Google broadens messaging services integrated into Ads past WhatsApp assistance
Google Ads has announced an exciting update to its messaging functionalities, now including Facebook Messenger and Zalo as conversation platforms. This expansion is part of a broader industry trend towards personalized customer interactions through conversation-based advertising.
The new messaging functionalities position Google Ads message extensions as alternatives to platform-specific messaging advertising tools. This integration allows advertisers to consolidate messaging strategies across multiple platforms within a single campaign structure, providing a more streamlined approach to cross-platform communication.
To utilise this feature, advertisers must complete the advertiser verification program and demonstrate a positive policy compliance history. For Facebook Messenger integration, businesses must supply URLs formatted as "https://m.me/username". Zalo implementation accepts either official account IDs formatted as "https://zalo.me/OAID" or custom URL names following the pattern "https://zalo.me/customURLname."
Technical implementation requires advertisers to provide specific platform credentials during configuration. The message asset interface prevents other extension types from serving simultaneously, ensuring a focused messaging experience.
Once message assets receive approval, the system automatically generates a "Leads from Messages" conversion goal. When users click the message button, they initiate conversations through their selected messaging platform rather than being redirected to advertisers' websites. This development enables direct customer communication through responsive search ads and Performance Max campaigns.
Regional availability varies between platforms. Android devices support message assets globally, while iOS implementation operates in 52 countries. New advertisers may experience temporary impression limitations until positive user interactions demonstrate account reliability.
Google's expansion of Message assets in Google Ads, in 2025, continues its pattern of expanding advertising format capabilities to match evolving user behaviors and platform preferences. The enhanced functionality enables businesses to move beyond one-way advertising towards two-way communication channels that support customer service, sales consultations, and relationship building through preferred messaging platforms.
This development also allows advertisers to connect with customers through Facebook Messenger and Zalo as conversation starters. The multi-messaging platform integration demonstrates Google's commitment to providing advertising solutions that adapt to user preferences across various messaging platforms.
The expansion reflects Google's commitment to providing comprehensive advertising solutions that adapt to regional and demographic communication preferences. As part of this commitment, WhatsApp Business numbers require country selection and active phone number verification.
The integration of Facebook Messenger and Zalo within Google Ads follows Google's broader message asset policy updates that implemented phone verification requirements beginning August 1, 2025. This development is a significant step forward in the evolution of Google Ads, offering advertisers a more interactive and personalized approach to customer engagement.
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