Abstract: A method, system, network entity and computer program product are provided for automatically provisioning a service in the instance where a need for provisioning of the service arises. In particular, a provisioning system is configured to automatically provision a service for a mobile device as a result of there being a current desire or need to establish a session of the service with the mobile device. In one exemplary embodiment, this includes provisioning a messaging service for a mobile device as a result of the mobile device becoming the intended recipient of a message that requires such service provisioning. Provisioning the service may involve arranging for various settings needed to implement the service to be transmitted to the mobile device, as well as updating the mobile device's subscription information to include the subscriptions needed for the particular messaging service.