Building a Cross-platform In-app Messaging Orchestration Service

Netflix Technology Blog
Feb 11 · 9 min read

Messages in the Netflix App

Left: Notification Center on the Netflix iOS app. Right: An in-app Alert on the Netflix iOS app.

Some History


Initial Goals


Messaging Architecture Overview

A simplified view of the messaging platform

In-app Messaging Service

A mock Netflix Alert on various Netflix devices — clockwise from top: TV, iOS, Web, Android

Design Based Payload Contract

{
"templateId": "standard",
"template": { },
"attributes": { }
}

{
"template": {
"title": {
"copy": []
},
"body": {
"copy": []
},
"ctas": [
{},{},{}
]
},
"footer": {
"copy": [ ]
}
}

"copy" : [ {
"elementType" : "TEXT",
"content" : "This is an example "
}, {
"elementType" : "BOLD",
"content" : "Netflix Alert Message"
}, {
"elementType" : "TEXT",
"content" : "."
}]
}

{
"actionType": "BACKGROUND_SERVICE_CALL",
"action": "DISMISS_ALERT",
"ctaType" : "BUTTON",
"copy": [],
"isSelected": true,
"ctaFeedback": { }
}
{
"ttl": 3600,
"feedbackType": "cta",
"cta": "DISMISS_ALERT",
"trackingInfo": {
"messageGuid": "786DECAE429EEB029EEE057191675F6764555F12",
"eventGuid": "D6AC068F169C0E616E99AF1C72F1AD8264555F12",
"renderGuid": "85661FCF-0857-42A7-AA0E-559A26A5723B_R",
"messageName": "EXAMPLE_ALERT",
"messageId": 1234,
"locale": "en-GB",
"abTestId": 2222,
"abTestCell": 2,
"templateId": "standard",
}
}


Challenges


Wins


Looking Ahead

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