A message based contextual dialog may be conducted by establishing, using a processor, a collaborative session between a first client device and a second client device, receiving, using the processor, a message from the first client device, and detecting, using the processor, a request for a service within the message. Responsive to the request, a service correlated with the request may be invoked using the processor. A result from execution of the service may be provided, using the processor, to the first client device and the second client device as part of the collaborative session.