The disclosed technology is generally directed to device provisioning in an IoT environment. For example, such technology is usable in provisioning IoT devices to an IoT Hub. In one example of the technology, an identification message that includes information associated with identification of a first IoT device is received. The validity of the first IoT device is then verified. After the first IoT device is verified, based at least in part on the identification message, an IoT hub is selected from a plurality of IoT hubs. The first IoT device is then caused to be registered with the selected IoT hub.