Instant message systems are enhanced by establishing at least one handling rule that is evaluated in an instant messaging environment, each established handling rule defining a condition based upon at least one of identified content or identified context, and a corresponding event handling action to be performed within the instant message environment. Upon identifying an instant message conversation within the instant message environment between a user and a correspondent, each handling rule is evaluated and the event handling action of an associated handling rule is performed if it is determined that the condition of handling rule is satisfied. Further, an indication that the corresponding event action was performed is conveyed to a corresponding user.