Google allows businesses to register themselves through Google My Business, where they can adjust the information that appears on their Google search/ Google Maps listings. They can add a phone number, change opening hours, respond to reviews, and so on.
That said, a new feature is rolling out in the My Business dashboard that allows customers to directly message companies via SMS. A business can add a new ‘Message’ button to their listing, and when someone taps on it, it opens their SMS app. Messages are sent via SMS to a proxy number which are then received by the business. The business owner can choose to receive texts via SMS or through Allo.
There doesn’t appear to be any benefit with using Allo in this situation, except it’s easier to tell at a glance which messages are from Google and which are from the user.