A system and method for segmenting users of a messaging platform includes receiving a first text message from a client for transmission to a number of users that are registered with the messaging platform. The users are segmented based on one or more user attributes that are defined by static metadata that is generated when each user is registered with the messaging platform, and by dynamic information about user behavior using the messaging platform and/or the one or more second messaging services. The first text message is customized into a set of one or more second text messages according to the segmenting, the customizing providing a context to each of the set of second text messages, the context corresponding to the one or more user attributes.