diff --git a/components/esp_matter/data_model/esp_matter_cluster.cpp b/components/esp_matter/data_model/esp_matter_cluster.cpp
index 283dd1444..ec272d738 100644
--- a/components/esp_matter/data_model/esp_matter_cluster.cpp
+++ b/components/esp_matter/data_model/esp_matter_cluster.cpp
@@ -861,6 +861,8 @@ cluster_t *create(endpoint_t *endpoint, config_t *config, uint8_t flags)
     VerifyOrReturnValue(cluster, NULL, ESP_LOGE(TAG, "Could not create cluster. cluster_id: 0x%08" PRIX32, UnitLocalization::Id));
 
     if (flags & CLUSTER_FLAG_SERVER) {
+        static const auto plugin_server_init_cb = CALL_ONCE(MatterUnitLocalizationPluginServerInitCallback);
+        set_plugin_server_init_callback(cluster, plugin_server_init_cb);
         add_function_list(cluster, function_list, function_flags);
 
         /* Attributes managed internally */