Imagine sending a direct message to your carrier when you have a problem with your phone. The brand manager will get your permission to receive your location data and then they can direct you to the closest store. This could make getting your needs met much faster than searching around your mapping app or Yelp.
Twitter has been beefing up its customer service features for a while now, including single-link feedback buttons and other tools. Wingstop even has an order form built into its direct messages for frictionless ordering. So far, restaurants TGI Fridays and Wingstop are using the location-based APIs, while other brands are sure to follow suit.