Reissue of Service in Azure
Yes, when you are about to add a new endpoint to your Windows Azure Cloud service, your configuration setting and service definition will change to include this modification. Based on this change, you will be repackaging your application and deploying it using the "Upgrade" method. When your updated package is deployed, your instance will be reset and then reconfigured with newer endpoint settings so that the endpoint is available as you configure it.
If there are any changes that are limited to the Service configuration, it can be updated directly in the portal by updating the service configuration.
Anytime you change the code or any changes to your application that change the service definition, you will need to repackage the application and redeploy it. There are also a few caveats, but in general, the above can answer your question.
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