In-App Messaging

My Digital Experience team implemented native in-app messaging capabilities for the Southwest mobile apps, creating a direct communication channel to reach customers with important updates.

The Problem

Communicating urgent information to customers had limitations:

• Email delays - Messages might not be seen for hours or days
• Push notification limits - Easy to dismiss, limited content
• Website only - Customers had to visit the site to see updates
• No guaranteed visibility - Critical information could be missed

When important events occurred—like the emerging COVID-19 situation in early 2020—we needed a way to ensure customers saw key information.

The Solution

We built a native in-app messaging system for both iOS and Android:

User Experience Flow

1. Customer opens the Southwest app
2. In-app message displays with important information
3. Customer can tap to learn more or dismiss
4. Message doesn’t reappear once acknowledged
5. Deep links take customers to relevant content

Message Capabilities

• Rich content including text, images, and calls-to-action
• Deep linking to specific pages or features
• Targeting by customer segment or behavior
• Scheduling for time-sensitive announcements
• Analytics on view and engagement rates

Platform Support

• Native implementation on iOS (including iPadOS)
• Android version with consistent experience
• Consistent behavior across app versions

Use Cases

In-app messaging serves multiple communication needs:

• Crisis communication - COVID-19 policy updates, safety information
• Operational updates - Schedule changes, service modifications
• Product announcements - New features, enhanced capabilities
• Policy changes - Important updates affecting travel

COVID-19 Response

The timing of this launch proved critical. As COVID-19 emerged in early 2020, in-app messaging became essential for:

• Communicating health and safety measures
• Sharing travel policy changes
• Directing customers to detailed information
• Building confidence in safety protocols

Results

In-app messaging provided a valuable communication channel:

• Direct reach to active app users
• Higher engagement than email for urgent messages
• Immediate visibility for time-sensitive information
• Flexible targeting for relevant audiences

Strategic Value

In-app messaging fills a critical gap in customer communication. For customers who live in our app—checking flights, managing reservations, earning points—it’s the most natural place to receive important updates. The channel proved invaluable as the industry navigated unprecedented challenges.