Message extension requirements

Starting January 2020, you will no longer be able to create message extensions. Starting February 2020, message extensions will stop showing. Lead form extensions or call extensions provide an effective alternative. Please note all reporting for message extensions will be available until December 2020. 

Message extensions allow your customers to contact you by mobile text message in response to an advertisement. Message extensions, including advertiser-provided message text, are subject to the standard Google Ads policies. To ensure that your customers have the best experience when interacting with you by text message, we also have additional requirements below.

Phone number requirements 

The following is not allowed:

Not allowed Phone numbers that are inaccurate, inactive, irrelevant, or that don't connect to the advertised company

Not allowed Phone numbers that are not local or domestic for the targeted country

Example: Using a United States phone number to reply to texts for an advertisement targeting Kenya

Not allowed Premium numbers, which are numbers that require users to pay additional charges to complete the text

Learn how to fix a disapproved ad or extension. If you can’t fix the phone number, use a different number that meets the policy requirements.

Unacceptable response

The following is not allowed:

Not allowed Slow or unreasonable response times to messages received from users

Examples: Failure to respond to the user, waiting an unreasonable period of time to respond to the user

Not allowed Irrelevant or unwanted messages sent to users who have responded to ads

Examples: Texting about a product or service unrelated to the original ad, repeated texting with no response

Learn how to fix a disapproved ad or extension. Review the content and frequency of response, and then alter your internal systems or instruct teams to improve responses to user queries.

Data collection in message extensions

The following is not allowed:

Not allowed Collecting financial information

Not allowed Collecting government identification information

Related policies and common disapprovals

The following Google Ads policies are particularly relevant to message extensions and are often associated with disapprovals. Learn about what happens if you violate our policies.

Misusing personal information

Using personal information in ways that users have not consented to is strictly not allowed. See the Data collection and use policy for more information about what you can collect and how to handle personal information.

Malicious or unwanted software

Google doesn't allow the advertising of sites infected with malware, or the sale of malicious software. See the Abusing the network policy for more information. This policy extends to malware that may be located in text message extensions. In some cases, you may be unaware that you have malware in your text options. To protect the safety and security of our users, we stop text message extensions where we find malware.

Inappropriate content

Google values diversity and respect for others. For this reason, we don't allow content that offends users or that is otherwise inappropriate. See the policy on Inappropriate content for more information.


To maintain a professional appearance in ads, we don’t allow excessive or gimmicky repetition of words or phrases. See the Repetition policy for more information. This policy also applies to the content of text messages.


Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademarks policy for more information. Note that this policy also applies to the text messages you send.
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