diff --git a/app/models.py b/app/models.py
index d61f725cd..f8bea361e 100644
--- a/app/models.py
+++ b/app/models.py
@@ -2245,7 +2245,7 @@ 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 +2253,13 @@ 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 +2273,7 @@ class BroadcastMessage(db.Model):
     def serialize(self):
         return {
             'id': str(self.id),
+            'reference': self.reference,
 
             'service_id': str(self.service_id),
 
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')