In-App Messages

When to Use In-App Messages

In-app messages are good for a lot of things. They can be used in web apps, Android apps, iOS apps, and more!

In-app messages don’t deliver outside of the user’s app and won’t intrude on their home screen like push notifications do. In-app messages, by their nature, exist within your app and come with context and are almost never unwelcome! They’re always delivered when the user is active within your app.

Great Use Cases

  • New App Features
  • App Management
  • Reviews
  • App Upgrades/Updates
  • Giveaways & Sweepstakes
  • Sales and Promotions
  • Product Sales
  • Encouraging and rewarding discovery
  • Permission Requests/Push Priming

To see examples of in-app messages, check out our Case Studies.

Create an in-app message now!

In-App Message Types

Braze currently offers the following default in-app message types: Slideup, Modal, Full and HTML Full. Each in-app message type is highly customizable across content, images, icons, click actions, analytics, display, and delivery.

All in-app messages are subclasses of the ABKInAppMessage, which defines basic behavior and traits for all in-app messages. The in-app message class structures as following:

ABKInAppMessage models

Expected Behaviors by Message Types

These are what it looks like for your users to open one of our out-of-the-box in-app message types.

Slideup in-app messages are so-named because they “slide up” or “slide down” from the top or bottom of the screen. They cover a small portion of the screen and provide an effective and non-intrusive messaging capability.


Slideup Behavior


Modal in-app messages appear in the center of the screen and are framed by a translucent panel. Useful for more critical messaging, they can be equipped with up to two click action and analytics enabled buttons.


Modal Behavior


Full in-app messages are useful for maximizing the content and impact of your user communication. The upper half of a full in-app message contains an image and the lower half displays text as well as up to two click action and analytics enabled buttons.


Full-Screen Behavior


HTML Full in-app messages are useful for creating fully customized user content. User-defined HTML Full in-app message content is displayed in a WKWebViewand may optionally contain other rich content, such as images and fonts, allowing for full control over message appearance and functionality.

iOS in-app messages support a JavaScript appboyBridge interface to call methods on the Braze Web SDK from within your HTML, see Best Practices for more details.

The following example shows a paginated HTML Full in-app message:

HTML5 Example

Full in-app message content is displayed in a WKWebView and may optionally contain other rich content, such as images and fonts, allowing for full control over message appearance and functionality. Please note that we currently do not support display of custom HTML in-app messages in an iFrame on the iOS and Android platforms.

Starting in iOS SDK version 3.19.0, the following JavaScript methods are no-ops in HTML in-app messages: alert, confirm, prompt.

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