Arpan Banerjee stated that starting August 1, 2025, Google Ads will enforce phone number verification for Message assets.
This requirement applies to the following assets:
- Call-only ads
- Call assets
- Location assets
- Message assets 🆕
Enforcement timeline:
- New message assets: From August 1
- Existing message assets: From September 1
If your phone numbers aren’t verified, your message assets will not serve.