A boutique hotel owner in Thong Lo called me last week, frantic because his hotel still ranks #2 on Google Maps, but incoming phone calls dropped 30%. He is not alone. Google is currently testing a massive change that adds friction between your business and new leads: they are removing the direct ‘Call’ button from local search results. If your phone has gone silent, this is why, and here is how to pivot your strategy immediately.
What Just Happened?
Over the last week, you may have noticed your phone isn’t ringing quite as much, even if your business still shows up high on Google. You’re not imagining things. Google is currently testing a major change: removing the direct “Call” button from the main search results for local businesses.
This isn’t a bug or a glitch. According to industry reports from early February 2026, this is a deliberate redesign by Google. They are experimenting with new layouts to make more room for their paid ads and upcoming AI-driven search results. The change is being rolled out slowly and in different ways, which is causing a lot of confusion for business owners across the board.
Context: What Does This Actually Mean?
Let’s talk about the “Map Pack.” That’s the box with three local businesses and a map that appears at the top of Google when someone searches for something like “luxury spa in Sukhumvit.” For years, that box has been the single most valuable piece of digital real estate for a local business, because it included a direct “Call” button. A potential customer could find you and call you in one tap.
Now, for many searches, that button is gone. To call you, a customer must first click on your business name in the list, which takes them to your full Google Business Profile. Only from that new page can they find the button to call you. It adds an extra step, what we call ‘friction’, between a potential customer and your front desk. While it seems small, this extra click can be the difference between them calling you or your competitor.
The Impact: What Are We Seeing?
Reports from the ground are mixed, but a clear pattern is emerging. I’ve spoken with several clients, from dental clinics in Thong Lo to boutique hotels in the Old City, and the story is similar. Many are seeing a noticeable dip in incoming phone calls, even though their position in the search results hasn’t changed at all. They are still ranking in the top three, but the leads have slowed down.
This is causing a lot of uncertainty. Because Google is testing different versions, some business owners see the call button, while others don’t. It can change depending on what you search for or even what city you’re in. The key takeaway is that your business isn’t suddenly failing; Google has changed the rules of the game for everyone. The visibility is still there, but getting the customer to take that final step of making a call now requires more effort.
The Action Plan: Should You Panic?
My advice is simple: Don’t panic, and don’t make any sudden, drastic changes to your marketing. When Google runs tests like this, the worst thing you can do is have a knee-jerk reaction. The goal right now is to understand the situation, monitor it closely, and adapt your strategy to focus on what still works.
With the instant call gone, earning the *click* to your full profile is now the most important goal. Your Google Business Profile is no longer just a listing; it’s your new front door. It needs to be compelling enough to convince a customer that the extra tap is worth it. This means your photos, reviews, services, and posts must be immaculate. Your priority should shift from just ranking high to making your listing the most attractive one in the pack.
This is why we track rankings daily. You need to know if a drop in calls is because your ranking fell, or because of this Google test. You must distinguish between a platform-wide change and a real problem with your visibility. OnEveryMap’s tracker helps you see your daily position, so you aren’t left guessing why the phone stopped ringing. If you’re doing this manually, be sure to check your Google Business Profile’s ‘Performance’ tab every week to spot trends before they become problems.
