Booking From Google: How Reserve with Google and the Book Button Work (2026)

Route 1: a Reserve with Google provider

Google’s Business Profile help says that if you manage bookings through a booking provider, you can connect it to your profile, and that you can find providers available in your country through Reserve with Google. Google keeps a public partner directory; for beauty, wellness and fitness it includes names such as Booksy, Fresha, Square Appointments, Setmore, Mindbody, SimplyBook.me, Vcita and MassageBook, among others.

The provider sends your services and booking information to Google. Clients see a Book button on your profile in Search and Maps and bookings land in your provider’s calendar. Fresha’s help article, for instance, says bookings made through Google are sent straight to the Fresha calendar.

Route 2: your own booking link

Any business can add a link to its own booking page. Google’s help page on local business links describes adding up to 10 links per category from the Booking section in Search or Edit profile in Maps, and choosing a preferred link. The button then opens your booking page, wherever it is hosted. Google notes that performance data isn’t available for custom links.

The rename

Google rebranded the Reserve with Google Partner Portal as the Actions Center, the programme booking providers integrate with. Its FAQ maps the old names to new ones: ‘Appointments Booking’ became ‘Appointments Redirect’, and the beauty, fitness and financial end-to-end integration became ‘Appointments End-to-End’. The same FAQ says consumer and merchant products such as Reserve with Google are not changing, and that the Actions Center is not merchant or user-facing. So as a business owner, you still look for ‘Reserve with Google’ and ‘Bookings’.

How appointment booking works now

The Actions Center developer site currently lists two integrations for the Appointments vertical: Redirect and Offers. Its Redirect overview says the integration helps users discover local merchants on Google Search and Maps and redirects them to the appointment provider’s landing page to complete the booking. Restaurant reservations still list an end-to-end integration. The same page notes that the Book link can also appear on Local Services Ads for merchants that qualify and have a Google Ads account connected to their Business Profile.

What this means for you

Practically, the client taps Book on Google and finishes on your provider’s booking page, already pointed at your business. The quality of that page (speed on a phone, clear services, simple payment) now matters as much as being on Google at all.

Steps

Google’s help page gives the profile-side steps: go to your Business Profile, select Bookings, select Get started, choose your provider, then Done. It says providers will show up on your profile within a week. Many providers also let you switch it on from inside their own settings.

• Check your provider is in Google’s partner directory for your country
• Make your business name and address identical on the provider and on Google
• Make sure your Business Profile is verified
• Turn on the Google integration in the provider, or connect from Business Profile > Bookings
• Wait for the button, then test a booking from a phone

Provider requirements: an example

Each provider sets its own conditions. Fresha’s help article lists several: the business name and address must match the Google profile exactly, the Fresha profile must be listed on its marketplace, team members need scheduled shifts within the next 30 days, services need real prices (not free) and names without emojis, prices or durations, and the business must be in beauty and wellness. It says the button can take up to 48 hours to appear, and price changes up to 24 hours to update.

Check provider fees

Some booking platforms charge a one-time commission on new clients who find you through their own marketplace, while clients from your own links are free. Before you switch on the Google integration, read your provider’s pricing page and check how it classifies a booking that came through Google, so a new-client commission doesn’t surprise you.

Steps

From Google’s help page: go to business.google.com; in Google Search select Booking, or in Google Maps select Edit profile and then the transaction type; select Add link; enter the URL; select Save. Your profile must be verified before you can add links.

Link rules that trip businesses up

Google’s business link policies are specific. The link must lead to a dedicated page for your business (for multi-location businesses, for that location) and let the customer complete the booking. Social media sites, messaging links, app store links and link shorteners aren’t allowed. The page must load fully for Google’s verification crawler, return a success code, and not sit behind a login, CAPTCHA or geoblock. Only one link per domain is allowed, and duplicate links are rejected.

• Link to the booking page itself, not the homepage
• No Instagram, WhatsApp, app store or bit.ly-style links
• No login wall before the client can see times
• One link per domain; set a preferred link if you have several

Third-party provider links

Google’s help page says some links appear automatically through third-party partners, and that you cannot manually delete third-party booking or reservation providers from your profile settings. Instead, you contact the provider to opt out; Google says providers are required to process opt-out requests within 5 business days, and you can report a violation if the link remains after that.

Automatically added links (November 2026)

Search Engine Roundtable reported on November 9, 2026 that Google may be automatically adding booking links to some local business profiles, shown as a ‘Book online’ button, sometimes pointing to a contact or scheduling page on the business’s own site. Some of the links seen returned errors. If a button has appeared on your profile, check where it goes and manage it from your Business Profile.

Mismatched name or address

‘Serenity Day Spa’ on Google and ‘Serenity Spa LLC’ on the booking platform can be enough to stop the match. Make them identical.

Linking to Instagram or a link-in-bio page

Google’s policy doesn’t allow social media links as booking links. Use the booking page URL.

A booking page behind a login

If clients must sign up before seeing times, the page may fail Google’s crawler check, and clients drop off too. Let people see availability first.

No availability for the next month

Providers often need upcoming shifts to show times. Fresha, for example, requires shifts in the next 30 days.

Never testing on a phone

Most Google bookings start on mobile. Tap your own button from a phone and book a test appointment end to end.

Is Reserve with Google still available in 2026?

Yes. Google’s Business Profile help still directs businesses to find booking providers through Reserve with Google, and its partner directory is live. The developer programme behind it is now called the Actions Center, and Google says consumer and merchant products like Reserve with Google are not changing.

Do clients book inside Google or on my booking site?

For appointments, Google’s current developer documentation describes a redirect integration: clients discover you on Search or Maps and are sent to your provider’s booking page to finish. The booking then lands in your provider’s calendar.

How do I add a Book button to my Google Business Profile?

Either connect a Reserve with Google provider (Business Profile > Bookings > Get started > choose provider), or add your own booking link (Booking in Search, or Edit profile in Maps > Add link). Your profile must be verified.

Does Reserve with Google cost anything?

Google doesn’t charge businesses for the Book button, but your booking provider may charge fees on clients it classes as marketplace or new clients. Check your provider’s pricing page.

Why isn’t my Book button showing?

Common reasons are a name or address mismatch between Google and your provider, an unverified profile, no upcoming availability, a provider not available in your country, or a link that breaks Google’s link policies. Google says provider buttons appear within a week.

How do I remove a booking link I didn’t add?

Third-party provider links can’t be deleted from profile settings. Contact the provider to opt out; Google says providers must process opt-out requests within 5 business days, and you can report a violation if the link stays.