Methods, systems, and computer program products for processing network messages in a manner that simplifies messaging application logic. Processing layers of a messaging system architecture that may include a transport layer, a channel layer, a send/receive layer, a service/client layer, and potentially others, are aware of an End Point Reference ("EPR") within a network message The transport layer retrieves message data from a message transport. The channel layer de-serializing the network message consistent with an underlying type system. The send/receive layer filters and dispatches the network message to messaging logic (other layers or application logic) based on the EPRs. The service/client message layer dispatches the network message to messaging application logic based on the EPRs. These EPR aware message processing layers implement dispatch logic so that messaging applications written for the architecture need not provide the dispatch logic, simplifying the messaging application logic and development of the messaging application itself.