Google Ads Alert: Important Phone Number Policy Change
Google has announced a significant update to its Unacceptable Phone Number Policy, scheduled to take effect on December 10, 2025—and this change has already created concern among advertisers who rely on phone-based conversions.
According to Google’s advisory, any phone number that is linked to fraudulent behaviour or previously involved in policy violations will be classified as unacceptable. While this move aims to protect users and strengthen ad quality, many marketers are worried that call-tracking numbers—especially recycled or reused ones—may unintentionally fall under this category.
This concern is valid. Several advertisers have historically used third-party call tracking services where numbers may have had prior activity unknown to the current business. Because of this, even compliant brands may face unintentional disapprovals.
Here is Google’s official communication:
“On December 10, 2025, we will update the Unacceptable phone number section of the Destination requirements policy to include a requirement indicating that phone numbers found to be associated with fraudulent activity or with a history of policy violations are unacceptable. We will begin enforcing the policy update on December 10, 2025, with enforcement ramping up over approximately 8 weeks.”
Google also advises advertisers to review their setup promptly. If an ad or asset gets disapproved, they recommend following the official troubleshooting steps available in the Google Ads Help Center to resolve issues quickly.
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