7. The method of claim 2 , wherein: the request is received from a first application executing at the sender computing device, the first application being one of a plurality of different applications, each application of the plurality of different applications has a different set of message templates in the plurality of message templates corresponding thereto, and the retrieving of the retrieved first message template is further based on the first application executing at the sender computing device.
2. A computer-implemented method, comprising: receiving, by a message server and from a sender computing device, a request to generate, for a first recipient, an outgoing message, wherein the request identifies the first recipient, and wherein the request includes message data comprising (i) non-language-specific values and (ii) text in a source language; and in response to receiving the request to generate, for the first recipient, the outgoing message: retrieving, by the message server and from a recipient preferences database, one or more first recipient preferences, the one or more first recipient preferences relating to customization of messages that are to be delivered to the recipient, wherein the one or more first recipient preferences include one or more first languages understood by the first recipient, wherein the one or more first languages understood by the first recipient include a primary language of the first recipient, and wherein the primary language of the first recipient is different than the source language; based on the message data and the one or more first recipient preferences, retrieving, by the message server and from a plurality of application-specific message templates, which are each stored in a message template database, a first message template, wherein the retrieved first message template is associated with the primary language of the first recipient; using the retrieved first message template, the message data, and the one or more first recipient preferences, generating, by the message server, a first outgoing message by: inserting the non-language-specific values into one or more value locations of the first outgoing message, wherein the one or more value locations are specified by the retrieved first message template, obtaining a translated text by obtaining a translation, from (i) the source language to (ii) the primary language of the first recipient, of the text in the source language, and inserting the translated text into one or more text locations of the first outgoing message, wherein the one or more text locations are specified by the retrieved message template; and providing, by the message server to a first recipient computing device, the generated first outgoing message, wherein the first recipient computing device is associated with the first recipient, wherein receipt of the generated first outgoing message causes the first recipient computing device to (i) obtain a displayable message by rendering the generated first outgoing message and (ii) display, on a display of the first recipient computing device, the displayable message, wherein the plurality of application-specific message templates include a plurality of sets of application-specific message templates associated with a plurality of types of applications, respectively, and wherein each set of the plurality of sets of application-specific message templates is associated with (i) a different application than a remainder of the plurality of sets of application-specific message templates and (ii) a different set of languages than the remainder of the plurality of sets of application-specific message templates.