In one embodiment, instant messages or collaboration messages are organized in subgroups. A device is configured to receive data indicative of collaborative messages, identify a subgroup identifier from a first collaborative message of the collaborative messages, and encode the first collaborative message for transmission to a subgroup of receiving endpoint devices. The device identifies a second collaborative message and encodes the second collaborative message for transmission to a group of receiving endpoint devices including the subgroup of receiving endpoint devices. The first collaborative message is sent to or displayed by the subset of receiving endpoint devices and the second collaborative message is sent to or displayed by the receiving endpoint devices including the subgroup. The encoding is performed at the endpoint device or an associated server.