"Google announced new message assets requirements for Google Ads. These new requirements aim "to ensure a good user experience" and go into effect on October 30, 2025. Google wrote, "On October 30, 2025, we will launch a new Message asset requirements help center to indicate the requirements applicable to message assets." Google said it will begin enforcing the policy update on October 30, 2025, with full enforcement ramping up over approximately 4 weeks."
"Message assets will not serve if they don't comply with this policy and cannot be properly verified. In case of disapprovals, you can learn more about how to fix a disapproved ad or asset, Google explained. The new message asset requirements are here and say "Message assets allow users to start a conversation with your business using your preferred messaging platform. Message assets are subject to the standard Google Ads policies and the requirements below.""
Message assets in Google Ads require verification and must relate to the advertised company to ensure a good user experience. Enforcement begins October 30, 2025, with full enforcement ramping over approximately four weeks. Unverified message assets, including those with unverified message IDs, usernames, or phone numbers, will not serve. Only one verification is required per message asset, either via the unverified phone number policy or the unverified message asset requirement. Standard Google Ads editorial requirements for clarity, spelling, and capitalization apply to starter messages. Disapproved assets can be fixed following Google's provided troubleshooting steps.
Read at Search Engine Roundtable
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