Be Absolutely Engaging.™

In-app messaging platform

Discover how in-app messaging can boost engagement, retention, and conversions—and why Braze is built to deliver seamless, personalized experiences.

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What is an in-app message and an in-app messaging platform?

An in-app messaging platform helps brands send targeted, personalized messages to users while they’re active in a mobile app. These messages appear inside the app experience—driving engagement, guiding users, and encouraging deeper action while they’re engaging with your app.

A strong in-app messaging platform offers multiple message formats, dynamic personalization, and automation tools so teams deliver value at key moments without needing developer support.

How an in-app messaging platform helps drive deeper app engagement

There are lots of ways an in-app messaging platform drives deeper app engagement. In-app messages help support activation and retention efforts by promoting new features, assisting onboarding, and encouraging repeat use. They power conversions by surfacing the right offer or reminder based on real-time behavior, and with dynamic personalization, every message fits the user’s journey. By delivering timely, relevant messages, brands can:

Improve customer relationships

Support onboarding, highlight new features, or prompt key actions that keep users coming back

Drive conversions

Surface offers, upsells, or reminders that align with user behavior and intent

Deliver real-time personalization

Tailor messages to each user’s journey, preferences, and actions in the moment.

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Top features of in-app messaging platforms

The best in-app messaging platforms combine flexibility, precision, and insight. Together, these features help brands create seamless, meaningful interactions that keep users engaged. Key features include:

Multiple message formats

Modals, slideups, full-screen takeovers, multipage, surveys, and more

Flexible design

Build no-code in-app messages in a drag and drop editor, or take a fully bespoke approach with custom code

Templates

Get started fast with customizable templates for the most popular in-app messaging use cases

Behavioral triggers

Send messages based on real-time actions and user behavior

Dynamic personalization

Pull in content from multiple sources to tailor experiences

Automated workflows

Set up campaigns that run without manual intervention

Integrated analytics

Track opens, clicks, conversions, and retention impact

Formats and triggers for powerful in-app message campaigns

Effective in-app messaging combines the right format with the right trigger. Popular formats include:

Slideups

Subtle prompts at the top or bottom of the screen

Modals

Eye-catching messages that encourage key actions

Full-screen takeovers

High-impact messages for major updates or offers

Common triggers include:

First-time app opens

Completion of key tasks

Periods of inactivity

Specific user behaviors or purchases

This combination helps brands engage users at critical moments without interrupting the app experience.

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How to choose the best in-app messaging platform for your business

The best in-app messaging platform balances power and ease of use. Choosing the right one helps your team create messages that drive engagement, conversions, and long-term value. When evaluating options, look for:

Easy integration

Works with your existing tech stack without heavy dev lift

User-friendly design tools

Create and test messages quickly

Flexible automation

Set up journeys and triggers that scale with your app

Privacy and compliance support

Meet global standards with confidence

Reliable support and documentation

Help when and where you need it

Scalability

Handles growth without slowing you down

Why Braze is a best-in-class in-app messaging platform

From flexible design tools to advanced analytics, Braze helps teams create in-app messaging that engages users and supports business growth. Here’s how:

Build and launch messages quickly

Braze makes it easy for teams to design, test, and send in-app messages—no heavy developer work required. You can create experiences that fit your brand and meet user expectations at speed.

Trigger messages based on live behavior

With Braze, messages respond to real-time actions, preferences, and journeys. Users see the right message at the right moment, improving relevance and impact.

Personalize with real-time customer data

Braze helps you tailor messages using data from across your tech stack. Every message feels more personal, making interactions meaningful at every step.

Track performance and optimize over time

Braze provides clear analytics on opens, clicks, conversions, and retention so you can see what’s working and improve your messaging as you go.

Grow without added complexity

Braze is built to support brands at scale. Whether you’re reaching thousands or millions, you can deliver seamless, high-impact messaging without slowing your team down.

How real brands see success with Braze

Read All Success Stories

HBO Max increases engagement and decreases churn with in-app message surveys

HBO Max was looking for a better way to personalize user interactions and enhance retention. To achieve this, they turned to Braze and implemented in-app message (IAM) surveys that collected zero-party data from passionate fan bases of their content offerings. This data-driven approach aimed to create tailored experiences that would drive engagement and reduce churn.

By utilizing Simple Survey IAMs, HBO Max engaged users with targeted questions about their preferences, allowing the platform to segment audiences effectively. For instance, users who expressed interest in specific superheroes or Hogwarts houses received personalized push notifications recommending relevant titles. Similarly, soccer fans were surveyed about their favorite players and teams, enabling HBO Max to send customized messaging based on their selections. This strategy not only enhanced customer satisfaction but also fostered a deeper connection between users and the brand, ultimately driving higher engagement and advocacy.

15%increase in engagement and churn reduction

35-50%survey participation

Dafiti boosts revenue with gamified in-app messaging powered by Braze

Dafiti wanted to improve conversion metrics and key performance indicators (KPIs) while enhancing their customer engagement strategy through better automation and testing. By adopting Braze, Dafiti was able to consolidate their communications and implement innovative strategies, such as gamifying the shopping experience through in-app messages (IAMs).

Dafiti conducted A/B tests on campaigns that included time-limited discounts and a scratch-and-win game targeted at "virtual window shoppers." These initiatives not only increased user engagement but also provided critical insights into customer preferences and behaviors, ultimately leading to higher purchase frequencies and improved conversion rates across all markets they serve.

300%increase in revenue per user

82%increase in orders

FAQ

What message formats are supported by an in-app messaging platform?

How is message performance measured for in-app messaging tools?

Is it possible to A/B test in-app messages?

Can I combine in-app messaging with push notifications or email?

How do I implement in-app messaging on iOS vs Android?

How long does it take to set up and integrate in-app messaging?

Are you a channel short and a dollar late?

Braze operates with sub-second latency—not batch-and-blast—so you can generate the right engagement in the right moment to yield the most valuable results.

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