diff --git a/src/ServiceBusSQSChannel.php b/src/ServiceBusSQSChannel.php
index ed51a45..544013c 100644
--- a/src/ServiceBusSQSChannel.php
+++ b/src/ServiceBusSQSChannel.php
@@ -2,6 +2,7 @@
 
 namespace Ringierimu\ServiceBusNotificationsChannel;
 
+use Aws\Exception\AwsException;
 use Aws\Sqs\SqsClient;
 use Illuminate\Notifications\Notification;
 use Illuminate\Support\Arr;
@@ -11,12 +12,20 @@ class ServiceBusSQSChannel
 {
     protected SqsClient $sqs;
 
+    protected array $config;
+
+    protected bool $hasAttemptedRefresh = false;
+
     public function __construct(array $config = [])
     {
         $this->config = $config ?: config('services.service_bus');
+        $this->initializeSqsClient();
+    }
 
+    protected function initializeSqsClient(): void
+    {
         $this->sqs = new SqsClient([
-            'region' => Arr::get($this->config, 'sqs.region'),
+            'region' => Arr::get($this->config, 'sqs.region', 'eu-west-1'),
             'version' => 'latest',
             'credentials' => [
                 'key' => Arr::get($this->config, 'sqs.key'),
@@ -25,7 +34,7 @@ public function __construct(array $config = [])
         ]);
     }
 
-    public function send($notifiable, Notification $notification)
+    public function send($notifiable, Notification $notification): void
     {
         /** @var ServiceBusEvent $event */
         $event = $notification->toServiceBus($notifiable);
@@ -50,21 +59,68 @@ public function send($notifiable, Notification $notification)
             return;
         }
 
-        $message = $notification
-            ->toServiceBus($notifiable)
-            ->getParams();
+        if (!isset($params['from'], $params['events'][0])) {
+            Log::error('Invalid message structure', ['params' => $params]);
+            return;
+        }
 
-        $response = $this->sqs->sendMessage([
-            'QueueUrl' => Arr::get($this->config, 'sqs.queue_url'),
-            'MessageBody' => json_encode($message),
-            'MessageGroupId' => $message['from'],
-        ]);
+        $queueUrl = Arr::get($this->config, 'sqs.queue_url');
+        $isFifoQueue = strpos($queueUrl, '.fifo') !== false;
 
-        $event = $message['events'][0];
+        $payloadSqs = [
+            'QueueUrl' => $queueUrl,
+            'MessageBody' => json_encode($params),
+        ];
 
-        Log::info("{$event} sent to bus queue", [
-            'message_id' => $response->get('MessageId'),
-            'message' => $message,
-        ]);
+        if ($isFifoQueue) {
+            $payloadSqs['MessageGroupId'] = $params['from'];
+            $payloadSqs['MessageDeduplicationId'] = md5(json_encode($params));
+        }
+
+        $this->sendMessageToSqs($payloadSqs, $eventType, $params, $dontReport);
+    }
+
+    protected function sendMessageToSqs(array $payloadSqs, string $eventType, array $params, array $dontReport): void
+    {
+        try {
+            $response = $this->sqs->sendMessage($payloadSqs);
+
+            $eventName = $params['events'][0];
+
+            if (!in_array($eventType, $dontReport)) {
+                Log::info("{$eventName} sent to bus queue", [
+                    'message_id' => $response->get('MessageId'),
+                    'params' => $params,
+                ]);
+            }
+
+            $this->hasAttemptedRefresh = false;
+        } catch (AwsException $exception) {
+            $code = $exception->getAwsErrorCode();
+
+            if (in_array($code, ['ExpiredToken', 'UnrecognizedClientException', 'InvalidClientTokenId'])) {
+                Log::info("$code received. Refreshing credentials and retrying.", [
+                    'event' => $eventType,
+                    'params' => $params,
+                    'aws_error_code' => $code,
+                    'aws_error_message' => $exception->getAwsErrorMessage(),
+                    'tags' => ['service-bus'],
+                ]);
+
+                if (!$this->hasAttemptedRefresh) {
+                    $this->hasAttemptedRefresh = true;
+
+                    $this->initializeSqsClient();
+
+                    $this->sendMessageToSqs($payloadSqs, $eventType, $params, $dontReport);
+                } else {
+                    $this->hasAttemptedRefresh = false;
+
+                    throw new \Exception('Authentication failed after retrying.', 0, $exception);
+                }
+            } else {
+                throw $exception;
+            }
+        }
     }
 }