A system, apparatus, and method provide messaging, between a headend system and a set top box. A distributor determines and provides an assigned communication identifier and an assigned server host address, that correspond to one of one or more first servers, to each of one or more set top box clients. The first servers maintain a persistent connection with the set top box clients and provide messaging, presence, and routing features via the persistent connection. A gateway service provides a gateway for one or more headend servers to communicate with the set top box clients through the first servers. A server controller provides administrative graphical user interfaces for operators to monitor and control health checks, configuration changes, and collect statistics for the distributor, first servers, and the gateway service.