A method for service function chaining in a network includes defining, for a flow of packets, a chain of selected network service functions (NSFs) to be traversed by the flow. Each of the selected NSFs is associated with a programmable switch. The method also includes generating a chain establishment packet (CEP) that contains network identifier information (NII) about the selected NSFs and that is configured as a regular network packet to be delivered to the destination node along a network path that includes the programmable switches to which the selected NSFs is associated. Each programmable switch, upon receipt of the CEP and based on the NII about the selected NSFs contained in the CEP, performs installation of packet forwarding rules for the flow together with network address and port translation operations, and selects, on behalf of the respective NSF, socket parameters for use by the NSF for processing the flow.