This application provides a message transmission method and apparatus. The method includes: receiving, by a service capability exposure function entity, first time information provided by a server, where the first time information is used to indicate a group message delivery stop time; determining, by the service capability exposure function entity, a bearer release time based on the first time information, and sending the bearer release time to a broadcast/multicast service center; or sending, by the service capability exposure function entity, a session termination request to the broadcast/multicast service center based on the first time information.