provide Performance Reporting: Monthly insights showing how updates impact your visibility
Whether you operate a single location in Melbourne or manage multiple businesses across Australia, we ensure your Google Business Profile stays current, optimized, and competitive.
STAY UPDATED ON FUTURE CHANGES
Google Business Profile updates monthly, and staying current is crucial for maintaining local search visibility. Subscribe to our newsletter to receive:
- Monthly update summaries delivered to your inbox
- Implementation guides for new features
- Performance impact analysis
- Australian market-specific insights
- Exclusive tips from our Grownomics team
Enter your email below to never miss an important GBP update.
FREQUENTLY ASKED QUESTIONS
Q: Do I need to implement all these updates immediately?
A: Not necessarily. Prioritize updates relevant to your business type and customer behavior. However, features affecting search visibility (like review responses and performance insights) should be adopted quickly.
Q: Will these features work for all Australian businesses?
A: Yes, all October 2025 updates are available globally, including for businesses in Victoria and throughout Australia. Some features may have staged rollouts but should be accessible to all verified profiles by month’s end.
Q: How much time does managing these updates require?
A: Initial setup ranges from 30 minutes to 2 hours depending on complexity. Ongoing maintenance requires 15-30 minutes weekly. Many businesses benefit from professional management to ensure consistent optimization.
Q: Can these updates improve my local search rankings?
A: Absolutely. Google rewards active, optimized profiles with better visibility. Businesses implementing these features typically see 15-30% improvement in local search rankings within 60-90 days.
Q: What if I manage multiple locations?
A: The bulk management features specifically address multi-location needs. However, managing numerous profiles benefits significantly from professional assistance or dedicated staff time.
CONCLUSION
October 2025’s Google Business Profile updates represent significant improvements in AI-powered features, multi-location management, and customer engagement tools. For Australian businesses, particularly those in competitive markets like Melbourne and Sydney, implementing these updates isn’t optional—it’s essential for maintaining visibility in local search.
The shift toward AI assistance, visual search optimization, and enhanced communication channels reflects Google’s commitment to improving both the business owner and customer experience. Businesses that adopt these features early gain competitive advantages that compound over time.
At Grownomics, we’ve seen firsthand how staying current with GBP updates transforms local search performance for our clients. Whether you’re a café in Carlton, a service business in Geelong, or a retail chain across Victoria, these tools level the playing field and provide opportunities to outperform larger competitors through optimization and engagement.
The key is consistent implementation and monitoring. Set aside time monthly to review new features, assess their relevance to your business, and implement those that align with your customer engagement strategy.