Systems and methods are provided for dynamically configuring an IoT communications system. The IoT communications system receives a client message from an IoT device. The client message includes an endpoint designation (such as by specifying an endpoint in the Server Name Indication (SNI) field of the TLS client hello message). The IoT communications system determines whether the endpoint is associated with a custom or default processing logic and/or settings. Either custom or default processing logic is executed or custom or default settings are applied.