diff --git a/nova/api/openstack/wsgi.py b/nova/api/openstack/wsgi.py
index 706ac603d6e3..8cee8f769a7c 100644
--- a/nova/api/openstack/wsgi.py
+++ b/nova/api/openstack/wsgi.py
@@ -29,6 +29,7 @@ from nova.api import wsgi
 from nova import exception
 from nova import i18n
 from nova.i18n import _
+from nova import version
 
 
 LOG = logging.getLogger(__name__)
@@ -683,9 +684,10 @@ def expected_errors(errors):
                     raise
 
                 LOG.exception("Unexpected exception in API method")
-                msg = _('Unexpected API Error. Please report this at '
-                    'http://bugs.launchpad.net/nova/ and attach the Nova '
-                    'API log if possible.\n%s') % type(exc)
+                msg = _("Unexpected API Error. "
+                        "%(support)s\n%(exc)s" % {
+                            'support': version.support_string(),
+                            'exc': type(exc)})
                 raise webob.exc.HTTPInternalServerError(explanation=msg)
 
         return wrapped
diff --git a/nova/tests/unit/test_versions.py b/nova/tests/unit/test_versions.py
index 86522de2566f..d1f700f01817 100644
--- a/nova/tests/unit/test_versions.py
+++ b/nova/tests/unit/test_versions.py
@@ -34,7 +34,8 @@ class VersionTestCase(test.NoDBTestCase):
                      "[Nova]\n"
                      "vendor = ACME Corporation\n"
                      "product = ACME Nova\n"
-                     "package = 1337\n")
+                     "package = 1337\n"
+                     "support = Contact ACME support\n")
     def test_release_file(self):
         version.loaded = False
         real_find_file = cfg.CONF.find_file
@@ -49,3 +50,4 @@ class VersionTestCase(test.NoDBTestCase):
         self.assertEqual(version.vendor_string(), "ACME Corporation")
         self.assertEqual(version.product_string(), "ACME Nova")
         self.assertEqual(version.package_string(), "1337")
+        self.assertEqual(version.support_string(), "Contact ACME support")
diff --git a/nova/version.py b/nova/version.py
index 1ec746133929..e3282f72f6b1 100644
--- a/nova/version.py
+++ b/nova/version.py
@@ -17,6 +17,9 @@ import pbr.version
 NOVA_VENDOR = "OpenStack Foundation"
 NOVA_PRODUCT = "OpenStack Nova"
 NOVA_PACKAGE = None  # OS distro package version suffix
+NOVA_SUPPORT = (
+    "Please report this at http://bugs.launchpad.net/nova/ "
+    "and attach the Nova API log if possible.")
 
 loaded = False
 version_info = pbr.version.VersionInfo('nova')
@@ -33,7 +36,7 @@ def _load_config():
 
     from oslo_log import log as logging
 
-    global loaded, NOVA_VENDOR, NOVA_PRODUCT, NOVA_PACKAGE
+    global loaded, NOVA_VENDOR, NOVA_PRODUCT, NOVA_PACKAGE, NOVA_SUPPORT
     if loaded:
         return
 
@@ -55,6 +58,9 @@ def _load_config():
 
         if cfg.has_option("Nova", "package"):
             NOVA_PACKAGE = cfg.get("Nova", "package")
+
+        if cfg.has_option("Nova", "support"):
+            NOVA_SUPPORT = cfg.get("Nova", "support")
     except Exception as ex:
         LOG = logging.getLogger(__name__)
         LOG.error("Failed to load %(cfgfile)s: %(ex)s",
@@ -84,3 +90,9 @@ def version_string_with_package():
         return version_info.version_string()
     else:
         return "%s-%s" % (version_info.version_string(), package_string())
+
+
+def support_string():
+    _load_config()
+
+    return NOVA_SUPPORT
diff --git a/releasenotes/notes/custom-api-unexpected-exception-1bfc5e174ee5b6a7.yaml b/releasenotes/notes/custom-api-unexpected-exception-1bfc5e174ee5b6a7.yaml
new file mode 100644
index 000000000000..fc722f213add
--- /dev/null
+++ b/releasenotes/notes/custom-api-unexpected-exception-1bfc5e174ee5b6a7.yaml
@@ -0,0 +1,7 @@
+---
+features:
+  - |
+    The "API unexpected exception" message can now be configured by the cloud
+    provider to point to a custom support page.
+    By default it continues to show "http://bugs.launchpad.net/nova/".
+    It can be configured using the release file.