From Books On Line
BEGIN DIALOG [ CONVERSATION ] @dialog_handle
FROM SERVICE initiator_service_name
TO SERVICE 'target_service_name'
[ , { 'service_broker_guid' | 'CURRENT DATABASE' } ]
[ ON CONTRACT contract_name ]
[ WITH
[ { RELATED_CONVERSATION = related_conversation_handle
| RELATED_CONVERSATION_GROUP = related_conversation_group_id } ]
[ [ , ] LIFETIME = dialog_lifetime ]
[ [ , ] ENCRYPTION = { ON | OFF } ] ]
[ ; ]
FROM SERVICE initiator_service_name
Specifies the service that initiates the dialog. The name specified must be the name of a service in the current database. The queue specified for the initiator service receives messages returned by the target service and messages created by Service Broker for this conversation.
TO SERVICE 'target_service_name'
Specifies the target service with which to initiate the dialog. The target_service_name is of type nvarchar(256). Service Broker uses a byte-by-byte comparison to match the target_service_name string. In other words, the comparison is case-sensitive and does not take into account the current collation.