It is determined that a virtual agent associated with a first party is to provide, via a messaging application, content to a second party. In response to determining that the virtual agent is to provide the content to the second party, a reference to the content is generated, wherein the reference includes a dynamic portion. In response to receiving a request that includes the reference, the content is retrieved using at least a portion of the dynamic portion. The content is provided to the messaging application for display within a window of the messaging application.