Google Charges Advertisers for Missed Calls Over 20 Seconds

Google has announced that it will start charging Local Services advertisers for missed calls over 20 seconds, starting October 1, 2026. The company claims this change is to meet consumer expectations and reward businesses with good responsiveness.

The policy update applies to both missed calls and subsequent calls after an initial unqualified contact. According to Google, a call will be considered chargeable if the user stays on the line for more than 20 seconds.

Some advertisers have expressed concerns about the new policy, arguing that it penalizes businesses with weak phone intake or those dealing with spam calls. Others see this as a way to hold businesses accountable for their responsiveness.