Routing messages to message queues may be provided. In one embodiment of the present disclosure, a message may be routed to a message queue based on topic of the message, content of the message, application for which the message was intended, and/or a set of rules such as a rule based on queue length and queue balancing. A template integration process may subscribe to one or more topic queues, from which input parameters are obtained for invoking a service request from an application.