Let me be upfront about this—if you’re running Google Ads and using message assets, you need to stop scrolling and take this update seriously.
Starting August 1, 2025, Google Ads will begin requiring phone number verification for message assets. If your business doesn’t comply, those assets will be disapproved and will stop serving altogether.
Now, I’ve been managing ad accounts across industries—from food tech and fintech to D2C e-commerce—and changes like this are always disruptive if we’re not prepared. So in this post, I’ll walk you through:
- What’s changing and why
- What message assets are and how they work today
- What you need to do right now
- Future implications
- And of course, answers to the FAQs I know you’re already thinking about.
Let’s dive in.
What’s Changing from August 1st, 2025?
Starting August 1, Google will disapprove all message assets in your ad campaigns if the phone numbers associated with them are not verified through Google’s phone verification process.
New Policy Summary (As Per Google):
“From August 1, 2025, advertisers must verify phone numbers used in message assets. Unverified message assets will be disapproved and won’t serve.”
Reference: Google Ads Help – Message Asset Policy Update
If you’re using message extensions (previously known as message assets) to allow users to connect with your business via SMS or other messaging platforms—this policy change directly affects you.
What Are Message Assets & How Do They Work Today?
If you’ve been running Google Ads for a while, you know message assets are used to add a clickable “Message” button below your search ad. When a user taps that, it opens up a chat box or SMS with your business.
These are especially useful for:
- Local businesses
- Real estate agencies
- Home services
- Restaurants and cafes
- Educational institutions
- Any business offering instant or personal customer interaction
Until now, you could simply enter your business phone number while setting up a message asset, and that was enough.
No extra steps. No verification.
Sounds easy, right? Well, that’s part of the problem.
Why Is Google Making This Change?
Honestly, I saw this coming. With increasing spam, fraud, and misrepresentation, especially in click-to-message and lead-gen campaigns, Google has decided to take action.
Here’s why they’re rolling this out:
- Combat Fake Lead Generation Scams
Unverified phone numbers made it easy for bad actors to create fake or misleading message assets. - Improve Trust with Users
Verified assets ensure that when a user clicks “Message,” they’re actually reaching a legitimate business. - Align with Ad Transparency Policies
This update supports Google’s broader effort to improve ad transparency and accountability (just like Advertiser Verification and Business Information disclosures).
So yes, while this might add an extra step for us advertisers, it’s aimed at making the platform safer and more trustworthy for users.
What Happens If You Don’t Verify?
This is critical.
If your phone number isn’t verified by August 1st, here’s what will happen:
- Your message assets will be disapproved
- They will not serve in any of your live campaigns
- You may see a drop in CTR or leads if you rely heavily on message interactions
- Your ad performance could suffer if those assets were contributing to conversions
The impact will vary based on how integrated message assets are in your ad strategy. But if you’re in a leads-first industry like real estate, healthcare, or education, the effect could be major.
How Do You Verify Your Phone Number with Google Ads?
Let me walk you through the process. It’s straightforward, but you need to be precise.
Step-by-Step Guide to Verify Your Number:
- Go to Your Google Ads Account
- Navigate to Assets → Message
- Click on your existing message asset or create a new one
- You’ll see a new “Verify Phone Number” prompt
- Enter your business phone number
- Choose your preferred verification method:
- SMS (Google sends a code to your number)
- Call (Google gives you a code over the phone)
- Enter the code into the prompt in your Google Ads UI
- Once verified, the message asset will show a Verified status
This entire process usually takes just a few minutes.
Note: If you’re using a third-party call tracking or messaging system, check with your provider—some of them may already offer integration for phone verification.
What Does This Mean for Your Future Campaigns?
If you’re running performance-driven campaigns like:
- Lead generation
- Appointment bookings
- Local service promotions
You must prioritize phone number verification as part of your asset hygiene checklist.
From now on:
- Treat phone verification like domain verification
- Build it into your standard ad setup SOPs
- Ensure client phone numbers are active and verifiable
Also, Google may tighten the rules further, like tying verified phone numbers to verified businesses only, so getting verified early keeps you ahead of the curve.
Pro Tip: Test Impact Early
Even if the August 1st deadline feels far off, I recommend verifying your number this week and monitoring how your ad engagement changes.
In some of our test accounts, verified message assets received slightly higher click-through rates—possibly because Google rewards verified ads with better visibility.
Frequently Asked Questions (FAQs)
Q1. Will this affect all message assets across all campaign types?
Yes. This affects all message assets, regardless of whether they’re used in Search, Performance Max, or other applicable formats.
Q2. What happens to old message assets that are already running?
They will be disapproved automatically on or after August 1st if not verified.
Q3. Can I verify a virtual or cloud-based phone number?
Google typically prefers real, reachable numbers.
Q4. Can agencies verify phone numbers for clients?
Yes, but the number must be active, accessible, and belong to the business. Make sure to coordinate with your clients and test the verification process together.
Q5. What if my business has multiple phone numbers?
You must verify each number used in message assets. There’s currently no “bulk verification” option—each phone number must be verified individually.
Final Thoughts
As a marketer who works with brands that rely on instant messaging and rapid lead capture, this change isn’t just a technical update—it’s a shift in how we approach transparency in advertising.
If you’re an agency, a freelancer, or a business owner managing your own ads, I strongly recommend taking this seriously.
Act now: Verify your numbers, educate your team, and keep your ads compliant.
And if you’re not using message assets yet, maybe this is your chance to start fresh—with verified, trustworthy setups that actually convert better.
Want More Tips Like This?
You can read more updates like this, plus deep dives into performance marketing, SEO, and digital trends, on my blog PopNewsBlend.com.
Hi, I’m Prashant Jain — a curious soul, storyteller, and content creator at heart.I’ve always been drawn to the world of entertainment, travel, sports, health & lifestyle — not just as a writer, but as someone who genuinely lives these experiences. Whether I’m binge-watching the latest OTT series, exploring offbeat spiritual destinations in India, or diving deep into wellness routines and cricket match insights, I love sharing what I discover with like-minded readers.
PopNewsBlend is my way of blending personal journeys with meaningful stories — ones that inform, inspire, and keep you ahead of the curve. Everything I write comes from real observations, hands-on experiences, and a deep passion for understanding the world around us.
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