The present disclosure describes techniques for configuring a call-to-action (CTA) interface for a particular user of a social networking system (SNS) by emphasizing an option included with the CTA interface based on a machine learning system. The machine learning system may be used to determine to emphasize a first user-selectable option instead of a second user-selectable option (sometimes referred to as an emphasization determination). The emphasization determination may indicate a prediction of an intent of a user to select the first user-selectable option (e.g., an intent for the user to register an account with the SNS or to login to an account of the SNS). Based on the emphasization determination, an interface (e.g., a graphical user interface) may be configured to emphasize the first user-selectable option, and the interface may be sent to a user device for presentation to the user.