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Create agents to manage brands

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An agent is a conversational representation of a brand (and all the infrastructure that powers the representation) that users interact with on their devices.

As a registered partner you can create Verified SMS agents, which let you use the Verified SMS API and define the branding information displayed in conversations with users. When you store message hashes with Verified SMS, you call the API and associate the message with a particular agent.

For example, to send verified messages on behalf of the brand Growing Tree Bank, you create a Growing Tree Bank agent with Verified SMS. You use your partner credentials to authenticate API calls with Verified SMS and store message hashes as Growing Tree Bank, and the agent displays Growing Tree Bank's branding information in conversations with users.

A verified SMS with branding information

If you manage multiple brands, create an agent for each brand with Verified SMS.


Verified SMS agents can have sender IDs in multiple countries, but agents' branding information, including agent name and description, isn't localized.

To have localized branding information for your agent, create an agent for each language you send messages in. Localize the agent display name and description, but specify the same non-localized brand name for each agent. If you have unique sender IDs per language, make sure to associate them with the correct localized agents.

By default, Verified SMS contacts a brand to perform branding verification each time you create an agent. If you anticipate creating multiple localized agents and would prefer Google to contact the brand once for bulk branding verification, contact us.

Create an agent

To create an agent, you need to gather and submit information about the brand and how you want the agent to appear to users.


Before you can create an agent, you need to gather the some information:

  • Brand name
  • Brand website
  • Agent name, as you want it to appear in conversations with users (maximum 100 characters)
  • Agent description
  • Agent logo (JPEG or PNG) as a file or a publicly available URL

    In conversations, logos display as 224 px diameter circles. Make sure that your logo displays well as a circle.

  • List of unique, non-shared sender IDs (short, long, and alphanumeric codes) and the ISO 3166 Alpha-2 country codes for the countries that each sender ID operates in

  • Name and email for an employee of the brand the agent represents who can verify your business relationship with the brand and your authority to represent the brand

Create the agent

Once you've gathered your information, it's time to create your agent.

  1. Open the Business Communications Developer Console and sign in with your Verified SMS Google account.
  2. Click Create agent.
  3. If you're prompted for Agent type, choose Verified SMS.
  4. Enter values for Brand name and Agent name.
  5. For Agent logo, upload your logo or specify a publicly-accessible URL.

  6. Click Next.

  7. Enter the agent's sender IDs and their associated countries, then click Next.

  8. Enter values for the brand contact, brand website, and yourself.

  9. Click Finish setup.

Your agent appears in the agent list but is unavailable. After the brand approves your agent information, your agent becomes available.

Once your agent is available, you need to create a private/public key pair and then update your agent's public key in the Developer Console.

Update agent information

After your agent's information is verified, you can update sender IDs and update the agent's public key.

To update other agent details, contact us. Identify the agent and the information that you want to update, including the new values. After you submit the new information, it can take up to three business days to update the agent information.

Delete an agent

When you delete an agent, you perform a DELETE request with the Business Communications API. Delete requests fail if you've attempted to verify the agent one or more times. To delete an agent that you've verified or attempted to verify, contact us.

To delete an agent, run the following command. Replace BRAND_ID and AGENT_ID with the unique values from the agent's name.

# This code deletes an agent.
# Read more: https://developers.google.com/business-communications/business-messages/reference/business-communications/rest/v1/brands.agents/delete

# Replace the __BRAND_ID__ and __AGENT_ID__
# Make sure a service account key file exists at ./service_account_key.json

curl -X DELETE "https://businesscommunications.googleapis.com/v1/brands/__BRAND_ID__/agents/__AGENT_ID__" \
-H "Content-Type: application/json" \
-H "User-Agent: curl/business-communications" \
-H "$(oauth2l header --json ./service_account_key.json businesscommunications)"

For formatting and value options, see brands.agents.delete.

Delete a brand

When you delete a brand, you perform a DELETE request with the Business Communications API. Delete requests fail if you have one or more agents or locations associated with the brand, even if those agents belong to a different product.

To delete a brand, run the following command. Replace BRAND_ID with the unique value from the brand's name.

# This code deletes a brand.
# Read more: https://developers.google.com/business-communications/business-messages/reference/business-communications/rest/v1/brands/delete

# Replace the __BRAND_ID__
# Make sure a service account key file exists at ./service_account_key.json

curl -X DELETE "https://businesscommunications.googleapis.com/v1/brands/__BRAND_ID__" \
-H "Content-Type: application/json" \
-H "User-Agent: curl/business-communications" \
-H "$(oauth2l header --json ./service_account_key.json businesscommunications)"

For formatting and value options, see brands.delete.

Next steps

Before you begin storing message hashes with Verified SMS,

Once you've done that, you're ready to send a verified message.