Techniques are provided to start a virtual service node that is configured to provide network traffic services for one or more virtual machines. The virtual service node has at least one associated service profile comprising identifiers for corresponding service policies for network traffic services. The service policies identified in the at least one associated service profile are retrieved. A virtual machine is started with an associated virtual interface and a port profile is applied to the virtual interface, including information identifying the service profile. Information is provided to the virtual service node that informs the virtual service node of network parameters and assigned service profile of the virtual machine. Network traffic associated with the virtual machine is intercepted and redirected to the virtual service node. A virtual service data path is provided that enables dynamic service binding, virtual machine mobility support, and virtual service node chaining and/or clustering.