A grounded theory qualitative study was developed to explore how grandparents perceive their role as socializing agents. Forty‐two grandparents with grandchildren aged from 6 to 12 years old participated in this study. Data were collected through focus groups, which were conducted until reaching data saturation and analyzed using the constant comparative method. Four general conclusions emerged from the study: (i) grandparents recognized the importance of getting involved in the socialization of grandchildren as supporters of parents' socializing role, and the need to adapt to social changes; (ii) they emphasized traditional value that were perceived in decline, and combination of warmth and involvement were considered the best way to help grandchildren internalize values; (iii) interaction with grandchildren helped grandparents to feel active and useful, increased their life purpose and gave them a second chance to enjoy what they could not with their own children; and (iv) grandparents also accused burden and role ambiguity. These results show the importance of developing family policies that recognize grandparents' socializing role. Also, interventions that promote strategies that enable grandparents to perform their role more successfully and to cope with possible family conflicts should be developed.