Rule Details

The tel: and mailto: URI schemes are standard HTML link types that invoke native device capabilities such as the phone dialer and email client. RFC 3966 (opens in new tab) defines the tel: syntax, and the same crawlable-link expectations in invalid links still apply even when the goal is contact UX rather than page discovery.

Code Examples

<!-- ✅ Correct: E.164 format in href, human-readable in link text -->
<a href="tel:+442071234567">+44 (0)20 7123 4567</a>
 
<!-- ✅ US number -->
<a href="tel:+15551234567">(555) 123-4567</a>
 
<!-- ❌ Wrong: spaces in href value -->
<a href="tel:+1 555 123 4567">...</a>
 
<!-- ❌ Wrong: number not linked at all -->
<p>Call us: +1 (555) 123-4567</p>

E.164 Format

E.164 is the international standard for phone numbers:

• Starts with +
• Followed by country code (1–3 digits)
• Followed by subscriber number (no spaces, dashes, or parentheses)
• Maximum 15 digits total

+12125551234    (US: +1, area 212, number 5551234)
+442071234567   (UK: +44, London 020, number 71234567)
+33123456789    (France: +33)

Why It Matters

On mobile devices, tel: and mailto: links trigger the native phone dialer and email client with one tap; plain-text contact info forces copy-paste and measurably reduces contact conversion rates. MDN's tel-link reference (opens in new tab) is the practical implementation baseline here.

mailto: Links

<!-- ✅ Basic email link -->
<a href="mailto:hello@example.com">hello@example.com</a>
 
<!-- ✅ With subject and body pre-filled -->
<a href="mailto:support@example.com?subject=Help%20Request&body=Hello%2C%20I%20need%20help%20with...">
  Contact Support
</a>
 
<!-- ✅ Multiple recipients (separate with comma) -->
<a href="mailto:one@example.com,two@example.com">Email both contacts</a>
 
<!-- ❌ Wrong: email as plain text -->
<p>Email: support@example.com</p>

Schema.org + Contact Links

When combined with LocalBusiness schema or Person schema:

<script type="application/ld+json">
{
  "@type": "LocalBusiness",
  "name": "Acme Plumbing",
  "telephone": "+15551234567",
  "email": "info@acmeplumbing.com"
}
</script>
 
<!-- Ensure the visible page links match schema data -->
<a href="tel:+15551234567">(555) 123-4567</a>
<a href="mailto:info@acmeplumbing.com">info@acmeplumbing.com</a>

Accessibility Note

For screen readers, the link text should be the human-readable number, not the E.164 format:

<!-- ✅ Screen reader reads: "plus one five five five one two three four five six seven" -->
<a href="tel:+15551234567" aria-label="Call us at 1 555 123 4567">
  +1 (555) 123-4567
</a>

Exceptions

• Necessary utility or compliance pages can be intentionally brief and should not be judged by the same editorial-depth expectations as ranking-focused content.
• AI-assisted drafting is not a failure by itself; flag unsupported claims, missing editorial review, or low-originality output instead.
• When a page has both trust-signal issues and crawl/index problems, make the page eligible to rank first and then improve the content quality signals.

Standards

• Use these references as the standard for the final search-facing HTML, metadata, and crawl behavior.
• Check the implementation against IETF RFC 3966: The tel URI for Telephone Numbers before treating the rule as satisfied.
• Check the implementation against MDN: tel URI scheme before treating the rule as satisfied.

Verification

Automated Checks

• Inspect rendered HTML and HTTP headers to confirm the expected metadata or crawlability signal is present.
• Test the affected URL with Google Search Console or equivalent tooling where relevant.
• Re-crawl a representative page set after deployment.

Manual Checks

• Confirm the change does not create conflicting canonical-url, robots, or structured-data signals.