Google has introduced a new feature called ‘What’s Happening in Business Profiles.’ The feature allows local businesses to highlight real-time updates like promotions, events, and daily deals directly on Google Search and Google Maps.

Launching in the US, UK, Canada, Australia, and New Zealand in May 2025, the feature is currently available to single-location businesses in the food and beverage sector, but its design hints at broader applications in the future. Businesses can publish these updates manually or automatically connect from linked Instagram, Facebook, or X accounts.

“What’s Happening” is more than a feature. It represents a shift in the way local businesses communicate with customers searching for nearby restaurants.

Until now, a business’s Google Profile has been mostly static, listing only basic information like hours of operation, location, and user reviews. These are helpful, but lack interaction. This new feature overcomes that limitation, allowing businesses to display small, current updates.

A user searching for “cafes near me” can now find current offers like “Open Mic Tonight at 6” or “Buy One, Get One” instead of the usual text-heavy profile. This is a feature that makes listings lively and more engaging.

This eliminates the friction for businesses. Instead of posting in multiple places, they can manage updates in one place with social syncing options that streamline the process.

How it works

This feature is currently only available to single-location food and beverage businesses across five countries. Businesses can access Whats Happening through their existing Google Business Profile dashboard. There are two ways to share updates:

Manual posting: Owners or managers can write and publish content directly to their Google Profile.

Automatic syncing: Businesses can connect their Facebook, Instagram, or X accounts. Once linked, Google will pull relevant updates from those platforms and publish them in the new “Whats Happening” section.

Posts will appear at the top of the Google Business Profile, above reviews and other standard information. Google currently doesn’t offer this feature for businesses outside of the food and beverage category. But it’s clear that this model can be applied to many other things. This feature could help salons, fitness studios, bookstores, and boutique retailers all share real-time updates.

A Strategic Tool for Businesses

If you’re a small business owner, especially in the food and beverage space, this is not a feature you should wait for.

Less competition for attention and more opportunities to connect with potential customers while they’re searching.

How businesses can use this to their advantage:

• Post regularly. Consistency is key. Daily or weekly updates help keep your business relevant in local search.
• Be clear. Provide a clear message, such as “Happy Hour 4–6 PM,” rather than “Great Deals Tonight.” The goal is to grab attention quickly.
• Attractive images increase click-through and engagement. Also include images about specials, live music, or seasonal dishes.
• Connect your social networks. If you’re already active on Instagram or Facebook, linking those accounts saves time and ensures consistency.
• Monitor your performance. Google Business Dashboards include performance insights. Use them to see which types of updates are generating the most clicks or actions.

What’s Happening is now available for single-location food and beverage businesses in five countries. It brings real-time updates — events, specials, and promos — to the top of a business’s Google Profile. Businesses can post directly from Instagram, Facebook, or X. The feature is free, but it comes at a cost of consistency and time. While it’s limited to food and beverage for now, the structure is expected to expand to other industries in the future.