diff --git a/.github/workflows/deploy-registry.yaml b/.github/workflows/deploy-registry.yaml
new file mode 100644
index 0000000..fc21ee7
--- /dev/null
+++ b/.github/workflows/deploy-registry.yaml
@@ -0,0 +1,34 @@
+name: deploy-registry
+
+on:
+  push:
+    branches:
+      - main
+    tags:
+      - "release/*/v*" # Matches tags like release/module-name/v1.0.0
+
+jobs:
+  deploy:
+    runs-on: ubuntu-latest
+
+    # Set id-token permission for gcloud
+    permissions:
+      contents: read
+      id-token: write
+
+    steps:
+      - name: Checkout code
+        uses: actions/checkout@v4
+      - name: Authenticate with Google Cloud
+        uses: google-github-actions/auth@71f986410dfbc7added4569d411d040a91dc6935
+        with:
+          workload_identity_provider: projects/309789351055/locations/global/workloadIdentityPools/github-actions/providers/github
+          service_account: registry-v2-github@coder-registry-1.iam.gserviceaccount.com
+      - name: Set up Google Cloud SDK
+        uses: google-github-actions/setup-gcloud@77e7a554d41e2ee56fc945c52dfd3f33d12def9a
+        # For the time being, let's have the first couple merges to main in
+        # modules deploy a new version to *dev*. Once we review and make sure
+        # everything's working, we can deploy a new version to *main*. Maybe in
+        # the future we could automate this based on the result of E2E tests.
+      - name: Deploy to dev.registry.coder.com
+        run: gcloud builds triggers run 29818181-126d-4f8a-a937-f228b27d3d34 --branch dev
diff --git a/package.json b/package.json
index aa3c7e2..8cfecf1 100644
--- a/package.json
+++ b/package.json
@@ -3,8 +3,7 @@
   "scripts": {
     "test": "bun test",
     "fmt": "bun x prettier -w **/*.sh .sample/run.sh new.sh **/*.ts **/*.md *.md && terraform fmt **/*.tf .sample/main.tf",
-    "fmt:ci": "bun x prettier --check **/*.sh .sample/run.sh new.sh **/*.ts **/*.md *.md && terraform fmt -check **/*.tf .sample/main.tf",
-    "update-version": "./update-version.sh"
+    "fmt:ci": "bun x prettier --check **/*.sh .sample/run.sh new.sh **/*.ts **/*.md *.md && terraform fmt -check **/*.tf .sample/main.tf"
   },
   "devDependencies": {
     "@types/bun": "^1.2.9",