diff --git a/pubsub/gochannel/pubsub.go b/pubsub/gochannel/pubsub.go
index c607b19e2..b243d31e0 100644
--- a/pubsub/gochannel/pubsub.go
+++ b/pubsub/gochannel/pubsub.go
@@ -148,10 +148,15 @@ func (g *GoChannel) sendMessage(topic string, message *message.Message) (<-chan
 
 	logFields := watermill.LogFields{"message_uuid": message.UUID, "topic": topic}
 
-	if len(subscribers) == 0 {
-		close(ackedBySubscribers)
-		g.logger.Info("No subscribers to send message", logFields)
-		return ackedBySubscribers, nil
+	switch {
+	case len(subscribers) == 0 && g.config.EnableFallback:
+		g.logger.Debug("No subscribers to send the message to, trying the fallback subscribers", logFields)
+		subscribers = g.topicSubscribers(NoSubscribersFallbackTopic)
+		if len(subscribers) == 0 {
+			return g.handleNoSubscribers(ackedBySubscribers, logFields)
+		}
+	case len(subscribers) == 0:
+		return g.handleNoSubscribers(ackedBySubscribers, logFields)
 	}
 
 	go func(subscribers []*subscriber) {
@@ -174,6 +179,12 @@ func (g *GoChannel) sendMessage(topic string, message *message.Message) (<-chan
 	return ackedBySubscribers, nil
 }
 
+func (g *GoChannel) handleNoSubscribers(ackedBySubscribers chan struct{}, logFields watermill.LogFields) (<-chan struct{}, error) {
+	close(ackedBySubscribers)
+	g.logger.Info("No subscribers to send the message to", logFields)
+	return ackedBySubscribers, nil
+}
+
 // Subscribe returns channel to which all published messages are sent.
 // Messages are not persisted. If there are no subscribers and message is produced it will be gone.
 //
diff --git a/pubsub/gochannel/pubsub_test.go b/pubsub/gochannel/pubsub_test.go
index 012064091..758fad56f 100644
--- a/pubsub/gochannel/pubsub_test.go
+++ b/pubsub/gochannel/pubsub_test.go
@@ -63,6 +63,28 @@ func TestPublishSubscribe_not_persistent(t *testing.T) {
 	assert.NoError(t, pubSub.Close())
 }
 
+func TestPublishSubscribe_enable_fallback(t *testing.T) {
+	messagesCount := 100
+	pubSub := gochannel.NewGoChannel(
+		gochannel.Config{
+			OutputChannelBuffer: int64(messagesCount),
+			EnableFallback:      true,
+		},
+		watermill.NewStdLogger(true, true),
+	)
+	topicName := "test_topic_" + watermill.NewUUID()
+
+	msgs, err := pubSub.Subscribe(context.Background(), gochannel.NoSubscribersFallbackTopic)
+	require.NoError(t, err)
+
+	sendMessages := tests.PublishSimpleMessages(t, messagesCount, pubSub, topicName)
+	receivedMsgs, _ := subscriber.BulkRead(msgs, messagesCount, time.Second)
+
+	tests.AssertAllMessagesReceived(t, sendMessages, receivedMsgs)
+
+	assert.NoError(t, pubSub.Close())
+}
+
 func TestPublishSubscribe_block_until_ack(t *testing.T) {
 	pubSub := gochannel.NewGoChannel(
 		gochannel.Config{BlockPublishUntilSubscriberAck: true},