Apple can reject a business even when a provider offers to connect it. Check the proposed use case against [Apple's policies](https://register.apple.com/resources/messages/messaging-documentation/policies) before paying for integration work.

## What does Apple charge?

Apple provides Apple Messages for Business for free. Its [FAQ](https://register.apple.com/resources/messages/messaging-documentation/faq) says a provider may charge for its services.

There is [no Apple channel fee](https://register.apple.com/resources/messages/messaging-documentation/faq) to add to a provider's quote. Ask each provider to identify its billing units and included services. A quote based on usage needs a different forecast from one based on agent seats.

Compare [provider proposals](/explained/apple-messages/what-is-a-messaging-service-provider-and-how-do-i-choose-one) against the same expected conversation volume and staffing plan. Include setup costs in that comparison, so a low recurring fee does not hide launch work.

## What else should I budget for?

Budget for your provider, live support and the work needed to launch.

| Cost              | What to establish before signing                                      |
| ----------------- | --------------------------------------------------------------------- |
| Provider service  | Which usage, inbox and integration costs the contract includes        |
| Live agents       | Who covers your published business hours                              |
| Launch work       | Who prepares assets, designs conversations and handles review changes |
| Optional features | Which payment or backend integrations need separate work              |

Your business must provide [live-agent access during business hours](https://register.apple.com/resources/messages/messaging-documentation/policies). A bot-only service does not qualify, so automation cannot remove the staffing requirement.

Apple's [Experience Review](https://register.apple.com/resources/messages/messaging-documentation/xp-review) usually takes one to three rounds. Agree who pays for revisions before submitting the experience. If you add payments, include the [Apple Pay setup](/explained/apple-messages/what-does-apple-pay-in-messages-need-from-a-provider) in the integration scope.

## Which businesses and uses are eligible?

Your business needs an [approved provider](https://register.apple.com/resources/messages/messaging-documentation/register-your-acct), live support and a use case allowed by [Apple's policies](https://register.apple.com/resources/messages/messaging-documentation/policies).

Apple prohibits specific transactions and business activities. These examples affect whether a project can proceed. Apple lists the complete [eligibility rules](https://register.apple.com/resources/messages/messaging-documentation/policies).

| Proposed business or use                                 | Effect on the project                                     |
| -------------------------------------------------------- | --------------------------------------------------------- |
| Tobacco, vaping, weapons or gambling transactions        | Apple prohibits these transactions                        |
| Gaming purchases of digital goods                        | Purchases are prohibited; customer service is allowed     |
| Political organizations                                  | Prohibited, with an exception for government institutions |
| Personal fundraising or nonprofit collections            | Requires Apple's approval                                 |
| Primarily medical or health-related services or products | Apple excludes these businesses from onboarding           |

Apple also prohibits illegal activity, fraud and other listed uses. Have your provider confirm eligibility for the actual service you will offer before starting [registration](/explained/apple-messages/how-does-a-business-get-set-up-on-apple-messages-for-business).

## Which customers can use the channel?

Customers need a supported Apple device. Apple's [customer guidance](https://support.apple.com/en-us/102053) describes starting conversations on an iPhone or iPad.

Customers can also [respond from a Mac or Apple Watch](https://support.apple.com/en-us/102053). They use the built-in Messages app, so the journey does not require installing a separate business messaging app.

Estimate how much of your support audience can use those devices. Customers outside that audience still need another way to contact you.

## How do I put this into practice with Bird?

You define the [business, integration and service scope for your quote](/products/apple-messages/pricing). Establish the [registration and approval work](/docs/guides/apple-messages/registration) before committing to launch.

## How should I evaluate the business case?

1. Confirm that Apple permits your business and planned use case before committing to integration costs.
2. Compare provider quotes using the same conversation volume, staffing and launch requirements.
3. Include live-agent coverage even when a bot handles the first response.
4. Compare total cost per resolved case with existing channels for the customers you can reach.

## Related resources

- [Apple Messages for Business](/products/apple-messages) (product)
- [Integrate an Apple Messages customer journey](/docs/guides/apple-messages/api) (docs)
- [What is Apple Messages for Business?](/explained/apple-messages/what-is-apple-messages-for-business) (answer)

[Get an implementation brief](/learn/workspace?topic=apple-messages)