Patent ID: 8738646

Claim:
A method, comprising: detecting a trigger for automatically sending a message in association with a subscriber of an on-demand database service, wherein the trigger is associated with a change made to data stored in at least one database of the on-demand database service; retrieving message information from a portion of the at least one database being managed by the on-demand database service; in response to the detection of the trigger, generating a message utilizing the message information retrieved from the at least one database and the change made to the data stored in the at least one database, such that the message reflects the change made to the data stored in the at least one database; selecting at least one of a plurality of processes for sending the generated message; and sending the generated message to a device of a subscriber of the on-demand database service, utilizing the selected at least one of the plurality of processes, wherein the message is sent in conjunction with a pointer identifying the data stored in the at least one database to which the at least one change was made.