In one embodiment, a method includes determining a reliability score for multiple message aggregators and calculating a rank score for each of the message aggregators. The rank score may be based on a price and the reliability score of the corresponding message aggregator. The method further includes identifying a message type for a queued message. Upon identifying the message type as corresponding to a first message type, the method further includes selecting a first message aggregator of the plurality of message aggregators based on the reliability scores, and upon identifying the message type as corresponding to a second message type, selecting a second message aggregator of the plurality of message aggregators based on the rank scores. Finally, the method includes sending the queued message through the selected message aggregator.