In-App Message
A message shown inside a mobile app or web app while the user is actively using it, such as a modal, banner, full-screen takeover or content card.
Definition
An in-app message is content an app displays to a user during a session, as opposed to a push notification, which arrives outside the app. Common formats are modals (centered dialogs or bottom sheets), banners at the top or bottom of the screen, full-screen takeovers, persistent content cards in a feed or inbox, and custom HTML experiences such as surveys or interactive offers. In-app messages are usually triggered by what the user does or where they are in the app, and they do not need notification permission.
Why It Matters
In-app messages reach every active user, including the many who never allowed push notifications or rarely open email. Because they appear while users are already engaged, they suit guidance and conversion moments: onboarding tips, feature announcements, upgrade offers, rating requests and push permission primers. The flip side is interruption: a modal at the wrong moment blocks someone trying to get a task done, so the best in-app programs trigger on behavior and cap how often messages appear.
How It Works
The app embeds an SDK that identifies the user and checks for eligible messages when the app opens, comes to the foreground or reaches a specific screen or event. Your messaging platform decides which message to show based on segments, triggers and priority, and the SDK renders it natively or in a web view. Buttons can dismiss the message, open a deep link, request push permission or record a conversion. Impressions, clicks and dismissals flow back to the platform so you can measure results and stop showing a message once the user acts.
Example
A budgeting app's in-app messages over a user's first week:
- Day 1, after first account linked: Banner "Nice! Set your first monthly budget." with a button to the budget screen.
- Day 3, after second session: Bottom sheet primer "Want a heads-up before bills are due?" with "Turn on notifications".
- Day 6, trial ending: Full-screen upgrade offer with the annual plan highlighted.
- Always: A content card in the inbox announcing the new spending report.
Best Practices
- 1Trigger on behavior or screens, not just on app open
- 2Use the least disruptive format that works, banners and cards before modals
- 3Limit each user to a small number of interruptive messages per session
- 4Deep link buttons to the exact screen that completes the action
- 5Use an in-app primer before the system push permission prompt
- 6Stop showing a message once the user completes the goal it promotes
In-app messages in your lifecycle sequences
Sequenzy shows modals, banners, full-screen messages, content cards and custom HTML through its iOS, Android, React Native, Flutter and web SDKs, triggered from the same sequences as email and push. Unlimited on every plan.
Learn MoreIn-App Message Formats
| Format | Interruption | Good for |
|---|---|---|
| Banner | Low | Tips, confirmations, light announcements |
| Content card | Low | Persistent offers, news, an in-app inbox |
| Modal or bottom sheet | Medium | Permission primers, feature announcements |
| Full screen | High | Upgrade offers, major launches |
| Custom HTML | Varies | Surveys, quizzes, interactive offers |
In-App Message vs Push Notification
| In-app message | Push notification | |
|---|---|---|
| Where it appears | Inside the app | Lock screen, notification center |
| Permission needed | No | Yes |
| Reaches | Active users | Opted-in users, app open or closed |
| Best for | Guidance and conversion | Bringing users back |