--- sourceDocument: Australia Customer Service Management sourceDocumentLink: https://www.servicenow.com/docs/r/australia/customer-service-management Release : - australia ft:locale : - en-US ft:publication_title : - Australia Customer Service Management ft:clusterId : - csm bundleId : - csm workflow : - Customer and Industry --- # Configure consumer messaging apps # Consumer messaging apps {#ariaid-title1} Release version: Australia Updated April 27, 2026 ![](https://www.servicenow.com/docs/portal-asset/ico-clock) 3 minutes to read Summarize ![AI sparkle icon](https://servicenow.com/docs/portal-asset/ai-sparkle-icon) Summarized using AI This content was generated using new OpenAI-powered functionality. Results are provided on an as is basis and are not guaranteed to be accurate or complete. ## Summary of Consumer messaging apps Omnichannel for Customer Service Management (CSM) in ServiceNow enables organizations to manage customer interactions from multiple consumer messaging platforms within a single agent workspace. It centralizes routing through Advanced Work Assignment (AWA), allowing agents to efficiently handle messages from familiar apps such as WhatsApp, Facebook Messenger, LINE, and Apple Messages for Business. This integration supports persistent conversations, rich media sharing, and consistent customer context across sessions. Show full answer Show less ## Supported Messaging Platforms * **WhatsApp:** Supports business number messaging with persistent conversations, outbound messaging, and rich media sharing. Integrates with ServiceNow Otto Virtual Agent for automated issue resolution before escalation to agents. * **Facebook Messenger:** Initiates conversations through the Messenger app or Facebook page, linking interactions to contact and case records. * **LINE:** Uses the LINE Official Account to receive messages including text, images, and stickers. * **Apple Messages for Business:** Enables customers to start conversations via website or Apple services, supporting rich interactive messages and Apple Pay transactions. Requires registration with Apple Business Register and an approved Messaging Service Provider. ## Benefits by Role * **Customers:** Access support through existing messaging apps without extra downloads or accounts. Conversations are asynchronous and persist across sessions, eliminating repeated information sharing. * **Agents:** Manage all messaging interactions alongside chat, email, and voice in one workspace. View comprehensive customer context, transfer or escalate conversations, and send outbound messages directly from contact records. * **Administrators:** Configure messaging platforms independently and activate incrementally. Use unified AWA routing across platforms to balance agent workload and monitor performance consistently. Track all messaging as interaction records for visibility into volume and resolution. ## Integration Approaches * **Conversational Integration:** Routes initial messaging through Virtual Agent to attempt automated issue resolution, escalating unresolved queries to live agents with full context. Available for WhatsApp, Facebook Messenger, LINE, and Apple Messages for Business. * **Direct Integration:** Sends customer messages directly to live agents without Virtual Agent intervention, providing the fastest access to support. Currently available for WhatsApp. Omnichannel for Customer Service Management (CSM) provides a unified way to handle customer interactions across multiple channels from a single workspace, with centralized routing through Advanced Work Assignment (AWA). Consumer messaging apps are a supported channel type, allowing customers to contact support through familiar messaging platforms while agents work in the same environment. For integration details, see [Integrating with consumer messaging apps](https://www.servicenow.com/docs/9CSDkfOdtQJMlED_f1oqNA "Integrate Customer Service Management with each consumer messaging app to deliver a conversational mobile messaging experience for consumers and customer contacts.").{#consumer-messaging-apps__consumer-messaging-apps-para-1} ## Supported messaging platforms {#consumer-messaging-apps__section_alr_ps4_bjc} Omnichannel for ServiceNow supports the following consumer messaging platforms:{#consumer-messaging-apps__consumer-messaging-apps-para-5} WhatsApp : Your organization's WhatsApp Business number receives messages from customers. Conversations persist across sessions, allowing customers to return to the same thread without repeating information. Agents can send outbound messages from contact records and share rich media including images, documents, and location.{#consumer-messaging-apps__consumer-messaging-apps-para-6} ServiceNow Otto in Virtual Agent can automatically resolve common customer questions before an interaction reaches an agent. For more information see, [Configure ServiceNow Otto for Customer Service Management (CSM) in Virtual Agent](https://www.servicenow.com/docs/UrIODqhusPiRjNSk24BOfQ "Use ServiceNow Otto for CSM in Virtual Agent to provide users a content-driven generative AI experience."). For integration details, see [Integrating WhatsApp with Customer Service Management using the WhatsApp Cloud API](https://www.servicenow.com/docs/cH4RlBb5bzoXMQPok7MjOg "Use WhatsApp messaging with Customer Service Management to enable direct communication with customers through WhatsApp using the WhatsApp Cloud API.") and [Integrating WhatsApp with Customer Service Management through Twilio](https://www.servicenow.com/docs/uhSzDv86t8CueANX~v0l0Q "Deliver a pre-integrated chat conversation experience with the WhatsApp messaging app for consumers and customer contacts. Integrate WhatsApp by using the ServiceNow Conversational Integration with WhatsApp (powered by Twilio) application.").{#consumer-messaging-apps__consumer-messaging-apps-para-8} Facebook Messenger : Customers start conversations from the Messenger app or from your organization's Facebook page. Each conversation creates an interaction record that links to contact information and case history.{#consumer-messaging-apps__consumer-messaging-apps-para-9} For integration details, see [Integrating Facebook Messenger with Customer Service Management](https://www.servicenow.com/docs/BnJiQgcg22elBBn9e6ROyw "Integrate Facebook Messenger chat conversations with your ServiceNow instance so that consumers and customer contacts can communicate with your business using the Conversational Integration with Facebook Messenger application.") and [Conversational Integration with Facebook Messenger](https://www.servicenow.com/docs/access?context=messg-fbm&version=australia&pubname=australia-conversational-interfaces&ft:locale=en-US).{#consumer-messaging-apps__consumer-messaging-apps-para-11} LINE : Your organization's LINE Official Account receives messages after customers add it. Conversations support text, images, and stickers.{#consumer-messaging-apps__consumer-messaging-apps-para-12} For integration details, see [Integrating LINE with Customer Service Management](https://www.servicenow.com/docs/~UydCee_3C7nR8Y_cZgLCg "Deliver a pre-integrated chat conversation experience with the LINE messaging app for consumers and customer contacts. Integrate LINE with the ServiceNow Conversational Integration with LINE application.") and [Conversational Integration with LINE](https://www.servicenow.com/docs/access?context=messg-line&version=australia&pubname=australia-conversational-interfaces&ft:locale=en-US).{#consumer-messaging-apps__consumer-messaging-apps-para-14} Apple Messages for Business : Customers tap the Messages icon on your website, in Maps, in Safari, or in Search to start a conversation in the native Messages app. Organizations must register with Apple Business Register and use an approved Messaging Service Provider (MSP).{#consumer-messaging-apps__consumer-messaging-apps-para-15} Agents can send rich messages including list pickers, time pickers, and quick reply buttons to guide customers through common workflows. Conversations support images, documents, and Apple Pay transactions.{#consumer-messaging-apps__consumer-messaging-apps-para-16} For integration details, see [Integrating Apple Messages for Business with Customer Service Management](https://www.servicenow.com/docs/jKVpKisScmcOb2bRKnd64w "Deliver a pre-integrated chat conversation experience with the Conversational Integration with Apple Messages for Business app for consumers and customer contacts. Integrate Apple Messages for Business by using the ServiceNow Conversational Integration with Apple Messages for Business application.") and [Conversational Integration with Apple Messages for Business](https://www.servicenow.com/docs/access?context=integration-apple-mssg&version=australia&pubname=australia-conversational-interfaces&ft:locale=en-US).{#consumer-messaging-apps__consumer-messaging-apps-para-17} ## Benefits of consumer messaging apps {#consumer-messaging-apps__section_benefits} {#consumer-messaging-apps__table_benefits__entry__2} | Role | Benefit | |-|-| | Customers | Customers reach support through the messaging apps they already use, without downloading additional software or creating new accounts. Messaging conversations are asynchronous, allowing customers to send messages and return later without staying connected. Conversation history persists across sessions, so customers don't repeat information when they return. | | Agents | Agents handle messaging interactions in the same workspace used for chat, email, and voice. Each messaging conversation displays customer context including account details, case history, and previous interactions. Agents can transfer conversations to other agents, escalate to cases, and send outbound messages to customers from contact records. | | Administrators | Messaging platforms are configured independently and can be activated incrementally. AWA applies the same routing logic across all messaging platforms, so you can manage agent workloads and service level agreements from one system. All messaging interactions are tracked as interaction records, providing consistent visibility into volume, resolution, and agent activity. | [Table 1. Benefits by role] {#consumer-messaging-apps__table_benefits} ## Integration approaches {#consumer-messaging-apps__section_integration} Consumer messaging apps can be integrated with CSM using two approaches:{#consumer-messaging-apps__consumer-messaging-apps-para-19} Conversational integration : Conversational integration routes messaging conversations through Virtual Agent before escalating to live agents. Customers interact with virtual agent topics that try to resolve the issue on their own. When the virtual agent can't resolve the issue, the conversation escalates to a live agent with full context. This approach is available for WhatsApp, Facebook Messenger, LINE, and Apple Messages for Business. Direct integration : Direct integration routes messaging conversations directly to live agents without virtual agent deflection. Customers send messages that create interaction records and are routed to agents based on AWA rules. This approach is available for WhatsApp and provides the fastest path to live agent support.