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Google extends phone verification to message assets

Google Ads expands unverified phone number restrictions to include message assets alongside existing call-only ads enforcement.

Luis Rijo

• 5 min read
Google Ads message asset interface showing phone verification requirement effective August 1, 2025 policy update
Google Ads message asset interface showing phone verification requirement effective August 1, 2025 policy update

Google announced on July 1, 2025, that it will extend phone number verification requirements to message assets within its Destination Requirements Policy. The policy update affects message assets beginning August 1 for new creations and September 1 for existing assets.

The search giant's latest policy modification targets the "Unverified phone number section" of the Destination requirements policy. According to Google's policy documentation, "On August 1, we will update the Unverified phone number section of the Destination requirements policy to make this requirement applicable to message assets, in addition to call-only ads, call assets, and location assets."

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Summary

Who: Google Ads advertisers using message assets with phone numbers that require verification

What: Extension of phone number verification requirements from call-only ads, call assets, and location assets to include message assets under the Destination Requirements Policy

When: Policy announced July 1, 2025; enforcement begins August 1 for new message assets and September 1 for existing message assets

Where: All Google Ads accounts globally using message assets with phone numbers

Why: To ensure phone numbers associated with message assets can be properly verified, maintaining platform quality and reducing fraudulent communication attempts through Google's advertising system

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Message assets represent a significant component of Google's advertising ecosystem, enabling advertisers to initiate text conversations directly from search results. The expansion of verification requirements to these assets follows Google's broader pattern of implementing stricter verification measures across its advertising platform.

The enforcement timeline creates a staggered implementation approach. New message assets created after August 1 must comply immediately with the updated verification standards. Existing message assets receive a 30-day grace period, with enforcement beginning September 1. This phased rollout mirrors Google's approach to other policy changes that require technical adjustments from advertisers.

Phone number verification under Google's policy requires that advertisers provide phone numbers that can be properly verified by Google's systems. The policy states that "Message assets will not serve if the associated phone number does not comply with this policy and cannot be properly verified." This verification process ensures the phone numbers are legitimate, operational, and belong to the advertiser.

The technical implementation affects multiple ad asset types within Google's advertising platform. Call-only ads, which direct users to phone calls rather than website visits, already require verified phone numbers. Call assets, which add clickable phone numbers to text ads, and location assets, which display business addresses and phone numbers, also fall under existing verification requirements.

For message assets specifically, the policy creates new compliance obligations. Advertisers using message assets must ensure their phone numbers pass Google's verification checks before these assets can serve ads. The verification process typically involves confirming ownership and operational status of the phone number through various technical and administrative methods.

The policy update arrives during a period of intensified verification requirements across Google's advertising ecosystem. Earlier this year, Google streamlined debt services verification across six countries, integrating these services into broader financial verification frameworks. The company has also introduced new transparency measures revealing who pays for advertisements.

Google's verification initiatives extend beyond phone numbers to encompass broader advertiser identity confirmation. The company requires advertisers to complete verification processes that include providing business documentation, legal names, and addresses. These requirements vary based on advertiser type, geographic location, and industry sector.

The message asset verification requirement reflects growing emphasis on communication channel authenticity. Message assets enable direct customer communication through text messaging, creating potential vectors for fraudulent activity if phone numbers are not properly verified. By requiring verification, Google aims to reduce misleading or fraudulent communication attempts.

Implementation challenges may arise for advertisers managing large message asset portfolios. Companies with hundreds or thousands of message assets must ensure all associated phone numbers meet verification standards before the September 1 deadline for existing assets. This process may require coordination between marketing teams, telecommunications providers, and compliance departments.

The policy affects both first-party advertisers and agencies managing client campaigns. Agencies must verify phone numbers for all client message assets, potentially requiring additional documentation and coordination with clients' telecommunications infrastructure. This adds complexity to campaign management processes and may extend setup timelines for new campaigns.

Google's documentation emphasizes the policy's role in maintaining platform quality. According to the announcement, the verification requirement helps ensure message assets provide legitimate communication channels for users. This aligns with Google's broader efforts to combat fraudulent advertising and improve user trust in its advertising platform.

The verification process involves multiple technical components. Google's systems check phone number validity, operational status, and ownership verification. Numbers that fail these checks cannot be used in message assets, call assets, call-only ads, or location assets. The company provides tools for advertisers to check verification status and resolve issues with disapproved phone numbers.

For advertisers experiencing disapprovals, Google provides guidance on resolving verification issues. The company's support documentation explains common reasons for phone number verification failures and steps to address these problems. However, some verification issues may require coordination with telecommunications providers or changes to phone number configurations.

The policy update represents continued evolution in digital advertising verification standards. Industry observers note increasing regulatory pressure on technology platforms to verify advertiser identities and prevent fraudulent activity. Google's phone number verification requirements contribute to these broader verification efforts.

Message assets occupy a unique position within Google's ad format ecosystem. Unlike traditional text ads that direct users to websites, message assets initiate direct communication channels. This creates heightened responsibility for ensuring communication authenticity, justifying the extension of verification requirements to this ad format.

The announcement comes amid broader policy center improvements that help advertisers understand and resolve compliance issues. Google's AdMob Policy center now categorizes issues into policy violations, regulatory requirements, and advertiser preferences, providing clearer guidance for addressing compliance challenges.

For marketing professionals, the policy update necessitates review of existing message asset configurations. Teams must audit current phone numbers, ensure verification compliance, and develop processes for maintaining verification status for future message assets. This may require updates to campaign creation workflows and compliance monitoring procedures.

The verification requirement may impact message asset performance during the transition period. Assets with unverified phone numbers will stop serving, potentially affecting campaign reach and conversion opportunities. Advertisers should prioritize verification completion before enforcement deadlines to avoid service interruptions.

Google's approach to message asset verification aligns with industry trends toward increased advertising accountability. Platforms across the digital advertising ecosystem are implementing stricter verification measures in response to regulatory pressure and user demand for transparency. The phone number verification requirement represents one component of these broader verification initiatives.

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