In-app messaging is one of the fastest ways to influence how users learn and move through your product.

Most users don’t get stuck because the product is hard. They get stuck because the product doesn’t communicate at the right moment.

So, if you want to deliver messages that feel personal, reduce friction, and support real jobs to be done, you are in the right place.

In this guide, I break down 20 in-app messaging examples from leading products and what each one can teach you about building a smoother user experience.

TL;DR

What is in-app messaging

In-app messaging is the practice of delivering short, targeted messages directly inside your product while the user is actively using it.

These messages guide users through key actions, highlight features, reduce friction, prompt upgrades, and help users understand what to do next.

They can appear as tooltips, banners, modals, popups, checklists, or interactive product walkthroughs.

Why does in-app messaging matter

In-app messaging matters because it guides users at the exact moment they need clarity. Instead of relying on emails or help docs, users get timely, contextual prompts that keep them moving forward inside the product.

Done well, in-app messages help you:

• Drive faster activation: New users learn the product through small, guided steps. This shortens time to value and increases the chance they complete key customer onboarding actions.
• Increase feature discovery: Most users only explore a fraction of your product. In-app messages spotlight the right features at the right moment, boosting product adoption without overwhelming people.
• Lower support requests: Contextual help, inline hints, and guided walkthroughs prevent common errors. Users solve issues on their own instead of opening tickets.
• Improve retention across the lifecycle: Personalized nudges, task reminders, and progress prompts help users stay engaged long after onboarding.
• Create upgrade opportunities without being pushy: In-app upsell prompts tied to real behavior feel natural — like hitting a usage limit or unlocking a feature.

20 examples of in-app messaging

Here are 20 real examples from leading products that show how in-app messaging guides users, removes friction, and improves activation. Each example highlights a different pattern, why it works, and what you can learn from it.

1. Miro

Miro’s onboarding flow presents a template selector as an embedded in-app prompt, helping new users skip the blank canvas and jump into meaningful work.

By framing options around outcomes like “Flowchart” or “Customer Journey Mapping,” Miro reduces decision fatigue and guides users into familiar workflows. The subtle default selection further nudges progress without feeling pushy.

This pattern works because it simplifies the first step, shortens activation time, and sets users up with a structure that makes the rest of onboarding feel easier.

2. Supademo

At Supademo, we use a mix of tooltips, banners, snack bars, and a Demo Hub to onboard new users and support them throughout their journey.

Demo hub

We implemented Demo Hubs across our product as the centerpiece for on-demand in-app assistance. It's a searchable library of interactive demos, including onboarding flows, feature tours, troubleshooting guides, and advanced use cases. Users can self-serve instantly, stay in their workflow, and get the help they need without friction.

In-app banner

We use banner, alert users to new features or tips. For example, the banner promoting HTML capture educates users on a key feature right where they’re working. It's a subtle but effective reminder of available tools without interrupting the workflow.

Tooltips

We use tooltips to offer quick clarifications on specific UI elements. For example, when hovering over an element like "Upload Video," users are shown real-time instructions, such as the required video dimensions.

3. Figma

Figma layers two types of in-app messages on the same screen: a subtle upgrade banner in the sidebar and a contextual tooltip tour across the file browser.

• The tooltip tour anchors to real UI elements, helping users navigate a dense interface without guesswork.

• The upgrade prompt stays passive and doesn’t interrupt the workflow, making it feel like part of the environment rather than a paywall.

This pairing works because it separates education from monetization — guiding users first, then surfacing paid value only when the core experience feels familiar and useful.

4. Notion

Notion blends two in-app messaging patterns to support users at different stages: a pre-filled “Getting Started” page for onboarding and a focused welcome modal for introducing new features like the AI Agent.

• The onboarding page teaches core actions inside a live workspace, using a checklist that builds familiarity through hands-on learning instead of interruptive pop-ups.

• The feature modal explains new capabilities in simple, benefit-first language and pairs it with a live dashboard, grounding the message in real product context.

This combination teaches fundamentals through practice while introducing advanced features through clear, outcome-driven explanations that feel immediately relevant.

5. Senja

Senja uses in-app interactive walkthroughs to personalize onboarding and help new users understand the product faster. During signup, Senja asks for basic business details and uses this data to show each user a relevant set of Supademo-powered walkthroughs inside the interface.

This creates a tailored onboarding experience where users immediately see the workflows that matter to them, reducing confusion and accelerating their first meaningful action.

6. ClickUp

ClickUp’s onboarding checklist breaks the first session into small, achievable tasks like creating a workspace or adding a task. The progress bar shows momentum immediately, and each item reflects a core part of ClickUp’s structure.

The outcome is a guided first experience where users understand the product through action rather than trying to decode a complex interface on their own.

7. Dropbox

Dropbox triggers an upgrade modal that compares the user’s current plan with a more capable tier, making the limitations of the free plan immediately visible. The side-by-side layout keeps the decision clear and reduces cognitive load by highlighting exactly what users gain with the upgrade.

The “Recommended” badge and strong CTA help simplify the decision. It turns a potentially confusing upgrade path into a clear value comparison that users can evaluate quickly.

8. Webflow

Webflow triggers a contextual onboarding popup right when a user interacts with an image inside a template. It gives a simple, actionable instruction on how to replace that image using the gear icon, which removes a common point of confusion for beginners.

The message is visual, tied to the element on screen, and offers two paths: a quick acknowledgment or a deeper in-app tutorial.

9. Slack

Slack shows a small confirmation modal when a user tries to skip inviting teammates during setup. Instead of blocking progress, it briefly explains why adding colleagues now improves the experience.

The copy is soft, helpful, and rooted in user value. Clear actions like Cancel or Skip step keep the user in control. This works because it protects a key activation moment without feeling forceful, guiding users while still respecting their choices.

10. Synthesia

Synthesia opens a small “Latest Updates” drawer that lists new features and fixes without interrupting the workspace. Each update is tagged and time-stamped, making it easy for users to skim what’s new.

11. Duolingo- celebrating user milestone

Duolingo turns streak milestones into fun, celebratory screens that feel like earning a small award. The bold visuals, flame icon, and streak count make progress feel meaningful, while the friendly nudge to keep going encourages consistency.

It transforms routine learning into a rewarding habit loop that strengthens long-term retention.

12. LinkedIn

LinkedIn surfaces two types of in-app messaging on the same screen to keep users active and informed.

• Personalized notifications highlight meaningful activity such as impressions, searches, and job matches, giving users a reason to re-engage with their profile.

• A right-rail banner delivers a broader call to action without interrupting feed browsing or adding friction.

This works because LinkedIn blends relevance with visibility, nudging users toward new opportunities while keeping their attention on the core experience.

13. Mixpanel

Mixpanel shows a contextual tooltip when users hover near or interact with a chart legend, explaining how to customize segment colors. The guidance is short, clear, and tied directly to the UI element, so users learn by doing instead of searching docs.

The Got it + View Docs options give both quick and deep help paths. This works because Mixpanel surfaces instruction only when the user shows intent, reducing friction in a complex analytics environment.

14. Asana

Asana presents a simple exit survey when users attempt to cancel, asking them to choose a reason before continuing. The tone is neutral and supportive, and the question set is broad enough to avoid overwhelm while still being useful.

It captures meaningful churn insights while keeping an already sensitive flow calm and respectful.

15. Grammarly

Grammarly displays a small tooltip showing “100/100 prompts left” with a refill date, reminding users of their AI prompt quota without interrupting their writing.

The placement is intentional: it surfaces the limit only when a user hovers over or opens the AI tool, keeping the information relevant to the moment of use.

This works because it manages expectations early, reduces frustration when limits are reached, and encourages thoughtful usage without adding friction to the writing flow.

16. Revolut

Revolut displays a full-screen welcome modal during product onboarding, setting the tone with clear branding and simple next steps. The design is intentional: bright visuals grab attention, while the single “Explore” button keeps the flow lightweight.

The approach helps new users settle in, quickly establishing trust and encouraging exploration of the core product without confusion or friction.

17. Tally

Tally uses a clean in-app changelog that slides in from the side without blocking the workspace. Updates are brief, visual, and paired with small CTAs like “Leave a review,” which nudges satisfied users to share feedback.

The lightweight format makes new features easy to scan and keeps users aligned with the product’s evolution.

18. Spotify

Every year, Spotify launches Wrapped as an immersive in-app story that turns listening data into a personal highlight reel. It draws inactive users back into the app, celebrates active listeners with tailored insights, and encourages continued usage through positive reinforcement.

Built-in sharing buttons turn these moments into social currency and spark organic reach.

This is a strong example of how products can use personal data to create identity-driven moments that deepen retention and fuel natural, user-led distribution.

19. Stripe

Stripe uses two distinct in-app messages to guide new users. The top sandbox environment banner provides global context so users clearly understand they’re in a test environment before taking action.

The bottom-right onboarding checklist acts as a persistent guide, highlighting essential steps like verification and profile setup. Together, they reduce confusion, keep users oriented, and move them smoothly toward account activation.

21. ElevenLabs

ElevenLabs follows product led onboarding with a short, in-app survey that asks what users want to create: voiceovers, audiobooks, dubbing, music, sound effects, and more.

Each option is presented as a clickable card, making the flow feel simple and fun. By capturing intent early, ElevenLabs can personalize the workspace, surface the right tools, and shorten time to value. It reduces overwhelm and ensures users see features that match their goals from day one.

Your next step in improving in-app messaging

In-app messaging works best when it blends into the product and supports users when they need clarity.

The examples above show how small, well-timed nudges keep momentum intact when you match the message type to the situation.

Tooltips give quick answers, modals and hotspots capture focused attention, and Demo Hubs deliver deeper, on-demand guidance without breaking flow.

If you want your in-app messaging to boost product-led growth, Supademo can help you create personalized onboarding walkthroughs, build Demo Hubs for on-demand help, and teach users through hands-on learning from day one.

Try Supademo today!

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