1. A method, comprising: providing, by a system through a network to a subscriber of the system, a user interface enabling the subscriber to configure a rule that triggers an automatic sending of a message responsive to a change made to data stored by the system; receiving, by the system through the network from the subscriber, configuration of the rule, wherein the rule indicates one or more conditions under which the message is automatically sent, the one or more conditions being associated with a particular change made to particular data stored by the system, and an identifier of one or more recipients for the message; detecting, by the system, that the one or more conditions have been met; in response to detecting that the one or more conditions have been met, retrieving, by the system, message information from a portion of memory of the system; generating, by the system, a message utilizing the retrieved message information that reflects the particular change made to the particular data stored by the system; identifying, by the system from the rule, the one or more recipients; and sending, to the identified one or more recipients by the system, the generated message in conjunction with a pointer identifying the particular data to which the particular change was made.