Select Language:
A recent update from Digital Phablet details new requirements for message assets in Google Ads, which aim to enhance user experience. These new standards will take effect starting October 30, 2025.
According to Google, a dedicated help center for message asset requirements will be launched on that date, providing guidelines specific to message assets. Enforcement of this policy update will begin gradually, with strict compliance expected from advertisers within approximately four weeks.
Message assets that do not meet the new policies or cannot be verified will not be eligible to serve. If an ad or asset is disapproved, there are procedures available to resolve issues and re-approve the content.
The updated policies specify that message assets enable users to initiate a conversation with a business through the platform of their choice. All message assets must adhere to Google’s existing advertising policies and the additional requirements outlined in the new guidelines.
Verification is a key element; unverified message assets are not supported. Specifically, assets that feature unverified company information like message IDs or usernames are not permitted. Similarly, assets linked to phone numbers must undergo verification before they can be used in ads. Only one verification process is required per message asset, whether through phone number verification or message asset verification itself.
All ads, including initial messages within these assets, must comply with general editorial standards—ensuring clarity, correct spelling, and proper use of symbols and capitalization.
The detailed policies emphasize that message assets should be directly related to the advertised business, supporting a reliable and trustworthy communication channel for users.
ChatGPT
Perplexity
Gemini AI
Grok AI
