DYNAMIC MESSAGE EMBEDDED WITHIN APPLICATION NEW FEATURE ROLLOUT

One or more processors compile user preference and activity information associated with a mobile device operated by the user. The installation of a first application (app) on the mobile device operated by the user is confirmed. Responsive to detecting availability of an update to the first application, and confirmation accepting installation of the update, dynamically embedding a message within a new feature included in the update of the first application. A message is selected from one or more available messages to dynamically embed within the new feature included in the update of the first application, based on profile and activity information collected about the first user, and responsive to receiving a confirmation to receive the update of the first application, the message selected from the one or more available messages, is presented to the user, embedded within the new feature of the update to the first application.