Building a Cross-platform In-app Messaging Orchestration Service

Messages in the Netflix App

In-app messages at Netflix fall broadly into two channels — Notifications and Alerts. Notifications are content recommendations that show up in the Notification Center within the Netflix app. Alerts are typically account related messages that are designed to draw the customer’s attention to take some action and show up on the main screen. This blog post will focus on the Alerts channel.

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

Some History

It is worth spending some time painting a picture of the landscape that we evolved from. In the early days, account-related Alerts were served only on the Netflix website app. All the logic around presenting an Alert was implemented in the website codebase. The UI handled business logic around priority, customer state validation, timing, etc. A few years ago, the Netflix website was undergoing a major re-architecture. We simplified the ecosystem and built an in-app messaging service that handled the complexity of messaging orchestration by taking ownership of dimensions like

  • Frequency — how often to show a message
  • Device Eligibility — which devices to show the message
  • Population Segment — which profiles to show the message

Initial Goals

Our primary goals at project inception were the following:

  1. Transfer business logic around messaging orchestration from the UI tier to the in-app messaging service
  2. Support cross-platform messaging
  3. Minimize time spent on running and productizing messaging A/B tests.

Messaging Architecture Overview

Messaging infrastructures services are implemented in Java and like most Netflix services are deployed to AWS on clusters of EC2 instances in multiple AWS regions.

A simplified view of the messaging platform

In-app Messaging Service

At Netflix, member UI teams are organized by the platform that they work on (Android, iOS, TV, Website, etc). Each platform technology stack is different and the treatment of an Alert on each platform looks significantly different. Creating custom payload contracts for each platform would be an inefficient and error-prone solution. It would also hinder our velocity to test messaging experiences across platforms.

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

Design Based Payload Contract

We settled on a custom JSON payload contract that has pieces that are common to all the UIs but also accounted for differences in the design. We structured it in a way that UI platforms can implement the rendering of an in-app Alert without having to know anything about the specific message type. From the UI standpoint — there is an Alert to be shown.

   "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" : "."

   "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",


One of the main challenges we faced when starting down this path was that messaging engineers had little to no knowledge about UI platforms and the nuances among them. We had to learn to account for differences such as message fetching patterns, testing infrastructure, bandwidth, refresh times, etc. We also evolved our payload from a one size fits all approach to a more balanced one by taking on some of the complexity and managing the nuances by implementing a UI-centric design based payload.


The in-app messaging service has opened up avenues to run more A/B tests than was possible before.

  • We have reduced the development time for messaging experimentation because resources and context for these projects are contained within the messaging team.
  • We run omnichannel messaging tests that incorporate other messaging channels such as email, push notifications, etc.
  • We run experiments using levers such as timing, channel selection, frequency, etc. since the in-app messaging service is integrated into the Netflix customer messaging platform.

Looking Ahead

As Netflix grows around the world, it’s increasingly beneficial and convenient to communicate with our customers inside the Netflix app. From account related messages to onboarding, and more — we are continually evolving our message portfolio.

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