A message delivery network may receive a message from a sending message service provider. The message delivery network may identify an end user carrier servicing the end user device for the message. The message delivery network may retrieve a pre-determined rank ordered list of message routes from the message delivery network to the end user carrier. The message delivery network may determine whether each message route is currently unavailable or demonstrating poor deliverability. The message delivery network may de-prioritize the message routes that are demonstrating poor deliverability. The message delivery network may update the rank ordered list of message routes based on the de-prioritized message routes. The message delivery network may attach the updated rank ordered list of message routes to the message. The message delivery network may forward the message to a gateway within the message delivery network. The gateway may deliver the message using the highest ranked message route. Other embodiments are described herein.