Methods, apparatus, and products for managing service subscriptions of a plurality of devices over a unidirectional transmission channel, including: assigning, by a subscription management module, one or more group identifiers to a device to be activated for a service subscription, each group identifier being an identification of a group of devices having an activated subscription to the service; activating, by the subscription management module, the device's service subscription including broadcasting an activation message that includes a unique identifier of the device, the assigned group identifiers, and an active subscription period being a period of time during which the device's subscription to the service is to be active; and prior to expiration of the active subscription period, broadcasting a reactivation message including at least one of the group identifiers to which the device is assigned.