On November 10, 2025, Google announced "message fan out". It was first seen in the wild on November 18, 2025. I covered it here on my blog: LSA “Request Multiple Options” for Lawyers rolls out November 18 2025.
As of 2026 attorneys are still asking about LSA Messages and wondering if they should enable the feature.
So first of all - at least 95% of people call.
Second of all, enabling LSA messages does not magically improve your rankings in LSA. That's a myth.
Anyways, attorneys should know: if you have Message Leads enabled, people can contact up to 4 firms at a time. If they do this, all 4 firms pay Google for the lead.
I won't tell you what to do here, as each case is different, however, I can indeed say that none of our law firm clients are using Message Leads.
As of 2026 attorneys are still asking about LSA Messages and wondering if they should enable the feature.
So first of all - at least 95% of people call.
Second of all, enabling LSA messages does not magically improve your rankings in LSA. That's a myth.
Anyways, attorneys should know: if you have Message Leads enabled, people can contact up to 4 firms at a time. If they do this, all 4 firms pay Google for the lead.
I won't tell you what to do here, as each case is different, however, I can indeed say that none of our law firm clients are using Message Leads.
