Starting August 1st, Google Ads will expand its Unverified Phone Number policy to include message assets, in addition to existing requirements for call-only ads, call assets, and location assets.
Why we care. Advertisers using message assets must now ensure that associated phone numbers are verified, or their message assets will be disapproved and won’t serve. This move strengthens trust and transparency in ad interactions, particularly where user contact is involved.
Catch up quick:
- New message assets must comply starting August 1.
- Existing message assets must be in compliance by September 1.
- Non-compliant phone numbers will result in disapproved message assets.
- Verification requirements aim to reduce fraud, spam, and misuse.
What they’re saying. Google is encouraging advertisers to review their phone numbers now to avoid disruptions, and has provided guidance on how to fix disapproved ads or assets if issues arise.
Between the lines. This update is part of Google’s broader effort to tighten ad quality controls and combat misuse of communication-based ad features, particularly as user trust becomes a growing priority in digital advertising.
First seen. This update was first seen when Senior Google Ads specialist, Arpan Banerjee, shared the comms he received from Google.
The bottom line. Advertisers using message assets should verify their phone numbers by August 1 to avoid disruptions and ensure continued ad delivery. Noncompliance could lead to disapprovals and reduced ad performance.
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