Unstructured message escalation may include, responsive to detecting an unanswered message from a sending mobile device of a sender to a receiving mobile device of a recipient, determining a sender-recipient relationship and a last known location of the receiving mobile device, determining a first contact of the recipient from a contact data storage device according to the sender-recipient relationship, a relationship between the recipient and the first contact, proximity, and an escalation plan for the recipient, and sending a first escalation message to the first contact. Responsive to determining that the message is unanswered subsequent to sending the first escalation message, selecting a second contact of the recipient according to the sender-recipient relationship, a relationship between the second contact and the recipient, proximity, and the escalation plan and sending a second escalation message to the second contact.