diff --git a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/Trace.java b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/Trace.java
index 90842fec4..32039169d 100644
--- a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/Trace.java
+++ b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/Trace.java
@@ -16,6 +16,8 @@
 
 package org.springframework.cloud.sleuth;
 
+import java.util.Arrays;
+import java.util.List;
 import java.util.concurrent.Callable;
 
 /**
@@ -58,6 +60,9 @@ public interface Trace {
 	String PROCESS_ID_NAME = "X-Process-Id";
 	String NOT_SAMPLED_NAME = "X-Not-Sampled";
 
+	List<String> HEADERS = Arrays.asList(SPAN_ID_NAME, TRACE_ID_NAME,
+			SPAN_NAME_NAME, PARENT_ID_NAME, PROCESS_ID_NAME, NOT_SAMPLED_NAME);
+
 	/**
 	 * Creates a trace scope wrapping a new span.
 	 * <p/>
@@ -99,7 +104,7 @@ public interface Trace {
 	/**
 	 * Adds a data annotation to the current span if tracing is currently on.
 	 */
-	void addKVAnnotation(String key, String value);
+	void addAnnotation(String key, String value);
 
 	<V> Callable<V> wrap(Callable<V> callable);
 
diff --git a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/integration/SpanMessageHeaders.java b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/integration/SpanMessageHeaders.java
index 9f2bd01e8..93e060156 100644
--- a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/integration/SpanMessageHeaders.java
+++ b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/integration/SpanMessageHeaders.java
@@ -16,6 +16,7 @@
 
 package org.springframework.cloud.sleuth.instrument.integration;
 
+import static org.springframework.cloud.sleuth.Trace.HEADERS;
 import static org.springframework.cloud.sleuth.Trace.NOT_SAMPLED_NAME;
 import static org.springframework.cloud.sleuth.Trace.PARENT_ID_NAME;
 import static org.springframework.cloud.sleuth.Trace.PROCESS_ID_NAME;
@@ -45,7 +46,10 @@ public class SpanMessageHeaders {
 			}
 			return message;
 		}
-		Map<String, String> headers = new HashMap<String, String>();
+
+		addAnnotations(message, span);
+
+		Map<String, String> headers = new HashMap<>();
 		addHeader(headers, TRACE_ID_NAME, span.getTraceId());
 		addHeader(headers, SPAN_ID_NAME, span.getSpanId());
 		addHeader(headers, PARENT_ID_NAME, getFirst(span.getParents()));
@@ -54,6 +58,32 @@ public class SpanMessageHeaders {
 		return MessageBuilder.fromMessage(message).copyHeaders(headers).build();
 	}
 
+	public static void addAnnotations(Message<?> message, Span span) {
+		for ( Map.Entry<String, Object> entry : message.getHeaders().entrySet()) {
+			if (!HEADERS.contains(entry.getKey())) { //filter out trace headers
+				String key = "/messaging/headers/" + entry.getKey().toLowerCase();
+				String value = null;
+				if (entry.getValue() != null) {
+					value = entry.getValue().toString(); //TODO: better way to serialize?
+				}
+				span.addAnnotation(key, value);
+			}
+		}
+
+		Object payload = message.getPayload();
+		if (payload != null) {
+			span.addAnnotation("/messaging/payload/type",
+					payload.getClass().getCanonicalName());
+			if (payload instanceof String) {
+				span.addAnnotation("/messaging/payload/size",
+						String.valueOf(((String)payload).length()));
+			} else if (payload instanceof byte[]) {
+				span.addAnnotation("/messaging/payload/size",
+						String.valueOf(((byte[])payload).length));
+			}
+		}
+	}
+
 	private static void addHeader(Map<String, String> headers, String name, String value) {
 		if (value != null) {
 			headers.put(name, value);
diff --git a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/web/TraceFilter.java b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/web/TraceFilter.java
index d5410e69a..a1d662bcb 100644
--- a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/web/TraceFilter.java
+++ b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/instrument/web/TraceFilter.java
@@ -150,12 +150,13 @@ public class TraceFilter extends OncePerRequestFilter {
 		}
 	}
 
+	//TODO: move annotation keys to constants
 	protected void addRequestAnnotations(HttpServletRequest request) {
 		String uri = this.urlPathHelper.getPathWithinApplication(request);
-		this.trace.addKVAnnotation("/http/request/uri", request.getRequestURL()
+		this.trace.addAnnotation("/http/request/uri", request.getRequestURL()
 				.toString());
-		this.trace.addKVAnnotation("/http/request/endpoint", uri);
-		this.trace.addKVAnnotation("/http/request/method", request.getMethod());
+		this.trace.addAnnotation("/http/request/endpoint", uri);
+		this.trace.addAnnotation("/http/request/method", request.getMethod());
 
 		Enumeration<String> headerNames = request.getHeaderNames();
 		while (headerNames.hasMoreElements()) {
@@ -164,20 +165,20 @@ public class TraceFilter extends OncePerRequestFilter {
 			while (values.hasMoreElements()) {
 				String value = values.nextElement();
 				String key = "/http/request/headers/" + name.toLowerCase();
-				this.trace.addKVAnnotation(key, value);
+				this.trace.addAnnotation(key, value);
 
 			}
 		}
 	}
 
 	private void addResponseAnnotations(HttpServletResponse response) {
-		this.trace.addKVAnnotation("/http/response/status_code",
+		this.trace.addAnnotation("/http/response/status_code",
 				String.valueOf(response.getStatus()));
 
 		for (String name : response.getHeaderNames()) {
 			for (String value : response.getHeaders(name)) {
 				String key = "/http/response/headers/" + name.toLowerCase();
-				this.trace.addKVAnnotation(key, value);
+				this.trace.addAnnotation(key, value);
 			}
 		}
 	}
diff --git a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/trace/DefaultTrace.java b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/trace/DefaultTrace.java
index 183f7269d..ff79a4274 100644
--- a/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/trace/DefaultTrace.java
+++ b/spring-cloud-sleuth-core/src/main/java/org/springframework/cloud/sleuth/trace/DefaultTrace.java
@@ -117,7 +117,7 @@ public class DefaultTrace implements Trace {
 	}
 
 	@Override
-	public void addKVAnnotation(String key, String value) {
+	public void addAnnotation(String key, String value) {
 		Span s = getCurrentSpan();
 		if (s != null) {
 			s.addAnnotation(key, value);
diff --git a/spring-cloud-sleuth-core/src/test/java/org/springframework/cloud/sleuth/instrument/web/TraceFilterTests.java b/spring-cloud-sleuth-core/src/test/java/org/springframework/cloud/sleuth/instrument/web/TraceFilterTests.java
index 0312fdd62..399b64f5d 100644
--- a/spring-cloud-sleuth-core/src/test/java/org/springframework/cloud/sleuth/instrument/web/TraceFilterTests.java
+++ b/spring-cloud-sleuth-core/src/test/java/org/springframework/cloud/sleuth/instrument/web/TraceFilterTests.java
@@ -130,13 +130,13 @@ public class TraceFilterTests {
 
 
 	public void verifyHttpAnnotations() {
-		verify(this.trace).addKVAnnotation("/http/request/uri", "http://localhost/");
-		verify(this.trace).addKVAnnotation("/http/request/endpoint", "/");
-		verify(this.trace).addKVAnnotation("/http/request/method", "GET");
-		verify(this.trace).addKVAnnotation("/http/request/headers/accept", MediaType.APPLICATION_JSON_VALUE);
-		verify(this.trace).addKVAnnotation("/http/request/headers/user-agent", "MockMvc");
+		verify(this.trace).addAnnotation("/http/request/uri", "http://localhost/");
+		verify(this.trace).addAnnotation("/http/request/endpoint", "/");
+		verify(this.trace).addAnnotation("/http/request/method", "GET");
+		verify(this.trace).addAnnotation("/http/request/headers/accept", MediaType.APPLICATION_JSON_VALUE);
+		verify(this.trace).addAnnotation("/http/request/headers/user-agent", "MockMvc");
 
-		verify(this.trace).addKVAnnotation("/http/response/status_code", HttpStatus.OK.toString());
-		verify(this.trace).addKVAnnotation("/http/response/headers/content-type", MediaType.APPLICATION_JSON_VALUE);
+		verify(this.trace).addAnnotation("/http/response/status_code", HttpStatus.OK.toString());
+		verify(this.trace).addAnnotation("/http/response/headers/content-type", MediaType.APPLICATION_JSON_VALUE);
 	}
 }
diff --git a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-messaging/src/main/java/sample/SampleBackground.java b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-messaging/src/main/java/sample/SampleBackground.java
index d8b9507d6..6bcc20fc1 100644
--- a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-messaging/src/main/java/sample/SampleBackground.java
+++ b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-messaging/src/main/java/sample/SampleBackground.java
@@ -40,7 +40,7 @@ public class SampleBackground {
 		final Random random = new Random();
 		int millis = random.nextInt(1000);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("background-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("background-sleep-millis", String.valueOf(millis));
 	}
 
 }
diff --git a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleBackground.java b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleBackground.java
index d8b9507d6..6bcc20fc1 100644
--- a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleBackground.java
+++ b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleBackground.java
@@ -40,7 +40,7 @@ public class SampleBackground {
 		final Random random = new Random();
 		int millis = random.nextInt(1000);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("background-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("background-sleep-millis", String.valueOf(millis));
 	}
 
 }
diff --git a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleController.java b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleController.java
index 81942decc..dbfabc647 100644
--- a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleController.java
+++ b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample-zipkin/src/main/java/sample/SampleController.java
@@ -68,7 +68,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 				final Random random = new Random();
 				int millis = random.nextInt(1000);
 				Thread.sleep(millis);
-				SampleController.this.trace.addKVAnnotation("callable-sleep-millis", String.valueOf(millis));
+				SampleController.this.trace.addAnnotation("callable-sleep-millis", String.valueOf(millis));
 				Span currentSpan = TraceContextHolder.getCurrentSpan();
 				return "async hi: " + currentSpan;
 			}
@@ -87,7 +87,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		final Random random = new Random();
 		int millis = random.nextInt(1000);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 		return "hi2";
 	}
 
@@ -100,7 +100,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		int millis = random.nextInt(1000);
 		log.info("Sleeping for {} millis", millis);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 
 		String s = this.restTemplate.getForObject("http://localhost:" + this.port
 				+ "/call", String.class);
@@ -115,7 +115,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		int millis = random.nextInt(1000);
 		log.info("Sleeping for {} millis", millis);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 
 		String s = this.restTemplate.getForObject("http://localhost:" + this.port
 				+ "/call", String.class);
diff --git a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleBackground.java b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleBackground.java
index d8b9507d6..6bcc20fc1 100644
--- a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleBackground.java
+++ b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleBackground.java
@@ -40,7 +40,7 @@ public class SampleBackground {
 		final Random random = new Random();
 		int millis = random.nextInt(1000);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("background-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("background-sleep-millis", String.valueOf(millis));
 	}
 
 }
diff --git a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleController.java b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleController.java
index 81942decc..dbfabc647 100644
--- a/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleController.java
+++ b/spring-cloud-sleuth-samples/spring-cloud-sleuth-sample/src/main/java/sample/SampleController.java
@@ -68,7 +68,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 				final Random random = new Random();
 				int millis = random.nextInt(1000);
 				Thread.sleep(millis);
-				SampleController.this.trace.addKVAnnotation("callable-sleep-millis", String.valueOf(millis));
+				SampleController.this.trace.addAnnotation("callable-sleep-millis", String.valueOf(millis));
 				Span currentSpan = TraceContextHolder.getCurrentSpan();
 				return "async hi: " + currentSpan;
 			}
@@ -87,7 +87,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		final Random random = new Random();
 		int millis = random.nextInt(1000);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 		return "hi2";
 	}
 
@@ -100,7 +100,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		int millis = random.nextInt(1000);
 		log.info("Sleeping for {} millis", millis);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 
 		String s = this.restTemplate.getForObject("http://localhost:" + this.port
 				+ "/call", String.class);
@@ -115,7 +115,7 @@ ApplicationListener<EmbeddedServletContainerInitializedEvent> {
 		int millis = random.nextInt(1000);
 		log.info("Sleeping for {} millis", millis);
 		Thread.sleep(millis);
-		this.trace.addKVAnnotation("random-sleep-millis", String.valueOf(millis));
+		this.trace.addAnnotation("random-sleep-millis", String.valueOf(millis));
 
 		String s = this.restTemplate.getForObject("http://localhost:" + this.port
 				+ "/call", String.class);