Technology is described for sending subscription-based messages to devices. A message associated with a defined topic may be received. A first subset of devices may be identified that subscribe to the defined topic. A first subset of messages may be provided to a message queue for transmission to devices indicated in the first subset of devices. A second subset of devices may be identified that subscribe to the defined topic. A second subset of messages may be provided to the message queue for transmission to devices indicated in the second subset of devices. The second subset of messages may include an increased subset size as compared to the first subset of messages. The subset size may be increased at a rate to enable sending the message to the plurality of device subscribed to the defined topic within a defined time period.