Exemplary embodiments provide techniques for promoting and providing subscribed content via a messaging platform. An article may be viewed via a social networking service (such as in a social network's news feed), or on a partner website integrated with the social networking service and/or messaging service. When opening the article (e.g., in a web-based view), a banner may be displayed in association with the article indicating that the article could have been received as part of a messaging-based subscription service. The banner may include a control to subscribe to the publisher with the messaging service. Topics related to an article may be suggested in the message thread for the subscription, with the selection of a topic retrieving additional articles from that publisher related to that topic. These additional articles may be selected using social networking topic determination.