A first message is detected. The first message is directed towards a first messaging recipient in a messaging application. The first message contains one or more content items. A set of one or more candidate messaging recipients is determined based on the first message and based on a content analysis of the one or more content items. A second messaging recipient is identified from the set of one or more candidate messaging recipients. The identification is based on the content analysis. The first message is routed to the second messaging recipient. The first message is routed in response to the identifying the second messaging recipient.