I tracked the problem. In the app / service hosting .config file, add or change the maxStringContentLength attribute of the readerQuotas element, which is 8196 by default.
<bindings>
<netMsmqBinding>
<binding name="netMsmq">
<security mode="None" />
<readerQuotas
maxDepth="32"
maxStringContentLength="8196"
maxArrayLength="16384"
maxBytesPerRead="4096"
maxNameTableCharCount="16384"
/>
</binding>
</netMsmqBinding>
</bindings>
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