Allowing queue messages to be pulled by one or more applications. A method may be practiced, for example, in a computing environment including applications configured to receive messages from queues. The method includes correlating applications to queues by correlating queue names to application locations. A queue is monitored to discover new messages in the queue. The method further includes receiving a notification that a new message has been added to the queue. An indication is provided to an activation service to allow the activation service to activate an application correlated to the queue and to allow the application to pull the new message from the queue.