A brand does not flip Apple Messages for Business on by paying Apple. The account stays in test until Apple’s Experience Review passes.
The gates
- An approved Messaging Service Provider. The brand does not connect to Apple directly.
- An Apple Business Register account for the organization.
- A conversation that includes a live agent during business hours. A bot-only flow does not pass.
- Customer-initiated entry points. The channel is not for unsolicited outbound iMessages.
- A built journey Apple can review: support, booking, commerce, or concierge, using the interactive features the MSP actually ships.
The approval write-up, including what Apple looks at in the review, is here: How to get approved for Apple Messages for Business.
The steps before that review, starting with Apple Business Register and MSP selection, are here: How to apply.
After the review
Once the account is commercial, customers can start from the website, Maps, and the other entry points the brand turns on. Patterns from brands that are already live are in best practices.
Disclosure: I publish amb.directory.
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