diff --git a/bats/core/notifications/notifications.bats b/bats/core/notifications/notifications.bats
index 56d153c0e7..905f6d7739 100644
--- a/bats/core/notifications/notifications.bats
+++ b/bats/core/notifications/notifications.bats
@@ -239,3 +239,172 @@ setup_file() {
   count=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithoutBulletinEnabledCount')
   [[ $count -eq 2 ]] || exit 1
 }
+
+@test "notifications: bulletin with label and external url action" {
+  admin_token="$(read_value 'admin.token')"
+
+  variables=$(
+    jq -n \
+    '{
+      input: {
+        localizedNotificationContents: [
+          {
+            language: "en",
+            title: "New feature available",
+            body: "Check out our latest update"
+          }
+        ],
+        shouldSendPush: false,
+        shouldAddToHistory: true,
+        shouldAddToBulletin: true,
+        openExternalUrl: {
+          url: "https://example.com/update",
+          label: "Learn more"
+        },
+        icon: "BELL"
+      }
+    }'
+  )
+
+  exec_admin_graphql "$admin_token" 'marketing-notification-trigger' "$variables"
+
+  local action_label
+  local action_url
+  local icon
+  for i in {1..10}; do
+    exec_graphql 'alice' 'list-unacknowledged-stateful-notifications-with-bulletin-enabled'
+    action_label=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.label')
+    [[ "$action_label" = "Learn more" ]] && break;
+    sleep 1
+  done
+  [[ "$action_label" = "Learn more" ]] || exit 1
+
+  action_url=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.url')
+  [[ "$action_url" = "https://example.com/update" ]] || exit 1
+
+  icon=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].icon')
+  [[ "$icon" = "BELL" ]] || exit 1
+}
+
+@test "notifications: bulletin without label has null action label" {
+  admin_token="$(read_value 'admin.token')"
+
+  variables=$(
+    jq -n \
+    '{
+      input: {
+        localizedNotificationContents: [
+          {
+            language: "en",
+            title: "Simple notification",
+            body: "No label here"
+          }
+        ],
+        shouldSendPush: false,
+        shouldAddToHistory: true,
+        shouldAddToBulletin: true,
+      }
+    }'
+  )
+
+  exec_admin_graphql "$admin_token" 'marketing-notification-trigger' "$variables"
+
+  local action
+  local title
+  for i in {1..10}; do
+    exec_graphql 'alice' 'list-stateful-notifications' '{"first": 1}'
+    title=$(graphql_output '.data.me.statefulNotifications.nodes[0].title')
+    [[ "$title" = "Simple notification" ]] && break;
+    sleep 1
+  done
+  [[ "$title" = "Simple notification" ]] || exit 1
+
+  action=$(graphql_output '.data.me.statefulNotifications.nodes[0].action')
+  [[ "$action" = "null" ]] || exit 1
+}
+
+@test "notifications: bulletin with label and deep link action" {
+  admin_token="$(read_value 'admin.token')"
+
+  variables=$(
+    jq -n \
+    '{
+      input: {
+        localizedNotificationContents: [
+          {
+            language: "en",
+            title: "Complete your profile",
+            body: "Set up your account to get started"
+          }
+        ],
+        shouldSendPush: false,
+        shouldAddToHistory: true,
+        shouldAddToBulletin: true,
+        openDeepLink: {
+          screen: "SETTINGS",
+          label: "Go to settings"
+        }
+      }
+    }'
+  )
+
+  exec_admin_graphql "$admin_token" 'marketing-notification-trigger' "$variables"
+
+  local action_label
+  local deep_link
+  for i in {1..10}; do
+    exec_graphql 'alice' 'list-unacknowledged-stateful-notifications-with-bulletin-enabled'
+    action_label=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.label')
+    [[ "$action_label" = "Go to settings" ]] && break;
+    sleep 1
+  done
+  [[ "$action_label" = "Go to settings" ]] || exit 1
+
+  deep_link=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.deepLink')
+  [[ "$deep_link" = "/settings" ]] || exit 1
+}
+
+@test "notifications: bulletin with label on both deep link and external url uses deep link" {
+  admin_token="$(read_value 'admin.token')"
+
+  variables=$(
+    jq -n \
+    '{
+      input: {
+        localizedNotificationContents: [
+          {
+            language: "en",
+            title: "Both actions label",
+            body: "Deep link label should take priority"
+          }
+        ],
+        shouldSendPush: false,
+        shouldAddToHistory: true,
+        shouldAddToBulletin: true,
+        openDeepLink: {
+          screen: "SETTINGS",
+          label: "Deep link label"
+        },
+        openExternalUrl: {
+          url: "https://example.com/fallback",
+          label: "External label"
+        }
+      }
+    }'
+  )
+
+  exec_admin_graphql "$admin_token" 'marketing-notification-trigger' "$variables"
+
+  local action_label
+  local action_url
+  for i in {1..10}; do
+    exec_graphql 'alice' 'list-unacknowledged-stateful-notifications-with-bulletin-enabled'
+    action_label=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.label')
+    [[ "$action_label" = "External label" ]] && break;
+    sleep 1
+  done
+  [[ "$action_label" = "External label" ]] || exit 1
+
+  action_url=$(graphql_output '.data.me.unacknowledgedStatefulNotificationsWithBulletinEnabled.nodes[0].action.url')
+  [[ "$action_url" = "https://example.com/fallback" ]] || exit 1
+}
diff --git a/bats/gql/list-stateful-notifications-without-bulletin-enabled.gql b/bats/gql/list-stateful-notifications-without-bulletin-enabled.gql
index 55145e887e..417eab01ed 100644
--- a/bats/gql/list-stateful-notifications-without-bulletin-enabled.gql
+++ b/bats/gql/list-stateful-notifications-without-bulletin-enabled.gql
@@ -14,6 +14,17 @@ query listStatefulNotificationsWithoutBulletinEnabled($first: Int = 2, $after: S
         acknowledgedAt
         createdAt
         bulletinEnabled
+        action {
+          ... on OpenDeepLinkAction {
+            deepLink
+            label
+          }
+          ... on OpenExternalLinkAction {
+            url
+            label
+          }
+        }
+        icon
       }
     }
   }
diff --git a/bats/gql/list-stateful-notifications.gql b/bats/gql/list-stateful-notifications.gql
index 3af9a7f90c..6febd45714 100644
--- a/bats/gql/list-stateful-notifications.gql
+++ b/bats/gql/list-stateful-notifications.gql
@@ -14,6 +14,17 @@ query listStatefulNotifications($first: Int = 2, $after: String = null) {
         acknowledgedAt
         createdAt
         bulletinEnabled
+        action {
+          ... on OpenDeepLinkAction {
+            deepLink
+            label
+          }
+          ... on OpenExternalLinkAction {
+            url
+            label
+          }
+        }
+        icon
       }
     }
   }
diff --git a/bats/gql/list-unacknowledged-stateful-notifications-with-bulletin-enabled.gql b/bats/gql/list-unacknowledged-stateful-notifications-with-bulletin-enabled.gql
index 4c56c0a8fb..b928f87c21 100644
--- a/bats/gql/list-unacknowledged-stateful-notifications-with-bulletin-enabled.gql
+++ b/bats/gql/list-unacknowledged-stateful-notifications-with-bulletin-enabled.gql
@@ -13,6 +13,17 @@ query listUnacknowledgedStatefulNotificationsWithBulletinEnabled($first: Int = 2
         deepLink
         acknowledgedAt
         createdAt
+        action {
+          ... on OpenDeepLinkAction {
+            deepLink
+            label
+          }
+          ... on OpenExternalLinkAction {
+            url
+            label
+          }
+        }
+        icon
       }
     }
   }
diff --git a/core/api/src/app/admin/index.types.d.ts b/core/api/src/app/admin/index.types.d.ts
index e089d8e8d9..78f8b5285e 100644
--- a/core/api/src/app/admin/index.types.d.ts
+++ b/core/api/src/app/admin/index.types.d.ts
@@ -5,11 +5,13 @@ type AdminTriggerMarketingNotificationArgs = {
     | {
         screen: DeepLinkScreen | undefined
         action: DeepLinkAction | undefined
+        label: string | undefined
       }
     | undefined
   openExternalUrl:
     | {
         url: string
+        label: string | undefined
       }
     | undefined
   shouldSendPush: boolean
diff --git a/core/api/src/domain/notifications/index.types.d.ts b/core/api/src/domain/notifications/index.types.d.ts
index 896c3fce42..7fb1bbd782 100644
--- a/core/api/src/domain/notifications/index.types.d.ts
+++ b/core/api/src/domain/notifications/index.types.d.ts
@@ -145,11 +145,13 @@ type TriggerMarketingNotificationArgs = {
     | {
         screen: DeepLinkScreen | undefined
         action: DeepLinkAction | undefined
+        label: string | undefined
       }
     | undefined
   openExternalUrl:
     | {
         url: string
+        label: string | undefined
       }
     | undefined
   shouldSendPush: boolean
diff --git a/core/api/src/graphql/admin/root/mutation/marketing-notification-trigger.ts b/core/api/src/graphql/admin/root/mutation/marketing-notification-trigger.ts
index 36ec89d1a4..80ee7aeece 100644
--- a/core/api/src/graphql/admin/root/mutation/marketing-notification-trigger.ts
+++ b/core/api/src/graphql/admin/root/mutation/marketing-notification-trigger.ts
@@ -33,6 +33,9 @@ const OpenDeepLinkInput = GT.Input({
     action: {
       type: DeepLinkAction,
     },
+    label: {
+      type: GT.String,
+    },
   }),
 })
 
@@ -42,6 +45,9 @@ const OpenExternalUrlInput = GT.Input({
     url: {
       type: GT.NonNull(ExternalUrl),
     },
+    label: {
+      type: GT.String,
+    },
   }),
 })
 
@@ -93,9 +99,10 @@ const MarketingNotificationTriggerMutation = GT.Field<
         | {
             screen: DeepLinkScreen | Error | undefined
             action: DeepLinkAction | Error | undefined
+            label: string | undefined
           }
         | undefined
-      openExternalUrl: { url: string | Error } | undefined
+      openExternalUrl: { url: string | Error; label: string | undefined } | undefined
       localizedNotificationContents: {
         title: string
         body: string
@@ -145,6 +152,7 @@ const MarketingNotificationTriggerMutation = GT.Field<
       nonErrorOpenDeepLink = {
         screen: openDeepLink.screen,
         action: openDeepLink.action,
+        label: openDeepLink.label,
       }
     }
 
@@ -159,6 +167,7 @@ const MarketingNotificationTriggerMutation = GT.Field<
       }
       nonErrorOpenExternalUrl = {
         url: openExternalUrl.url,
+        label: openExternalUrl.label,
       }
     }
 
diff --git a/core/api/src/graphql/admin/schema.graphql b/core/api/src/graphql/admin/schema.graphql
index 7f9a020e2f..fd1d8b606d 100644
--- a/core/api/src/graphql/admin/schema.graphql
+++ b/core/api/src/graphql/admin/schema.graphql
@@ -426,10 +426,12 @@ scalar OnChainTxHash
 
 input OpenDeepLinkInput {
   action: DeepLinkAction
+  label: String
   screen: DeepLinkScreen
 }
 
 input OpenExternalUrlInput {
+  label: String
   url: ExternalUrl!
 }
 
diff --git a/core/api/src/services/notifications/index.ts b/core/api/src/services/notifications/index.ts
index 78debd639c..877c7abedc 100644
--- a/core/api/src/services/notifications/index.ts
+++ b/core/api/src/services/notifications/index.ts
@@ -662,6 +662,11 @@ export const NotificationsService = (): INotificationsService => {
         if (externalUrl !== undefined) action.setExternalUrl(externalUrl)
       }
 
+      const label = openExternalUrl?.label || openDeepLink?.label
+      if (action && typeof label === "string" && label.trim()) {
+        action.setLabel(label)
+      }
+
       const protoIcon = icon ? iconToGrpcIcon(icon) : undefined
 
       const marketingNotificationRequests: Promise<HandleNotificationEventResponse>[] = []
diff --git a/core/api/src/services/notifications/proto/notifications.proto b/core/api/src/services/notifications/proto/notifications.proto
index adf15bb8f3..1f14a60c54 100644
--- a/core/api/src/services/notifications/proto/notifications.proto
+++ b/core/api/src/services/notifications/proto/notifications.proto
@@ -255,6 +255,7 @@ message Action {
     DeepLink deep_link = 1;
     string external_url = 2;
   }
+  optional string label = 3;
 }
 
 message DeepLink {
diff --git a/core/api/src/services/notifications/proto/notifications_grpc_pb.js b/core/api/src/services/notifications/proto/notifications_grpc_pb.js
index fc1c710846..22d6fb4b19 100644
--- a/core/api/src/services/notifications/proto/notifications_grpc_pb.js
+++ b/core/api/src/services/notifications/proto/notifications_grpc_pb.js
@@ -371,4 +371,4 @@ var NotificationsServiceService = exports.NotificationsServiceService = {
   },
 };
 
-exports.NotificationsServiceClient = grpc.makeGenericClientConstructor(NotificationsServiceService);
+exports.NotificationsServiceClient = grpc.makeGenericClientConstructor(NotificationsServiceService, 'NotificationsService');
diff --git a/core/api/src/services/notifications/proto/notifications_pb.d.ts b/core/api/src/services/notifications/proto/notifications_pb.d.ts
index 59f5a4e0b2..c986532966 100644
--- a/core/api/src/services/notifications/proto/notifications_pb.d.ts
+++ b/core/api/src/services/notifications/proto/notifications_pb.d.ts
@@ -973,6 +973,11 @@ export class Action extends jspb.Message {
     getExternalUrl(): string;
     setExternalUrl(value: string): Action;
 
+    hasLabel(): boolean;
+    clearLabel(): void;
+    getLabel(): string | undefined;
+    setLabel(value: string): Action;
+
     getDataCase(): Action.DataCase;
 
     serializeBinary(): Uint8Array;
@@ -989,6 +994,7 @@ export namespace Action {
     export type AsObject = {
         deepLink?: DeepLink.AsObject,
         externalUrl: string,
+        label?: string,
     }
 
     export enum DataCase {
diff --git a/core/api/src/services/notifications/proto/notifications_pb.js b/core/api/src/services/notifications/proto/notifications_pb.js
index f334b68454..5e8eda8242 100644
--- a/core/api/src/services/notifications/proto/notifications_pb.js
+++ b/core/api/src/services/notifications/proto/notifications_pb.js
@@ -923,9 +923,9 @@ proto.services.notifications.v1.ShouldSendNotificationRequest.prototype.toObject
  */
 proto.services.notifications.v1.ShouldSendNotificationRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    category: jspb.Message.getFieldWithDefault(msg, 3, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
+category: jspb.Message.getFieldWithDefault(msg, 3, 0)
   };
 
   if (includeInstance) {
@@ -1113,8 +1113,8 @@ proto.services.notifications.v1.ShouldSendNotificationResponse.prototype.toObjec
  */
 proto.services.notifications.v1.ShouldSendNotificationResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    shouldSend: jspb.Message.getBooleanFieldWithDefault(msg, 2, false)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+shouldSend: jspb.Message.getBooleanFieldWithDefault(msg, 2, false)
   };
 
   if (includeInstance) {
@@ -1273,8 +1273,8 @@ proto.services.notifications.v1.EnableNotificationChannelRequest.prototype.toObj
  */
 proto.services.notifications.v1.EnableNotificationChannelRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    channel: jspb.Message.getFieldWithDefault(msg, 2, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+channel: jspb.Message.getFieldWithDefault(msg, 2, 0)
   };
 
   if (includeInstance) {
@@ -1433,7 +1433,7 @@ proto.services.notifications.v1.EnableNotificationChannelResponse.prototype.toOb
  */
 proto.services.notifications.v1.EnableNotificationChannelResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -1591,9 +1591,9 @@ proto.services.notifications.v1.NotificationSettings.prototype.toObject = functi
  */
 proto.services.notifications.v1.NotificationSettings.toObject = function(includeInstance, msg) {
   var f, obj = {
-    push: (f = msg.getPush()) && proto.services.notifications.v1.ChannelNotificationSettings.toObject(includeInstance, f),
-    locale: jspb.Message.getFieldWithDefault(msg, 2, ""),
-    pushDeviceTokensList: (f = jspb.Message.getRepeatedField(msg, 3)) == null ? undefined : f
+push: (f = msg.getPush()) && proto.services.notifications.v1.ChannelNotificationSettings.toObject(includeInstance, f),
+locale: (f = jspb.Message.getField(msg, 2)) == null ? undefined : f,
+pushDeviceTokensList: (f = jspb.Message.getRepeatedField(msg, 3)) == null ? undefined : f
   };
 
   if (includeInstance) {
@@ -1846,8 +1846,8 @@ proto.services.notifications.v1.ChannelNotificationSettings.prototype.toObject =
  */
 proto.services.notifications.v1.ChannelNotificationSettings.toObject = function(includeInstance, msg) {
   var f, obj = {
-    enabled: jspb.Message.getBooleanFieldWithDefault(msg, 1, false),
-    disabledCategoriesList: (f = jspb.Message.getRepeatedField(msg, 2)) == null ? undefined : f
+enabled: jspb.Message.getBooleanFieldWithDefault(msg, 1, false),
+disabledCategoriesList: (f = jspb.Message.getRepeatedField(msg, 2)) == null ? undefined : f
   };
 
   if (includeInstance) {
@@ -2027,8 +2027,8 @@ proto.services.notifications.v1.DisableNotificationChannelRequest.prototype.toOb
  */
 proto.services.notifications.v1.DisableNotificationChannelRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    channel: jspb.Message.getFieldWithDefault(msg, 2, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+channel: jspb.Message.getFieldWithDefault(msg, 2, 0)
   };
 
   if (includeInstance) {
@@ -2187,7 +2187,7 @@ proto.services.notifications.v1.DisableNotificationChannelResponse.prototype.toO
  */
 proto.services.notifications.v1.DisableNotificationChannelResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -2338,9 +2338,9 @@ proto.services.notifications.v1.DisableNotificationCategoryRequest.prototype.toO
  */
 proto.services.notifications.v1.DisableNotificationCategoryRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    category: jspb.Message.getFieldWithDefault(msg, 3, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
+category: jspb.Message.getFieldWithDefault(msg, 3, 0)
   };
 
   if (includeInstance) {
@@ -2528,7 +2528,7 @@ proto.services.notifications.v1.DisableNotificationCategoryResponse.prototype.to
  */
 proto.services.notifications.v1.DisableNotificationCategoryResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -2679,9 +2679,9 @@ proto.services.notifications.v1.EnableNotificationCategoryRequest.prototype.toOb
  */
 proto.services.notifications.v1.EnableNotificationCategoryRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    category: jspb.Message.getFieldWithDefault(msg, 3, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+channel: jspb.Message.getFieldWithDefault(msg, 2, 0),
+category: jspb.Message.getFieldWithDefault(msg, 3, 0)
   };
 
   if (includeInstance) {
@@ -2869,7 +2869,7 @@ proto.services.notifications.v1.EnableNotificationCategoryResponse.prototype.toO
  */
 proto.services.notifications.v1.EnableNotificationCategoryResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -3020,7 +3020,7 @@ proto.services.notifications.v1.GetNotificationSettingsRequest.prototype.toObjec
  */
 proto.services.notifications.v1.GetNotificationSettingsRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, "")
   };
 
   if (includeInstance) {
@@ -3150,7 +3150,7 @@ proto.services.notifications.v1.GetNotificationSettingsResponse.prototype.toObje
  */
 proto.services.notifications.v1.GetNotificationSettingsResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -3301,8 +3301,8 @@ proto.services.notifications.v1.UpdateUserLocaleRequest.prototype.toObject = fun
  */
 proto.services.notifications.v1.UpdateUserLocaleRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    locale: jspb.Message.getFieldWithDefault(msg, 2, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+locale: jspb.Message.getFieldWithDefault(msg, 2, "")
   };
 
   if (includeInstance) {
@@ -3461,7 +3461,7 @@ proto.services.notifications.v1.UpdateUserLocaleResponse.prototype.toObject = fu
  */
 proto.services.notifications.v1.UpdateUserLocaleResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -3612,8 +3612,8 @@ proto.services.notifications.v1.AddPushDeviceTokenRequest.prototype.toObject = f
  */
 proto.services.notifications.v1.AddPushDeviceTokenRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    deviceToken: jspb.Message.getFieldWithDefault(msg, 2, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+deviceToken: jspb.Message.getFieldWithDefault(msg, 2, "")
   };
 
   if (includeInstance) {
@@ -3772,7 +3772,7 @@ proto.services.notifications.v1.AddPushDeviceTokenResponse.prototype.toObject =
  */
 proto.services.notifications.v1.AddPushDeviceTokenResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -3923,8 +3923,8 @@ proto.services.notifications.v1.RemovePushDeviceTokenRequest.prototype.toObject
  */
 proto.services.notifications.v1.RemovePushDeviceTokenRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    deviceToken: jspb.Message.getFieldWithDefault(msg, 2, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+deviceToken: jspb.Message.getFieldWithDefault(msg, 2, "")
   };
 
   if (includeInstance) {
@@ -4083,7 +4083,7 @@ proto.services.notifications.v1.RemovePushDeviceTokenResponse.prototype.toObject
  */
 proto.services.notifications.v1.RemovePushDeviceTokenResponse.toObject = function(includeInstance, msg) {
   var f, obj = {
-    notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
+notificationSettings: (f = msg.getNotificationSettings()) && proto.services.notifications.v1.NotificationSettings.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -4234,8 +4234,8 @@ proto.services.notifications.v1.UpdateEmailAddressRequest.prototype.toObject = f
  */
 proto.services.notifications.v1.UpdateEmailAddressRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    emailAddress: jspb.Message.getFieldWithDefault(msg, 2, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+emailAddress: jspb.Message.getFieldWithDefault(msg, 2, "")
   };
 
   if (includeInstance) {
@@ -4495,7 +4495,7 @@ proto.services.notifications.v1.RemoveEmailAddressRequest.prototype.toObject = f
  */
 proto.services.notifications.v1.RemoveEmailAddressRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, "")
   };
 
   if (includeInstance) {
@@ -4726,7 +4726,7 @@ proto.services.notifications.v1.HandleNotificationEventRequest.prototype.toObjec
  */
 proto.services.notifications.v1.HandleNotificationEventRequest.toObject = function(includeInstance, msg) {
   var f, obj = {
-    event: (f = msg.getEvent()) && proto.services.notifications.v1.NotificationEvent.toObject(includeInstance, f)
+event: (f = msg.getEvent()) && proto.services.notifications.v1.NotificationEvent.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -5010,14 +5010,14 @@ proto.services.notifications.v1.NotificationEvent.prototype.toObject = function(
  */
 proto.services.notifications.v1.NotificationEvent.toObject = function(includeInstance, msg) {
   var f, obj = {
-    circleGrew: (f = msg.getCircleGrew()) && proto.services.notifications.v1.CircleGrew.toObject(includeInstance, f),
-    circleThresholdReached: (f = msg.getCircleThresholdReached()) && proto.services.notifications.v1.CircleThresholdReached.toObject(includeInstance, f),
-    identityVerificationApproved: (f = msg.getIdentityVerificationApproved()) && proto.services.notifications.v1.IdentityVerificationApproved.toObject(includeInstance, f),
-    identityVerificationDeclined: (f = msg.getIdentityVerificationDeclined()) && proto.services.notifications.v1.IdentityVerificationDeclined.toObject(includeInstance, f),
-    identityVerificationReviewStarted: (f = msg.getIdentityVerificationReviewStarted()) && proto.services.notifications.v1.IdentityVerificationReviewStarted.toObject(includeInstance, f),
-    transactionOccurred: (f = msg.getTransactionOccurred()) && proto.services.notifications.v1.TransactionOccurred.toObject(includeInstance, f),
-    price: (f = msg.getPrice()) && proto.services.notifications.v1.PriceChanged.toObject(includeInstance, f),
-    marketingNotificationTriggered: (f = msg.getMarketingNotificationTriggered()) && proto.services.notifications.v1.MarketingNotificationTriggered.toObject(includeInstance, f)
+circleGrew: (f = msg.getCircleGrew()) && proto.services.notifications.v1.CircleGrew.toObject(includeInstance, f),
+circleThresholdReached: (f = msg.getCircleThresholdReached()) && proto.services.notifications.v1.CircleThresholdReached.toObject(includeInstance, f),
+identityVerificationApproved: (f = msg.getIdentityVerificationApproved()) && proto.services.notifications.v1.IdentityVerificationApproved.toObject(includeInstance, f),
+identityVerificationDeclined: (f = msg.getIdentityVerificationDeclined()) && proto.services.notifications.v1.IdentityVerificationDeclined.toObject(includeInstance, f),
+identityVerificationReviewStarted: (f = msg.getIdentityVerificationReviewStarted()) && proto.services.notifications.v1.IdentityVerificationReviewStarted.toObject(includeInstance, f),
+transactionOccurred: (f = msg.getTransactionOccurred()) && proto.services.notifications.v1.TransactionOccurred.toObject(includeInstance, f),
+price: (f = msg.getPrice()) && proto.services.notifications.v1.PriceChanged.toObject(includeInstance, f),
+marketingNotificationTriggered: (f = msg.getMarketingNotificationTriggered()) && proto.services.notifications.v1.MarketingNotificationTriggered.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -5518,10 +5518,10 @@ proto.services.notifications.v1.CircleGrew.prototype.toObject = function(opt_inc
  */
 proto.services.notifications.v1.CircleGrew.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    circleType: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    thisMonthCircleSize: jspb.Message.getFieldWithDefault(msg, 3, 0),
-    allTimeCircleSize: jspb.Message.getFieldWithDefault(msg, 4, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+circleType: jspb.Message.getFieldWithDefault(msg, 2, 0),
+thisMonthCircleSize: jspb.Message.getFieldWithDefault(msg, 3, 0),
+allTimeCircleSize: jspb.Message.getFieldWithDefault(msg, 4, 0)
   };
 
   if (includeInstance) {
@@ -5738,10 +5738,10 @@ proto.services.notifications.v1.CircleThresholdReached.prototype.toObject = func
  */
 proto.services.notifications.v1.CircleThresholdReached.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    circleType: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    timeFrame: jspb.Message.getFieldWithDefault(msg, 3, 0),
-    threshold: jspb.Message.getFieldWithDefault(msg, 4, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+circleType: jspb.Message.getFieldWithDefault(msg, 2, 0),
+timeFrame: jspb.Message.getFieldWithDefault(msg, 3, 0),
+threshold: jspb.Message.getFieldWithDefault(msg, 4, 0)
   };
 
   if (includeInstance) {
@@ -5958,7 +5958,7 @@ proto.services.notifications.v1.IdentityVerificationApproved.prototype.toObject
  */
 proto.services.notifications.v1.IdentityVerificationApproved.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, "")
   };
 
   if (includeInstance) {
@@ -6088,8 +6088,8 @@ proto.services.notifications.v1.IdentityVerificationDeclined.prototype.toObject
  */
 proto.services.notifications.v1.IdentityVerificationDeclined.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    declinedReason: jspb.Message.getFieldWithDefault(msg, 2, 0)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+declinedReason: jspb.Message.getFieldWithDefault(msg, 2, 0)
   };
 
   if (includeInstance) {
@@ -6248,7 +6248,7 @@ proto.services.notifications.v1.IdentityVerificationReviewStarted.prototype.toOb
  */
 proto.services.notifications.v1.IdentityVerificationReviewStarted.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, "")
+userId: jspb.Message.getFieldWithDefault(msg, 1, "")
   };
 
   if (includeInstance) {
@@ -6378,10 +6378,10 @@ proto.services.notifications.v1.TransactionOccurred.prototype.toObject = functio
  */
 proto.services.notifications.v1.TransactionOccurred.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    type: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    settlementAmount: (f = msg.getSettlementAmount()) && proto.services.notifications.v1.Money.toObject(includeInstance, f),
-    displayAmount: (f = msg.getDisplayAmount()) && proto.services.notifications.v1.Money.toObject(includeInstance, f)
+userId: jspb.Message.getFieldWithDefault(msg, 1, ""),
+type: jspb.Message.getFieldWithDefault(msg, 2, 0),
+settlementAmount: (f = msg.getSettlementAmount()) && proto.services.notifications.v1.Money.toObject(includeInstance, f),
+displayAmount: (f = msg.getDisplayAmount()) && proto.services.notifications.v1.Money.toObject(includeInstance, f)
   };
 
   if (includeInstance) {
@@ -6640,8 +6640,8 @@ proto.services.notifications.v1.Money.prototype.toObject = function(opt_includeI
  */
 proto.services.notifications.v1.Money.toObject = function(includeInstance, msg) {
   var f, obj = {
-    currencyCode: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    minorUnits: jspb.Message.getFieldWithDefault(msg, 2, 0)
+currencyCode: jspb.Message.getFieldWithDefault(msg, 1, ""),
+minorUnits: jspb.Message.getFieldWithDefault(msg, 2, 0)
   };
 
   if (includeInstance) {
@@ -6800,9 +6800,9 @@ proto.services.notifications.v1.PriceChanged.prototype.toObject = function(opt_i
  */
 proto.services.notifications.v1.PriceChanged.toObject = function(includeInstance, msg) {
   var f, obj = {
-    priceOfOneBitcoin: (f = msg.getPriceOfOneBitcoin()) && proto.services.notifications.v1.Money.toObject(includeInstance, f),
-    direction: jspb.Message.getFieldWithDefault(msg, 2, 0),
-    priceChangePercentage: jspb.Message.getFloatingPointFieldWithDefault(msg, 3, 0.0)
+priceOfOneBitcoin: (f = msg.getPriceOfOneBitcoin()) && proto.services.notifications.v1.Money.toObject(includeInstance, f),
+direction: jspb.Message.getFieldWithDefault(msg, 2, 0),
+priceChangePercentage: jspb.Message.getFloatingPointFieldWithDefault(msg, 3, 0.0)
   };
 
   if (includeInstance) {
@@ -7018,13 +7018,13 @@ proto.services.notifications.v1.MarketingNotificationTriggered.prototype.toObjec
  */
 proto.services.notifications.v1.MarketingNotificationTriggered.toObject = function(includeInstance, msg) {
   var f, obj = {
-    userIdsList: (f = jspb.Message.getRepeatedField(msg, 1)) == null ? undefined : f,
-    localizedContentMap: (f = msg.getLocalizedContentMap()) ? f.toObject(includeInstance, proto.services.notifications.v1.LocalizedContent.toObject) : [],
-    shouldSendPush: jspb.Message.getBooleanFieldWithDefault(msg, 3, false),
-    shouldAddToHistory: jspb.Message.getBooleanFieldWithDefault(msg, 4, false),
-    shouldAddToBulletin: jspb.Message.getBooleanFieldWithDefault(msg, 5, false),
-    action: (f = msg.getAction()) && proto.services.notifications.v1.Action.toObject(includeInstance, f),
-    icon: jspb.Message.getFieldWithDefault(msg, 7, 0)
+userIdsList: (f = jspb.Message.getRepeatedField(msg, 1)) == null ? undefined : f,
+localizedContentMap: (f = msg.getLocalizedContentMap()) ? f.toObject(includeInstance, proto.services.notifications.v1.LocalizedContent.toObject) : [],
+shouldSendPush: jspb.Message.getBooleanFieldWithDefault(msg, 3, false),
+shouldAddToHistory: jspb.Message.getBooleanFieldWithDefault(msg, 4, false),
+shouldAddToBulletin: jspb.Message.getBooleanFieldWithDefault(msg, 5, false),
+action: (f = msg.getAction()) && proto.services.notifications.v1.Action.toObject(includeInstance, f),
+icon: (f = jspb.Message.getField(msg, 7)) == null ? undefined : f
   };
 
   if (includeInstance) {
@@ -7390,8 +7390,8 @@ proto.services.notifications.v1.LocalizedContent.prototype.toObject = function(o
  */
 proto.services.notifications.v1.LocalizedContent.toObject = function(includeInstance, msg) {
   var f, obj = {
-    title: jspb.Message.getFieldWithDefault(msg, 1, ""),
-    body: jspb.Message.getFieldWithDefault(msg, 2, "")
+title: jspb.Message.getFieldWithDefault(msg, 1, ""),
+body: jspb.Message.getFieldWithDefault(msg, 2, "")
   };
 
   if (includeInstance) {
@@ -7576,8 +7576,9 @@ proto.services.notifications.v1.Action.prototype.toObject = function(opt_include
  */
 proto.services.notifications.v1.Action.toObject = function(includeInstance, msg) {
   var f, obj = {
-    deepLink: (f = msg.getDeepLink()) && proto.services.notifications.v1.DeepLink.toObject(includeInstance, f),
-    externalUrl: jspb.Message.getFieldWithDefault(msg, 2, "")
+deepLink: (f = msg.getDeepLink()) && proto.services.notifications.v1.DeepLink.toObject(includeInstance, f),
+externalUrl: (f = jspb.Message.getField(msg, 2)) == null ? undefined : f,
+label: (f = jspb.Message.getField(msg, 3)) == null ? undefined : f
   };
 
   if (includeInstance) {
@@ -7623,6 +7624,10 @@ proto.services.notifications.v1.Action.deserializeBinaryFromReader = function(ms
       var value = /** @type {string} */ (reader.readString());
       msg.setExternalUrl(value);
       break;
+    case 3:
+      var value = /** @type {string} */ (reader.readString());
+      msg.setLabel(value);
+      break;
     default:
       reader.skipField();
       break;
@@ -7667,6 +7672,13 @@ proto.services.notifications.v1.Action.serializeBinaryToWriter = function(messag
       f
     );
   }
+  f = /** @type {string} */ (jspb.Message.getField(message, 3));
+  if (f != null) {
+    writer.writeString(
+      3,
+      f
+    );
+  }
 };
 
 
@@ -7743,6 +7755,42 @@ proto.services.notifications.v1.Action.prototype.hasExternalUrl = function() {
 };
 
 
+/**
+ * optional string label = 3;
+ * @return {string}
+ */
+proto.services.notifications.v1.Action.prototype.getLabel = function() {
+  return /** @type {string} */ (jspb.Message.getFieldWithDefault(this, 3, ""));
+};
+
+
+/**
+ * @param {string} value
+ * @return {!proto.services.notifications.v1.Action} returns this
+ */
+proto.services.notifications.v1.Action.prototype.setLabel = function(value) {
+  return jspb.Message.setField(this, 3, value);
+};
+
+
+/**
+ * Clears the field making it undefined.
+ * @return {!proto.services.notifications.v1.Action} returns this
+ */
+proto.services.notifications.v1.Action.prototype.clearLabel = function() {
+  return jspb.Message.setField(this, 3, undefined);
+};
+
+
+/**
+ * Returns whether this field is set.
+ * @return {boolean}
+ */
+proto.services.notifications.v1.Action.prototype.hasLabel = function() {
+  return jspb.Message.getField(this, 3) != null;
+};
+
+
 
 
 
@@ -7775,8 +7823,8 @@ proto.services.notifications.v1.DeepLink.prototype.toObject = function(opt_inclu
  */
 proto.services.notifications.v1.DeepLink.toObject = function(includeInstance, msg) {
   var f, obj = {
-    screen: jspb.Message.getFieldWithDefault(msg, 1, 0),
-    action: jspb.Message.getFieldWithDefault(msg, 2, 0)
+screen: (f = jspb.Message.getField(msg, 1)) == null ? undefined : f,
+action: (f = jspb.Message.getField(msg, 2)) == null ? undefined : f
   };
 
   if (includeInstance) {
diff --git a/core/notifications/proto/notifications.proto b/core/notifications/proto/notifications.proto
index adf15bb8f3..1f14a60c54 100644
--- a/core/notifications/proto/notifications.proto
+++ b/core/notifications/proto/notifications.proto
@@ -255,6 +255,7 @@ message Action {
     DeepLink deep_link = 1;
     string external_url = 2;
   }
+  optional string label = 3;
 }
 
 message DeepLink {
diff --git a/core/notifications/src/graphql/convert.rs b/core/notifications/src/graphql/convert.rs
index 762ed1c749..b1eab4ce6f 100644
--- a/core/notifications/src/graphql/convert.rs
+++ b/core/notifications/src/graphql/convert.rs
@@ -21,14 +21,19 @@ impl From<history::StatefulNotification> for types::StatefulNotification {
             action: notification.action().map(|a| match a {
                 Action::OpenDeepLink(deep_link) => {
                     types::NotificationAction::OpenDeepLinkAction(types::OpenDeepLinkAction {
+                        label: deep_link.label.clone(),
                         deep_link: deep_link.to_link_string(),
                     })
                 }
-                Action::OpenExternalUrl(url) => types::NotificationAction::OpenExternalLinkAction(
-                    types::OpenExternalLinkAction {
-                        url: url.into_inner(),
-                    },
-                ),
+                Action::OpenExternalUrl(url) => {
+                    let label = url.label.clone();
+                    types::NotificationAction::OpenExternalLinkAction(
+                        types::OpenExternalLinkAction {
+                            url: url.into_inner(),
+                            label,
+                        },
+                    )
+                }
             }),
             icon: notification.icon().map(Into::into),
         }
diff --git a/core/notifications/src/graphql/types.rs b/core/notifications/src/graphql/types.rs
index c44bb19230..0eaaa52c14 100644
--- a/core/notifications/src/graphql/types.rs
+++ b/core/notifications/src/graphql/types.rs
@@ -41,11 +41,13 @@ impl ScalarType for Timestamp {
 #[derive(SimpleObject)]
 pub(super) struct OpenDeepLinkAction {
     pub deep_link: String,
+    pub label: Option<String>,
 }
 
 #[derive(SimpleObject)]
 pub(super) struct OpenExternalLinkAction {
     pub url: String,
+    pub label: Option<String>,
 }
 
 #[derive(Union)]
diff --git a/core/notifications/src/grpc/server/convert.rs b/core/notifications/src/grpc/server/convert.rs
index 9b6d3d2736..a66dc7126e 100644
--- a/core/notifications/src/grpc/server/convert.rs
+++ b/core/notifications/src/grpc/server/convert.rs
@@ -249,6 +249,8 @@ impl TryFrom<proto::Action> for notification_event::Action {
     type Error = tonic::Status;
 
     fn try_from(action: proto::Action) -> Result<Self, Self::Error> {
+        let label = action.label;
+
         match action.data {
             Some(proto::action::Data::DeepLink(deep_link)) => {
                 let screen = if let Some(screen) = deep_link.screen {
@@ -271,13 +273,17 @@ impl TryFrom<proto::Action> for notification_event::Action {
                     None
                 };
 
-                let dl = notification_event::DeepLink { screen, action };
+                let dl = notification_event::DeepLink {
+                    screen,
+                    action,
+                    label,
+                };
                 Ok(notification_event::Action::OpenDeepLink(dl))
             }
             Some(proto::action::Data::ExternalUrl(url)) => {
-                Ok(notification_event::Action::OpenExternalUrl(
-                    notification_event::ExternalUrl::from(url),
-                ))
+                let mut external_url = notification_event::ExternalUrl::from(url);
+                external_url.label = label;
+                Ok(notification_event::Action::OpenExternalUrl(external_url))
             }
             None => Err(tonic::Status::new(
                 tonic::Code::InvalidArgument,
diff --git a/core/notifications/src/notification_event/circle_grew.rs b/core/notifications/src/notification_event/circle_grew.rs
index e1825c3988..0e89ccdc8b 100644
--- a/core/notifications/src/notification_event/circle_grew.rs
+++ b/core/notifications/src/notification_event/circle_grew.rs
@@ -20,6 +20,7 @@ impl NotificationEvent for CircleGrew {
         Some(Action::OpenDeepLink(DeepLink {
             screen: Some(DeepLinkScreen::Circles),
             action: None,
+            label: None,
         }))
     }
 
diff --git a/core/notifications/src/notification_event/circle_threshold_reached.rs b/core/notifications/src/notification_event/circle_threshold_reached.rs
index afd73135b0..54dcb4304f 100644
--- a/core/notifications/src/notification_event/circle_threshold_reached.rs
+++ b/core/notifications/src/notification_event/circle_threshold_reached.rs
@@ -20,6 +20,7 @@ impl NotificationEvent for CircleThresholdReached {
         Some(Action::OpenDeepLink(DeepLink {
             screen: Some(DeepLinkScreen::Circles),
             action: None,
+            label: None,
         }))
     }
 
diff --git a/core/notifications/src/notification_event/marketing_notification_triggered.rs b/core/notifications/src/notification_event/marketing_notification_triggered.rs
index f9ecafa6e7..7713410118 100644
--- a/core/notifications/src/notification_event/marketing_notification_triggered.rs
+++ b/core/notifications/src/notification_event/marketing_notification_triggered.rs
@@ -59,3 +59,156 @@ impl NotificationEvent for MarketingNotificationTriggered {
         self.icon.clone()
     }
 }
+
+#[cfg(test)]
+mod tests {
+    use super::*;
+    use crate::notification_event::{DeepLink, ExternalUrl};
+
+    fn default_event() -> MarketingNotificationTriggered {
+        let default_content = LocalizedStatefulMessage {
+            locale: GaloyLocale::from("en".to_string()),
+            title: "Test Title".to_string(),
+            body: "Test Body".to_string(),
+        };
+        MarketingNotificationTriggered {
+            content: HashMap::new(),
+            default_content,
+            should_send_push: true,
+            should_add_to_history: true,
+            should_add_to_bulletin: true,
+            action: None,
+            icon: None,
+        }
+    }
+
+    #[test]
+    fn action_label_returns_some_when_set_on_deep_link() {
+        let mut event = default_event();
+        event.action = Some(Action::OpenDeepLink(DeepLink {
+            screen: None,
+            action: None,
+            label: Some("Deposit".to_string()),
+        }));
+
+        let action = event.action().expect("should return action");
+        assert_eq!(action.label(), Some("Deposit"));
+    }
+
+    #[test]
+    fn action_label_returns_none_when_not_set() {
+        let mut event = default_event();
+        event.action = Some(Action::OpenDeepLink(DeepLink {
+            screen: None,
+            action: None,
+            label: None,
+        }));
+
+        let action = event.action().expect("should return action");
+        assert_eq!(action.label(), None);
+    }
+
+    #[test]
+    fn action_label_on_external_url() {
+        let mut event = default_event();
+        event.action = Some(Action::OpenExternalUrl(ExternalUrl::from(
+            "https://example.com".to_string(),
+        )));
+
+        let action = event.action().expect("should return action");
+        assert_eq!(action.label(), None);
+    }
+
+    #[test]
+    fn push_msg_uses_default_content() {
+        let event = default_event();
+        let msg = event.to_localized_push_msg(&GaloyLocale::from("en".to_string()));
+        assert_eq!(msg.title, "Test Title");
+        assert_eq!(msg.body, "Test Body");
+    }
+
+    #[test]
+    fn push_msg_uses_localized_content_when_available() {
+        let mut event = default_event();
+        let es_locale = GaloyLocale::from("es".to_string());
+        event.content.insert(
+            es_locale.clone(),
+            LocalizedStatefulMessage {
+                locale: es_locale.clone(),
+                title: "Localized Title".to_string(),
+                body: "Localized Body".to_string(),
+            },
+        );
+
+        let msg = event.to_localized_push_msg(&es_locale);
+        assert_eq!(msg.title, "Localized Title");
+        assert_eq!(msg.body, "Localized Body");
+    }
+
+    #[test]
+    fn serialize_roundtrip_with_action_label() {
+        let mut event = default_event();
+        event.action = Some(Action::OpenDeepLink(DeepLink {
+            screen: None,
+            action: None,
+            label: Some("See more".to_string()),
+        }));
+
+        let json = serde_json::to_string(&event).expect("should serialize");
+        let deserialized: MarketingNotificationTriggered =
+            serde_json::from_str(&json).expect("should deserialize");
+
+        let action = deserialized.action().expect("should have action");
+        assert_eq!(action.label(), Some("See more"));
+    }
+
+    #[test]
+    fn deserialize_backward_compat_without_label() {
+        let json = r#"{
+            "content": {},
+            "default_content": {
+                "locale": "en",
+                "title": "Old notification",
+                "body": "No label field"
+            },
+            "should_send_push": false,
+            "should_add_to_history": true,
+            "should_add_to_bulletin": false
+        }"#;
+
+        let event: MarketingNotificationTriggered =
+            serde_json::from_str(json).expect("should deserialize without label");
+        assert!(event.action().is_none());
+        assert!(event.icon().is_none());
+    }
+
+    #[test]
+    fn deserialize_backward_compat_external_url_as_string() {
+        let json = r#"{
+            "content": {},
+            "default_content": {
+                "locale": "en",
+                "title": "Test",
+                "body": "Test"
+            },
+            "should_send_push": true,
+            "should_add_to_history": true,
+            "should_add_to_bulletin": false,
+            "action": { "OpenExternalUrl": "https://example.com" }
+        }"#;
+
+        let event: MarketingNotificationTriggered =
+            serde_json::from_str(json).expect("should deserialize old ExternalUrl format");
+        let action = event.action().expect("should have action");
+        assert_eq!(action.label(), None);
+    }
+
+    #[test]
+    fn icon_returns_value_when_set() {
+        let mut event = default_event();
+        event.icon = Some(Icon::Bell);
+
+        let icon = event.icon().expect("should return icon");
+        assert!(matches!(icon, Icon::Bell));
+    }
+}
diff --git a/core/notifications/src/notification_event/mod.rs b/core/notifications/src/notification_event/mod.rs
index db3cc400e5..40d94f2cdc 100644
--- a/core/notifications/src/notification_event/mod.rs
+++ b/core/notifications/src/notification_event/mod.rs
@@ -81,6 +81,8 @@ pub enum Icon {
 pub struct DeepLink {
     pub screen: Option<DeepLinkScreen>,
     pub action: Option<DeepLinkAction>,
+    #[serde(default)]
+    pub label: Option<String>,
 }
 
 #[derive(Debug, Serialize, Deserialize, Clone)]
@@ -121,18 +123,57 @@ pub enum Action {
     OpenExternalUrl(ExternalUrl),
 }
 
-#[derive(Debug, Serialize, Deserialize, Clone)]
-pub struct ExternalUrl(String);
+impl Action {
+    pub fn label(&self) -> Option<&str> {
+        match self {
+            Action::OpenDeepLink(dl) => dl.label.as_deref(),
+            Action::OpenExternalUrl(eu) => eu.label.as_deref(),
+        }
+    }
+}
+
+#[derive(Debug, Serialize, Clone)]
+pub struct ExternalUrl {
+    url: String,
+    #[serde(default, skip_serializing_if = "Option::is_none")]
+    pub label: Option<String>,
+}
 
 impl ExternalUrl {
     pub fn into_inner(self) -> String {
-        self.0
+        self.url
     }
 }
 
 impl From<String> for ExternalUrl {
     fn from(s: String) -> Self {
-        Self(s)
+        Self {
+            url: s,
+            label: None,
+        }
+    }
+}
+
+impl<'de> Deserialize<'de> for ExternalUrl {
+    fn deserialize<D>(deserializer: D) -> Result<Self, D::Error>
+    where
+        D: serde::Deserializer<'de>,
+    {
+        #[derive(Deserialize)]
+        #[serde(untagged)]
+        enum ExternalUrlRepr {
+            Simple(String),
+            Struct {
+                url: String,
+                #[serde(default)]
+                label: Option<String>,
+            },
+        }
+
+        match ExternalUrlRepr::deserialize(deserializer)? {
+            ExternalUrlRepr::Simple(url) => Ok(ExternalUrl { url, label: None }),
+            ExternalUrlRepr::Struct { url, label } => Ok(ExternalUrl { url, label }),
+        }
     }
 }
 
diff --git a/core/notifications/subgraph/schema.graphql b/core/notifications/subgraph/schema.graphql
index 842ca56e71..54552c14f3 100644
--- a/core/notifications/subgraph/schema.graphql
+++ b/core/notifications/subgraph/schema.graphql
@@ -61,10 +61,12 @@ union NotificationAction = OpenDeepLinkAction | OpenExternalLinkAction
 
 type OpenDeepLinkAction {
 	deepLink: String!
+	label: String
 }
 
 type OpenExternalLinkAction {
 	url: String!
+	label: String
 }
 
 """
diff --git a/dev/config/apollo-federation/supergraph.graphql b/dev/config/apollo-federation/supergraph.graphql
index 4aacd5a640..87e74afe84 100644
--- a/dev/config/apollo-federation/supergraph.graphql
+++ b/dev/config/apollo-federation/supergraph.graphql
@@ -1586,12 +1586,14 @@ type OpenDeepLinkAction
   @join__type(graph: NOTIFICATIONS)
 {
   deepLink: String!
+  label: String
 }
 
 type OpenExternalLinkAction
   @join__type(graph: NOTIFICATIONS)
 {
   url: String!
+  label: String
 }
 
 """Information about pagination in a connection"""