Joy Hawkins who follows the local SEO beat really closely spotted a new interface treatment that really calls out the messaging functionality within the Google local panels. The new button to message a local business, when available, is massive compared to when it first launched.
I personally cannot replicate this, but here is the screen shot from Joy showing how much emphasis Google is putting here towards asking the searcher if they want to message this business:

Joy said on Twitter “Wow GMB Messaging just got a whole lot more visible on mobile!”
Forum discussion at Twitter.

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