1. A method of automatically supplying message-format parameters used for communications between a service and a client comprising: setting up a personalization system by: providing predefined communications parameters used for message communications between the service and the client; setting up a service proxy on a server, the service proxy comprising a user configuration and a service configuration, the user configuration comprising at least one subscriber profile that represents data indicating selected ones of the communications parameters associated with the client, and the service configuration comprising at least one service profile that represents data indicating selected ones of the communications parameters utilized to determine configuration information that the service requires for use with a corresponding client application; setting up a service registry that is utilized to store the at least one subscriber profile and the at least one service profile; and setting up a configuration interface that is utilized for predefining ones of the communications parameters as a plurality of context variables and a plurality of interface variables; wherein the personalization system is configured to be utilized to apply correct communications parameters to client application messages by: receiving an incoming client application message by the service proxy; retrieving a selected subscriber profile from the user configuration based upon the received incoming client application message; selecting a service instance by matching the selected subscriber profile to a selected service profile from the service configuration; applying correct communications parameters to the incoming client application message based upon the communications parameters specified in at least one of the selected subscriber profile and the selected service profile by determining context parameters of the incoming client application message, retrieving the service profile for the service to be invoked, and applying specified interface parameters to the incoming client application message to create a personalized service request of the client; and forwarding the personalized service request of the client to the selected service instance.