There is disclosed a computer device for generating a recommendation message to a user device, the computer device including a processor configured to: receive a context for a user of the user device; and select at least one recommendation for the user in dependence on the context, wherein the at least one recommendation varies in dependence on the context, such that a first at least one recommendation for a user in a first context is different from a second at least one recommendation for the same user in a second context.