Techniques for coordinating an on-demand communication-based mashup service are provided. The techniques include resolving a dynamic context of a receiver, configuring a communication service with at least one parameter of the dynamic context of the receiver, and coordinating the communication service dynamically at run-time based on the at least one parameter of the dynamic context of the receiver, wherein the communication service is composed in a mashup environment. Techniques are also provided for providing a customizable service to a user.