Techniques for message forwarding based on a relationship between a sender and a recipient are described herein. In one embodiment, a process includes, but is not limited to, in response to a message from a sender over a network, identifying a list of candidate recipients to handle the message based on roles of the candidate recipients within an organization in view of the sender, and forwarding the message to a recipient selected from the list of the candidate recipient to enable the selected recipient to handle the message. Other methods and apparatuses are also described.