A messaging system configured to receive a message from a first mobile messaging client device, transmit to a second mobile messaging client device a notification of the presence of the message, receive a message attribute comprising an instruction to limit a functionality of the message, apply the message attribute to the message based on a message characteristic and update any existing corresponding message attribute, and transmit the message and the message attribute to the second mobile messaging client device that manages the message in accordance with the message attribute, wherein managing the message comprises limiting the functionality of the message based on the message attribute, wherein the message attribute comprises a predetermined message viewing time after which the message content cannot be accessed at the second mobile messaging client device.