Methods, apparatus, and systems for providing flexible multicast or broadcast session establishment and management are disclosed. In one example aspect, a wireless communication method is disclosed. The method includes receiving, by a broadcast and multicast or broadcast service center function, a request for establishing a multicast or broadcast session for an application function. The request comprises information indicating a target area for a multicast or broadcast service associated with the multicast or broadcast session. The method also includes determining, by the broadcast and multicast or broadcast service center function, at least one access and mobility management function based on the information; and transmitting, by the broadcast and multicast or broadcast service center function, a session trigger message to the at least one access and mobility management function to allow the at least one access and mobility management function to initiate an establishment of the multicast or broadcast session.