Starting August 1, 2025, Google Ads will expand its Unverified Phone Number policy to cover message assets, adding to the current requirements for call-only ads, call assets, and location assets. Advertisers who don’t comply will see their message assets disapproved and stopped from serving.
Why This Matters
If your campaigns use message assets—those click-to-message extensions that let users text your business—you must verify the associated phone numbers to avoid disruptions. Google says this policy aims to increase trust and transparency in ad interactions, particularly where user contact details are involved.
Key Dates to Remember
- August 1, 2025: All new message assets must use a verified phone number.
- September 1, 2025: All existing message assets must be in compliance.
- After these dates, unverified phone numbers will lead to disapproved assets and paused delivery.
What Advertisers Should Do
Google is encouraging advertisers to review and verify phone numbers now to prevent disruptions. If your assets are disapproved, Google has published clear guidance on how to resolve the issues quickly.
Why Google Is Making This Change
This update is part of Google’s ongoing effort to tighten ad quality controls and curb misuse of communication-based ad features. As fraud, spam, and user privacy concerns grow, verified contact details are becoming an essential part of maintaining trust in digital advertising.
The Bottom Line
If you rely on message assets to generate leads or engage customers, verify your phone numbers before August 1. Noncompliance could lead to disapproved ads, reduced performance, and lost opportunities.
At SEO Guru NYC, our digital marketing consultants in NYC help businesses stay ahead of evolving ad policies like Google’s new phone verification requirements. From Google Ads compliance to high-converting campaigns, we’re here to guide your strategy every step of the way. Ready to keep your ads compliant and effective? Contact today to optimize your digital marketing efforts with confidence.
