The Internet of Things (IoT) is becoming real, and recent studies highlight that the number of IoT devices will significantly grow in the next decade. Such massive IoT deployments are typically made available to applications as a service by means of IoT platforms, which are aware of the characteristics of the connected IoT devices–usually constrained in terms of computation, storage and energy capabilities–and dispatch application’s service requests to appropriate devices based on their capabilities. In this work, we develop an energy-aware allocation policy that aims at maximizing the lifetime of all the connected IoT devices, whilst guaranteeing that applications’ Quality of Service (QoS) requirements are met. To this aim, we formally define an IoT service allocation problem as a non-linear Generalized Assignment Problem (GAP). We then develop a time-efficient heuristic algorithm to solve the problem, which is shown to find near-optimal solutions by exploiting the availability of equivalent IoT services provided by multiple IoT devices, as expected especially in the case of massive IoT deployments.