If anyone ever needs this, the service name is 'smcconsole'.
And if you're curious as to how I found this out, it was mostly guesswork. By looking at logs from debugging the `other` sections of pam.conf, I saw that `pamverifier` was the process actually invoking the PAM calls (which is located at /usr/lib/webconsole/pamverifier). Then I just tried using the names output by running `strings` on that, and smcconsole worked.
I don't even know if that is the actual string that is used in the PAM invocation, or if it's just a coincidence. To my knowledge, this is not documented anywhere, just like most things with the web console dealing with PAM.