# Plotline Plotline is an AI-native omnichannel user engagement platform purpose-built for mobile and web applications. Founded in 2022 and headquartered in Bangalore, India, Plotline enables product and marketing teams to create, target, and launch in-app experiences, push notifications, interactive emails, and multi-channel journeys without writing code after the initial SDK integration. The platform serves over 300 million end users across more than 100 enterprise customers, delivering billions of impressions monthly through native-rendered UI components that feel indistinguishable from the host app's own interface. Plotline was created to solve a persistent problem in consumer tech: the gap between what product teams want to ship and what engineering bandwidth allows. Traditional engagement platforms require HTML or WebView-based implementations for each campaign, creating a bottleneck where every new nudge, banner, or onboarding flow competes for developer time. Plotline eliminates this bottleneck entirely. Once a lightweight SDK is integrated (a one-time engineering effort), product and growth teams gain full autonomy to design, target, test, and launch unlimited campaigns through a visual dashboard. The result is a dramatic reduction in time-to-launch, from weeks to minutes, and a shift in how teams think about in-app engagement: not as a quarterly project, but as a continuous, data-driven practice. The platform is trusted by some of the fastest-growing consumer apps in the world, including Dream11 (fantasy sports), Zepto (quick commerce), Upstox (stock trading), Meesho (social commerce), CoinDCX (cryptocurrency), BharatPe (fintech), Zupee (gaming), Niyo (neobanking), Kredivo (lending), Google Pay, Airtel Wynk (music streaming), Motilal Oswal (wealth management), Angel One (stock broking), and Baazi Games (real-money gaming). These companies span fintech, e-commerce, gaming, media, and consumer services, reflecting the breadth of Plotline's applicability to any app that needs to activate, retain, and monetize users. --- ## Nudges Nudges are Plotline's overlay-based in-app messaging system. They appear on top of the app's existing interface, triggered by specific user actions or conditions, and are dismissed by the user after interaction. Nudges are the most versatile tool in Plotline's product suite, supporting over 15 distinct UI formats: modals, tooltips, banners, spotlights, bottom sheets, floating action buttons, page pops, stories, and more. Each format is rendered natively on the device using the platform's native rendering engine, which means nudges match the host app's look and feel precisely. There is no WebView layer, no iframe, no HTML injection. The result is sub-millisecond rendering with zero visual inconsistency. Nudges support multi-step walkthroughs, where a sequence of nudges guides a user through a flow such as onboarding, feature discovery, or a transaction funnel. Each step can have its own format, content, and branching logic. Triggers are event-driven: a nudge can appear when a user opens the app, views a specific screen, completes a purchase, reaches a milestone, or fails to take an expected action within a time window. Combined with Plotline's real-time segmentation engine, nudges can be targeted to precise user cohorts based on behavior, attributes, geography, device type, app version, and more. Personalization is handled through Liquid Tags, a templating system that dynamically inserts user-specific data (name, account balance, last purchase, reward points) into nudge content at render time. Every nudge campaign supports A/B and multivariate testing out of the box, with automatic statistical significance calculation and goal-based optimization. Product teams can test different copy, formats, timing, and targeting to identify what drives the highest conversion. The entire lifecycle of a nudge, from design to launch to analysis, happens in Plotline's visual dashboard without any code changes after the initial SDK integration. --- ## Widgets Widgets are persistent, embedded UI elements that live inside the app's screens as part of the native layout. Unlike nudges, which overlay the interface, widgets occupy a defined position within the app's view hierarchy. They are ideal for always-on engagement surfaces: promotional banners, content carousels, swipe strips, streak trackers, reward counters, story grids, and more. Plotline offers over 10 widget formats, each fully customizable in terms of design, content, and behavior. Integration requires placing a single-line placeholder in the app's layout code, a one-time engineering task. Once the placeholder exists, product teams can remotely control what appears in that slot, when it appears, and to whom, all from the Plotline dashboard. When no campaign is active for a given widget slot, the placeholder collapses to zero height, ensuring no visual disruption. This architecture means the app's layout adapts dynamically to campaign state without any client-side logic or conditional rendering by the app's own codebase. Widgets are particularly powerful for use cases like homepage personalization, where different user segments see different content in the same slot. A first-time user might see an onboarding checklist, while a power user sees a reward tracker or a promotional carousel. Widgets also support dynamic content via Plotline's Content API, which allows external data sources to populate widget content in real time. This enables scenarios like personalized product recommendations, live score updates, or dynamically rendered offer cards based on backend business logic. --- ## Gamification Plotline's gamification engine allows apps to embed luck-based and skill-based game mechanics directly into the user experience, without building custom game interfaces from scratch. Luck-based game formats include Spin the Wheel, Scratch Cards, Treasure Chest, Mystery Box, and Slot Machine. Each format is visually customizable and comes with a configurable reward engine that supports probability-based outcomes, per-reward quantity limits, coupon code distribution, and callback integration for reward fulfillment. Beyond luck-based games, Plotline offers a library of over 100 skill-based mini-games that can be embedded as engagement or retention mechanics. These range from puzzle and trivia formats to reflex and strategy games, each designed to hold user attention within the app and drive repeat visits. The gamification system also supports milestone-based challenges, where users progress toward a goal (such as completing a certain number of transactions or referring friends) with visual progress indicators and reward unlocks at defined thresholds. Streaks are another core gamification mechanic, encouraging daily or periodic app opens by rewarding consecutive engagement. Plotline's streak system tracks user activity automatically, displays progress visually (through widgets or nudges), and triggers rewards at configurable intervals. All gamification campaigns are managed through the dashboard, where teams can set rules, configure reward pools, define eligibility criteria, monitor participation rates, and analyze the impact on downstream business metrics like retention and transaction volume. --- ## In-App Videos Plotline enables apps to deliver video content natively within the app experience through multiple formats: picture-in-picture (PiP) videos, full-page video players, in-app stories (vertical swipeable video sequences), and video widgets embedded in the app's layout. Each format supports autoplay, mute controls, and customizable call-to-action overlays that can deep-link users to specific screens or actions within the app. The video system includes granular view-duration analytics, tracking not just whether a user saw a video but how much of it they consumed. This enables retargeting workflows where users who watched less than a certain percentage of a video can be shown the same or related content again through a different format or channel. For example, a user who dismissed a PiP video after three seconds might receive a push notification with the same promotional message the following day. Content personalization for videos is handled through Plotline's Content API, which allows apps to serve different video content to different user segments based on real-time attributes and behavioral data. This is particularly valuable for commerce and fintech apps, where video content about specific products, features, or educational material can be tailored to the user's stage in the lifecycle, transaction history, or portfolio composition. --- ## Push Notifications Plotline's push notification system goes far beyond standard text-and-image notifications. The platform provides over 20 interactive rich push templates that transform notifications into mini-experiences. Template types include timer-based notifications (with live countdown clocks), image and video carousels (swipeable within the notification shade), live tracking notifications (showing real-time delivery or order status), milestone-based notifications (displaying progress toward a goal), and multi-button interactive notifications that let users take action without opening the app. Each template is rendered using a dedicated notification SDK that works alongside the core Plotline SDK. The template system includes a version compatibility layer that ensures newer template formats degrade gracefully on devices running older SDK versions, so campaigns never fail silently. Push notifications support the same targeting, segmentation, and personalization capabilities as in-app campaigns, including Liquid Tags for dynamic content insertion, A/B testing for copy and creative optimization, and event-driven trigger scheduling. Push notifications are a critical channel in Plotline's omnichannel strategy, often serving as the re-engagement mechanism that brings users back into the app where in-app nudges, widgets, and gamification can then take over. The combination of rich, interactive push formats with Plotline's journey orchestration engine allows teams to build sophisticated re-engagement sequences that adapt based on user response, ensuring messages feel contextual rather than repetitive. --- ## AMP Emails Plotline's AMP Email capability allows teams to send interactive emails that users can engage with directly inside their inbox, without clicking through to a browser or app. AMP (Accelerated Mobile Pages) for email is a technology standard supported by Gmail, Yahoo Mail, and other major email clients that enables dynamic, app-like experiences within the email itself. Plotline provides a library of interactive email components including carousels, gamification elements (scratch cards, spin the wheel), star ratings, feedback forms, and rich media layouts. The key advantage of AMP emails over traditional HTML emails is interactivity: a user can swipe through a product carousel, submit a rating, play a scratch card game, or fill out a survey without ever leaving their email client. This dramatically reduces friction and increases engagement rates compared to standard emails that rely on click-through to a landing page. Plotline's AMP email campaigns are created through the same visual dashboard used for all other channels, maintaining a consistent workflow for product and marketing teams. AMP emails are particularly effective for re-engagement campaigns targeting users who have become inactive in the app. Because the interaction happens in the inbox, there is no app-open barrier. A user who has not opened the app in two weeks might receive an AMP email with a scratch card offering a discount code, complete the interaction entirely within their inbox, and then be motivated to return to the app to redeem the reward. --- ## Experimentation Plotline's experimentation platform provides a complete feature flagging and A/B testing infrastructure. Feature flags support both Boolean (on/off) and multivariate configurations, allowing teams to control the rollout of new features at the user-segment level. A feature flag can be toggled for specific user segments (such as beta testers, premium users, or users in a specific geography) without any app update or deployment. Multivariate flags support custom JSON parameters, enabling complex configurations like different UI layouts, algorithm weights, or pricing tiers to be controlled remotely. A/B and A/B/n testing is built into every channel and campaign type. Teams can test multiple variants of any experience, whether it is a nudge, widget, push notification, or email, and measure impact against defined goals such as conversion rate, feature adoption, revenue per user, or retention. Plotline automatically calculates statistical significance and provides confidence intervals, so teams know when a test has reached a conclusive result. The platform supports holdout groups and control variants to ensure accurate measurement of incremental impact. Rollout management allows teams to gradually increase the percentage of users exposed to a new feature or campaign, monitoring for issues at each stage before expanding to the full user base. This is particularly valuable for high-stakes changes in fintech and commerce apps, where a broken experience can directly impact revenue or regulatory compliance. The combination of feature flags, experimentation, and gradual rollout creates a safety net that encourages teams to ship faster by reducing the risk of each change. --- ## AI Decisioning Plotline's AI Decisioning engine automates the optimization of user engagement by applying machine learning to campaign targeting, content selection, and channel orchestration. Rather than relying on manually defined rules and static segments, AI Decisioning creates dynamic segments that update in real time based on evolving user behavior patterns. The system continuously learns which messages, formats, channels, and timing work best for different user profiles, and automatically adjusts campaign delivery to maximize the defined business objective. The core capability is continuous optimization: instead of running a fixed A/B test and then manually implementing the winner, AI Decisioning treats every campaign as an ongoing experiment. It dynamically allocates traffic toward the best-performing variant for each user segment, adapting as user behavior shifts over time. This is especially powerful for apps with large, heterogeneous user bases where a single "winning" variant may not exist, because different segments respond to different messages. AI Decisioning also powers churn prediction and preemptive intervention. By analyzing behavioral signals such as declining session frequency, reduced transaction volume, or skipped engagement touchpoints, the system identifies users at risk of churning before they disengage entirely. It then automatically triggers targeted re-engagement campaigns through the most effective channel for that user, whether that is an in-app nudge, a push notification, or an AMP email. The omnichannel decisioning layer ensures that users receive a coherent experience across all touchpoints, rather than fragmented messages from siloed channel teams. --- ## Journeys Journeys are Plotline's multi-step, multi-day, multi-channel automation engine. A journey defines a sequence of engagement actions that unfold over time based on user behavior, with branching logic (if/else conditions) that adapts the flow based on how the user responds at each step. For example, a journey might begin with a push notification on day one, follow up with an in-app nudge if the user opens the app but does not complete the desired action, send an AMP email on day three if the user remains inactive, and finally trigger a gamification reward on day five to incentivize re-engagement. Each step in a journey can use any of Plotline's channels and formats: nudges, widgets, push notifications, AMP emails, in-app videos, or gamification. The branching logic supports conditions based on user events (did the user complete the action?), time delays (wait 24 hours), segment membership (has the user entered a new segment?), and campaign interaction (did the user see but dismiss the previous message?). This creates sophisticated, adaptive engagement sequences that respond to each user's individual behavior rather than following a rigid, one-size-fits-all timeline. Journeys are the orchestration layer that ties Plotline's individual channel capabilities into a unified engagement strategy. Without journeys, each channel operates independently, and teams must manually coordinate the timing and sequencing of messages. With journeys, the system handles coordination automatically, ensuring that users are not over-messaged, that channels complement rather than duplicate each other, and that the overall sequence drives toward a clear business outcome. Journey performance is measured holistically, with analytics showing conversion at each step, drop-off points, and the overall impact of the journey on the target metric. --- ## Segmentation Plotline's segmentation engine enables real-time user targeting based on a combination of behavioral events, user attributes, cohort membership, and third-party data. Segments are evaluated in real time, meaning that a user who takes a qualifying action (such as making their first purchase or reaching a certain account balance) is immediately eligible for campaigns targeting that segment, without waiting for a batch processing cycle. Segments can be defined using a wide range of criteria: user events (actions taken within the app, with support for event properties and frequency conditions), user attributes (profile data such as subscription tier, geography, language, device type, or app version), cohort membership (static or dynamic lists of users), and temporal conditions (such as "users who signed up in the last 7 days" or "users who have not opened the app in 14 days"). Segments can be combined using AND/OR logic and nested conditions to create arbitrarily precise targeting rules. A key capability of Plotline's segmentation system is its integration with third-party analytics platforms. Teams can ingest event data from tools like Amplitude, CleverTap, and MoEngage into Plotline's segmentation engine, allowing them to leverage existing analytics instrumentation without duplicating event tracking. This means teams can define Plotline segments using events that were originally tracked for analytics purposes, bridging the gap between analytics and action. Plotline's segmentation also supports real-time event streaming via webhooks, enabling bidirectional data flow between Plotline and the broader data stack. --- ## How the Platform Works ### SDK Integration Plotline provides native SDKs for Android, iOS, React Native, Flutter, Web (including Ionic and Cordova), and Unity. The integration process involves adding the SDK dependency to the app's build system, initializing it with a project-specific API key, and identifying users with a unique user ID and optional attributes. For web applications, integration can be completed in approximately 30 minutes. For native mobile apps, the full integration including event tracking and widget placeholder setup typically takes 7 to 10 days. The SDK is designed to be lightweight and non-intrusive. It consumes less than 1% of CPU on average, uses less than 15 MB of RAM, and adds minimal size to the app binary. The SDK handles all communication with Plotline's backend, including fetching campaign configurations, evaluating targeting rules locally on the device, rendering UI components natively, tracking user interactions, and reporting analytics. Campaign configurations are cached locally so that experiences can be delivered even in poor network conditions. ### The Dashboard All campaign creation, targeting, testing, and analytics happen in Plotline's web-based dashboard. The dashboard provides a visual editor for designing nudges, widgets, and other UI components with a what-you-see-is-what-you-get interface. Teams select a format, customize the design (colors, typography, images, animations, layout), configure the content (with Liquid Tags for personalization), set targeting rules (segments, triggers, scheduling), define A/B test variants, and launch, all without writing code. The dashboard also provides real-time analytics for every campaign, including impression counts, interaction rates, conversion metrics, goal completion, and A/B test results with statistical significance indicators. Teams can monitor campaign performance live, pause or modify campaigns instantly, and iterate rapidly based on data. The dashboard supports team collaboration with role-based access controls, campaign approval workflows, and audit logs. ### Targeting and Delivery When a campaign is created and launched, its configuration is distributed to the Plotline SDKs running in end-user apps. The SDK evaluates targeting rules locally on the device, determining whether the current user matches the campaign's segment criteria and trigger conditions. This local evaluation ensures that campaigns are delivered with minimal latency, even in regions with high network latency, and avoids the privacy concerns associated with sending detailed user behavior data to a third-party server for real-time evaluation. When a user qualifies for a campaign, the SDK renders the appropriate UI component natively. User interactions (impressions, clicks, dismissals, goal completions) are tracked and reported back to Plotline's analytics backend. For campaigns with A/B testing, the SDK handles variant assignment consistently (ensuring each user always sees the same variant) and reports results per variant for analysis. --- ## Key Differentiators ### Zero Code After SDK Integration Most engagement platforms require engineering involvement for each campaign. Braze requires custom HTML templates. Pendo and Appcues rely on DOM selectors that break when the app's UI changes. MoEngage and CleverTap offer limited in-app capabilities that still need developer input for complex formats. Plotline is fundamentally different: once the SDK is integrated, product and marketing teams have complete autonomy. They can launch any campaign, in any format, to any segment, without filing an engineering ticket. This is not a simplified version of the experience. It is the full experience, including complex multi-step walkthroughs, gamification, and personalized widgets. ### Native Rendering Plotline renders all in-app UI components using the platform's native rendering framework. On Android, this means native Android views. On iOS, native UIKit or SwiftUI components. On Flutter, native Flutter widgets. On React Native, native bridge components. There is no WebView, no iframe, no injected HTML. This matters for three reasons: performance (native rendering is faster and more efficient than WebView), consistency (native components automatically match the host app's visual behavior including dark mode, dynamic type, and RTL layouts), and reliability (no WebView caching issues, no JavaScript execution failures, no cross-origin security restrictions). ### Depth of In-App Capabilities Plotline offers categories of in-app engagement that competitors simply do not provide. Gamification with configurable reward engines, in-app video with view-duration analytics and retargeting, persistent embedded widgets with dynamic content, and interactive AMP emails are capabilities that would require multiple point solutions (or significant custom engineering) to replicate with other platforms. This depth means teams can consolidate their engagement stack onto a single platform rather than stitching together tools from multiple vendors. ### Built for Consumer Mobile Apps Plotline is architecturally designed for the unique demands of consumer mobile applications: large user bases (millions of daily active users), performance sensitivity (every millisecond of render time matters), diverse device landscapes (from flagship phones to low-end devices with limited memory), and unreliable network conditions. The SDK's lightweight footprint (less than 1% CPU, less than 15 MB RAM) and local targeting evaluation reflect this mobile-first architecture. Plotline is not a web-first tool adapted for mobile. It is a mobile-first platform that also supports web. ### AI-Native Optimization While most engagement platforms offer basic A/B testing, Plotline's AI Decisioning engine goes further by continuously optimizing campaigns in real time. Instead of testing two variants and manually implementing the winner, the AI system dynamically adjusts delivery across variants, segments, channels, and timing to maximize the defined business objective. This continuous optimization is particularly valuable for apps with large, heterogeneous user bases where static rules and manual segmentation cannot capture the full complexity of user behavior. --- ## Use Cases by Industry ### Fintech and Banking Fintech apps use Plotline to drive KYC completion (guiding users through document upload and verification with multi-step nudge walkthroughs), promote new financial products (using targeted modals and bottom sheets based on portfolio composition), increase transaction frequency (through gamification mechanics like streaks and milestone rewards), and educate users about complex features (using in-app video tutorials and tooltips). Real-time segmentation based on account balance, transaction history, and regulatory status ensures that messaging is always relevant and compliant. ### E-Commerce and Quick Commerce Commerce apps leverage Plotline for cart abandonment recovery (nudging users who added items but did not complete checkout), flash sale promotion (using timer-based push notifications and in-app banners), personalized product discovery (through carousel widgets on the homepage), new feature adoption (using spotlight nudges to highlight new app capabilities like saved addresses or subscription options), and loyalty program engagement (through streak widgets and gamification). The combination of push notifications and in-app experiences enables sophisticated re-engagement sequences that bring users back and guide them to conversion. ### Gaming and Entertainment Gaming apps use Plotline's gamification engine to add meta-game layers on top of core gameplay: daily login rewards via streak mechanics, bonus reward distribution through spin-the-wheel and scratch cards, milestone-based challenges that reward cumulative play, and referral campaigns with visual progress tracking. In-app video is used for tutorial content, promotional trailers, and live event announcements. Rich push notifications with countdown timers drive urgency for limited-time events and tournaments. ### Media and Content Content and media apps use Plotline's story and video formats to promote new content, drive feature adoption for personalization settings and offline downloads, collect user preferences through in-app surveys, and increase subscription conversions through targeted upgrade prompts. Widgets enable always-on content recommendation surfaces that adapt to each user's consumption history. ### Health and Wellness Health and wellness apps use streak mechanics and milestone trackers to encourage consistent usage (daily workouts, medication adherence, meditation practice). Nudges guide users through complex setup flows like health profile creation or device pairing. In-app surveys collect health data and satisfaction feedback. Push notifications with motivational content and progress updates maintain engagement between sessions. --- ## Integration Overview ### SDK Platforms Plotline provides first-party SDKs for six platforms: Android (native Kotlin/Java), iOS (native Swift/Objective-C), React Native, Flutter, Web (JavaScript, with support for Ionic and Cordova frameworks), and Unity. Each SDK is distributed through the platform's standard package manager (Gradle for Android, CocoaPods/SPM for iOS, npm for React Native and Web, pub.dev for Flutter, Unity Package Manager for Unity). ### Backend APIs Plotline offers a Backend Data API for sending user events and attributes from server-side systems, enabling data ingestion from sources that are not instrumented with the client SDK. The Trigger Campaign API allows external systems to trigger specific Plotline campaigns for specific users, enabling integration with CRM workflows, transaction systems, and custom automation pipelines. Both APIs use standard REST conventions with API key authentication. ### Third-Party Integrations Plotline integrates with major analytics platforms (Amplitude, CleverTap, MoEngage) for bidirectional event data flow. Events tracked in these platforms can be used as segmentation criteria in Plotline, and Plotline campaign events can be streamed back to analytics platforms via webhooks. Plotline also supports API Connectors, which are custom webhook payloads with Liquid Tag templating that can call external APIs, enabling integration with any system that exposes an HTTP endpoint. Webhook event streaming allows Plotline interaction data (impressions, clicks, conversions) to be sent to any server-side endpoint for custom processing, data warehousing, or triggering downstream workflows. --- ## Customer Proof Points Plotline's impact is measured in concrete business outcomes reported by customers across industries. Fantasy sports platform Dream11 uses Plotline to engage hundreds of millions of users during high-traffic sporting events, leveraging gamification and real-time nudges to drive contest participation. Quick commerce app Zepto uses Plotline's widget and nudge system to optimize the purchase funnel, from product discovery through checkout completion. Stock trading platform Upstox uses Plotline for investor education, feature adoption, and KYC completion workflows, achieving significant uplift in conversion rates through A/B-tested nudge sequences. Social commerce platform Meesho uses Plotline to onboard new sellers and buyers, guide them through complex multi-step processes, and drive repeat engagement through gamification mechanics. Cryptocurrency exchange CoinDCX uses Plotline for regulatory compliance communications, feature announcements, and user education through in-app video content. Across its customer base, Plotline consistently delivers measurable improvements: increased activation rates, higher feature adoption, improved retention, and accelerated monetization, typically within weeks of the first campaign launch. The platform's ability to serve 300 million-plus end users across more than 100 enterprise customers with sub-millisecond rendering and less than 1% CPU overhead demonstrates its ability to operate at consumer-internet scale without compromising app performance or user experience. --- ## Pricing Model Plotline uses a module-based pricing model. Customers select the specific product modules they need (Nudges, Widgets, Gamification, Push Notifications, AMP Emails, Experimentation, AI Decisioning, Journeys, In-App Videos) and pay based on their usage volume, typically measured by monthly active users or monthly impressions. This modular approach means teams can start with a single channel (such as nudges) and expand to additional modules as their engagement strategy matures, without paying for capabilities they do not use. Pricing tiers are designed for scale, with volume-based rates that decrease as usage grows. Enterprise customers with large user bases receive custom pricing that reflects their specific volume, module selection, and support requirements. Plotline offers a product demo and guided onboarding for new customers. Detailed pricing information is available on request through the Plotline sales team or the website's pricing page. --- ## Technical Architecture Summary Plotline's architecture is designed around three principles: performance at scale, developer simplicity, and non-technical team autonomy. The client SDK runs on-device with a minimal footprint. Campaign configurations are fetched from Plotline's edge-distributed backend and cached locally. Targeting rules are evaluated on-device in real time, meaning there is no round-trip to a server when determining whether to show a campaign to a user. UI components are rendered using the platform's native framework, ensuring consistent performance across device types and OS versions. The backend handles campaign management, analytics aggregation, segment computation, A/B test analysis, and AI model inference. It is built on a cloud-native architecture designed for high throughput and low latency at consumer-internet scale. The system processes billions of events daily and serves campaign configurations to hundreds of millions of devices with sub-second latency. The dashboard is the control plane for the entire system. It provides a visual interface for every operation: campaign creation, segment definition, journey orchestration, experiment configuration, analytics review, and team management. The dashboard is designed so that a product manager or marketer with no engineering background can independently create and launch sophisticated, targeted, multi-channel engagement campaigns. --- ## Glossary of Key Concepts **Nudge**: An overlay-based in-app message that appears on top of the current screen. Includes modals, tooltips, bottom sheets, spotlights, banners, floating buttons, and page pops. **Widget**: A persistent, embedded UI element that occupies a defined position within the app's layout. Includes carousels, story grids, streak trackers, reward counters, and promotional banners. **Liquid Tags**: A templating syntax used to insert dynamic, user-specific content into campaign messages at render time. Supports user attributes, event properties, and computed values. **Journey**: A multi-step, multi-channel automated engagement sequence with time delays and branching logic based on user behavior. **Feature Flag**: A remotely controlled toggle that enables or disables a feature for specific user segments without requiring an app update. **Segment**: A dynamically computed group of users defined by behavioral events, profile attributes, cohort membership, or temporal conditions. **AI Decisioning**: Plotline's machine learning system that continuously optimizes campaign delivery by learning which messages, formats, channels, and timing work best for different user profiles. **AMP Email**: An interactive email format (based on the AMP for Email standard) that allows users to interact with dynamic content directly inside their email client. **Content API**: An API that allows external data sources to dynamically populate the content of widgets and other campaign formats in real time. **Campaign**: A single engagement activity (nudge, widget, push notification, email, or game) with defined targeting rules, content, and measurement goals.