Abstract: A flexible message queue system that creates separate message queues for different applications in a content server is described. The message queue system allows for the dynamic creation of message queues by applications on an as-needed basis, the implementation of a message as a persistent object with a defined schema that facilitates inter and intra-application messaging, and the integration of message creation with notification to streamline the message transaction process among users, such as application threads or applications. Embodiments include a message queue that is implemented in a content server as a persistent object type and that acts on messages that are an object of the type, along with API mechanisms that allow for creating and destroying message queues as needed.