Google Maps Adds Click-to-call Feature

Google Maps has integrated click-to-call technology into its local listings, allowing businesses that have signed up for a listing through the Google Local Business Center to reach customers the moment they’re looking for a product or service in their neighborhood.

Google Maps users who search for a business category such as “hardware stores Chicago” now will see a set of listings for area businesses. Those participating in the local listing program will have a “call” icon below their names, addresses and profiles. When users click that link, an Ajax text box appears, prompting them to enter their phone number and “connect for free”. Using an IP voice platform from VoIP Inc., Google will call the prospect’s phone and ring the business number at the same time, enabling the two to connect.

The service is merely a connection platform, not a pay-per-call offering that will charge merchants for driving calls. Google is currently footing the bill and making the feature free to businesses in its listing program. Users who plug in a wireless number will still be charged for an incoming cell call, however.

Google will manipulate the incoming call to the prospect so that it looks to Caller ID as if the call is coming directly from the business. That’s done to store the number on the customer’s phone, making repeat calls easier, according to a post in the official Google blog by Google Maps team member Min Zeng.

Other Web commentators, however, have pointed out some issues with the service, including its potential for pranks calls, and the chance of legal liability to businesses if third parties click to send calls to customers whose numbers are part of a Do Not Call registry. There’s also the chance that business owners listed on Google Maps might use the service to make free long distance calls.

Microsoft has been offering click to call in its Windows Live Local directory listings since last July.