1. A system, comprising: a processor; and a memory that stores executable instructions that, when executed by the processor, facilitate performance of operations, comprising: in connection with a message communicated from a first device to a second device, determining whether forwarding a copy of the message to a third device will result in a cost being incurred based on subscription information associated with a subscription that relates to a messaging service, wherein the subscription information indicates whether the forwarding of the copy of the message to the third device will incur the cost, and wherein the subscription is associated with a subscriber identity; and determining whether to forward the copy of the message to the third device based on a message routing rule that is based on preference data corresponding to a preference of the subscriber identity, wherein the preference data indicates whether the cost is to be incurred in connection with the copy of the message being forwarded.