I've written a small wcf service application which reads messages from msmq. And hosted the wcf service in IIS-7. THe issue is I can read the message only if I click on browse button from IIS. There is no client application which refers this service uri. I need wcf service to run automatically and continuously all the time.
Is it possible to run the WCF service hosted in IIS continuously without any user interaction ?

Have you configured the application pool to be running continuously? This means at the least disabling all recycling mechanisms, setting idle timeout to 0, and setting Start Mode == Always.
You'd probably benefit from using the Application Initialization module to ensure the service remains activated all the time.