Last modified January 14, 2020 by Shelly Wolfe

Intro to in-app messages

Swrve’s in-app messaging service enables you to talk directly to key user segments by creating and managing in-app messages. For example, you can:

  • Improve conversion – Send time-limited offers to users who have interacted with the app for a specific period of time, visited the shop at least three times, but not converted.
  • Assist users – Provide additional assistance to users stuck within a certain level for a particular time period (and leave those progressing nicely alone).
  • Cross-promote – Cross-promote other titles in a network at the right time; for example, after monetization in the active title has died off, or towards the end of the natural lifespan of the user. Cross-promotional messages are a great way to move your user base around your portfolio of apps. Messages targeted at specific user segments are even better; perhaps you have a segment of non-payers in one app who might convert in another. With Swrve’s in-app messaging service you can target just those users rather than cannibalize from your existing paying user base in the source app.
  • A/B test message variants – Create up to 10 variations of a message to test the contents of your message for best conversion (for example, background image, button text or position). For more information, see A/B testing in-app messages.

The screenshot below illustrates an example of an in-app message, displayed on an iPad, which communicates with app users:


The in-app messaging service integrates with all existing Swrve analytic capabilities. Before you launch an in-app message (and even after you have launched it), Swrve enables you to QA test alternative messages to identify what works and what doesn’t. In addition, Swrve enables you to specify the precise points at which messages are displayed and limit message frequency and repetition.

In-app messages vs. push notifications

The focus of in-app messaging is communication with users who already have your app open on their device. If you want to communicate with your customers while they’re outside of your app, use Swrve’s push notification service. For more information about this service, see Intro to push notifications.

In-app messaging prerequisites

This section details the technical prerequisites that your development team must complete before you can create in-app messages. It also explains how to configure app-level message trigger rules and cross-promotional URLs for your in-app messages.

Technical prerequisites

Before you can create your first in-app message, your development team must complete the following tasks:

  • Update your app with the latest SDK – Your development team must update your app with the latest Swrve SDK that supports in-app messaging. Note that Swrve’s audience builder feature (which enables you to build a target audience for your in-app message) is optimized for the real-time SDK v3.0 or later. SDK version 3.1 or later is required if you want to configure the in-app message to be deliverable when targeted users start an app session. For more information about integrating the SDK, see the platform-specific Integration guide.
  • Configure deeplinks for custom actions – If you want to be able to configure in-app message buttons to perform custom actions when selected, your development team must configure deeplinks during the integration process. For more information, see the platform-specific Integration guide.
  • Test in-app messaging in the Swrve service – We recommend your development team send test messages to your QA devices before you begin your first in-app messaging campaign. The QA test function is available on the Preview & Test screen of the campaign workflow. For more information, see QA testing in-app messages.

App-level message display rules

You can define advanced app-level message display rules before creating your in-app messages. Message display rules enable you to specify a delay before message display, restrict the number of messages displayed per session or limit the frequency of messages.

To configure message display rules:

  1. To display the Messaging Display Rules screen, on the Settings menu, select IAM/Conversation display settings.
    in-app message display rules
  2. In the first statement, enter the maximum number of messages a user can receive in any one session.
  3. In the second statement, enter the number of seconds after app start-up that must elapse before the user receives an in-app message. Note that this rule is ignored for any in-app message that you configure to be deliverable when targeted users start an app session (that is, if you select the When the user launches the app check box on the Set Target screen of the new campaign workflow.
  4. In the third statement, enter the number of seconds that must elapse between in-app messages.
  5. Select Save.
You can configure message display rules at message level as part of the new campaign workflow. If you have configured rules at both app and message level, the most restrictive of the rules is applied. For more information about configuring display rules at message level, see Creating in-app messages.

URLs for cross-promotional messages

To enable cross-promotional messages, you must have configured the relevant app store links in Swrve. You usually enter the app store links when adding platform titles as part of the Swrve onboarding process. You can edit platform titles (including the app store links) at any time, on the App Settings screen. For more information, see How do I edit existing platform titles?

Next steps