A working integration can still leave a customer at a dead end. Test the journey from its entry point through resolution before recording the experience for Apple.

## What does Apple check before a brand goes live?

Apple checks the [conversation experience](https://register.apple.com/resources/messages/messaging-documentation/xp-review) first. It then reviews the [commercial account details](https://register.apple.com/resources/messages/messaging-documentation/register-your-acct). The final review covers the [request to go live](https://register.apple.com/resources/messages/messaging-documentation/go-live).

The [Experience Review](https://register.apple.com/resources/messages/messaging-documentation/xp-review) covers your test environment's full customer journey. Apple evaluates conversation flow, clarity, naming, feature use and policy compliance.

After that passes, complete the [commercial account submission](https://register.apple.com/resources/messages/messaging-documentation/register-your-acct). It supplies the brand assets and account details customers will see.

The **Go Online** button submits the account for [final review](https://register.apple.com/resources/messages/messaging-documentation/go-live). Coordinate the launch with your provider so the support team is ready when customers can contact you.

## What do I submit for Experience Review?

Your provider submits an [iPhone screen recording](https://register.apple.com/resources/messages/messaging-documentation/xp-review) showing the complete working experience.

Apple's [submission process](https://register.apple.com/resources/messages/messaging-documentation/xp-review) requires a finished build in the test environment. Test each entry point, automated response, live-agent handoff and failure path on a real device.

Prioritize [iPhone testing](https://register.apple.com/resources/messages/messaging-documentation/xp-review). Test on a Mac where possible. The layout and interaction can differ between devices.

Agree which flows the provider will include in the recording. Apple [sends its findings to the provider](https://register.apple.com/resources/messages/messaging-documentation/xp-review), who shares them with your team.

## Which problems can stop approval?

Dead ends, missing disclosures, incorrect naming, broken flows and policy violations can stop approval.

Apple's [review checklist](https://register.apple.com/resources/messages/messaging-documentation/xp-review) turns those categories into specific behavior:

| Check                 | What the customer should experience                                      |
| --------------------- | ------------------------------------------------------------------------ |
| Automation disclosure | The automated agent identifies itself at the start                       |
| Handoff               | The customer sees a transfer notice and the person introduces themselves |
| Conversation context  | The customer does not repeat information already supplied                |
| Links                 | The conversation uses Rich Links rather than bare URLs                   |
| Unclear intent        | A triage menu helps the customer choose a relevant path                  |
| Outside staffed hours | The response says when a live agent will be available                    |

Your business must provide [access to a person during business hours](https://register.apple.com/resources/messages/messaging-documentation/policies). A bot-only experience does not satisfy that requirement.

Use [Apple Messages for Business](/explained/apple-messages/what-happened-to-apple-business-chat) as the product name throughout customer-facing copy. Apple's [Experience Review](https://register.apple.com/resources/messages/messaging-documentation/xp-review) can flag incorrect product naming.

## How long should I allow for review?

Allow time for [one to three Experience Review rounds](https://register.apple.com/resources/messages/messaging-documentation/xp-review), plus the commercial account review.

Apple's expected review rounds are not a delivery-date guarantee. Your team needs time to implement feedback and record the corrected experience.

The [commercial submission review](https://register.apple.com/resources/messages/messaging-documentation/register-your-acct) typically takes one to three business days. That estimate excludes building the experience and completing Experience Review.

A significant post-launch change can require [another Experience Review](https://register.apple.com/resources/messages/messaging-documentation/go-live). Include review work when changing conversation flows, entry points or features.

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

Assign the [business and provider responsibilities](/docs/guides/apple-messages/registration). Prepare the [first complete conversation](/products/apple-messages/getting-started), including the supported device and human service tests your review needs.

## What should I do with Apple's feedback?

1. Resolve every finding with the teams responsible for the affected flow.
2. Retest the whole experience on a device, including paths Apple did not flag.
3. Give your provider a change summary and a new recording for resubmission.
4. Complete the commercial details after approval, with live agents staffed before going online.

## 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)