diff --git a/cmd/apollo-worker-notifications/main.go b/cmd/apollo-worker-notifications/main.go
index aab4550..9093632 100644
--- a/cmd/apollo-worker-notifications/main.go
+++ b/cmd/apollo-worker-notifications/main.go
@@ -370,7 +370,7 @@ func (c *Consumer) Consume(delivery rmq.Delivery) {
 	for _, msg := range msgs.MessageListing.Messages {
 		notification := &apns2.Notification{}
 		notification.Topic = "com.christianselig.Apollo"
-		notification.Payload = payload.NewPayload().AlertTitle(msg.Subject).AlertBody(msg.Body)
+		notification.Payload = payloadFromMessage(&msg)
 
 		for _, device := range devices {
 			notification.DeviceToken = device.APNSToken
@@ -404,6 +404,53 @@ func (c *Consumer) Consume(delivery rmq.Delivery) {
 	}).Debug("finishing job")
 }
 
+func payloadFromMessage(msg *reddit.MessageData) *payload.Payload {
+	postBody := msg.Body
+	if len(postBody) > 2000 {
+		postBody = msg.Body[:2000]
+	}
+
+	postTitle := msg.LinkTitle
+	if postTitle == "" {
+		postTitle = msg.Subject
+	}
+	if len(postTitle) > 75 {
+		postTitle = fmt.Sprintf("%s…", postTitle[0:75])
+	}
+
+	payload := payload.NewPayload().Sound("traloop.wav").AlertBody(postBody).Custom("author", msg.Author).Custom("parent_id", msg.ParentID).AlertSummaryArg(msg.Author).MutableContent()
+
+	switch {
+	case (msg.Kind == "t1" && msg.Type == "username_mention"):
+		title := fmt.Sprintf(`Mention in “%s”`, postTitle)
+		payload = payload.AlertTitle(title).Custom("type", "username")
+
+		pType, _ := reddit.SplitID(msg.ParentID)
+		if pType == "t1" {
+			payload = payload.Category("inbox-username-mention-context")
+		} else {
+			payload = payload.Category("inbox-username-mention-no-context")
+		}
+
+		payload = payload.Custom("subject", "comment").ThreadID("comment")
+		break
+	case (msg.Kind == "t1" && msg.Type == "post_reply"):
+		title := fmt.Sprintf(`%s to “%s”`, msg.Author, postTitle)
+		payload = payload.AlertTitle(title).Custom("type", "post").Category("inbox-post-reply").Custom("subject", "comment").ThreadID("comment")
+		break
+	case (msg.Kind == "t1" && msg.Type == "comment_reply"):
+		title := fmt.Sprintf(`%s in “%s”`, msg.Author, postTitle)
+		payload = payload.AlertTitle(title).Custom("type", "comment").Category("inbox-comment-reply").Custom("subject", "comment").ThreadID("comment")
+		break
+	case (msg.Kind == "t4"):
+		title := fmt.Sprintf(`Message from %s`, msg.Author)
+		payload = payload.AlertTitle(title).AlertSubtitle(postTitle).Custom("type", "private-message").Category("inbox-private-message")
+		break
+	}
+
+	return payload
+}
+
 func logErrors(errChan <-chan error) {
 	for err := range errChan {
 		log.Print("error: ", err)
diff --git a/internal/reddit/client.go b/internal/reddit/client.go
index 34a7025..8ed2c07 100644
--- a/internal/reddit/client.go
+++ b/internal/reddit/client.go
@@ -25,6 +25,14 @@ type Client struct {
 	statsd *statsd.Client
 }
 
+func SplitID(id string) (string, string) {
+	if parts := strings.Split(id, "_"); len(parts) == 2 {
+		return parts[0], parts[1]
+	}
+
+	return "", ""
+}
+
 func NewClient(id, secret string, statsd *statsd.Client) *Client {
 	tracer := &httptrace.ClientTrace{
 		GotConn: func(info httptrace.GotConnInfo) {
diff --git a/internal/reddit/types.go b/internal/reddit/types.go
index 7165ff7..2dda199 100644
--- a/internal/reddit/types.go
+++ b/internal/reddit/types.go
@@ -5,10 +5,14 @@ import "fmt"
 type Message struct {
 	ID        string  `json:"id"`
 	Kind      string  `json:"kind"`
+	Type      string  `json:"type"`
 	Author    string  `json:"author"`
 	Subject   string  `json:"subject"`
 	Body      string  `json:"body"`
 	CreatedAt float64 `json:"created_utc"`
+	Context   string  `json:"context"`
+	ParentID  string  `json:"parent_id"`
+	LinkTitle string  `json:"link_title"`
 }
 
 type MessageData struct {