A customer may request a service endpoint for a service in their virtual network on a provider network. In response, a service endpoint is generated in the customer's virtual network, a local IP address in the IP address range of the customer's virtual network is assigned to the service endpoint, and a DNS name is assigned to the service endpoint. Resources on the customer's virtual network resolve the DNS name of the service endpoint to obtain the local IP address of the service endpoint and send service requests for the service to the local IP address of the service endpoint. The service endpoint adds routing information to the service requests and sends the service requests over the network substrate to be routed to the service.