diff --git a/internal/broker/conn.go b/internal/broker/conn.go
index dc2d5ee5..324f2d76 100644
--- a/internal/broker/conn.go
+++ b/internal/broker/conn.go
@@ -313,7 +313,8 @@ func (c *Conn) sendResponse(topic string, resp response, requestID uint16) {
 func (c *Conn) CanSubscribe(ssid message.Ssid, channel []byte) bool {
 	c.Lock()
 	defer c.Unlock()
-	return c.subs.Increment(ssid, channel)
+
+	return c.subs.IncrementOnce(ssid, channel)
 }
 
 // CanUnsubscribe decrements the internal counters and checks if the cluster
diff --git a/internal/message/sub.go b/internal/message/sub.go
index 9cbb7848..b7e50627 100644
--- a/internal/message/sub.go
+++ b/internal/message/sub.go
@@ -249,6 +249,19 @@ func (s *Counters) Increment(ssid Ssid, channel []byte) (first bool) {
 	return m.Counter == 1
 }
 
+// IncrementOnce increments the subscription counter.
+func (s *Counters) IncrementOnce(ssid Ssid, channel []byte) (first bool) {
+	s.Lock()
+	defer s.Unlock()
+
+	m := s.getOrCreate(ssid, channel)
+	first = m.Counter == 0
+	if first {
+		m.Counter++
+	}
+	return first
+}
+
 // Decrement decrements a subscription counter.
 func (s *Counters) Decrement(ssid Ssid) (last bool) {
 	s.Lock()
diff --git a/internal/message/sub_test.go b/internal/message/sub_test.go
index 4b3eb6b6..66142e86 100644
--- a/internal/message/sub_test.go
+++ b/internal/message/sub_test.go
@@ -181,6 +181,24 @@ func TestSub_Increment(t *testing.T) {
 	assert.True(t, isDecremented)
 }
 
+func TestSub_IncrementOnce(t *testing.T) {
+	// Preparation.
+	counters := NewCounters()
+	ssid1 := make([]uint32, 1)
+	key1 := (Ssid(ssid1)).GetHashCode()
+
+	counters.getOrCreate(ssid1, []byte("test"))
+
+	// Test previously created counter.
+	isFirst := counters.IncrementOnce(ssid1, []byte("test"))
+	assert.True(t, isFirst)
+	assert.Equal(t, 1, counters.m[key1].Counter)
+
+	isFirst = counters.IncrementOnce(ssid1, []byte("test"))
+	assert.False(t, isFirst)
+	assert.Equal(t, 1, counters.m[key1].Counter)
+}
+
 func TestCollisions(t *testing.T) {
 	subs := newSubscribers()
 	count := 100000