Embodiments are directed to an interactive text message based coaching program. A computer system generates customized messages for a first user containing information related to a health-related campaign program. The computer system generates the messages via a user interface in response to user-input provided by a second user. Messages are included in interaction components that include a user-specified link that logically connects the interaction component to another interaction component in a decision tree. The decision tree defines a sequence of messages to be sent to the first user. For example, a next message of the sequence can be based on a response from the first user to a previous message of the sequence.