A method, apparatus, and computer-readable media for routing a message service message in a wireless device is disclosed. According to a method, routing messages in a wireless device includes receiving routing preferences from one or more applications operating with a wireless device. The method further includes receiving a message, and routing the message to designated locations for the one or more applications. The locations may include an application or set of applications, or a memory unit associated with one or more applications. Another method includes determining a routing parameter from the message by parsing at least one routing parameter from message content. Routing the message further includes comparing the at least one routing parameter with the routing preferences.