1. A system, comprising: one or more data processors; and a non-transitory computer-readable storage medium containing instructions which when executed on the one or more data processors, cause the one or more data processors to perform operations including: detecting a keyword included in a social media message, wherein the social media message originated from a social media profile, and wherein the social media profile is associated with an originator device; transmitting a message communication when the keyword is detected, wherein the message communication includes a selectable interactive element that is associated with a service, wherein the service is initially configured for use by only the social media profile, and wherein the message communication is viewable to one or more additional social media profiles; receiving an indication that the selectable interactive element was selected, wherein the selection is associated with an additional social media profile, and wherein the additional social media profile corresponds to a requesting device; determining a number of followers or friends of the social media profile when the interactive element is selected; evaluating a characteristic of the additional social media profile; determining whether to execute the service for use by the additional social media profile, wherein determining includes evaluating whether the social media profile and the additional social media profile share the characteristic; and facilitating a connection between a destination device and the requesting device, wherein the destination device is associated with an agent available for communication, wherein the destination device is selected based on the number of followers or friends of the social media profile, and wherein when the social media profile and the additional social media profile share the characteristic, the service is executed for use by the additional social media profile.