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 a subscription that relates to a messaging service, 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.