In-app messages are native content that appears within your app as a pop-up or full-screen UI overlay. Unlike push notifications, these highly personalized messages do not require users to opt in, making them an essential communication channel. 
An effective in-app notification will improve the user experience, prolong session time, increase conversions, and boost long-term retention. 
But to achieve all that, your in-app notification strategy has to be on point. Approach these messages as an extension of the in-app experience — not extra marketing. Notifications should be: 

• Content-rich
• Personalized
• Addressing a user’s immediate needs

Inform users of important updates, share brief tutorials, encourage user habits, and offer personalized rewards.
These 29 customizable in-app notification templates are built for each stage of the customer journey for 5 key app verticals.

1. Media & Streaming Apps
2. Food & Delivery Apps
3. Travel & Hospitality Apps
4. Retail & Ecommerce Apps
5. Business & Productivity Apps

They’re ready to use, complete with copy, image suggestions, and CTAs.
Just copy/paste, customize to your user segment, and go! 

Media & Streaming Apps

Onboarding: Discover User Preferences

TEMPLATE
Copy:
Ready to rock?
Tell us your favorite [genres/artists] for custom playlists.
CTA:
->

Engagement: Personalized recommendations

TEMPLATE
Copy:
Love [Artist/TV Series/Movie]? Check out [Recommended Content] next!
IMAGE:
Movie poster or album cover
CTA:
Watch / Add to Watchlist

Conversion: Subscription purchase

TEMPLATE
Copy:
[Watch/Listen] offline with a Premium Subscription
Upgrade now to enjoy your favorite [movies/TV/music] anywhere, any time.
CTA:
Subscribe

TEMPLATE
Copy:
Sick of ads? Listen commercial-free for [$]/month.
CTA:
Turn them off

Retention: New catalog additions

TEMPLATE
Copy:
New release alert! Check out the latest from [artist/director/actor]
IMAGE:
Movie poster or album cover
CTAs:
Listen/Watch now / Add to playlist/watchlist

Retention: Subscription renewal

TEMPLATE
Copy:
Your subscription is about to expire!
Renew by [renewal date] to keep watching your favorite [music/tv shows/movies]
CTAs:
Renew now / Remind me tomorrow

Ratings prompt

TEMPLATE
Copy:
Did we earn a standing ovation?
Your feedback is important to us! Tell us how we’re doing:
*****
CTAs:
Rate on App Store / Share Your Feedback

Food & Delivery Apps

Onboarding: Enter your location

TEMPLATE
Copy:
Tell us where you are to discover the best restaurants nearby:
[Location field: Zip code or city]
CTA:
Let’s eat!

Engagement: Recommendations

TEMPLATE
Copy:
Hot spot: [Restaurant name] just opened near you and is getting rave reviews from [App name] users
CTA:
View the menu

Conversion: Promo code

TEMPLATE
Copy:
Today only: [$] off your order!
Use [Discount Code] at checkout by midnight tonight
CTA:
Save [$]

Retention: Free item

TEMPLATE
Copy:
Happy National [Food] day!
Get free [Food] with any [$] order today only
IMAGE:
Featured food
CTA:
Gimme [Food]! 

Loyalty: Referral program

TEMPLATE
Copy:
Get free food
Score a $10 credit every time a friend signs up with your code and places an order. They’ll get $10 too!
CTA:
Tap to share [custom referral link]

Travel & Hospitality Apps

Onboarding: Permissions access 

TEMPLATE
Copy:
Fly for Less
Tell us your home airport for deals on airfare, personalized travel times, and more.
[Airport or city]
CTA:
Let’s fly

Engagement: Key feature spotlight

TEMPLATE
Copy:
You’re a VIP
Let us be your personal travel agent! Use [feature] to [benefit].
CTA:
View [feature]

Conversion: Price drop notification

TEMPLATE
Copy:
Price Drop!
Fares for your saved search [Airport code -> Airport code] dropped [%]! Act fast and fly for just [$].
CTA:
Show deals

Retention: Localized deals

TEMPLATE
Copy:
Need an Escape?
It’s [local temperature] in [user location] today. Escape the [heat/chill] with a getaway to [Aspen/Miami Beach] for just [$] round-trip.
IMAGE:
Destination
CTA:
Get me outta here!

Loyalty: Loyalty program invite

TEMPLATE
Copy:
Earn Cash for Your Next Trip
Join our loyalty program and earn discounts off your next travel experience every time you book with us.
CTA:
Start Earning Rewards

Retail & Ecommerce Apps

Onboarding: Key feature spotlight

TEMPLATE
Copy:
You’re currently viewing New Arrivals.
Tap the menu to browse product categories, sale items, best sellers, and more.
CTAs:
Got it / More tips

Engagement: Leave a review

TEMPLATE
Copy:
Want to win?
We’re giving away our best-selling [product type] this [week/month]. Review your latest purchase to enter to win.
IMAGE:
Featured product
CTA:
Leave a Review

Conversion: Abandoned cart campaign

TEMPLATE
Copy:
Don’t forget your [product name]!
Complete your purchase by midnight and get [promotion]
Image:
Product
CTA:
Go to check out

TEMPLATE
Copy:
Second thoughts?
Read reviews for [product name] to see what fellow [product category] lovers think.
IMAGE:
Product image
CTA:
Read reviews

Retention: Personalized deals and discounts

TEMPLATE
Copy:
Happy Birthday, [User name]!
We’ve got a special surprise just for you
IMAGE:
Gif of birthday cake or gift
CTA:
Open your gift

Upsell: Product bundles

TEMPLATE
Copy:
Save a bundle
[Added product] are now in your cart! Add [related product] to your order and get [$] off.
IMAGE:
[Upsell product]
CTAs:
Add to cart / No thanks

Loyalty: Loyalty program invites 

TEMPLATE
Copy:
Thanks for being a loyal customer!
Join our rewards program to earn free deluxe samples and discounts on your next [product category] purchase.
CTA:
Sign me up! / No thanks

Business & Productivity Apps

Onboarding: Complete a profile

TEMPLATE
Copy:
Save your [feature]
Add your email address to create a profile so you can [benefits].
CTA:
Create a profile

Engagement: Key feature spotlight

TEMPLATE
Copy:
Track your [user goal] anywhere, anytime
Log into your account on any device to check your [user goal] no matter where you are.
CTA:
Got it

Conversion: Complete a key action

TEMPLATE
Copy:
Read It Later
Short on time? Tap the book icon to save an article to your reading list.
CTA:
x out of notification

Retention: Build user habits

TEMPLATE
Copy:
Let’s achieve your [app category] goals together.
Tell us your goals for custom reminders.
I want to:
[User goal]
[User goal]
[User goal]
CTA: Begin

Referral: Share to social

TEMPLATE
Copy:
Woohoo!
You’ve achieved your goal of: [user goal]. Time to celebrate!
CTA:
Share on Facebook