Send a Localized Message

Localizing your messages helps you reach your audience with content specific to their language settings without creating separate messages for each language. You can localize messages for app and web channels.

Airship’s localization feature provides a way to send a single message with multiple localizations. You can prepare localizations based on language information or localeThe combination of a language and country. A user’s locale is determined by their device settings. for more specific, regional localizations. Airship delivers localized messages to your audience according to language and country information gathered by the Airship SDK.

For more information, see the Localization feature guide.

You can localize a message when you:

  • Use the Message composer in the Airship dashboard.
  • Use the /push or /schedules APIs with a localizations array in your request.

Airship’s localization feature supports all app message types, including standard in-app messages and/or Message Center messages. The process to localize your message is much like creating any other message, except that you will repeat the Content step of the composer for each localization that you add to your message.


When sending a message with localizations to app channels, you may want to use the Optimize or Delivery by Time Zone schedule options to make sure that users get their localized message at the time that best suits them.

  1. Click Create and select Message.

  2. (Optional) Add a message name and/or flag the message as a test.
    1. Click   in the header.
    2. Enter the name.
    3. Enable Test.
    4. Click outside the box to close it.

    See also: Name a Message and Flag a Message as a Test.

  3. Define your message Audience.

    1. Select the channels ChannelsA communication medium supported by the Airship service. Supported channels include app, web, email, SMS, and Open Channels. Within some channels there may be specific platforms with individual characteristics. Example platforms include Chrome for the web channel and Android for the mobile app channel. that you want to send messages to. You can include multiple channels, but you can only localize app and web content.

    2. Select the group of users you want to send your message to.
      • All Users: Sends the message to your entire audience.
      • Target Specific Users: Create a recipient group based on segmentation data. See: Target Specific Users.
      • Test Users: Predefined recipient groups. After choosing Test Users, select from the Test Groups dropdown menu that appears. See: Test Groups.
      • Upload Users: Upload a list of users just before sending the message. Select this option if you want to include merge fields in your message. See: Upload Users.

      When sending a localized message, you can target specific users by localeThe combination of a language and country. A user’s locale is determined by their device settings. to align your audience with your localizations. Matching your audience with your message’s languages or locales ensures that your audience does not receive the default message.

    3. Enable Localize this message for multiple languages and countries.

    4. Click Content in the header to move on.

  4. Add your message Content for the localizations. You will enter content for your default message first, then add localized versions.

    1. Choose a message type or message format, then click Add Content.

      The message type selection screen only appears if:

      • You selected app channels.
      • You selected the SMS channel and your project is also configured for MMS.
      • You selected SMS, Email, or an open channel without selecting another channel and also chose the Upload Users audience option.
    2. Enter your message text.

      For app channels, when you combine a push notification and in-app message, the in-app message’s alert text is the same as the push notification text by default. To use different messages, select Write Alternative for In-App Message Text and enter your text.

    3. Select a Message ActionA configurable behavior that occurs when a user interacts with your message, e.g., opening a web page. . Available actions depend on the message type(s) you selected. For Landing Page and Message Center, follow the steps in Create Rich Pages.

    1. (Optional) Set and/or remove tags when the user interacts with your message.
      1. Click Set a tag.
      2. Select Add or Remove, then search for tags that exist in the system, or create a new tag.
      3. (Optional) Click Set another tag and repeat the previous step.

      Setting one or more tags when a user interacts with a message can help you track user interactions for follow-on retargeting campaigns. For example, if you set a tag “responded-campaign1”, you can target users bearing the “responded-campaign1” tag with another message at a later date, knowing that they are active users. Alternatively, you can re-engage users with this tag using an automated message if they are inactive for a period of time.

    2. Set Optional Features.

    3. At the top of the screen, click Add New.

    4. Select a language (required) and country (optional). Click Confirm and repeat the content step for the new localization.

    5. Click Delivery in the header when you have finished adding content for all of your localizations.

  5. Set Delivery options for your message.

    1. Select a delivery type.
      Send now Send the message immediately after review.

      Choose an exact time of day to send the message.

      1. Enter a date in YYYY-MM-DD format and select the time and time zone.

      2. (Optional) Select Delivery By Time Zone to deliver messages at the specified time in your audience’s time zone(s). For example, a push notification scheduled for 9 a.m. will arrive for people on the east coast at 9 a.m. Eastern Time, in the midwest an hour later at 9 a.m. Central Time, then on the west coast two hours after that, at 9 a.m. Pacific Time.


        A message delivered by time zone includes a Delivery by Time Zone section in its message report. See: View Message Detail.


        The API equivalent of Delivery By Time Zone is Push to Local Time.


      Send the message at each user’s Optimal Send Time. iOS, Android, and Amazon only.

      Enter a date in YYYY-MM-DD format. We recommend scheduling at least three days in advance due to the possible combinations of time zones and optimal times. If your audience is more localized, e.g., only in the United States or in a certain European region, less lead time is necessary.


      Optimal Send Time is one of our predictive features. Please contact Airship Sales to purchase.

    2. Set Optional Features.

    3. Click Review in the header to move on.

  6. Review your message.

    1. Review the device preview and message summary.

      Change the Localization Variant to preview different localized versions of your message.

      If you want to make changes, click the associated step in the header, make your changes, then return to *Review*.
    2. (Optional) Send a test message and verify its appearance and behavior on each channel the message is configured for.

      The message is sent to your selected recipients immediately, and it appears as a test in Messages Overview.

      1. Click Send Test.
      2. Enter at least one named user or Test GroupA reusable audience group that can be used as a recipient for test messages. Messages you send to a test group appear as tests in Messages Overview. and select from the results.
      3. Click Send.
    3. Click Send Message or Schedule Message.

Editing Localized Messages

You can edit or cancel a localized message while it is in a draft state or up until Airship has sent it.

To edit or delete your message:

  1. Go to Messages » Messages Overview.

  2. Find the message you want to edit or delete.

    • Click   to edit your message.
    • Click   to delete your message.