This white paper by Braze explains the fundamentals of in-app messaging (IAMs) and their role in enhancing real-time engagement. It details message types—slide-up, modal, full-screen, and custom HTML—and emphasizes flexibility, personalization, and seamless integration within user journeys. The document also outlines best practices, including light/dark mode support and message frequency balance. It highlights how IAMs drive engagement rates 131% higher than campaigns without them and forecasts their future on connected devices like Roku and Apple TV.

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