1. A vehicle telematics unit (TU), comprising: a processor; a non-transitory memory; a cellular radio transceiver; and an application stored in the non-transitory memory that, when executed by the processor; reads a vehicle identification number (VIN) from a controller area network (CAN) bus of a vehicle in which the TU is installed, obtains an authentication token based on the VIN, connects to a messaging gateway by sending a connection request via the cellular radio transceiver, where the connection request comprises the authentication token, receives a message comprising metadata via the cellular radio transceiver, wherein the metadata identifies at least one topic supported by the messaging gateway the TU is to subscribe to, transmits a subscription request via the cellular radio transceiver to the messaging gateway to subscribe to the at least one topic identified in the metadata, receives information via the cellular radio transceiver from the messaging gateway published to the at least one topic, and configures the TU to provide communication services in accordance with the information published to the at least one topic.