Year-end hours on Google, your website, and WhatsApp
Photo: Avila Ops Tecnologia
Year-end hours need to appear in three places, in this order: Google Business Profile, which appears when someone searches “open now”; the WhatsApp automatic message, where customers ask; and the website, where they check. If one says you are open while the door is closed, customers leave and post reviews.
The year-end problem is not closing. It is closing without notifying people where they look. A customer searches Google at 5 p.m. on December 24, sees “open until 7 p.m.,” drives over, and finds the store closed since noon. Their one-star review remains in February, long after you forgot Christmas.
Google Business Profile: how do you set special hours?
Google has a dedicated field separate from regular hours. Do not change standard hours; use “special hours” (the label varies by dashboard version). Set dates individually: December 24, 9 a.m. to 1 p.m.; December 25, closed; December 31, 9 a.m. to 1 p.m.; January 1, closed. Regular hours return automatically afterward.
Without this, Google often asks users and sends you notifications asking whether holiday hours are accurate. If you do not answer and someone answers incorrectly, your profile may show their information. Setting hours is cheaper than correcting them.
Also check the rest of your profile, which receives more December visits than your website: phone, WhatsApp link, recent photos, and correct primary category. The guide how to make my business appear on Google covers the full setup.
If closing for several days, Google also lets you mark “temporarily closed” and reopen the profile when you return. Google recommends this only for closures exceeding seven days; for up to seven, use special hours.
WhatsApp Business: what should the automatic message say?
WhatsApp Business has two automatic messages: greeting for first-time contacts and away messages for after-hours contacts. In December, edit the away message with three facts: how long you are closed, what customers can do meanwhile, and when they will receive a reply.
Example: “We are closed from noon on December 24 through Sunday, December 27. Website orders continue normally at suaempresa.com.br, with shipping starting December 28. We will answer messages in arrival order starting December 28 at 9 a.m.”
Notice what this does: it does not leave customers waiting without knowing and keeps a sales door open. If you have AI replies or a service workflow, adjust hours there too; otherwise the bot promises “I’ll reply shortly” on December 25.
Website and Instagram: where should hours appear?
On your website, hours appear in the footer and contact page. Add a temporary line atop the homepage from December 20 to January 5: “Year-end hours: [dates]. Online shopping 24/7.” On Instagram, use an “Hours” highlight with a simple image and point your bio to it.
A table so nothing is missed:
| Where | What to change | When to restore normal settings |
|---|---|---|
| Google Business Profile | Special hours by date | Automatic |
| WhatsApp Business | Away message and hours | Reopening day |
| Website | Top banner and footer | January 5 |
| Highlight and bio | January 5 | |
| Service bot or AI | Hours and away text | Reopening day |
| Digital menu or delivery | Nonoperating days | According to reopening |
To decide what stays live and what pauses during the break, see holiday break: what to pause and what to keep live.
What to do now
Open Google Business Profile and set December 24 through January 1 special hours today. Then edit your WhatsApp away message and add the website banner. It takes under 30 minutes. If your profile is still unclaimed or outdated, we configure Google so your business can appear: avilaops.com/presenca-digital-para-pequenas-empresas or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
Must I change Google hours if opening normally?
No, but confirm them. Google may send a holiday notification. Answering “open regular hours” reduces the chance a third-party suggestion marks you closed.
Do WhatsApp away messages work in regular WhatsApp?
No. Automatic greetings and away messages are features of free WhatsApp Business. If your business still uses regular WhatsApp, migration takes minutes and preserves your number.
Should I put year-end hours in ads?
If the ad leads to WhatsApp or a physical store, yes. Advertising a closed store wastes money and generates unanswered messages. Pause ads or adjust text on closed days.
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