A method and apparatus to process an incoming message is described. The method may comprise, at a recipient system, receiving an incoming message from a message communicator and automatically analyzing message content to identify a keyword included in the message content. Thereafter, a predefined action associated with the keyword may be identified and the action may be performed. In an example embodiment, the predefined action may be a priority with the message, alerting an intended recipient of the message, routing the message to the intended recipient, paging the intended recipient, emailing the message to the intended recipient, sending an SMS message to the intended recipient, or the like. In an example embodiment, a user/owner of a mailbox may search a message database to identify incoming messages which includes the search term in the message content.