A computer-implemented method of distributing location-based message contents over a messaging system comprises, for each message of a set of messages, obtaining a message content, defining for the message a multiplicity of message locations, and adding the message content and the defined locations to a message distribution database or set of linked databases that is or are searchable by location. The method further comprises receiving from a consumer device a consumer update request including a location of the consumer device or a consumer defined location, searching the database using the consumer device location or consumer defined location to identify, for each of one or more of said messages, a single message location that is within a first predefined range of the consumer device location or consumer defined location and/or that is closest to the consumer location or consumer defined location, and sending the identified message location(s) to the consumer device.