that it will be winding down its Google Business Messages product on July 31, 2024. For those familiar with the tech giant’s track record, this news may come as no surprise. Google is no stranger toshowing that no project is too beloved to escape the chopping block if it doesn’t meet the company’s evolving priorities.
Still, many enterprises have built this channel into their messaging strategies and must now find a backup plan. A direct quote from Google: “If you have alternative chat channels, consider inviting your customers to continue conversations there.”Brands should look to their vendor partners to develop strategies for reasonable channel alternatives. For iOS users, Apple Messages for Business is the obvious choice.
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