Someone finds your business on Google, scans the page, and does nothing. That silent drop-off is where leads disappear. User-initiated conversations close the gap by letting the customer tap a message button and start a chat with your brand straight from the search results.
What User-Initiated Conversations Are
The customer opens the conversation, not the brand. With RCS for Business, you can add a message button to your Google Search and Maps listings; tapping it starts a chat in the native messaging app already on the phone.
That changes the dynamics:
- Intent is already there — they searched, then chose to reach out.
- The thread persists — unlike a web chat widget that vanishes with the tab.
- Your verified brand profile stays in their message history.
- It works for Android and iOS users in their default messaging app.
Why User-Initiated Conversations Are Worth Enabling
Reaching a company is still harder than it should be. In research by Pegasystems and YouGov covering 4,000 consumers in North America and the UK, 56% said dealing with businesses is worse than it was ten years ago, and 77% said companies should invest in better customer interactions.
- You capture leads at peak buying intent instead of hours later.
- Messaging is asynchronous, so nobody sits in a phone queue.
- Chats cost less to handle at volume than calls or email threads.
Before You Switch It On
- Decide what automation answers and where a human takes over.
- Set response-time expectations, including after hours.
- Track which entry point each conversation came from.
Availability is still expanding through an early access programme, so confirm eligibility with your messaging partner.
The Takeaway
User-initiated conversations remove the awkward step between finding a business and talking to it. Identify the searches where people most need a quick answer, then make sure a fast, useful reply is waiting when that first message lands.
Frequently Asked Questions
How is this different from a regular RCS campaign?
Campaigns are sent by the brand. A user-initiated conversation is opened by the customer, so the intent and context come from them.
Do customers need another app?
No. The chat opens in the default messaging app, which is why it stays in their normal message history.
What if nobody is available to reply?
Most brands use automation for common questions and hand complex issues to an agent, with the first reply setting a clear expectation.