Hi Nicholas,

Thank you for posting your concern.

Based on the documents below, whether you are using AdWords API or Google Ads 
API for uploading customer match, a phone number should start with a + sign 
(e.g. +12125650000, +442070313000).
AdWords API - 
https://developers.google.com/adwords/api/docs/guides/remarketing#customer_match_with_phone_number
Google Ads API - 
https://developers.google.com/google-ads/api/docs/remarketing/audience-types/customer-match#customer_match_with_phone_number

As for the format of the phone number that you should use in uploading customer 
match via UI in a csv file, I am afraid that I wouldn't be able to provide any 
insights as it is outside of our scope already. With this, I would suggest 
reaching out to the Product team instead via this link to get answer for this 
question.

Regards,

Ernie John Blanca Tacata
Google Ads API Team
ref:_00D1U1174p._5004Q2DKJeF:ref

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