Google introduces message asset requirements for ads

Google announced on September 30, 2025, a new policy governing message assets in its advertising platform. The policy introduces verification requirements for businesses using messaging features in their ads, marking a shift in how advertisers can facilitate direct communication with potential customers through Google Ads.

The company stated it will launch enforcement of the message asset requirements on October 30, 2025. Full implementation will roll out over approximately four weeks following the initial launch date. Message assets that fail to comply with the new policy or cannot be properly verified will not serve during this period.

What message assets are

Message assets represent a feature within Google Ads that allows advertisers to configure buttons or ad extensions with their responsive search ads. When users click these elements, they're directed to a preferred messaging platform rather than a traditional landing page. This enables customers to start conversations with businesses directly from search results.

The feature currently supports multiple messaging platforms. Advertisers can integrate WhatsApp Business numbers, SMS numbers, Facebook Messenger accounts, and Zalo accounts. For WhatsApp and SMS, businesses must provide an active phone number along with country selection. Facebook Messenger requires a URL with username, while Zalo accepts either a custom URL name or an official account ID.

Message assets function across both Search and Performance Max campaigns. When a message asset appears on Google Search results pages, users see the standard ad components—headlines, descriptions, and URL—alongside the messaging call to action. Clicking the headline directs users to the advertiser's website, while clicking the messaging button initiates a conversation on the selected platform.

New verification requirements

The core of the new policy centers on verification. Google now requires that message assets relate to the advertised company, and the platform must verify these assets before they can run. Unverified message assets will be disapproved and prevented from serving.

Advertisers have two options for verification. The first method involves displaying the messaging platform link on the business's website or social media page featured in the ad. The messaging platform link must appear on at least one page for each website or social media page used in ads. Google notes that links featured on frequently visited landing pages are easier to detect and verify. The verification URL must share the same domain as the ad's display URL.

The second verification method requires proving ownership of the ad's display URL domain. Businesses can accomplish this either by linking their Google Search Console and Google Ads accounts, or by adding their unique Google Ads conversion tracking tag or remarketing tag to their website.

For message assets associated with phone numbers, Google must verify those numbers before they can be used. According to the policy documentation, only one verification is needed for message assets—either under the unverified phone number policy or under the unverified message asset requirement.

Technical specifications and restrictions

The new requirements include specific technical specifications. During message asset creation, advertisers must select "Conversions" as their bid goal. For conversion-based bidding as the primary objective, Google recommends setting Max conversions or target cost per acquisition (tCPA). For value-based bidding, the platform suggests Target ROAS and Max conversion value.

Message assets remain subject to standard Google Ads policies, including editorial requirements for clarity, correct spelling, and proper use of capitalization and symbols. These standards apply to the starter message that appears with the asset.

Certain content types face restrictions based on Search Ads policies. The policy specifically flags sexual content, gambling-related content, misuse of personal information, affiliate network or lead aggregator content, healthcare and medicines advertisements, unavailable offers, alcohol-related content, political content, and trademark issues as potentially restricted categories.

Platform availability and reporting

Message assets are currently in beta, which means not all advertisers have access to the feature yet. Geographic availability varies by operating system. The feature is available globally on Android devices. On iOS devices, however, message ads are eligible to serve in a specific list of 50 countries, including Argentina, Austria, Belgium, Brazil, Chile, Colombia, and major markets such as the United States, United Kingdom, Germany, France, and India.

Google Ads provides standard reporting metrics for message assets. Advertisers can track impressions, clicks, cost, click-through rate (CTR), cost-per-click (CPC), conversions, and view-through conversions. For retailers already using Store Visits and Store Sales in Google Ads, offline tracking metrics including Store Visit Rate and Store Sale Rate are supported.

The platform introduced a specific conversion goal called "Leads from Messages" that automatically becomes available for accounts once a message asset is added and approved. This goal then appears as an option for subsequent campaign setups.

Account eligibility requirements

Not all Google Ads accounts qualify for message assets. Google requires a good history of policy compliance. Accounts must be in an eligible vertical or sub-vertical, with sensitive categories such as campaigns and elections explicitly excluded from eligibility. Advertisers must also have completed the Advertiser Verification Program.

New advertisers to Google may experience temporary limitations on message asset impressions until they accumulate positive user interactions. Google states these limits help the platform better assess new accounts.

When message assets fail to serve, advertisers should first review Google Ads policies to determine if they're in violation. If ads have been flagged or labeled as a sensitive vertical, Google suggests removing the non-compliant content and resubmitting for review.

Appeal process

Google has established an appeal process for advertisers who believe their message assets comply with policies or that an error occurred during review. Advertisers can submit appeals directly from their Google Ads account, with the platform supporting batch appeals for specific ad groups or campaigns.

The system imposes limits on appeals. Each ad can be appealed three times. After three unsuccessful appeals, Google will not process additional appeals on the same ad unless the advertiser contacts customer support. If too many unique appeals are submitted within a 24-hour window, Google suspends processing of additional appeals during that period.

Appeal status can be tracked through the Policy Manager, which shows whether reviews are in progress, complete, or not reviewed. Results are categorized as successful (policy no longer applies to any reviewed ads), partially successful (policy no longer applies to at least one reviewed ad), failed (no ads are eligible), duplicate (submitted while previous appeal still processing), or exceeded appeal retry-limit.

Why this matters for advertisers

The implementation of message asset requirements represents Google's effort to maintain quality standards in its advertising ecosystem. Verification requirements aim to prevent misuse of direct messaging features and ensure users connect with legitimate businesses.

For advertisers, these requirements add another layer to campaign setup and management. Those already using message assets must ensure their accounts meet verification standards before the October 30 enforcement date. Failure to comply will result in message assets not serving, potentially impacting lead generation strategies that depend on direct messaging capabilities.

The four-week ramp-up period for full enforcement provides a transition window. However, advertisers should not wait until the deadline to address verification requirements, as the review process may take time and could require troubleshooting if initial verification attempts fail.

The expansion of asset types in Google Ads continues as the platform evolves its offerings. Message assets represent part of a broader trend toward facilitating more direct connections between advertisers and potential customers. These verification changes follow a pattern of increasing transparency measures Google has implemented throughout 2025, including updates to advertiser verification and payment source disclosure.

The phone number verification requirements that Google extended to message assets in July 2025 laid the groundwork for these comprehensive verification requirements. That earlier policy update, which took effect on August 1 for new message assets and September 1 for existing ones, demonstrated Google's methodical approach to strengthening platform integrity.

Timeline

• September 30, 2025 – Google announces new message asset requirements policy
• October 30, 2025 – Enforcement begins for message asset verification
• Late November 2025 – Full enforcement completion (approximately 4 weeks after October 30)
• July 1, 2025 – Google announced phone verification extension to message assets
• August 1, 2025 – Phone verification enforcement began for new message assets
• May 2, 2025 – Google announced advertiser transparency updates showing payment entities
• January 2, 2025 – Google introduced message-based lead conversion tracking

Summary

Who: Google announced the policy change affecting all Google Ads advertisers who use or plan to use message assets in their Search and Performance Max campaigns.

What: New verification requirements for message assets that allow users to start conversations with businesses through messaging platforms like WhatsApp, SMS, Facebook Messenger, and Zalo. Unverified message assets will not serve.

When: Announced September 30, 2025, with enforcement beginning October 30, 2025, and full implementation completing over approximately four weeks.

Where: The policy applies globally to Google Ads accounts, though message asset availability varies by country and operating system (globally on Android, 50 specific countries on iOS).

Why: Google implemented these requirements to ensure message assets relate to the advertised company, maintain user experience quality, prevent misuse of direct messaging features, and verify that users connect with legitimate businesses through the advertising platform.