Abstract: Techniques to promote messages in a social networking services to increase communication opportunities while throttling unsolicited messages are described. In one embodiment, an apparatus may have a message generation component and a message delivery component. The message generation component may be operative to receive a request from a first member of a social networking service (SNS) to send a message for a second member of the SNS. The message delivery component may be operative to deliver the message to one of multiple mailboxes for the second member based on a tiered payment schedule. The tiered payment schedule may include a first parameter to represent a relationship type between the first and second members, a second parameter to represent a subscriber tier for the second member, and a third parameter to represent a promotional cost associated with the subscriber tier. Other embodiments are described and claimed.