Multi-tenant message routing and management

One or more non-transitory computer-readable medium storing instructions which, when executed by one or more processors, cause performance of a method comprising:

• maintaining, at a routing service, a repository of preference records that includes a plurality of preference records;
• wherein each preference record, of the plurality of preference records (a) specifies at least a respective intent identifier, and (b) corresponds to at least one respective device;
• receiving, at the routing service, a send event from a particular tenant service provider, wherein the send event includes at least:
• a particular intent identifier, and
• a particular payload;
• wherein the send event does not indicate any particular device to which the particular payload is to be sent;
• selecting a particular set of preference records based, at least in part, on a respective intent identifier in each preference record from the repository of preference records matching the particular intent identifier;
• and
• after selecting the particular set of preference records, for each selected preference record, the routing service sending the particular payload to the at least one respective device that corresponds to the selected preference record.