Azure ServiceBus Dynamic activation like MSMQ

I am a beginner with Azure service bus so please excuse my ignorance with the subject.

We have an existing application that uses MSMQ and WCF Service to receive messages from the queue and process them. The WCF service is configured as a WAS service in IIS and uses msmqIntegrationBinding binding. The service is called automatically when a message is sent to the queue.

Now we need to implement the same using Azure Service Bus as part of transition to the cloud.

Is it possible to have MSMQ like activation with Azure Service bus ?

If so, then how? If not, then do I need to write a windows listener or equivalent to continuously poll the queue for incoming messages and process them?