Google's AI is calling your business. Here's what to say (and what to put online)

The phone rings during the lunch rush and a calm voice says it's an automated system calling from Google on behalf of a customer. It wants to know what a haircut costs, or how long the wait is for a table for four. Then it waits for you.

If that's happened to you, you're not imagining it. Here's what these calls are, what to say, and the small online fixes that mean Google won't need to call at all.

What these calls are

In July 2025, Google rolled out a feature in the US that lets people ask Google to call local businesses for them. TechCrunch reported that a customer searches for something like "pet groomers near me", taps Have AI check pricing, answers a few questions, and Google calls several businesses to gather prices and availability.

According to Google Business Profile Help, the calls can be about:

• Booking appointments, using the details the customer gave (time, service, party size)
• Restaurant wait times
• Price and availability of in-store products and services

The customer then gets your answer by email or text, side by side with the other businesses Google called. Google's own Search Help page lists hair salons, pet groomers, auto repair, wellness centers and driving schools among the services, and says coverage is expanding.

Two details matter. First, Google says every call begins by announcing it's an automated system calling from Google on behalf of a user (Google spokesperson, via TechCrunch). Second, Google's AI Mode says it calls when a business has limited information online, such as no listed prices or no visible availability (Google Search Help).

That second point is the useful one. These calls mostly happen because the answer wasn't on your website or profile.

Are businesses answering?

Often, no. Call-tracking company Invoca studied these pricing calls from the July 2025 launch through November 2025 (Invoca press release, 10 Dec 2025):

• On average, 26% of pricing calls from Google's AI went unanswered.
• Of the calls that were answered, 48% gave Google no price. Many businesses said they don't quote over the phone.
• Volumes were small at first, then rose 162% in October and another 324% in November.

Invoca also notes these calls were still a small share of total calls at the time. So this isn't a flood yet. But each call is a customer actively comparing you with the shop down the road, and a missed call or "come in and we'll see" can mean they book elsewhere.

What to say when Google calls

Treat it like a customer who's close to booking, because that's what it is. Keep answers short and clear.

If it asks for a price:

"A women's cut and blow-dry is 45 dollars, and colour starts at 80. Exact price depends on length, and we confirm it before we start."

A starting price plus what changes it is honest and still useful. "We can't say over the phone" usually just takes you out of the comparison.

If it asks about availability:

"Our next opening is tomorrow at 2 pm. Thursday afternoon is also free. You can book on our website or by calling this number."

If it asks about a restaurant wait:

"About 20 minutes for a table of four right now. We don't take reservations on Fridays."

If it tries to book: confirm the time, the service and the name you'll write down, just as you would with a person.

Tell your staff about these calls too. A quick note by the phone helps: "Google AI may call. Answer it like a customer. Give the starting price, the next opening and how to book."

What to put online so Google doesn't need to call

Google calls when it can't find the answer. Fill the gaps:

1. Publish your prices, even as "from" prices

Put a simple price list on your website and your Business Profile, like "Haircut from $35" or "Flat white $4.20". Starting prices beat no prices. If prices depend on something (hair length, party size), say what.

2. Keep hours accurate, including holidays

Update special hours before every holiday. Wrong hours are one of the fastest ways to lose a walk-in.

3. Make booking obvious

If you take online bookings, link to them from your profile and website. If you don't, say clearly how to book: "Call or message us on Instagram."

4. Shops: share your in-store stock

Google says that if you've already shared in-store product details through Google Merchant Center, it uses that and won't call you to ask about inventory.

5. Answer the common questions on one page

A short FAQ (prices, parking, walk-ins, wait times, dietary options) answers people and machines in one go.

If writing that page feels like a chore, this is the kind of job an AI helper can draft. In GBot, for example, Sam can turn your prices into a clean price list and Mia can write the FAQ page for you to check before it goes anywhere.

Should you turn the calls off?

You can. In your Business Profile, go to More Business Profile settings → Advanced settings and switch off Automated calls and texts from Google (Google Business Profile Help). Your profile must be verified.

Before you do, remember that turning calls off doesn't stop customers comparing businesses. It only means your answer isn't in their comparison. For most small businesses, the better fix is to put prices and availability online and answer the calls you do get.

One more thing: Google says these calls are monitored and recorded for quality assurance. Answer as you would any customer.

A 10-minute checklist for this week

• Search your business on Google in a private window. Are prices, hours and booking info visible?
• Add starting prices for your top 5 services or items.
• Check holiday hours through the end of the year.
• Put a "Google AI may call" note by the phone.
• Decide whether to keep automated calls on (most should).