diff --git a/Makefile b/Makefile
index 22d29d6..3583c8d 100644
--- a/Makefile
+++ b/Makefile
@@ -266,6 +266,7 @@ dummy := $(call unnest-vars,, \
                 chardev-obj-y \
                 util-obj-y \
                 qga-obj-y \
+                qga-serial-listener-obj-y \
                 ivshmem-client-obj-y \
                 ivshmem-server-obj-y \
                 libvhost-user-obj-y \
@@ -390,6 +391,9 @@ qemu-img-cmds.h: $(SRC_PATH)/qemu-img-cmds.hx $(SRC_PATH)/scripts/hxtool
 qemu-ga$(EXESUF): LIBS = $(LIBS_QGA)
 qemu-ga$(EXESUF): QEMU_CFLAGS += -I qga/qapi-generated
 
+qga-serial-listener$(EXESUF): LIBS = $(LIBS_QGA)
+qga-serial-listener$(EXESUF): QEMU_CFLAGS += -I qga/qapi-generated
+
 gen-out-type = $(subst .,-,$(suffix $@))
 
 qapi-py = $(SRC_PATH)/scripts/qapi.py $(SRC_PATH)/scripts/ordereddict.py
@@ -448,6 +452,11 @@ $(qga-obj-y) qemu-ga.o: $(QGALIB_GEN)
 qemu-ga$(EXESUF): $(qga-obj-y) $(COMMON_LDADDS)
 	$(call LINK, $^)
 
+$(qga-serial-listener-obj-y) qga-serial-listener.o: $(QGALIB_GEN)
+
+qga-serial-listener$(EXESUF): $(qga-serial-listener-obj-y) $(COMMON_LDADDS)
+	$(call LINK, $^)
+
 ifdef QEMU_GA_MSI_ENABLED
 QEMU_GA_MSI=qemu-ga-$(ARCH).msi
 
@@ -467,7 +476,7 @@ endif
 
 ifneq ($(EXESUF),)
 .PHONY: qemu-ga
-qemu-ga: qemu-ga$(EXESUF) $(QGA_VSS_PROVIDER) $(QEMU_GA_MSI)
+qemu-ga: qga-serial-listener$(EXESUF) qemu-ga$(EXESUF) $(QGA_VSS_PROVIDER) $(QEMU_GA_MSI)
 endif
 
 ivshmem-client$(EXESUF): $(ivshmem-client-obj-y) $(COMMON_LDADDS)
diff --git a/Makefile.objs b/Makefile.objs
index b2e6322..b3fc042 100644
--- a/Makefile.objs
+++ b/Makefile.objs
@@ -103,6 +103,7 @@ target-obj-y += trace/
 # FIXME: a few definitions from qapi-types.o/qapi-visit.o are needed
 # by libqemuutil.a.  These should be moved to a separate .json schema.
 qga-obj-y = qga/
+qga-serial-listener-obj-y = qga/
 qga-vss-dll-obj-y = qga/
 
 ######################################################################
diff --git a/qga/Makefile.objs b/qga/Makefile.objs
index 1c5986c..f9d0170 100644
--- a/qga/Makefile.objs
+++ b/qga/Makefile.objs
@@ -5,4 +5,6 @@ qga-obj-$(CONFIG_WIN32) += vss-win32.o
 qga-obj-y += qapi-generated/qga-qapi-types.o qapi-generated/qga-qapi-visit.o
 qga-obj-y += qapi-generated/qga-qmp-marshal.o
 
+qga-serial-listener-obj-$(CONFIG_WIN32) = service-win32.o serial-listener-service-win32.o
+
 qga-vss-dll-obj-$(CONFIG_QGA_VSS) += vss-win32/
diff --git a/qga/channel.h b/qga/channel.h
index 1778416..df53ec9 100644
--- a/qga/channel.h
+++ b/qga/channel.h
@@ -12,6 +12,15 @@
 #ifndef QGA_CHANNEL_H
 #define QGA_CHANNEL_H
 
+#ifndef _WIN32
+#define QGA_VIRTIO_PATH_DEFAULT "/dev/virtio-ports/org.qemu.guest_agent.0"
+#define QGA_STATE_RELATIVE_DIR  "run"
+#define QGA_SERIAL_PATH_DEFAULT "/dev/ttyS0"
+#else
+#define QGA_VIRTIO_PATH_DEFAULT "\\\\.\\Global\\org.qemu.guest_agent.0"
+#define QGA_STATE_RELATIVE_DIR  "qemu-ga"
+#define QGA_SERIAL_PATH_DEFAULT "COM1"
+#endif
 
 typedef struct GAChannel GAChannel;
 
diff --git a/qga/main.c b/qga/main.c
index cc58d2b..44b0822 100644
--- a/qga/main.c
+++ b/qga/main.c
@@ -41,15 +41,6 @@
 #endif
 #endif
 
-#ifndef _WIN32
-#define QGA_VIRTIO_PATH_DEFAULT "/dev/virtio-ports/org.qemu.guest_agent.0"
-#define QGA_STATE_RELATIVE_DIR  "run"
-#define QGA_SERIAL_PATH_DEFAULT "/dev/ttyS0"
-#else
-#define QGA_VIRTIO_PATH_DEFAULT "\\\\.\\Global\\org.qemu.guest_agent.0"
-#define QGA_STATE_RELATIVE_DIR  "qemu-ga"
-#define QGA_SERIAL_PATH_DEFAULT "COM1"
-#endif
 #ifdef CONFIG_FSFREEZE
 #define QGA_FSFREEZE_HOOK_DEFAULT CONFIG_QEMU_CONFDIR "/fsfreeze-hook"
 #endif
@@ -1163,6 +1154,10 @@ static void config_parse(GAConfig *config, int argc, char **argv)
                 if (ga_install_vss_provider()) {
                     exit(EXIT_FAILURE);
                 }
+                if (ga_install_serial_listener_service(config->channel_path,
+                    config->log_filepath, config->state_dir)) {
+                    exit(EXIT_FAILURE);
+                }
                 if (ga_install_service(config->channel_path,
                                        config->log_filepath, config->state_dir)) {
                     exit(EXIT_FAILURE);
@@ -1170,6 +1165,7 @@ static void config_parse(GAConfig *config, int argc, char **argv)
                 exit(EXIT_SUCCESS);
             } else if (strcmp(config->service, "uninstall") == 0) {
                 ga_uninstall_vss_provider();
+                ga_uninstall_serial_listener_service();
                 exit(ga_uninstall_service());
             } else if (strcmp(config->service, "vss-install") == 0) {
                 if (ga_install_vss_provider()) {
@@ -1179,6 +1175,15 @@ static void config_parse(GAConfig *config, int argc, char **argv)
             } else if (strcmp(config->service, "vss-uninstall") == 0) {
                 ga_uninstall_vss_provider();
                 exit(EXIT_SUCCESS);
+            } else if (strcmp(config->service, "sl-install") == 0) {
+                if (ga_install_serial_listener_service(config->channel_path,
+                    config->log_filepath, config->state_dir)) {
+                    exit(EXIT_FAILURE);
+                }
+                exit(EXIT_SUCCESS);
+            } else if (strcmp(config->service, "sl-uninstall") == 0) {
+                ga_uninstall_serial_listener_service();
+                exit(EXIT_SUCCESS);
             } else {
                 printf("Unknown service command.\n");
                 exit(EXIT_FAILURE);
diff --git a/qga/serial-listener-service-win32.c b/qga/serial-listener-service-win32.c
new file mode 100644
index 0000000..fa22055
--- /dev/null
+++ b/qga/serial-listener-service-win32.c
@@ -0,0 +1,181 @@
+/*
+ * QEMU Guest Agent helpers for win32 service management
+ *
+ * Authors:
+ *  Sameeh Jubran        <sjubran@redhat.com>
+ *
+ * This work is licensed under the terms of the GNU GPL, version 2 or later.
+ * See the COPYING file in the top-level directory.
+ */
+#include "qemu/osdep.h"
+#include <windows.h>
+#include <dbt.h>
+#include "qga/channel.h"
+#include "qga/serial-listener-service-win32.h"
+
+static const GUID GUID_VIOSERIAL_PORT = { 0x6fde7521, 0x1b65, 0x48ae,
+    { 0xb6, 0x28, 0x80, 0xbe, 0x62, 0x1, 0x60, 0x26 } };
+
+GASerialListenerService listener_service;
+GMainLoop *main_loop;
+bool barrier;
+bool qga_vios_exists;
+
+DWORD WINAPI handle_serial_device_events(DWORD type, LPVOID data);
+DWORD WINAPI service_ctrl_handler(DWORD ctrl, DWORD type, LPVOID data,
+    LPVOID ctx);
+VOID WINAPI service_main(DWORD argc, TCHAR * argv[]);
+static void quit_handler(int sig);
+static bool virtio_serial_exists(DWORD *err);
+
+static bool virtio_serial_exists(DWORD *err)
+{
+    bool ret = false;
+    HANDLE handle = CreateFile(QGA_VIRTIO_PATH_DEFAULT, GENERIC_READ |
+        GENERIC_WRITE, 0, NULL, OPEN_EXISTING, FILE_FLAG_NO_BUFFERING |
+        FILE_FLAG_OVERLAPPED, NULL);
+
+    if (handle == INVALID_HANDLE_VALUE) {
+        *err = GetLastError();
+        ret = false;
+    } else {
+        ret = true;
+    }
+    CloseHandle(handle);
+    return ret;
+}
+
+static void quit_handler(int sig)
+{
+    if (g_main_loop_is_running(main_loop)) {
+        g_main_loop_quit(main_loop);
+    }
+}
+
+DWORD WINAPI handle_serial_device_events(DWORD type, LPVOID data)
+{
+    DWORD ret = NO_ERROR;
+    DWORD err_code;
+    PDEV_BROADCAST_HDR broadcast_header = (PDEV_BROADCAST_HDR) data;
+    if (barrier &&
+        broadcast_header->dbch_devicetype == DBT_DEVTYP_DEVICEINTERFACE) {
+        switch (type) {
+            /* Device inserted */
+        case DBT_DEVICEARRIVAL:
+            /* Start QEMU-ga's service */
+            if (!qga_vios_exists && virtio_serial_exists(&err_code)) {
+                start_service(QGA_SERVICE_NAME);
+                qga_vios_exists = true;
+            }
+            break;
+            /* Device removed */
+        case DBT_DEVICEQUERYREMOVE:
+        case DBT_DEVICEREMOVEPENDING:
+        case DBT_DEVICEREMOVECOMPLETE:
+            /* Stop QEMU-ga's service */
+            /* In a stop operation, we need to make sure the virtio-serial that
+            * qemu-ga uses is the one that is being ejected. We'll get the error
+            * ERROR_FILE_NOT_FOUND when attempting to call CreateFile with the
+            * virtio-serial path.
+            */
+            if (qga_vios_exists && !virtio_serial_exists(&err_code) &&
+                err_code == ERROR_FILE_NOT_FOUND) {
+                stop_service(QGA_SERVICE_NAME);
+                qga_vios_exists = false;
+            }
+
+            break;
+        default:
+            ret = ERROR_CALL_NOT_IMPLEMENTED;
+        }
+    }
+        return ret;
+}
+
+DWORD WINAPI service_ctrl_handler(DWORD ctrl, DWORD type, LPVOID data,
+    LPVOID ctx)
+{
+    DWORD ret = NO_ERROR;
+
+    switch (ctrl) {
+    case SERVICE_CONTROL_STOP:
+    case SERVICE_CONTROL_SHUTDOWN:
+        quit_handler(SIGTERM);
+        listener_service.qga_service.status.dwCurrentState =
+            SERVICE_STOP_PENDING;
+        SetServiceStatus(listener_service.qga_service.status_handle,
+            &listener_service.qga_service.status);
+    case SERVICE_CONTROL_DEVICEEVENT:
+            handle_serial_device_events(type, data);
+        break;
+
+    default:
+        ret = ERROR_CALL_NOT_IMPLEMENTED;
+    }
+    return ret;
+}
+
+VOID WINAPI service_main(DWORD argc, TCHAR * argv[])
+{
+    DWORD err_code = NO_ERROR;
+    qga_vios_exists = barrier = false;
+    listener_service.qga_service.status_handle =
+        RegisterServiceCtrlHandlerEx(QGA_SERIAL_LISTENER_SERVICE_NAME,
+        service_ctrl_handler, NULL);
+
+    if (listener_service.qga_service.status_handle == 0) {
+        g_critical("Failed to register extended requests function!\n");
+        return;
+    }
+
+    listener_service.qga_service.status.dwServiceType = SERVICE_WIN32;
+    listener_service.qga_service.status.dwCurrentState = SERVICE_RUNNING;
+    listener_service.qga_service.status.dwControlsAccepted = SERVICE_ACCEPT_STOP
+        | SERVICE_ACCEPT_SHUTDOWN;
+    listener_service.qga_service.status.dwWin32ExitCode = NO_ERROR;
+    listener_service.qga_service.status.dwServiceSpecificExitCode = NO_ERROR;
+    listener_service.qga_service.status.dwCheckPoint = 0;
+    listener_service.qga_service.status.dwWaitHint = 0;
+    SetServiceStatus(listener_service.qga_service.status_handle,
+        &listener_service.qga_service.status);
+
+    DEV_BROADCAST_DEVICEINTERFACE notification_filter;
+    ZeroMemory(&notification_filter, sizeof(notification_filter));
+        notification_filter.dbcc_devicetype = DBT_DEVTYP_DEVICEINTERFACE;
+        notification_filter.dbcc_size = sizeof(DEV_BROADCAST_DEVICEINTERFACE);
+        notification_filter.dbcc_classguid = GUID_VIOSERIAL_PORT;
+
+    listener_service.device_notification_handle =
+        RegisterDeviceNotification(listener_service.qga_service.status_handle,
+        &notification_filter, DEVICE_NOTIFY_SERVICE_HANDLE);
+    if (!listener_service.device_notification_handle) {
+        g_critical("Failed to register device notification handle!\n");
+        return;
+    }
+
+    qga_vios_exists = virtio_serial_exists(&err_code);
+    /* In case qemu-ga is already running then Create file will return Access
+    * denied when trying to open the virtio serial
+    */
+    if (!qga_vios_exists && err_code == ERROR_ACCESS_DENIED) {
+        qga_vios_exists = true;
+    }
+    barrier = true;
+
+    main_loop = g_main_loop_new(NULL, false);
+    g_main_loop_run(main_loop);
+    UnregisterDeviceNotification(listener_service.device_notification_handle);
+    listener_service.qga_service.status.dwCurrentState = SERVICE_STOPPED;
+    SetServiceStatus(listener_service.qga_service.status_handle,
+        &listener_service.qga_service.status);
+}
+
+int main(int argc, char **argv)
+{
+    SERVICE_TABLE_ENTRY service_table[] = {
+        { (char *)QGA_SERIAL_LISTENER_SERVICE_NAME, service_main },
+        { NULL, NULL } };
+    StartServiceCtrlDispatcher(service_table);
+
+    return EXIT_SUCCESS;
+}
diff --git a/qga/serial-listener-service-win32.h b/qga/serial-listener-service-win32.h
new file mode 100644
index 0000000..57b47c0
--- /dev/null
+++ b/qga/serial-listener-service-win32.h
@@ -0,0 +1,29 @@
+/*
+ * QEMU Guest Agent helpers for win32 service management
+ *
+ * Authors:
+ *  Sameeh Jubran        <sjubran@redhat.com>
+ *
+ * This work is licensed under the terms of the GNU GPL, version 2 or later.
+ * See the COPYING file in the top-level directory.
+ */
+
+#ifndef QGA__SERIAL_LISTENER_SERVICE_WIN32_H
+#define QGA__SERIAL_LISTENER_SERVICE_WIN32_H
+
+#include <service-win32.h>
+
+#define QGA_SERIAL_LISTENER_SERVICE_DISPLAY_NAME "QEMU Guest Agent Serial \
+Listener"
+#define QGA_SERIAL_LISTENER_SERVICE_NAME         "QEMU Guest Agent Serial \
+Listener"
+#define QGA_SERIAL_LISTENER_SERVICE_DESCRIPTION  "Enables running qemu-ga \
+service on serial device events"
+#define QGA_SERIAL_LISTENER_BINARY_NAME          "qga-serial-listener.exe"
+
+typedef struct GASerialListenerService {
+    GAService qga_service;
+    HDEVNOTIFY device_notification_handle;
+} GASerialListenerService;
+
+#endif
diff --git a/qga/service-win32.c b/qga/service-win32.c
index dc41d63..861f9fc 100644
--- a/qga/service-win32.c
+++ b/qga/service-win32.c
@@ -12,7 +12,9 @@
  */
 #include "qemu/osdep.h"
 #include <windows.h>
+#include "shlwapi.h"
 #include "qga/service-win32.h"
+#include "qga/serial-listener-service-win32.h"
 
 static int printf_win_error(const char *text)
 {
@@ -108,6 +110,7 @@ static int get_service(const char *service_name, SC_HANDLE* service)
     *service = OpenService(manager, service_name, SERVICE_ALL_ACCESS);
     if (service == NULL) {
         printf_win_error("Failed to open service");
+        CloseServiceHandle(manager);
         return EXIT_FAILURE;
     }
 
@@ -115,27 +118,23 @@ static int get_service(const char *service_name, SC_HANDLE* service)
     return EXIT_SUCCESS;
 }
 
-int ga_install_service(const char *path, const char *logfile,
-                       const char *state_dir)
+static int install_service(const char *path, const char *logfile,
+    const char *state_dir, TCHAR *binary_path, LPCTSTR service_name,
+    LPCTSTR service_display_name, SERVICE_DESCRIPTION service_desc,
+    bool start_service)
 {
     int ret = EXIT_FAILURE;
     SC_HANDLE manager;
     SC_HANDLE service;
-    TCHAR module_fname[MAX_PATH];
     GString *esc;
     GString *cmdline;
-    SERVICE_DESCRIPTION desc = { (char *)QGA_SERVICE_DESCRIPTION };
 
-    if (GetModuleFileName(NULL, module_fname, MAX_PATH) == 0) {
-        printf_win_error("No full path to service's executable");
-        return EXIT_FAILURE;
-    }
 
     esc     = g_string_new("");
     cmdline = g_string_new("");
 
     g_string_append_printf(cmdline, "%s -d",
-                           win_escape_arg(module_fname, esc));
+                           win_escape_arg(binary_path, esc));
 
     if (path) {
         g_string_append_printf(cmdline, " -p %s", win_escape_arg(path, esc));
@@ -157,7 +156,7 @@ int ga_install_service(const char *path, const char *logfile,
         goto out_strings;
     }
 
-    service = CreateService(manager, QGA_SERVICE_NAME, QGA_SERVICE_DISPLAY_NAME,
+    service = CreateService(manager, service_name, service_display_name,
         SERVICE_ALL_ACCESS, SERVICE_WIN32_OWN_PROCESS, SERVICE_AUTO_START,
         SERVICE_ERROR_NORMAL, cmdline->str, NULL, NULL, NULL, NULL, NULL);
     if (service == NULL) {
@@ -165,8 +164,12 @@ int ga_install_service(const char *path, const char *logfile,
         goto out_manager;
     }
 
-    ChangeServiceConfig2(service, SERVICE_CONFIG_DESCRIPTION, &desc);
+    ChangeServiceConfig2(service, SERVICE_CONFIG_DESCRIPTION, &service_desc);
     fprintf(stderr, "Service was installed successfully.\n");
+
+    if (start_service && StartService(service, 0, NULL)) {
+        fprintf(stderr, "Service was started successfully.\n");
+    }
     ret = EXIT_SUCCESS;
     CloseServiceHandle(service);
 
@@ -179,7 +182,21 @@ out_strings:
     return ret;
 }
 
-int ga_uninstall_service(void)
+int ga_install_service(const char *path, const char *logfile,
+                       const char *state_dir)
+{
+    TCHAR module_fname[MAX_PATH];
+
+    if (GetModuleFileName(NULL, module_fname, MAX_PATH) == 0) {
+        printf_win_error("No full path to service's executable");
+        return EXIT_FAILURE;
+    }
+    SERVICE_DESCRIPTION service_desc = { (char *)QGA_SERVICE_DESCRIPTION };
+    return install_service(path, logfile, state_dir, module_fname,
+        QGA_SERVICE_NAME, QGA_SERVICE_DISPLAY_NAME, service_desc, true);
+}
+
+static int uninstall_service(LPCTSTR service_name)
 {
     SC_HANDLE manager;
     SC_HANDLE service;
@@ -190,7 +207,7 @@ int ga_uninstall_service(void)
         return EXIT_FAILURE;
     }
 
-    service = OpenService(manager, QGA_SERVICE_NAME, DELETE);
+    service = OpenService(manager, service_name, DELETE);
     if (service == NULL) {
         printf_win_error("No handle to service");
         CloseServiceHandle(manager);
@@ -209,6 +226,42 @@ int ga_uninstall_service(void)
     return EXIT_SUCCESS;
 }
 
+int ga_uninstall_service(void)
+{
+    return uninstall_service(QGA_SERVICE_NAME);
+}
+
+int ga_install_serial_listener_service(const char *path, const char *logfile,
+    const char *state_dir)
+{
+    TCHAR module_fname[MAX_PATH];
+    TCHAR binary_path[MAX_PATH];
+
+    if (GetModuleFileName(NULL, module_fname, MAX_PATH) == 0) {
+        printf_win_error("No full path to service's executable");
+        return EXIT_FAILURE;
+    }
+    fprintf(stderr, "ga_install_serial_listener_service: module name: %s\n",
+        module_fname);
+    PathRemoveFileSpec(module_fname);
+    if (SearchPath(module_fname, QGA_SERIAL_LISTENER_BINARY_NAME, NULL,
+        MAX_PATH, binary_path, NULL) == 0) {
+        printf_win_error("No full path to service's executable");
+        return EXIT_FAILURE;
+    }
+
+    SERVICE_DESCRIPTION service_desc = {
+        (char *)QGA_SERIAL_LISTENER_SERVICE_DESCRIPTION };
+    return install_service(path, logfile, state_dir, binary_path,
+        QGA_SERIAL_LISTENER_SERVICE_NAME,
+        QGA_SERIAL_LISTENER_SERVICE_DISPLAY_NAME, service_desc, true);
+}
+
+int ga_uninstall_serial_listener_service(void)
+{
+    return uninstall_service(QGA_SERIAL_LISTENER_SERVICE_NAME);
+}
+
 int start_service(const char *service_name)
 {
     int ret = EXIT_FAILURE;
diff --git a/qga/service-win32.h b/qga/service-win32.h
index 65248ea..2728303 100644
--- a/qga/service-win32.h
+++ b/qga/service-win32.h
@@ -28,6 +28,9 @@ typedef struct GAService {
 int ga_install_service(const char *path, const char *logfile,
                        const char *state_dir);
 int ga_uninstall_service(void);
+int ga_install_serial_listener_service(const char *path, const char *logfile,
+    const char *state_dir);
+int ga_uninstall_serial_listener_service(void);
 int start_service(const char *service_name);
 int stop_service(const char *service_name);
 
