Like I mentioned: If using Agent Chat configuration, you can easily use any combination user portal and roles. If wanting different specifics, like location/groups/etc, then you need to embed the widget to the portal header or footer. There you can use user criteria or edit the widget itself.
If my answer helped you in any way, please then mark it as helpful.
Kind regards,
Mark
2020 ServiceNow Community MVP
2020 ServiceNow Developer MVP
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