A server may receive from a software development kit (SDK) a channel identifier that represents an in-application communication channel of a software application that imports the SDK as part of the software application. In some cases, the software application is developed by a message publisher and the SDK is developed by the message management server. The server receives configuration data describing an in-application user interface (UI) element for display by the software application, the configuration data including a trigger condition for displaying the in-application UI element. The server transmits a message to the SDK via the in-application communication channel. The message includes the trigger condition from the configuration data for the in-application UI element. In response to the SDK determining that the trigger condition is satisfied, the server provides additional configuration data from the configuration data for the in-application UI element to the SDK.