I just found this - so it would appear that it IS possible to do & and not necessarily by a DC dealer:
Chrysler Flash Procedure
Chrysler's flash procedure is sort of a cross between GM and Ford's procedures. First you go to the www.techauthority.com
website and download their "benchtop Programmer" software to your PC. Then you download a huge pdf file ("J2534 Flash Availability") that lists all Chrysler PCMs and their software updates. Chrysler uses vehicle body codes to identify the PCM in addition to the VIN, and you need to use a scan tool to get the module ID from the vehicle. If the vehicle needs a update, you go back to the Chrysler website, pay their access fee, and download the new software to your PC. Then you transfer the software from the PC to a scan tool or J-2534 pass-through tool to install it in the vehicle.
Also note, many Chrysler PCMs require a re-initialization procedure after a flash. For more information about this, click here (requries Adobe Acrobat to open pdf file).
Here is a sample of the flash reprogram procedure a Chrysler dealer would use. This one happens to be for a recall Chrysler issued for 1999 California Dodge Ram Pickups and Vans with 5.9L engine ("Z" engine code in the 8th VIN position), automatic transmission and California emissions control system (code NAE). The OBD II catalyst monitor on these vehicles may not detect a catalyst failure so the PCM programming had to be revised to comply with California regulations.
The dealer accesses the latest software through the modem connection in the Mopar Diagnostic System, and feeds it through the DRB III scan tool into the vehicle's PCM via the OBD II connector. The process begins by turning the ignition key on (engine off) and allowing the scan tool to "auto connect" with the PCM. Once the lines of communication are open, the VIN is displayed on the scan tool. The technician can now press the "OK" button to proceed with the reflash procedure.
The first thing he does is select "Read Part Numbers From Vehicle" and click "Show Updates" on the MDS2. If somebody has already reflashed the PCM, the screen will say "Part number is up to date and does not require any new updates." The software number should be compared to the latest version to verify the numbers match just the same. If the PCM has not yet been updated, the technician clicks OK, selects the new software part number and clicks "Update Controller Software." From that point on, the process is automatic - but there is a hitch. During the flash reprogramming procedure, the PCM loses communication with other modules on the vehicle that may set a number of "false" trouble codes for the transmission module, ABS module, body control module, etc. This does not indicate a problem and the codes can be erased after the flash reprogramming procedure has been completed. The technician is also supposed to attach a label to the PCM with the reflash part number and date indicating the PCM has been reflashed.
Not Without Risk
So what happens if something goes wrong during a reflash procedure? Anyone who has ever experienced a crash while installing new software on a PC knows it can cause real problems. In some cases, the PCM may be so scrambled that it will not accept a reflash, which means you get to buy a new PCM!
Chrysler issued a TSB (18-32-98) that deals with how to recover from a flash reprogramming failure.
The bulletin says, "Occasionally a flash update procedure may not complete properly and/or the diagnostic equipment may lock up during the procedure." Common causes of flash errors include poor cable connections between the PC, scan tool and vehicle, loss of power to the diagnostic equipment while the flash procedure is underway, turning off the vehicle ignition switch before the flash procedure is complete, unfamiliarity with the procedure (pushing the wrong buttons), or low vehicle battery voltage.
If the process crashes, recheck all the cable connections to assure good communications and reinitialize the flash procedure. In other words, if at first you don't succeed, try, try again. On the Chrysler applications, you may also have to identify which type of controller is on the vehicle (SBEC2, SBEC3, JTEC 96-98, JTEC+ 99, etc.) to get the system to accept the new programming. If you get an error message again, you probably selected the wrong controller type (try again!).
Doing your own flash reprogramming is not without risk. But for some shops it may be a more practical and profitable alternative to sending vehicles back to the dealer when a PCM needs to be updated or replaced.
Here is the site & it has a lot more info on reprogramming:
Here is another place that sells the equipment:
It would seem to be a law that anyone can do it, not exclusive to a certain dealer.
However you must purchase the software from the manufacturer, either for long term or short term useage.