A method and system for facilitating communication between message producers and message consumers is disclosed. When a message producer is interested in identifying a message consumer for processing generated messages, the message producer declares a consumer identification rule. A messaging service manager identifies a set of suitable message consumers by comparing the consumer identification rule with a set of attributes associated with each of the message consumers registered with the messaging service manager and assigns channels associated with the set of identified message consumers to the message producer. The message producer may select a channel associated with a message consumer to initiate communication between the message producer and the message consumer.