Google+ users who administrate a business page can now use Hangouts and other Google services using the page’s identity, rather than the user’s personal Google+ identity.

The capability relies on a new feature that allows users to log in to the page they administrate without going through another account that manages the page.

“We have rolled out a fix to make Hangout apps work better with +pages,” wrote Google’s Amit Fulay, responding to a Google+ post by another Google employee.

The capability may eventually enable users to link a Google+ page to a YouTube channel, such that videos on the channel automatically appear on the Google+ page.

Users can also create a Gmail address linked specifically to the Google+ page.