The fate of the messenger is pre-determined: A new model for regulation of gene expression

► We review the multiple mechanisms that couple transcription and mRNA decay. ► We emphasize the role(s) of mRNA coordinators and mRNA imprinting. ► We discuss the role(s) of cis-regulatory elements in promoters and UTRs. ► Coupling ensures robust mRNA levels and a unified gene expression response. ► Coupling can act as a surveillance strategy and may facilitate evolution.