A method is provided of initiating communications, comprising: storing, in a memory at a messaging server, a plurality of subscriber records, each subscriber record containing a subscriber identifier and a subscriber type indicator; a first subset of the subscriber records having a first subscriber type indicator, and a second subset of the subscriber records having a second subscriber type indicator; determining, at the messaging server, whether to generate initiation data; when the determination is affirmative: selecting at least one of the second subset of the subscriber records; generating the initiation data, the initiation data including at least the subscriber identifier of the selected subscriber record; and transmitting the initiation data to a computing device corresponding to at least one of the first subset of subscriber records.