Google Tests Gemini Calling Feature for Routine Business Calls

Google has been testing a new feature called 'Call for Me' on its Pixel 11 phones, which enables Gemini to call local businesses on behalf of users. The AI-powered assistant can navigate phone menus, wait on hold, and speak with employees to check inventory or make reservations.

The feature is an extension of earlier tools like Hold for Me and Direct My Call, but takes it a step further by allowing Gemini to handle the conversation itself using its Live voice. Users can watch a live transcript of the call and take over at any time if needed.

Google has placed guardrails on the feature to ensure users are protected, such as blocking financial transactions like payments or password sharing. The company is also limiting access to users who meet certain criteria, including being 18 years old, living in the US, owning a Pixel 11 series device, and subscribing to its paid AI tier starting at $5 per month.

The emergence of agentic phone tools like Call for Me raises questions about the etiquette of bot-to-human interactions. As companies continue to develop voice-based transactions, they must consider how businesses will adapt to these changes and ensure that humans feel respected rather than overwhelmed by automated queries.