AWS End User Messaging now supports Brand Profiles

AWS End User Messaging has introduced brand profiles, allowing brands or company details to be saved once and reused across SMS, RCS, and WhatsApp registrations. Previously, business information and contact details had to be manually entered per channel or country, causing delays. With brand profiles, entering information once applies it to new registrations, enabling faster setup and consistent information management. Brand profiles are useful for sending under a unique brand or managing multiple brands within a single AWS account. They automatically populate fields from saved information and provide confirmation drafts. Standard fields like company name and address are supported by default, with AI-powered smart matching handling variations in field names. Brand profiles can also be created from existing registrations. This feature is available in all commercial AWS regions where AWS End User Messaging is offered.

Why it matters

This update benefits organizations that want to streamline messaging registrations across SMS, RCS, and WhatsApp, or manage multiple brands within a single AWS account.