diff --git a/app/broadcast_message/broadcast_message_schema.py b/app/broadcast_message/broadcast_message_schema.py
index 532227f64..4fe75b9be 100644
--- a/app/broadcast_message/broadcast_message_schema.py
+++ b/app/broadcast_message/broadcast_message_schema.py
@@ -16,11 +16,18 @@ create_broadcast_message_schema = {
         'areas': {"type": "array", "items": {"type": "string"}},
         'simple_polygons': {"type": "array", "items": {"type": "array"}},
         'content': {'type': 'string', 'minLength': 1, 'maxLength': 1395},
+        'reference': {'type': 'string', 'minLength': 1, 'maxLength': 255},
     },
     'required': ['service_id', 'created_by'],
-    'oneOf': [
-        {'required': ['template_id']},
-        {'required': ['content']},
+    'allOf': [
+        {'oneOf': [
+            {'required': ['template_id']},
+            {'required': ['content']},
+        ]},
+        {'oneOf': [
+            {'required': ['template_id']},
+            {'required': ['reference']},
+        ]},
     ],
     'additionalProperties': False
 }
diff --git a/app/broadcast_message/rest.py b/app/broadcast_message/rest.py
index 946741f92..645d469f9 100644
--- a/app/broadcast_message/rest.py
+++ b/app/broadcast_message/rest.py
@@ -109,8 +109,9 @@ def create_broadcast_message(service_id):
         content = template._as_utils_template_with_personalisation(
             personalisation
         ).content_with_placeholders_filled_in
+        reference = None
     else:
-        template, content = None, data['content']
+        template, content, reference = None, data['content'], data['reference']
 
     broadcast_message = BroadcastMessage(
         service_id=service.id,
@@ -123,6 +124,7 @@ def create_broadcast_message(service_id):
         finishes_at=_parse_nullable_datetime(data.get('finishes_at')),
         created_by_id=user.id,
         content=content,
+        reference=reference,
     )
 
     dao_save_object(broadcast_message)
diff --git a/tests/app/broadcast_message/test_rest.py b/tests/app/broadcast_message/test_rest.py
index df7e7cde2..83811b42c 100644
--- a/tests/app/broadcast_message/test_rest.py
+++ b/tests/app/broadcast_message/test_rest.py
@@ -183,6 +183,7 @@ def test_create_broadcast_message_can_be_created_from_content(admin_request, sam
         'broadcast_message.create_broadcast_message',
         _data={
             'content': 'Some tailor made broadcast content',
+            'reference': 'abc123',
             'service_id': str(sample_broadcast_service.id),
             'created_by': str(sample_broadcast_service.created_by_id),
         },
@@ -190,6 +191,7 @@ def test_create_broadcast_message_can_be_created_from_content(admin_request, sam
         _expected_status=201
     )
     assert response['content'] == 'Some tailor made broadcast content'
+    assert response['reference'] == 'abc123'
     assert response['template_id'] is None
 
 
@@ -224,6 +226,60 @@ def test_create_broadcast_message_400s_if_content_and_template_provided(
         '{required: [template_id]}'
     ) in response['errors'][0]['message']
 
+
+def test_create_broadcast_message_400s_if_reference_and_template_provided(
+    admin_request,
+    sample_broadcast_service,
+):
+    template = create_template(sample_broadcast_service, BROADCAST_TYPE)
+    response = admin_request.post(
+        'broadcast_message.create_broadcast_message',
+        _data={
+            'template_id': str(template.id),
+            'reference': 'abc123',
+            'service_id': str(sample_broadcast_service.id),
+            'created_by': str(sample_broadcast_service.created_by_id),
+        },
+        service_id=sample_broadcast_service.id,
+        _expected_status=400
+    )
+
+    assert len(response['errors']) == 1
+    assert response['errors'][0]['error'] == 'ValidationError'
+    # The error message for oneOf is ugly, non-deterministic in ordering
+    # and contains some UUID, so let’s just pick out the important bits
+    assert (
+        ' is valid under each of '
+    ) in response['errors'][0]['message']
+    assert (
+        '{required: [reference]}'
+    ) in response['errors'][0]['message']
+    assert (
+        '{required: [template_id]}'
+    ) in response['errors'][0]['message']
+
+
+def test_create_broadcast_message_400s_if_reference_not_provided_with_content(
+    admin_request,
+    sample_broadcast_service,
+):
+    response = admin_request.post(
+        'broadcast_message.create_broadcast_message',
+        _data={
+            'content': 'Some tailor made broadcast content',
+            'service_id': str(sample_broadcast_service.id),
+            'created_by': str(sample_broadcast_service.created_by_id),
+        },
+        service_id=sample_broadcast_service.id,
+        _expected_status=400
+    )
+    assert len(response['errors']) == 1
+    assert response['errors'][0]['error'] == 'ValidationError'
+    assert response['errors'][0]['message'].endswith(
+        'is not valid under any of the given schemas'
+    )
+
+
 @pytest.mark.parametrize('status', [
     BroadcastStatusType.DRAFT,
     BroadcastStatusType.PENDING_APPROVAL,