A service management method and an apparatus thereof are disclosed. The method includes: obtaining, by user equipment, a communication address of a gateway user plane, and establishing a communication link to the gateway user plane by using the communication address; sending a session connection create request message to the gateway user plane by using the communication link; receiving, by using the communication link, a session connection create response message sent by the gateway user plane; and when the authentication result is that the authentication succeeds, performing service management based on service policy information that is sent by the gateway user plane by using the communication link. According to the embodiments of the present disclosure, a participation level of the user equipment can be increased, and a service management capability of the user equipment can be improved.