What is AMB?
Apple Messages for Business (AMB) allows your customers to message your brand directly from iOS devices - in the Messages app. This provides a trusted, secure, and convenient channel to reach you on their terms.
All brand-initiated conversations require user consent via opt-in, per Apple policy.
A core tenet of Apple Messages for Business (AMB) is building customer trust through verified brand identity. Unlike traditional SMS, which can be easily impersonated, AMB ensures that customers are communicating with a legitimate and verified brand. This is a crucial element that distinguishes the experience and provides security for the consumer.
- Verified Identity: When a customer receives a message from a brand, it displays the brand's verified name and logo directly within the Messages app. This branding confirms the sender's authenticity and provides a consistent, professional appearance for all customer interactions.
- Security & Privacy: The verified profile works in tandem with Apple's privacy-first approach. All messages are encrypted, and the brand is held to a strict standard to prevent spam.
- Customer Trust: Seeing the brand's verified identity builds immediate trust, making customers more comfortable engaging in conversations about sensitive topics like account details, order status, or payments. It also makes it clear that the brand is part of the official Apple ecosystem, giving the consumer peace of mind.
AMB is a key differentiator that enables a more secure and trusted communication channel, helping to increase customer engagement and brand loyalty.
1. Brand-Initiated: Phone Call with Opt-In to Message
This journey starts when a customer calls your brand and chooses to switch to messaging via Apple.
What the Customer Experiences:
- The customer dials your support line.
- The IVR (phone menu) offers an option:
"Would you like to continue this conversation via Apple Messages?" - If selected:
- IVR system triggers a secure LivePerson C2M API call to Apple.
- The customer receives an Apple opt-in notification on their iPhone.
- The customer chooses:
- Yes: A message thread opens in Apple Messages.
- Your bot or agent responds based on your configured routing.
- No: No conversation is started.
Note: This opt-in is required each time a conversation is initiated via phone call. If the customer declines, you cannot message them.
2. Brand-Initiated (Repeat Call, New Session)
This follows the same flow as above, when a customer calls again later.
- The customer is offered the messaging option via IVR again.
- A new Apple opt-in notification is sent.
- They choose to accept or decline.
- If accepted, the conversation starts as before.
Note: Every call deflection is an implicit opt in. Future: Opaque ID to be shared with Brand to be integrated in their opt-in/opt-out management or CRM tool and brand would be able to initiate the repeat call directly without opt-in(if previously opted), would be part of phase 2 - Customer notification.
3. Customer-Initiated: Messaging Your Brand Directly
Once a customer has opted in at least once, your brand becomes accessible directly within their Apple Messages app.
What the Customer Does:
- Open the Apple Messages app.
- Taps on your brand’s message thread (from a previous interaction).
- Send a new message.
Note: No opt-in is required for these customer-initiated messages. The user is starting the conversation as conversation already exists in the customer-inbox.
Key Takeaways
Type of Interaction | Requires Opt-In? | Triggered by | Notes |
|---|
Brand-Initiated (Call → IVR) | ✅ Yes | Brand via IVR | User gets opt-in notification |
Repeat Call | ✅ Yes | Brand via IVR | Opt-in prompt shown each time |
Customer-Initiated | ❌ No (As customer already opted in previously) | End customer | Brand already in message history |
Privacy & Compliance
- Apple requires explicit user consent before a brand can initiate a conversation.
- Opt-in is session-based, unless the user initiates contact.
- Messaging through AMB is encrypted and privacy-focused.
- Once a conversation is opened, it remains open for up to one year after the last message sent by the user.
LivePerson Configuration Options
You control:
- Configure your IVR deflection
- Configure the notification and template
- Configure the fallback
- Whether conversations go to a bot or human agent or AI guided routing.
- Branding and tone of your AMB presence
For additional information, refer to the Apple Documentation.
Need help setting it up? Contact your LivePerson Customer Account Manager