Zendesk has launched the Open Service Directory, a public directory of verified customer support endpoints for AI assistants and personal agents.

The directory is intended to help assistants find official support channels endorsed by brands.

The move addresses a growing problem as consumers increasingly use AI assistants to make appointments, request replacements and follow up on service issues. While assistants can often find websites or help articles, they have lacked a trusted way to confirm they are dealing with a company's authorised support operation.

Zendesk said the Open Service Directory, or OSD, extends the Agentic Resource Discovery specification, allowing assistants to discover and verify customer support agents approved by businesses. The aim is to give AI systems a verified starting point instead of leaving them to rely on unconfirmed contact details.

Several companies are joining the effort, including Betterment, ElevenLabs, Flex, TeamSystem, TBAuctions, Telekom Payment and Wireless Logic. Any brand using Zendesk software or another service platform can be listed in the directory if it opts in and approves a support listing through its provider.

According to Zendesk, the system works in three stages. First, participating brands approve a support listing through their service provider. Entries are checked against the company's domain and screened for impersonation.

An AI assistant then searches participating registries, verifies the match and uses the approved support destination. It then connects directly to the verified support experience run by the brand.

The directory itself does not access private customer data or perform support actions. Once an assistant connects, any interaction is governed by the brand's own authentication, authorisation and service policies, including rules on what information can be accessed, what actions are allowed and when a human agent needs to intervene.

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