diff --git a/app/models.py b/app/models.py
index d61f725cd..707d2a431 100644
--- a/app/models.py
+++ b/app/models.py
@@ -36,7 +36,12 @@ from app.hashing import (
     check_hash
 )
 from app import db, encryption
-from app.utils import DATETIME_FORMAT, DATETIME_FORMAT_NO_TIMEZONE, get_dt_string_or_none
+from app.utils import (
+    DATETIME_FORMAT,
+    DATETIME_FORMAT_NO_TIMEZONE,
+    get_dt_string_or_none,
+    get_uuid_string_or_none,
+)
 
 from app.history_meta import Versioned
 
@@ -2245,7 +2250,7 @@ class BroadcastMessage(db.Model):
     cancelled_at = db.Column(db.DateTime, nullable=True)
     updated_at = db.Column(db.DateTime, nullable=True, onupdate=datetime.datetime.utcnow)
 
-    created_by_id = db.Column(UUID(as_uuid=True), db.ForeignKey('users.id'), nullable=False)
+    created_by_id = db.Column(UUID(as_uuid=True), db.ForeignKey('users.id'), nullable=True)
     approved_by_id = db.Column(UUID(as_uuid=True), db.ForeignKey('users.id'), nullable=True)
     cancelled_by_id = db.Column(UUID(as_uuid=True), db.ForeignKey('users.id'), nullable=True)
 
@@ -2253,6 +2258,13 @@ class BroadcastMessage(db.Model):
     approved_by = db.relationship('User', foreign_keys=[approved_by_id])
     cancelled_by = db.relationship('User', foreign_keys=[cancelled_by_id])
 
+    api_key_id = db.Column(UUID(as_uuid=True), db.ForeignKey('api_keys.id'), nullable=True)
+    api_key = db.relationship('ApiKey')
+
+    reference = db.Column(db.String(255), nullable=True)
+
+    CheckConstraint("created_by_id is not null or api_key_id is not null")
+
     @property
     def personalisation(self):
         if self._personalisation:
@@ -2266,6 +2278,7 @@ class BroadcastMessage(db.Model):
     def serialize(self):
         return {
             'id': str(self.id),
+            'reference': self.reference,
 
             'service_id': str(self.service_id),
 
@@ -2288,9 +2301,9 @@ class BroadcastMessage(db.Model):
             'cancelled_at': get_dt_string_or_none(self.cancelled_at),
             'updated_at': get_dt_string_or_none(self.updated_at),
 
-            'created_by_id': str(self.created_by_id),
-            'approved_by_id': str(self.approved_by_id),
-            'cancelled_by_id': str(self.cancelled_by_id),
+            'created_by_id': get_uuid_string_or_none(self.created_by_id),
+            'approved_by_id': get_uuid_string_or_none(self.approved_by_id),
+            'cancelled_by_id': get_uuid_string_or_none(self.cancelled_by_id),
         }
 
 
diff --git a/app/utils.py b/app/utils.py
index df12e0ac1..a5a2d15f2 100644
--- a/app/utils.py
+++ b/app/utils.py
@@ -150,5 +150,9 @@ def get_dt_string_or_none(val):
     return val.strftime(DATETIME_FORMAT) if val else None
 
 
+def get_uuid_string_or_none(val):
+    return str(val)  if val else None
+
+
 def format_sequential_number(sequential_number):
     return format(sequential_number, "x").zfill(8)
diff --git a/migrations/versions/0336_broadcast_msg_content_2.py b/migrations/versions/0336_broadcast_msg_content_2.py
index 36905b4af..51f05b351 100644
--- a/migrations/versions/0336_broadcast_msg_content_2.py
+++ b/migrations/versions/0336_broadcast_msg_content_2.py
@@ -7,6 +7,7 @@ Create Date: 2020-12-04 15:06:22.544803
 """
 from alembic import op
 import sqlalchemy as sa
+from notifications_utils.template import BroadcastMessageTemplate
 from sqlalchemy.dialects import postgresql
 from sqlalchemy.orm.session import Session
 
@@ -17,18 +18,22 @@ down_revision = '0335_broadcast_msg_content'
 
 
 def upgrade():
-    session = Session(bind=op.get_bind())
 
-    broadcast_messages = session.query(BroadcastMessage).filter(BroadcastMessage.content == None)
+    conn = op.get_bind()
 
-    for broadcast_message in broadcast_messages:
-        broadcast_message.content = broadcast_message.template._as_utils_template_with_personalisation(
-            broadcast_message.personalisation
-        ).content_with_placeholders_filled_in
-
-    session.commit()
-
-    op.alter_column('broadcast_message', 'content', nullable=False)
+    results = conn.execute(sa.text("""
+        UPDATE
+            broadcast_message
+        SET
+            content = templates_history.content
+        FROM
+            templates_history
+        WHERE
+            broadcast_message.content is NULL and
+            broadcast_message.template_id = templates_history.id and
+            broadcast_message.template_version = templates_history.version
+        ;
+    """))
 
 
 def downgrade():
diff --git a/migrations/versions/0337_broadcast_msg_api.py b/migrations/versions/0337_broadcast_msg_api.py
new file mode 100644
index 000000000..96287e2bc
--- /dev/null
+++ b/migrations/versions/0337_broadcast_msg_api.py
@@ -0,0 +1,26 @@
+"""
+
+Revision ID: 0337_broadcast_msg_api
+Revises: 0336_broadcast_msg_content_2
+Create Date: 2020-12-04 15:06:22.544803
+
+"""
+from alembic import op
+import sqlalchemy as sa
+from sqlalchemy.dialects import postgresql
+
+revision = '0337_broadcast_msg_api'
+down_revision = '0336_broadcast_msg_content_2'
+
+
+def upgrade():
+    op.alter_column('broadcast_message', 'created_by_id', nullable=True)
+    op.add_column('broadcast_message', sa.Column('api_key_id', postgresql.UUID(), nullable=True))
+    op.create_foreign_key(None, 'broadcast_message', 'api_keys', ['api_key_id'], ['id'])
+    op.add_column('broadcast_message', sa.Column('reference', sa.String(length=255), nullable=True))
+
+
+def downgrade():
+    op.alter_column('broadcast_message', 'created_by_id', nullable=False)
+    op.drop_column('broadcast_message', 'api_key_id')
+    op.add_column('broadcast_message', 'reference')