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.