To view the message contents you must add a source for System.ServiceModel.MessageLogging in your configuration file. The message tab in the Trace Viewer will show the full message for a particular service call.
Here is a sample configuration file:
<configuration>
...
<system.diagnostics>
<sources>
<source name="System.ServiceModel"
switchValue="All"
propagateActivity="true">
<listeners>
<add name="traceListener" />
</listeners>
</source>
<source name="System.ServiceModel.MessageLogging"
switchValue="All">
<listeners>
<add name="traceListener" />
</listeners>
</source>
</sources>
<sharedListeners>
<add name="traceListener"
type="System.Diagnostics.XmlWriterTraceListener"
initializeData="c:\Traces.svclog" />
</sharedListeners>
</system.diagnostics>
<system.serviceModel>
<diagnostics>
<messageLogging logEntireMessage="true"
logMalformedMessages="true"
logMessagesAtServiceLevel="true"
logMessagesAtTransportLevel="true"
maxMessagesToLog="500"/>
</diagnostics>
...
</system.serviceModel>
...
</configuration>
See the Configuring Tracing topic on MSDN for more information. http://msdn.microsoft.com/en-us/library/ms733025.aspx