diff --git a/internal/payload/outgoing.go b/internal/payload/outgoing.go
index 5b812a2a8..ef7627041 100644
--- a/internal/payload/outgoing.go
+++ b/internal/payload/outgoing.go
@@ -29,8 +29,11 @@ func Message(ctx context.Context, msg *samTypes.Message) *outgoing.Message {
 		ReplyTo:   msg.ReplyTo,
 		Replies:   msg.Replies,
 
-		User:       User(msg.User),
-		Attachment: Attachment(msg.Attachment),
+		User:         User(msg.User),
+		Attachment:   Attachment(msg.Attachment),
+		Reactions:    MessageReactions(msg.Flags),
+		IsPinned:     msg.Flags.IsPinned(),
+		IsBookmarked: msg.Flags.IsBookmarked(currentUserID),
 
 		CanReply:  canReply,
 		CanEdit:   canEdit,
@@ -51,6 +54,33 @@ func Messages(ctx context.Context, msg samTypes.MessageSet) *outgoing.MessageSet
 	return &retval
 }
 
+func MessageReactions(flags samTypes.MessageFlagSet) outgoing.ReactionSet {
+	var (
+		rr     = make([]*outgoing.Reaction, 0)
+		rIndex = map[string]int{}
+		has    bool
+		i      int
+	)
+
+	_ = flags.Walk(func(flag *samTypes.MessageFlag) error {
+		if flag.IsReaction() {
+			r := &outgoing.Reaction{Reaction: flag.Flag, UserIDs: []string{}, Count: 0}
+
+			if i, has = rIndex[flag.Flag]; !has {
+				i, rIndex[flag.Flag] = len(rr), len(rr)
+				rr = append(rr, r)
+			}
+
+			rr[i].UserIDs = append(rr[i].UserIDs, Uint64toa(flag.UserID))
+			rr[i].Count++
+		}
+
+		return nil
+	})
+
+	return rr
+}
+
 func Channel(ch *samTypes.Channel) *outgoing.Channel {
 	return &outgoing.Channel{
 		ID:            Uint64toa(ch.ID),
diff --git a/internal/payload/outgoing/message.go b/internal/payload/outgoing/message.go
index 211ff1d20..eaaafc43f 100644
--- a/internal/payload/outgoing/message.go
+++ b/internal/payload/outgoing/message.go
@@ -14,8 +14,11 @@ type (
 		ReplyTo   uint64 `json:"replyTo,omitempty,string"`
 		Replies   uint   `json:"replies,omitempty"`
 
-		User       *User       `json:"user"`
-		Attachment *Attachment `json:"att,omitempty"`
+		User         *User       `json:"user"`
+		Attachment   *Attachment `json:"att,omitempty"`
+		Reactions    ReactionSet `json:"reactions,omitempty"`
+		IsBookmarked bool        `json:"isBookmarked"`
+		IsPinned     bool        `json:"isPinned"`
 
 		CanReply  bool `json:"canReply"`
 		CanEdit   bool `json:"canEdit"`
@@ -27,6 +30,14 @@ type (
 	}
 
 	MessageSet []*Message
+
+	Reaction struct {
+		UserIDs  []string `json:"userIDs"`
+		Reaction string   `json:"reaction"`
+		Count    uint     `json:"count"`
+	}
+
+	ReactionSet []*Reaction
 )
 
 func (p *Message) EncodeMessage() ([]byte, error) {
diff --git a/sam/db/mysql/statik.go b/sam/db/mysql/statik.go
index 40c85f9d9..913fba10e 100644
--- a/sam/db/mysql/statik.go
+++ b/sam/db/mysql/statik.go
@@ -8,6 +8,6 @@ import (
 )
 
 func init() {
-	data := "PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x1a\x00	\x0020180704080000.base.up.sqlUT\x05\x00\x01\x80Cm8-- all known organisations (crust instances) and our relation towards them\nCREATE TABLE organisations (\n  id               BIGINT UNSIGNED NOT NULL,\n  fqn              TEXT            NOT NULL, -- fully qualified name of the organisation\n  name             TEXT            NOT NULL, -- display name of the organisation\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- organisation soft delete\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps all known teams\nCREATE TABLE teams (\n  id               BIGINT UNSIGNED NOT NULL,\n  name             TEXT            NOT NULL, -- display name of the team\n  handle           TEXT            NOT NULL, -- team handle string\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- team soft delete\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps all known channels\nCREATE TABLE channels (\n  id               BIGINT UNSIGNED NOT NULL,\n  name             TEXT            NOT NULL, -- display name of the channel\n  topic            TEXT            NOT NULL,\n  meta             JSON            NOT NULL,\n\n  type             ENUM ('private', 'public', 'group') NOT NULL DEFAULT 'public',\n\n  rel_organisation BIGINT UNSIGNED NOT NULL REFERENCES organisation(id),\n  rel_creator      BIGINT UNSIGNED NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- channel soft delete\n\n  rel_last_message BIGINT UNSIGNED NOT NULL DEFAULT 0,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps team memberships\nCREATE TABLE team_members (\n  rel_team         BIGINT UNSIGNED NOT NULL REFERENCES organisation(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  PRIMARY KEY (rel_team, rel_user)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- handles channel membership\nCREATE TABLE channel_members (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  type             ENUM ('owner', 'member', 'invitee') NOT NULL DEFAULT 'member',\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n\n  PRIMARY KEY (rel_channel, rel_user)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE channel_views (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  -- timestamp of last view, should be enough to find out which messaghr\n  viewed_at        DATETIME        NOT NULL DEFAULT NOW(),\n\n  -- new messages count since last view\n  new_since        INT    UNSIGNED NOT NULL DEFAULT 0,\n\n  PRIMARY KEY (rel_user, rel_channel)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE channel_pins (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n\n  PRIMARY KEY (rel_channel, rel_message)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE messages (\n  id               BIGINT UNSIGNED NOT NULL,\n  type             TEXT,\n  message          TEXT            NOT NULL,\n  meta             JSON,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  reply_to         BIGINT UNSIGNED     NULL REFERENCES messages(id),\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  deleted_at       DATETIME            NULL,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE reactions (\n  id               BIGINT UNSIGNED NOT NULL,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  reaction         TEXT            NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE attachments (\n  id               BIGINT UNSIGNED NOT NULL,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  url              VARCHAR(512),\n  preview_url      VARCHAR(512),\n\n  size             INT    UNSIGNED,\n  mimetype         VARCHAR(255),\n  name             TEXT,\n\n  meta             JSON,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  deleted_at       DATETIME            NULL,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE message_attachment (\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_attachment   BIGINT UNSIGNED NOT NULL REFERENCES attachment(id),\n\n  PRIMARY KEY (rel_message)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE event_queue (\n  id               BIGINT UNSIGNED NOT NULL,\n  origin           BIGINT UNSIGNED NOT NULL,\n  subscriber       TEXT,\n  payload          JSON,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE event_queue_synced (\n  origin           BIGINT UNSIGNED NOT NULL,\n  rel_last         BIGINT UNSIGNED NOT NULL,\n\n  PRIMARY KEY (origin)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\nPK\x07\x08\xd2g\xcd\xce\x9f\x15\x00\x00\x9f\x15\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00$\x00	\x0020181009080000.altering_types.up.sqlUT\x05\x00\x01\x80Cm8update channels set type = 'group' where type = 'direct';\nalter table channels CHANGE type type  enum('private', 'public', 'group');\nalter table channel_members CHANGE type type  enum('owner', 'member', 'invitee');\nPK\x07\x08E1\xf5\xa4\xd7\x00\x00\x00\xd7\x00\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00#\x00	\x0020181013080000.channel_views.up.sqlUT\x05\x00\x01\x80Cm8ALTER TABLE channel_views DROP viewed_at;\nALTER TABLE channel_views ADD rel_last_message_id BIGINT UNSIGNED;\nALTER TABLE channel_views CHANGE new_since new_messages_count INT UNSIGNED;\n\n-- Table structure after these changes:\n-- +---------------------+---------------------+------+-----+---------+-------+\n-- | Field               | Type                | Null | Key | Default | Extra |\n-- +---------------------+---------------------+------+-----+---------+-------+\n-- | rel_channel         | bigint(20) unsigned | NO   | PRI | NULL    |       |\n-- | rel_user            | bigint(20) unsigned | NO   | PRI | NULL    |       |\n-- | rel_last_message_id | bigint(20) unsigned | YES  |     | NULL    |       |\n-- | new_messages_count  | int(10) unsigned    | NO   |     | 0       |       |\n-- +---------------------+---------------------+------+-----+---------+-------+\n\n-- Prefill with data\nINSERT INTO channel_views (rel_channel, rel_user, rel_last_message_id)\n  SELECT cm.rel_channel, cm.rel_user, max(m.ID)\n    FROM channel_members AS cm INNER JOIN messages AS m ON (m.rel_channel = cm.rel_channel)\n  GROUP BY cm.rel_channel, cm.rel_user;\n\nPK\x07\x08`\xcbP\xf9t\x04\x00\x00t\x04\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x1d\x00	\x0020181013080000.replies.up.sqlUT\x05\x00\x01\x80Cm8ALTER TABLE messages CHANGE reply_to reply_to BIGINT UNSIGNED NOT NULL DEFAULT 0;\nALTER TABLE messages ADD replies INT UNSIGNED NOT NULL DEFAULT 0;\nPK\x07\x08m\xedWA\x94\x00\x00\x00\x94\x00\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x0e\x00	\x00migrations.sqlUT\x05\x00\x01\x80Cm8CREATE TABLE IF NOT EXISTS `migrations` (\n `project` varchar(16) NOT NULL COMMENT 'sam, crm, ...',\n `filename` varchar(255) NOT NULL COMMENT 'yyyymmddHHMMSS.sql',\n `statement_index` int(11) NOT NULL COMMENT 'Statement number from SQL file',\n `status` TEXT NOT NULL COMMENT 'ok or full error message',\n PRIMARY KEY (`project`,`filename`)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nPK\x07\x08\x0d\xa5T2x\x01\x00\x00x\x01\x00\x00PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(\xd2g\xcd\xce\x9f\x15\x00\x00\x9f\x15\x00\x00\x1a\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\x00\x00\x00\x0020180704080000.base.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(E1\xf5\xa4\xd7\x00\x00\x00\xd7\x00\x00\x00$\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xf0\x15\x00\x0020181009080000.altering_types.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(`\xcbP\xf9t\x04\x00\x00t\x04\x00\x00#\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\"\x17\x00\x0020181013080000.channel_views.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(m\xedWA\x94\x00\x00\x00\x94\x00\x00\x00\x1d\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xf0\x1b\x00\x0020181013080000.replies.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(\x0d\xa5T2x\x01\x00\x00x\x01\x00\x00\x0e\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xd8\x1c\x00\x00migrations.sqlUT\x05\x00\x01\x80Cm8PK\x05\x06\x00\x00\x00\x00\x05\x00\x05\x00\x9f\x01\x00\x00\x95\x1e\x00\x00\x00\x00"
+	data := "PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x1a\x00	\x0020180704080000.base.up.sqlUT\x05\x00\x01\x80Cm8-- all known organisations (crust instances) and our relation towards them\nCREATE TABLE organisations (\n  id               BIGINT UNSIGNED NOT NULL,\n  fqn              TEXT            NOT NULL, -- fully qualified name of the organisation\n  name             TEXT            NOT NULL, -- display name of the organisation\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- organisation soft delete\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps all known teams\nCREATE TABLE teams (\n  id               BIGINT UNSIGNED NOT NULL,\n  name             TEXT            NOT NULL, -- display name of the team\n  handle           TEXT            NOT NULL, -- team handle string\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- team soft delete\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps all known channels\nCREATE TABLE channels (\n  id               BIGINT UNSIGNED NOT NULL,\n  name             TEXT            NOT NULL, -- display name of the channel\n  topic            TEXT            NOT NULL,\n  meta             JSON            NOT NULL,\n\n  type             ENUM ('private', 'public', 'group') NOT NULL DEFAULT 'public',\n\n  rel_organisation BIGINT UNSIGNED NOT NULL REFERENCES organisation(id),\n  rel_creator      BIGINT UNSIGNED NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  archived_at      DATETIME            NULL,\n  deleted_at       DATETIME            NULL, -- channel soft delete\n\n  rel_last_message BIGINT UNSIGNED NOT NULL DEFAULT 0,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- Keeps team memberships\nCREATE TABLE team_members (\n  rel_team         BIGINT UNSIGNED NOT NULL REFERENCES organisation(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  PRIMARY KEY (rel_team, rel_user)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\n-- handles channel membership\nCREATE TABLE channel_members (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  type             ENUM ('owner', 'member', 'invitee') NOT NULL DEFAULT 'member',\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n\n  PRIMARY KEY (rel_channel, rel_user)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE channel_views (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  -- timestamp of last view, should be enough to find out which messaghr\n  viewed_at        DATETIME        NOT NULL DEFAULT NOW(),\n\n  -- new messages count since last view\n  new_since        INT    UNSIGNED NOT NULL DEFAULT 0,\n\n  PRIMARY KEY (rel_user, rel_channel)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE channel_pins (\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n\n  PRIMARY KEY (rel_channel, rel_message)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE messages (\n  id               BIGINT UNSIGNED NOT NULL,\n  type             TEXT,\n  message          TEXT            NOT NULL,\n  meta             JSON,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  reply_to         BIGINT UNSIGNED     NULL REFERENCES messages(id),\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  deleted_at       DATETIME            NULL,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE reactions (\n  id               BIGINT UNSIGNED NOT NULL,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_channel      BIGINT UNSIGNED NOT NULL REFERENCES channels(id),\n  reaction         TEXT            NOT NULL,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE attachments (\n  id               BIGINT UNSIGNED NOT NULL,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n\n  url              VARCHAR(512),\n  preview_url      VARCHAR(512),\n\n  size             INT    UNSIGNED,\n  mimetype         VARCHAR(255),\n  name             TEXT,\n\n  meta             JSON,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n  updated_at       DATETIME            NULL,\n  deleted_at       DATETIME            NULL,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE message_attachment (\n  rel_message      BIGINT UNSIGNED NOT NULL REFERENCES messages(id),\n  rel_attachment   BIGINT UNSIGNED NOT NULL REFERENCES attachment(id),\n\n  PRIMARY KEY (rel_message)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE event_queue (\n  id               BIGINT UNSIGNED NOT NULL,\n  origin           BIGINT UNSIGNED NOT NULL,\n  subscriber       TEXT,\n  payload          JSON,\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nCREATE TABLE event_queue_synced (\n  origin           BIGINT UNSIGNED NOT NULL,\n  rel_last         BIGINT UNSIGNED NOT NULL,\n\n  PRIMARY KEY (origin)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\nPK\x07\x08\xd2g\xcd\xce\x9f\x15\x00\x00\x9f\x15\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00$\x00	\x0020181009080000.altering_types.up.sqlUT\x05\x00\x01\x80Cm8update channels set type = 'group' where type = 'direct';\nalter table channels CHANGE type type  enum('private', 'public', 'group');\nalter table channel_members CHANGE type type  enum('owner', 'member', 'invitee');\nPK\x07\x08E1\xf5\xa4\xd7\x00\x00\x00\xd7\x00\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00#\x00	\x0020181013080000.channel_views.up.sqlUT\x05\x00\x01\x80Cm8ALTER TABLE channel_views DROP viewed_at;\nALTER TABLE channel_views ADD rel_last_message_id BIGINT UNSIGNED;\nALTER TABLE channel_views CHANGE new_since new_messages_count INT UNSIGNED;\n\n-- Table structure after these changes:\n-- +---------------------+---------------------+------+-----+---------+-------+\n-- | Field               | Type                | Null | Key | Default | Extra |\n-- +---------------------+---------------------+------+-----+---------+-------+\n-- | rel_channel         | bigint(20) unsigned | NO   | PRI | NULL    |       |\n-- | rel_user            | bigint(20) unsigned | NO   | PRI | NULL    |       |\n-- | rel_last_message_id | bigint(20) unsigned | YES  |     | NULL    |       |\n-- | new_messages_count  | int(10) unsigned    | NO   |     | 0       |       |\n-- +---------------------+---------------------+------+-----+---------+-------+\n\n-- Prefill with data\nINSERT INTO channel_views (rel_channel, rel_user, rel_last_message_id)\n  SELECT cm.rel_channel, cm.rel_user, max(m.ID)\n    FROM channel_members AS cm INNER JOIN messages AS m ON (m.rel_channel = cm.rel_channel)\n  GROUP BY cm.rel_channel, cm.rel_user;\n\nPK\x07\x08`\xcbP\xf9t\x04\x00\x00t\x04\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x1d\x00	\x0020181013080000.replies.up.sqlUT\x05\x00\x01\x80Cm8ALTER TABLE messages CHANGE reply_to reply_to BIGINT UNSIGNED NOT NULL DEFAULT 0;\nALTER TABLE messages ADD replies INT UNSIGNED NOT NULL DEFAULT 0;\nPK\x07\x08m\xedWA\x94\x00\x00\x00\x94\x00\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00(\x00	\x0020181101080000.pins_and_reactions.up.sqlUT\x05\x00\x01\x80Cm8DROP TABLE channel_pins;\nDROP TABLE reactions;\n\nCREATE TABLE message_flags (\n  id               BIGINT UNSIGNED NOT NULL,\n  rel_channel      BIGINT UNSIGNED NOT NULL,\n  rel_message      BIGINT UNSIGNED NOT NULL,\n  rel_user         BIGINT UNSIGNED NOT NULL,\n  flag             TEXT,\n\n  created_at       DATETIME        NOT NULL DEFAULT NOW(),\n\n  PRIMARY KEY (id)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\nPK\x07\x08eA\x1eo\x90\x01\x00\x00\x90\x01\x00\x00PK\x03\x04\x14\x00\x08\x00\x00\x00\x00\x00!(\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x00\x0e\x00	\x00migrations.sqlUT\x05\x00\x01\x80Cm8CREATE TABLE IF NOT EXISTS `migrations` (\n `project` varchar(16) NOT NULL COMMENT 'sam, crm, ...',\n `filename` varchar(255) NOT NULL COMMENT 'yyyymmddHHMMSS.sql',\n `statement_index` int(11) NOT NULL COMMENT 'Statement number from SQL file',\n `status` TEXT NOT NULL COMMENT 'ok or full error message',\n PRIMARY KEY (`project`,`filename`)\n) ENGINE=InnoDB DEFAULT CHARSET=utf8;\n\nPK\x07\x08\x0d\xa5T2x\x01\x00\x00x\x01\x00\x00PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(\xd2g\xcd\xce\x9f\x15\x00\x00\x9f\x15\x00\x00\x1a\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\x00\x00\x00\x0020180704080000.base.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(E1\xf5\xa4\xd7\x00\x00\x00\xd7\x00\x00\x00$\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xf0\x15\x00\x0020181009080000.altering_types.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(`\xcbP\xf9t\x04\x00\x00t\x04\x00\x00#\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\"\x17\x00\x0020181013080000.channel_views.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(m\xedWA\x94\x00\x00\x00\x94\x00\x00\x00\x1d\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xf0\x1b\x00\x0020181013080000.replies.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(eA\x1eo\x90\x01\x00\x00\x90\x01\x00\x00(\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xd8\x1c\x00\x0020181101080000.pins_and_reactions.up.sqlUT\x05\x00\x01\x80Cm8PK\x01\x02\x14\x03\x14\x00\x08\x00\x00\x00\x00\x00!(\x0d\xa5T2x\x01\x00\x00x\x01\x00\x00\x0e\x00	\x00\x00\x00\x00\x00\x00\x00\x00\x00\xa4\x81\xc7\x1e\x00\x00migrations.sqlUT\x05\x00\x01\x80Cm8PK\x05\x06\x00\x00\x00\x00\x06\x00\x06\x00\xfe\x01\x00\x00\x84 \x00\x00\x00\x00"
 	fs.Register(data)
 }
diff --git a/sam/db/schema/mysql/20181101080000.pins_and_reactions.up.sql b/sam/db/schema/mysql/20181101080000.pins_and_reactions.up.sql
new file mode 100644
index 000000000..1d1a92531
--- /dev/null
+++ b/sam/db/schema/mysql/20181101080000.pins_and_reactions.up.sql
@@ -0,0 +1,14 @@
+DROP TABLE channel_pins;
+DROP TABLE reactions;
+
+CREATE TABLE message_flags (
+  id               BIGINT UNSIGNED NOT NULL,
+  rel_channel      BIGINT UNSIGNED NOT NULL,
+  rel_message      BIGINT UNSIGNED NOT NULL,
+  rel_user         BIGINT UNSIGNED NOT NULL,
+  flag             TEXT,
+
+  created_at       DATETIME        NOT NULL DEFAULT NOW(),
+
+  PRIMARY KEY (id)
+) ENGINE=InnoDB DEFAULT CHARSET=utf8;
diff --git a/sam/docs/README.md b/sam/docs/README.md
index 8dab3d3cb..87848133c 100644
--- a/sam/docs/README.md
+++ b/sam/docs/README.md
@@ -453,20 +453,6 @@ The following event types may be sent with a message event:
 | --------- | ---- | ------ | ----------- | ------- | --------- |
 | messageID | uint64 | PATH | Message ID | N/A | YES |
 
-## Pin message to channel (public bookmark)
-
-#### Method
-
-| URI | Protocol | Method | Authentication |
-| --- | -------- | ------ | -------------- |
-| `/channels/{channelID}/messages/{messageID}/pin` | HTTP/S | POST | Client ID, Session ID |
-
-#### Request parameters
-
-| Parameter | Type | Method | Description | Default | Required? |
-| --------- | ---- | ------ | ----------- | ------- | --------- |
-| messageID | uint64 | PATH | Message ID | N/A | YES |
-
 ## Returns all replies to a message
 
 #### Method
@@ -500,6 +486,20 @@ The following event types may be sent with a message event:
 
 #### Method
 
+| URI | Protocol | Method | Authentication |
+| --- | -------- | ------ | -------------- |
+| `/channels/{channelID}/messages/{messageID}/pin` | HTTP/S | POST | Client ID, Session ID |
+
+#### Request parameters
+
+| Parameter | Type | Method | Description | Default | Required? |
+| --------- | ---- | ------ | ----------- | ------- | --------- |
+| messageID | uint64 | PATH | Message ID | N/A | YES |
+
+## Pin message to channel (public bookmark)
+
+#### Method
+
 | URI | Protocol | Method | Authentication |
 | --- | -------- | ------ | -------------- |
 | `/channels/{channelID}/messages/{messageID}/pin` | HTTP/S | DELETE | Client ID, Session ID |
@@ -510,13 +510,13 @@ The following event types may be sent with a message event:
 | --------- | ---- | ------ | ----------- | ------- | --------- |
 | messageID | uint64 | PATH | Message ID | N/A | YES |
 
-## Flag a message (private bookmark)
+## Bookmark a message (private bookmark)
 
 #### Method
 
 | URI | Protocol | Method | Authentication |
 | --- | -------- | ------ | -------------- |
-| `/channels/{channelID}/messages/{messageID}/flag` | HTTP/S | POST | Client ID, Session ID |
+| `/channels/{channelID}/messages/{messageID}/bookmark` | HTTP/S | POST | Client ID, Session ID |
 
 #### Request parameters
 
@@ -524,13 +524,13 @@ The following event types may be sent with a message event:
 | --------- | ---- | ------ | ----------- | ------- | --------- |
 | messageID | uint64 | PATH | Message ID | N/A | YES |
 
-## Remove flag from message (private bookmark)
+## Remove boomark from message (private bookmark)
 
 #### Method
 
 | URI | Protocol | Method | Authentication |
 | --- | -------- | ------ | -------------- |
-| `/channels/{channelID}/messages/{messageID}/flag` | HTTP/S | DELETE | Client ID, Session ID |
+| `/channels/{channelID}/messages/{messageID}/bookmark` | HTTP/S | DELETE | Client ID, Session ID |
 
 #### Request parameters
 
@@ -544,7 +544,7 @@ The following event types may be sent with a message event:
 
 | URI | Protocol | Method | Authentication |
 | --- | -------- | ------ | -------------- |
-| `/channels/{channelID}/messages/{messageID}/reaction/{reaction}` | HTTP/S | PUT | Client ID, Session ID |
+| `/channels/{channelID}/messages/{messageID}/reaction/{reaction}` | HTTP/S | POST | Client ID, Session ID |
 
 #### Request parameters
 
@@ -559,7 +559,7 @@ The following event types may be sent with a message event:
 
 | URI | Protocol | Method | Authentication |
 | --- | -------- | ------ | -------------- |
-| `/channels/{channelID}/messages/{messageID}/react/{reaction}` | HTTP/S | DELETE | Client ID, Session ID |
+| `/channels/{channelID}/messages/{messageID}/reaction/{reaction}` | HTTP/S | DELETE | Client ID, Session ID |
 
 #### Request parameters
 
diff --git a/sam/docs/src/spec.json b/sam/docs/src/spec.json
index 476143c9a..a83fbcfad 100644
--- a/sam/docs/src/spec.json
+++ b/sam/docs/src/spec.json
@@ -387,17 +387,6 @@
 					]
 				}
 			},
-			{
-				"name": "pin",
-				"path": "/{messageID}/pin",
-				"method": "POST",
-				"title": "Pin message to channel (public bookmark)",
-				"parameters": {
-					"path": [
-						{ "name": "messageID", "type": "uint64", "required": true, "title": "Message ID" }
-					]
-				}
-			},
 			{
 				"name": "getReplies",
 				"path": "/{messageID}/replies",
@@ -424,7 +413,18 @@
 				}
 			},
 			{
-				"name": "unpin",
+				"name": "pin",
+				"path": "/{messageID}/pin",
+				"method": "POST",
+				"title": "Pin message to channel (public bookmark)",
+				"parameters": {
+					"path": [
+						{ "name": "messageID", "type": "uint64", "required": true, "title": "Message ID" }
+					]
+				}
+			},
+			{
+				"name": "removePin",
 				"path": "/{messageID}/pin",
 				"method": "DELETE",
 				"title": "Pin message to channel (public bookmark)",
@@ -435,10 +435,10 @@
 				}
 			},
 			{
-				"name": "flag",
-				"path": "/{messageID}/flag",
+				"name": "bookmark",
+				"path": "/{messageID}/bookmark",
 				"method": "POST",
-				"title": "Flag a message (private bookmark)",
+				"title": "Bookmark a message (private bookmark)",
 				"parameters": {
 					"path": [
 						{ "name": "messageID", "type": "uint64", "required": true, "title": "Message ID" }
@@ -446,10 +446,10 @@
 				}
 			},
 			{
-				"name": "unflag",
-				"path": "/{messageID}/flag",
+				"name": "removeBookmark",
+				"path": "/{messageID}/bookmark",
 				"method": "DELETE",
-				"title": "Remove flag from message (private bookmark)",
+				"title": "Remove boomark from message (private bookmark)",
 				"parameters": {
 					"path": [
 						{ "name": "messageID", "type": "uint64", "required": true, "title": "Message ID" }
@@ -459,7 +459,7 @@
 			{
 				"name": "react",
 				"path": "/{messageID}/reaction/{reaction}",
-				"method": "PUT",
+				"method": "POST",
 				"title": "React to a message",
 				"parameters": {
 					"path": [
@@ -469,8 +469,8 @@
 				}
 			},
 			{
-				"name": "unreact",
-				"path": "/{messageID}/react/{reaction}",
+				"name": "removeReaction",
+				"path": "/{messageID}/reaction/{reaction}",
 				"method": "DELETE",
 				"title": "Delete reaction from a message",
 				"parameters": {
diff --git a/sam/docs/src/spec/message.json b/sam/docs/src/spec/message.json
index d8cb4bc43..66d4ec6f3 100644
--- a/sam/docs/src/spec/message.json
+++ b/sam/docs/src/spec/message.json
@@ -92,22 +92,6 @@
         ]
       }
     },
-    {
-      "Name": "pin",
-      "Method": "POST",
-      "Title": "Pin message to channel (public bookmark)",
-      "Path": "/{messageID}/pin",
-      "Parameters": {
-        "path": [
-          {
-            "name": "messageID",
-            "required": true,
-            "title": "Message ID",
-            "type": "uint64"
-          }
-        ]
-      }
-    },
     {
       "Name": "getReplies",
       "Method": "GET",
@@ -149,7 +133,23 @@
       }
     },
     {
-      "Name": "unpin",
+      "Name": "pin",
+      "Method": "POST",
+      "Title": "Pin message to channel (public bookmark)",
+      "Path": "/{messageID}/pin",
+      "Parameters": {
+        "path": [
+          {
+            "name": "messageID",
+            "required": true,
+            "title": "Message ID",
+            "type": "uint64"
+          }
+        ]
+      }
+    },
+    {
+      "Name": "removePin",
       "Method": "DELETE",
       "Title": "Pin message to channel (public bookmark)",
       "Path": "/{messageID}/pin",
@@ -165,10 +165,10 @@
       }
     },
     {
-      "Name": "flag",
+      "Name": "bookmark",
       "Method": "POST",
-      "Title": "Flag a message (private bookmark)",
-      "Path": "/{messageID}/flag",
+      "Title": "Bookmark a message (private bookmark)",
+      "Path": "/{messageID}/bookmark",
       "Parameters": {
         "path": [
           {
@@ -181,10 +181,10 @@
       }
     },
     {
-      "Name": "unflag",
+      "Name": "removeBookmark",
       "Method": "DELETE",
-      "Title": "Remove flag from message (private bookmark)",
-      "Path": "/{messageID}/flag",
+      "Title": "Remove boomark from message (private bookmark)",
+      "Path": "/{messageID}/bookmark",
       "Parameters": {
         "path": [
           {
@@ -198,7 +198,7 @@
     },
     {
       "Name": "react",
-      "Method": "PUT",
+      "Method": "POST",
       "Title": "React to a message",
       "Path": "/{messageID}/reaction/{reaction}",
       "Parameters": {
@@ -219,10 +219,10 @@
       }
     },
     {
-      "Name": "unreact",
+      "Name": "removeReaction",
       "Method": "DELETE",
       "Title": "Delete reaction from a message",
-      "Path": "/{messageID}/react/{reaction}",
+      "Path": "/{messageID}/reaction/{reaction}",
       "Parameters": {
         "path": [
           {
diff --git a/sam/repository/message_flag.go b/sam/repository/message_flag.go
new file mode 100644
index 000000000..00186299a
--- /dev/null
+++ b/sam/repository/message_flag.go
@@ -0,0 +1,83 @@
+package repository
+
+import (
+	"context"
+	"time"
+
+	"github.com/jmoiron/sqlx"
+	"github.com/titpetric/factory"
+
+	"github.com/crusttech/crust/sam/types"
+)
+
+type (
+	MessageFlagRepository interface {
+		With(ctx context.Context, db *factory.DB) MessageFlagRepository
+
+		FindByID(ID uint64) (*types.MessageFlag, error)
+		FindByMessageIDs(IDs ...uint64) ([]*types.MessageFlag, error)
+		FindByFlag(messageID, userID uint64, flag string) (*types.MessageFlag, error)
+		Create(mod *types.MessageFlag) (*types.MessageFlag, error)
+		DeleteByID(ID uint64) error
+	}
+
+	reaction struct {
+		*repository
+	}
+)
+
+const (
+	ErrMessageFlagNotFound = repositoryError("MessageFlagNotFound")
+)
+
+func MessageFlag(ctx context.Context, db *factory.DB) MessageFlagRepository {
+	return (&reaction{}).With(ctx, db)
+}
+
+func (r *reaction) With(ctx context.Context, db *factory.DB) MessageFlagRepository {
+	return &reaction{
+		repository: r.repository.With(ctx, db),
+	}
+}
+
+func (r *reaction) FindByID(ID uint64) (*types.MessageFlag, error) {
+	sql := "SELECT * FROM message_flags WHERE id = ?"
+	mod := &types.MessageFlag{}
+	return mod, isFound(r.db().Get(mod, sql, ID), mod.ID > 0, ErrMessageFlagNotFound)
+}
+
+func (r *reaction) FindByFlag(messageID, userID uint64, flag string) (*types.MessageFlag, error) {
+	args := []interface{}{messageID, flag}
+	sql := "SELECT * FROM message_flags WHERE rel_message = ? AND flag = ? "
+
+	if userID > 0 {
+		sql += "AND rel_user = ? "
+		args = append(args, userID)
+	}
+
+	mod := &types.MessageFlag{}
+	return mod, isFound(r.db().Get(mod, sql, args...), mod.ID > 0, ErrMessageFlagNotFound)
+}
+
+// FindByMessageRange returns all flags by message id range
+func (r *reaction) FindByMessageIDs(IDs ...uint64) ([]*types.MessageFlag, error) {
+	rval := make([]*types.MessageFlag, 0)
+
+	sql := `SELECT * FROM message_flags WHERE rel_message IN (?)`
+
+	if sql, args, err := sqlx.In(sql, IDs); err != nil {
+		return nil, err
+	} else {
+		return rval, r.db().Select(&rval, sql, args...)
+	}
+}
+
+func (r *reaction) Create(mod *types.MessageFlag) (*types.MessageFlag, error) {
+	mod.ID = factory.Sonyflake.NextID()
+	mod.CreatedAt = time.Now()
+	return mod, r.db().Insert("message_flags", mod)
+}
+
+func (r *reaction) DeleteByID(ID uint64) error {
+	return exec(r.db().Exec("DELETE FROM message_flags WHERE id = ?", ID))
+}
diff --git a/sam/repository/message_flag_test.go b/sam/repository/message_flag_test.go
new file mode 100644
index 000000000..2dd1a621a
--- /dev/null
+++ b/sam/repository/message_flag_test.go
@@ -0,0 +1,50 @@
+package repository
+
+import (
+	"context"
+
+	"github.com/titpetric/factory"
+
+	"testing"
+
+	"github.com/crusttech/crust/sam/types"
+)
+
+func TestReaction(t *testing.T) {
+	var err error
+
+	if testing.Short() {
+		t.Skip("skipping test in short mode.")
+		return
+	}
+
+	rpo := MessageFlag(context.Background(), factory.Database.MustGet())
+
+	tx(t, func() error {
+		var chID = factory.Sonyflake.NextID()
+		var msgID = factory.Sonyflake.NextID()
+		var f *types.MessageFlag
+		var ff types.MessageFlagSet
+		f, err = rpo.Create(&types.MessageFlag{
+			ChannelID: chID,
+			MessageID: msgID,
+			UserID:    3,
+			Flag:      "success",
+		})
+
+		assert(t, err == nil, "Should create message flag without an error, got: %v", err)
+
+		f, err = rpo.FindByID(f.ID)
+		assert(t, err == nil, "Should fetch message flag without an error, got: %v", err)
+		assert(t, f != nil && f.ChannelID == chID, "fetch should return valid type struct")
+
+		ff, err = rpo.FindByMessageIDs(msgID)
+		assert(t, err == nil, "Should fetch message flag by range without an error, got: %v", err)
+		assert(t, len(ff) == 1, "fetch by range should return 1 message")
+
+		err = rpo.DeleteByID(f.ID)
+		assert(t, err == nil, "Should delete message flag without an error, got: %v", err)
+
+		return nil
+	})
+}
diff --git a/sam/repository/reaction.go b/sam/repository/reaction.go
deleted file mode 100644
index be2933957..000000000
--- a/sam/repository/reaction.go
+++ /dev/null
@@ -1,61 +0,0 @@
-package repository
-
-import (
-	"context"
-	"time"
-
-	"github.com/titpetric/factory"
-
-	"github.com/crusttech/crust/sam/types"
-)
-
-type (
-	ReactionRepository interface {
-		With(ctx context.Context, db *factory.DB) ReactionRepository
-
-		FindReactionByID(id uint64) (*types.Reaction, error)
-		FindReactionsByRange(channelID, fromReactionID, toReactionID uint64) ([]*types.Reaction, error)
-		CreateReaction(mod *types.Reaction) (*types.Reaction, error)
-		DeleteReactionByID(id uint64) error
-	}
-
-	reaction struct {
-		*repository
-	}
-)
-
-const (
-	ErrReactionNotFound = repositoryError("ReactionNotFound")
-)
-
-func Reaction(ctx context.Context, db *factory.DB) ReactionRepository {
-	return (&reaction{}).With(ctx, db)
-}
-
-func (r *reaction) With(ctx context.Context, db *factory.DB) ReactionRepository {
-	return &reaction{
-		repository: r.repository.With(ctx, db),
-	}
-}
-
-func (r *reaction) FindReactionByID(id uint64) (*types.Reaction, error) {
-	sql := "SELECT * FROM reactions WHERE id=?"
-	mod := &types.Reaction{}
-	return mod, isFound(r.db().Get(mod, sql, id), mod.ID > 0, ErrReactionNotFound)
-}
-
-func (r *reaction) FindReactionsByRange(channelID, fromReactionID, toReactionID uint64) ([]*types.Reaction, error) {
-	rval := make([]*types.Reaction, 0)
-	sql := `SELECT * FROM reactions WHERE rel_reaction BETWEEN ? AND ? AND rel_channel=?`
-	return rval, r.db().Select(&rval, sql, fromReactionID, toReactionID, channelID)
-}
-
-func (r *reaction) CreateReaction(mod *types.Reaction) (*types.Reaction, error) {
-	mod.ID = factory.Sonyflake.NextID()
-	mod.CreatedAt = time.Now()
-	return mod, r.db().Insert("reactions", mod)
-}
-
-func (r *reaction) DeleteReactionByID(id uint64) error {
-	return exec(r.db().Exec("DELETE FROM reactions WHERE id=?", id))
-}
diff --git a/sam/repository/reaction_test.go b/sam/repository/reaction_test.go
deleted file mode 100644
index c9a0717ee..000000000
--- a/sam/repository/reaction_test.go
+++ /dev/null
@@ -1,43 +0,0 @@
-package repository
-
-import (
-	"context"
-
-	"github.com/titpetric/factory"
-
-	"testing"
-
-	"github.com/crusttech/crust/sam/types"
-)
-
-func TestReaction(t *testing.T) {
-	var err error
-
-	if testing.Short() {
-		t.Skip("skipping test in short mode.")
-		return
-	}
-
-	rpo := Reaction(context.Background(), factory.Database.MustGet())
-	react := &types.Reaction{}
-
-	var reaction = ":laugh:"
-
-	{
-		react.Reaction = reaction
-		react, err = rpo.CreateReaction(react)
-		assert(t, err == nil, "CreateReaction error: %v", err)
-		assert(t, react.Reaction == reaction, "Changes were not stored")
-
-		{
-			react, err = rpo.FindReactionByID(react.ID)
-			assert(t, err == nil, "FindReactionByID error: %v", err)
-			assert(t, react.Reaction == reaction, "Changes were not stored")
-		}
-
-		{
-			err = rpo.DeleteReactionByID(react.ID)
-			assert(t, err == nil, "DeleteReactionByID error: %v", err)
-		}
-	}
-}
diff --git a/sam/rest/handlers/message.go b/sam/rest/handlers/message.go
index 79daa2ad3..a33cf355d 100644
--- a/sam/rest/handlers/message.go
+++ b/sam/rest/handlers/message.go
@@ -31,30 +31,30 @@ type MessageAPI interface {
 	History(context.Context, *request.MessageHistory) (interface{}, error)
 	Edit(context.Context, *request.MessageEdit) (interface{}, error)
 	Delete(context.Context, *request.MessageDelete) (interface{}, error)
-	Pin(context.Context, *request.MessagePin) (interface{}, error)
 	GetReplies(context.Context, *request.MessageGetReplies) (interface{}, error)
 	CreateReply(context.Context, *request.MessageCreateReply) (interface{}, error)
-	Unpin(context.Context, *request.MessageUnpin) (interface{}, error)
-	Flag(context.Context, *request.MessageFlag) (interface{}, error)
-	Unflag(context.Context, *request.MessageUnflag) (interface{}, error)
+	Pin(context.Context, *request.MessagePin) (interface{}, error)
+	RemovePin(context.Context, *request.MessageRemovePin) (interface{}, error)
+	Bookmark(context.Context, *request.MessageBookmark) (interface{}, error)
+	RemoveBookmark(context.Context, *request.MessageRemoveBookmark) (interface{}, error)
 	React(context.Context, *request.MessageReact) (interface{}, error)
-	Unreact(context.Context, *request.MessageUnreact) (interface{}, error)
+	RemoveReaction(context.Context, *request.MessageRemoveReaction) (interface{}, error)
 }
 
 // HTTP API interface
 type Message struct {
-	Create      func(http.ResponseWriter, *http.Request)
-	History     func(http.ResponseWriter, *http.Request)
-	Edit        func(http.ResponseWriter, *http.Request)
-	Delete      func(http.ResponseWriter, *http.Request)
-	Pin         func(http.ResponseWriter, *http.Request)
-	GetReplies  func(http.ResponseWriter, *http.Request)
-	CreateReply func(http.ResponseWriter, *http.Request)
-	Unpin       func(http.ResponseWriter, *http.Request)
-	Flag        func(http.ResponseWriter, *http.Request)
-	Unflag      func(http.ResponseWriter, *http.Request)
-	React       func(http.ResponseWriter, *http.Request)
-	Unreact     func(http.ResponseWriter, *http.Request)
+	Create         func(http.ResponseWriter, *http.Request)
+	History        func(http.ResponseWriter, *http.Request)
+	Edit           func(http.ResponseWriter, *http.Request)
+	Delete         func(http.ResponseWriter, *http.Request)
+	GetReplies     func(http.ResponseWriter, *http.Request)
+	CreateReply    func(http.ResponseWriter, *http.Request)
+	Pin            func(http.ResponseWriter, *http.Request)
+	RemovePin      func(http.ResponseWriter, *http.Request)
+	Bookmark       func(http.ResponseWriter, *http.Request)
+	RemoveBookmark func(http.ResponseWriter, *http.Request)
+	React          func(http.ResponseWriter, *http.Request)
+	RemoveReaction func(http.ResponseWriter, *http.Request)
 }
 
 func NewMessage(mh MessageAPI) *Message {
@@ -87,13 +87,6 @@ func NewMessage(mh MessageAPI) *Message {
 				return mh.Delete(r.Context(), params)
 			})
 		},
-		Pin: func(w http.ResponseWriter, r *http.Request) {
-			defer r.Body.Close()
-			params := request.NewMessagePin()
-			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
-				return mh.Pin(r.Context(), params)
-			})
-		},
 		GetReplies: func(w http.ResponseWriter, r *http.Request) {
 			defer r.Body.Close()
 			params := request.NewMessageGetReplies()
@@ -108,25 +101,32 @@ func NewMessage(mh MessageAPI) *Message {
 				return mh.CreateReply(r.Context(), params)
 			})
 		},
-		Unpin: func(w http.ResponseWriter, r *http.Request) {
+		Pin: func(w http.ResponseWriter, r *http.Request) {
 			defer r.Body.Close()
-			params := request.NewMessageUnpin()
+			params := request.NewMessagePin()
 			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
-				return mh.Unpin(r.Context(), params)
+				return mh.Pin(r.Context(), params)
 			})
 		},
-		Flag: func(w http.ResponseWriter, r *http.Request) {
+		RemovePin: func(w http.ResponseWriter, r *http.Request) {
 			defer r.Body.Close()
-			params := request.NewMessageFlag()
+			params := request.NewMessageRemovePin()
 			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
-				return mh.Flag(r.Context(), params)
+				return mh.RemovePin(r.Context(), params)
 			})
 		},
-		Unflag: func(w http.ResponseWriter, r *http.Request) {
+		Bookmark: func(w http.ResponseWriter, r *http.Request) {
 			defer r.Body.Close()
-			params := request.NewMessageUnflag()
+			params := request.NewMessageBookmark()
 			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
-				return mh.Unflag(r.Context(), params)
+				return mh.Bookmark(r.Context(), params)
+			})
+		},
+		RemoveBookmark: func(w http.ResponseWriter, r *http.Request) {
+			defer r.Body.Close()
+			params := request.NewMessageRemoveBookmark()
+			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
+				return mh.RemoveBookmark(r.Context(), params)
 			})
 		},
 		React: func(w http.ResponseWriter, r *http.Request) {
@@ -136,11 +136,11 @@ func NewMessage(mh MessageAPI) *Message {
 				return mh.React(r.Context(), params)
 			})
 		},
-		Unreact: func(w http.ResponseWriter, r *http.Request) {
+		RemoveReaction: func(w http.ResponseWriter, r *http.Request) {
 			defer r.Body.Close()
-			params := request.NewMessageUnreact()
+			params := request.NewMessageRemoveReaction()
 			resputil.JSON(w, params.Fill(r), func() (interface{}, error) {
-				return mh.Unreact(r.Context(), params)
+				return mh.RemoveReaction(r.Context(), params)
 			})
 		},
 	}
@@ -154,14 +154,14 @@ func (mh *Message) MountRoutes(r chi.Router, middlewares ...func(http.Handler) h
 			r.Get("/", mh.History)
 			r.Put("/{messageID}", mh.Edit)
 			r.Delete("/{messageID}", mh.Delete)
-			r.Post("/{messageID}/pin", mh.Pin)
 			r.Get("/{messageID}/replies", mh.GetReplies)
 			r.Post("/{messageID}/replies", mh.CreateReply)
-			r.Delete("/{messageID}/pin", mh.Unpin)
-			r.Post("/{messageID}/flag", mh.Flag)
-			r.Delete("/{messageID}/flag", mh.Unflag)
-			r.Put("/{messageID}/reaction/{reaction}", mh.React)
-			r.Delete("/{messageID}/react/{reaction}", mh.Unreact)
+			r.Post("/{messageID}/pin", mh.Pin)
+			r.Delete("/{messageID}/pin", mh.RemovePin)
+			r.Post("/{messageID}/bookmark", mh.Bookmark)
+			r.Delete("/{messageID}/bookmark", mh.RemoveBookmark)
+			r.Post("/{messageID}/reaction/{reaction}", mh.React)
+			r.Delete("/{messageID}/reaction/{reaction}", mh.RemoveReaction)
 		})
 	})
 }
diff --git a/sam/rest/message.go b/sam/rest/message.go
index 3687eb866..210722743 100644
--- a/sam/rest/message.go
+++ b/sam/rest/message.go
@@ -72,24 +72,24 @@ func (ctrl *Message) Pin(ctx context.Context, r *request.MessagePin) (interface{
 	return nil, ctrl.svc.msg.With(ctx).Pin(r.MessageID)
 }
 
-func (ctrl *Message) Unpin(ctx context.Context, r *request.MessageUnpin) (interface{}, error) {
-	return nil, ctrl.svc.msg.With(ctx).Unpin(r.MessageID)
+func (ctrl *Message) RemovePin(ctx context.Context, r *request.MessageRemovePin) (interface{}, error) {
+	return nil, ctrl.svc.msg.With(ctx).RemovePin(r.MessageID)
 }
 
-func (ctrl *Message) Flag(ctx context.Context, r *request.MessageFlag) (interface{}, error) {
-	return nil, ctrl.svc.msg.With(ctx).Flag(r.MessageID)
+func (ctrl *Message) Bookmark(ctx context.Context, r *request.MessageBookmark) (interface{}, error) {
+	return nil, ctrl.svc.msg.With(ctx).Bookmark(r.MessageID)
 }
 
-func (ctrl *Message) Unflag(ctx context.Context, r *request.MessageUnflag) (interface{}, error) {
-	return nil, ctrl.svc.msg.With(ctx).Unflag(r.MessageID)
+func (ctrl *Message) RemoveBookmark(ctx context.Context, r *request.MessageRemoveBookmark) (interface{}, error) {
+	return nil, ctrl.svc.msg.With(ctx).RemoveBookmark(r.MessageID)
 }
 
 func (ctrl *Message) React(ctx context.Context, r *request.MessageReact) (interface{}, error) {
 	return nil, ctrl.svc.msg.With(ctx).React(r.MessageID, r.Reaction)
 }
 
-func (ctrl *Message) Unreact(ctx context.Context, r *request.MessageUnreact) (interface{}, error) {
-	return nil, ctrl.svc.msg.With(ctx).Unreact(r.MessageID, r.Reaction)
+func (ctrl *Message) RemoveReaction(ctx context.Context, r *request.MessageRemoveReaction) (interface{}, error) {
+	return nil, ctrl.svc.msg.With(ctx).RemoveReaction(r.MessageID, r.Reaction)
 }
 func (ctrl *Message) wrap(ctx context.Context) func(m *types.Message, err error) (*outgoing.Message, error) {
 	return func(m *types.Message, err error) (*outgoing.Message, error) {
diff --git a/sam/rest/request/message.go b/sam/rest/request/message.go
index f713bbe58..3ee1c8acb 100644
--- a/sam/rest/request/message.go
+++ b/sam/rest/request/message.go
@@ -221,51 +221,6 @@ func (m *MessageDelete) Fill(r *http.Request) (err error) {
 
 var _ RequestFiller = NewMessageDelete()
 
-// Message pin request parameters
-type MessagePin struct {
-	MessageID uint64 `json:",string"`
-	ChannelID uint64 `json:",string"`
-}
-
-func NewMessagePin() *MessagePin {
-	return &MessagePin{}
-}
-
-func (m *MessagePin) Fill(r *http.Request) (err error) {
-	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
-		err = json.NewDecoder(r.Body).Decode(m)
-
-		switch {
-		case err == io.EOF:
-			err = nil
-		case err != nil:
-			return errors.Wrap(err, "error parsing http request body")
-		}
-	}
-
-	if err = r.ParseForm(); err != nil {
-		return err
-	}
-
-	get := map[string]string{}
-	post := map[string]string{}
-	urlQuery := r.URL.Query()
-	for name, param := range urlQuery {
-		get[name] = string(param[0])
-	}
-	postVars := r.Form
-	for name, param := range postVars {
-		post[name] = string(param[0])
-	}
-
-	m.MessageID = parseUInt64(chi.URLParam(r, "messageID"))
-	m.ChannelID = parseUInt64(chi.URLParam(r, "channelID"))
-
-	return err
-}
-
-var _ RequestFiller = NewMessagePin()
-
 // Message getReplies request parameters
 type MessageGetReplies struct {
 	MessageID uint64 `json:",string"`
@@ -361,17 +316,17 @@ func (m *MessageCreateReply) Fill(r *http.Request) (err error) {
 
 var _ RequestFiller = NewMessageCreateReply()
 
-// Message unpin request parameters
-type MessageUnpin struct {
+// Message pin request parameters
+type MessagePin struct {
 	MessageID uint64 `json:",string"`
 	ChannelID uint64 `json:",string"`
 }
 
-func NewMessageUnpin() *MessageUnpin {
-	return &MessageUnpin{}
+func NewMessagePin() *MessagePin {
+	return &MessagePin{}
 }
 
-func (m *MessageUnpin) Fill(r *http.Request) (err error) {
+func (m *MessagePin) Fill(r *http.Request) (err error) {
 	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
 		err = json.NewDecoder(r.Body).Decode(m)
 
@@ -404,19 +359,19 @@ func (m *MessageUnpin) Fill(r *http.Request) (err error) {
 	return err
 }
 
-var _ RequestFiller = NewMessageUnpin()
+var _ RequestFiller = NewMessagePin()
 
-// Message flag request parameters
-type MessageFlag struct {
+// Message removePin request parameters
+type MessageRemovePin struct {
 	MessageID uint64 `json:",string"`
 	ChannelID uint64 `json:",string"`
 }
 
-func NewMessageFlag() *MessageFlag {
-	return &MessageFlag{}
+func NewMessageRemovePin() *MessageRemovePin {
+	return &MessageRemovePin{}
 }
 
-func (m *MessageFlag) Fill(r *http.Request) (err error) {
+func (m *MessageRemovePin) Fill(r *http.Request) (err error) {
 	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
 		err = json.NewDecoder(r.Body).Decode(m)
 
@@ -449,19 +404,19 @@ func (m *MessageFlag) Fill(r *http.Request) (err error) {
 	return err
 }
 
-var _ RequestFiller = NewMessageFlag()
+var _ RequestFiller = NewMessageRemovePin()
 
-// Message unflag request parameters
-type MessageUnflag struct {
+// Message bookmark request parameters
+type MessageBookmark struct {
 	MessageID uint64 `json:",string"`
 	ChannelID uint64 `json:",string"`
 }
 
-func NewMessageUnflag() *MessageUnflag {
-	return &MessageUnflag{}
+func NewMessageBookmark() *MessageBookmark {
+	return &MessageBookmark{}
 }
 
-func (m *MessageUnflag) Fill(r *http.Request) (err error) {
+func (m *MessageBookmark) Fill(r *http.Request) (err error) {
 	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
 		err = json.NewDecoder(r.Body).Decode(m)
 
@@ -494,7 +449,52 @@ func (m *MessageUnflag) Fill(r *http.Request) (err error) {
 	return err
 }
 
-var _ RequestFiller = NewMessageUnflag()
+var _ RequestFiller = NewMessageBookmark()
+
+// Message removeBookmark request parameters
+type MessageRemoveBookmark struct {
+	MessageID uint64 `json:",string"`
+	ChannelID uint64 `json:",string"`
+}
+
+func NewMessageRemoveBookmark() *MessageRemoveBookmark {
+	return &MessageRemoveBookmark{}
+}
+
+func (m *MessageRemoveBookmark) Fill(r *http.Request) (err error) {
+	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
+		err = json.NewDecoder(r.Body).Decode(m)
+
+		switch {
+		case err == io.EOF:
+			err = nil
+		case err != nil:
+			return errors.Wrap(err, "error parsing http request body")
+		}
+	}
+
+	if err = r.ParseForm(); err != nil {
+		return err
+	}
+
+	get := map[string]string{}
+	post := map[string]string{}
+	urlQuery := r.URL.Query()
+	for name, param := range urlQuery {
+		get[name] = string(param[0])
+	}
+	postVars := r.Form
+	for name, param := range postVars {
+		post[name] = string(param[0])
+	}
+
+	m.MessageID = parseUInt64(chi.URLParam(r, "messageID"))
+	m.ChannelID = parseUInt64(chi.URLParam(r, "channelID"))
+
+	return err
+}
+
+var _ RequestFiller = NewMessageRemoveBookmark()
 
 // Message react request parameters
 type MessageReact struct {
@@ -543,18 +543,18 @@ func (m *MessageReact) Fill(r *http.Request) (err error) {
 
 var _ RequestFiller = NewMessageReact()
 
-// Message unreact request parameters
-type MessageUnreact struct {
+// Message removeReaction request parameters
+type MessageRemoveReaction struct {
 	MessageID uint64 `json:",string"`
 	Reaction  string
 	ChannelID uint64 `json:",string"`
 }
 
-func NewMessageUnreact() *MessageUnreact {
-	return &MessageUnreact{}
+func NewMessageRemoveReaction() *MessageRemoveReaction {
+	return &MessageRemoveReaction{}
 }
 
-func (m *MessageUnreact) Fill(r *http.Request) (err error) {
+func (m *MessageRemoveReaction) Fill(r *http.Request) (err error) {
 	if strings.ToLower(r.Header.Get("content-type")) == "application/json" {
 		err = json.NewDecoder(r.Body).Decode(m)
 
@@ -588,4 +588,4 @@ func (m *MessageUnreact) Fill(r *http.Request) (err error) {
 	return err
 }
 
-var _ RequestFiller = NewMessageUnreact()
+var _ RequestFiller = NewMessageRemoveReaction()
diff --git a/sam/service/message.go b/sam/service/message.go
index 1ee0941a8..cfe5185e4 100644
--- a/sam/service/message.go
+++ b/sam/service/message.go
@@ -23,7 +23,7 @@ type (
 		cmember    repository.ChannelMemberRepository
 		cview      repository.ChannelViewRepository
 		message    repository.MessageRepository
-		reaction   repository.ReactionRepository
+		mflag      repository.MessageFlagRepository
 
 		usr authService.UserService
 		evl EventService
@@ -39,13 +39,13 @@ type (
 		Update(messages *types.Message) (*types.Message, error)
 
 		React(messageID uint64, reaction string) error
-		Unreact(messageID uint64, reaction string) error
+		RemoveReaction(messageID uint64, reaction string) error
 
 		Pin(messageID uint64) error
-		Unpin(messageID uint64) error
+		RemovePin(messageID uint64) error
 
-		Flag(messageID uint64) error
-		Unflag(messageID uint64) error
+		Bookmark(messageID uint64) error
+		RemoveBookmark(messageID uint64) error
 
 		Delete(ID uint64) error
 	}
@@ -76,7 +76,7 @@ func (svc *message) With(ctx context.Context) MessageService {
 		cmember:    repository.ChannelMember(ctx, db),
 		cview:      repository.ChannelView(ctx, db),
 		message:    repository.Message(ctx, db),
-		reaction:   repository.Reaction(ctx, db),
+		mflag:      repository.MessageFlag(ctx, db),
 	}
 }
 
@@ -92,9 +92,7 @@ func (svc *message) Find(filter *types.MessageFilter) (mm types.MessageSet, err
 		return nil, err
 	}
 
-	svc.preloadUsers(mm)
-
-	return mm, svc.preloadAttachments(mm)
+	return mm, svc.preload(mm)
 }
 
 func (svc *message) FindThreads(filter *types.MessageFilter) (mm types.MessageSet, err error) {
@@ -109,9 +107,7 @@ func (svc *message) FindThreads(filter *types.MessageFilter) (mm types.MessageSe
 		return nil, err
 	}
 
-	svc.preloadUsers(mm)
-
-	return mm, svc.preloadAttachments(mm)
+	return mm, svc.preload(mm)
 }
 
 func (svc *message) Create(in *types.Message) (message *types.Message, err error) {
@@ -290,80 +286,114 @@ func (svc *message) Delete(ID uint64) error {
 	})
 }
 
+// React on a message with an emoji
 func (svc *message) React(messageID uint64, reaction string) error {
-	// @todo get user from context
-	var currentUserID uint64 = repository.Identity(svc.ctx)
-
-	// @todo verify if current user can access & write to this channel
-	var m *types.Message
-
-	// @todo validate reaction
-
-	r := &types.Reaction{
-		UserID:    currentUserID,
-		MessageID: messageID,
-		ChannelID: m.ChannelID,
-		Reaction:  reaction,
-	}
-
-	if _, err := svc.reaction.CreateReaction(r); err != nil {
-		return err
-	}
-
-	return nil
+	return svc.flag(messageID, reaction, false)
 }
 
-func (svc *message) Unreact(messageID uint64, reaction string) error {
-	// @todo get user from context
-	var currentUserID uint64 = repository.Identity(svc.ctx)
-
-	// @todo verify if current user can access & write to this channel
-	_ = currentUserID
-
-	// @todo load reaction and verify ownership
-	var r *types.Reaction
-
-	return svc.reaction.DeleteReactionByID(r.ID)
+// Remove reaction on a message
+func (svc *message) RemoveReaction(messageID uint64, reaction string) error {
+	return svc.flag(messageID, reaction, true)
 }
 
+// Pin message to the channel
 func (svc *message) Pin(messageID uint64) error {
-	// @todo get user from context
-	var currentUserID uint64 = repository.Identity(svc.ctx)
-
-	// @todo verify if current user can access & write to this channel
-	_ = currentUserID
-
-	return nil
+	return svc.flag(messageID, types.MessageFlagPinnedToChannel, false)
 }
 
-func (svc *message) Unpin(messageID uint64) error {
-	// @todo get user from context
-	var currentUserID uint64 = repository.Identity(svc.ctx)
-
-	// @todo verify if current user can access & write to this channel
-	_ = currentUserID
-
-	return nil
+// Remove pin from message
+func (svc *message) RemovePin(messageID uint64) error {
+	return svc.flag(messageID, types.MessageFlagPinnedToChannel, true)
 }
 
-func (svc *message) Flag(messageID uint64) error {
-	// @todo get user from context
-	var currentUserID uint64 = repository.Identity(svc.ctx)
-
-	// @todo verify if current user can access & write to this channel
-	_ = currentUserID
-
-	return nil
+// Bookmark message (private)
+func (svc *message) Bookmark(messageID uint64) error {
+	return svc.flag(messageID, types.MessageFlagBookmarkedMessage, false)
 }
 
-func (svc *message) Unflag(messageID uint64) error {
+// Remove bookmark message (private)
+func (svc *message) RemoveBookmark(messageID uint64) error {
+	return svc.flag(messageID, types.MessageFlagBookmarkedMessage, true)
+}
+
+// React on a message with an emoji
+func (svc *message) flag(messageID uint64, flag string, remove bool) error {
 	// @todo get user from context
 	var currentUserID uint64 = repository.Identity(svc.ctx)
 
 	// @todo verify if current user can access & write to this channel
 	_ = currentUserID
 
-	return nil
+	if strings.TrimSpace(flag) == "" {
+		// Sanitize
+		flag = types.MessageFlagPinnedToChannel
+	}
+
+	// @todo validate flags beyond empty string
+
+	err := svc.db.Transaction(func() (err error) {
+		var flagOwnerId = currentUserID
+		var f *types.MessageFlag
+
+		// @todo [SECURITY] verify if current user can access & write to this channel
+
+		if flag == types.MessageFlagPinnedToChannel {
+			// It does not matter how is the owner of the pin,
+			flagOwnerId = 0
+		}
+
+		f, err = svc.mflag.FindByFlag(messageID, flagOwnerId, flag)
+		if f.ID == 0 && remove {
+			// Skip removing, flag does not exists
+			return nil
+		} else if f.ID > 0 && !remove {
+			// Skip adding, flag already exists
+			return nil
+		} else if err != nil && err != repository.ErrMessageFlagNotFound {
+			// Other errors, exit
+			return
+		}
+
+		// Check message
+		var msg *types.Message
+		msg, err = svc.message.FindMessageByID(messageID)
+		if err != nil {
+			return
+		}
+
+		if remove {
+			err = svc.mflag.DeleteByID(f.ID)
+		} else {
+			_, err = svc.mflag.Create(&types.MessageFlag{
+				UserID:    currentUserID,
+				ChannelID: msg.ChannelID,
+				MessageID: msg.ID,
+				Flag:      flag,
+			})
+		}
+
+		svc.sendEvent(msg)
+
+		return
+	})
+
+	return errors.Wrap(err, "Can not flag/un-flag message")
+}
+
+func (svc *message) preload(mm types.MessageSet) (err error) {
+	if err = svc.preloadUsers(mm); err != nil {
+		return
+	}
+
+	if err = svc.preloadAttachments(mm); err != nil {
+		return
+	}
+
+	if err = svc.preloadFlags(mm); err != nil {
+		return
+	}
+
+	return
 }
 
 // Preload for all messages
@@ -388,6 +418,21 @@ func (svc *message) preloadUsers(mm types.MessageSet) (err error) {
 	return
 }
 
+// Preload for all messages
+func (svc *message) preloadFlags(mm types.MessageSet) (err error) {
+	var ff types.MessageFlagSet
+
+	ff, err = svc.mflag.FindByMessageIDs(mm.IDs()...)
+	if err != nil {
+		return
+	}
+
+	return ff.Walk(func(flag *types.MessageFlag) error {
+		mm.FindById(flag.MessageID).Flags = append(mm.FindById(flag.MessageID).Flags, flag)
+		return nil
+	})
+}
+
 func (svc *message) preloadAttachments(mm types.MessageSet) (err error) {
 	var (
 		ids []uint64
@@ -422,8 +467,9 @@ func (svc *message) preloadAttachments(mm types.MessageSet) (err error) {
 
 // Sends message to event loop
 func (svc *message) sendEvent(mm ...*types.Message) (err error) {
-	svc.preloadAttachments(mm)
-	svc.preloadUsers(mm)
+	if err = svc.preload(mm); err != nil {
+		return
+	}
 
 	for _, msg := range mm {
 		if msg.User == nil {
diff --git a/sam/types/message.go b/sam/types/message.go
index 08e039149..d3d53dbb5 100644
--- a/sam/types/message.go
+++ b/sam/types/message.go
@@ -21,6 +21,7 @@ type (
 		DeletedAt  *time.Time      `json:"deletedAt,omitempty" db:"deleted_at"`
 		Attachment *Attachment     `json:"attachment,omitempty"`
 		User       *authTypes.User `json:"user,omitempty"`
+		Flags      MessageFlagSet  `json:"flags,omitempty"`
 	}
 
 	MessageSet []*Message
@@ -85,6 +86,16 @@ func (mm MessageSet) FindById(ID uint64) *Message {
 	return nil
 }
 
+func (mm MessageSet) IDs() (IDs []uint64) {
+	IDs = make([]uint64, len(mm))
+
+	for i := range mm {
+		IDs[i] = mm[i].ID
+	}
+
+	return
+}
+
 func (mtype MessageType) String() string {
 	return string(mtype)
 }
diff --git a/sam/types/message_flag.go b/sam/types/message_flag.go
new file mode 100644
index 000000000..2b8ea5577
--- /dev/null
+++ b/sam/types/message_flag.go
@@ -0,0 +1,75 @@
+package types
+
+import (
+	"time"
+)
+
+type (
+	MessageFlag struct {
+		ID        uint64    `json:"id" db:"id"`
+		UserID    uint64    `json:"userId" db:"rel_user"`
+		MessageID uint64    `json:"messageId" db:"rel_message"`
+		ChannelID uint64    `json:"channelId" db:"rel_channel"`
+		Flag      string    `json:"flag" db:"flag"`
+		CreatedAt time.Time `json:"createdAt,omitempty" db:"created_at"`
+	}
+
+	MessageFlagSet []*MessageFlag
+)
+
+const (
+	MessageFlagPinnedToChannel   string = "pin"
+	MessageFlagBookmarkedMessage string = "bookmark"
+)
+
+func (ff MessageFlagSet) Walk(w func(*MessageFlag) error) (err error) {
+	for i := range ff {
+		if err = w(ff[i]); err != nil {
+			return
+		}
+	}
+
+	return
+}
+
+func (ff MessageFlagSet) FindById(ID uint64) *MessageFlag {
+	for i := range ff {
+		if ff[i].ID == ID {
+			return ff[i]
+		}
+	}
+
+	return nil
+}
+
+func (ff MessageFlagSet) IsBookmarked(UserID uint64) bool {
+	for i := range ff {
+		if ff[i].UserID == UserID && ff[i].IsBookmark() {
+			return true
+		}
+	}
+
+	return false
+}
+
+func (ff MessageFlagSet) IsPinned() bool {
+	for i := range ff {
+		if ff[i].IsPin() {
+			return true
+		}
+	}
+
+	return false
+}
+
+func (f *MessageFlag) IsReaction() bool {
+	return f.Flag != MessageFlagPinnedToChannel && f.Flag != MessageFlagBookmarkedMessage
+}
+
+func (f *MessageFlag) IsPin() bool {
+	return f.Flag == MessageFlagPinnedToChannel
+}
+
+func (f *MessageFlag) IsBookmark() bool {
+	return f.Flag == MessageFlagBookmarkedMessage
+}
diff --git a/sam/types/reaction.go b/sam/types/reaction.go
deleted file mode 100644
index f9009d21c..000000000
--- a/sam/types/reaction.go
+++ /dev/null
@@ -1,16 +0,0 @@
-package types
-
-import (
-	"time"
-)
-
-type (
-	Reaction struct {
-		ID        uint64    `json:"id" db:"id"`
-		UserID    uint64    `json:"userId" db:"rel_user"`
-		MessageID uint64    `json:"messageId" db:"rel_message"`
-		ChannelID uint64    `json:"channelId" db:"rel_channel"`
-		Reaction  string    `json:"reaction" db:"reaction"`
-		CreatedAt time.Time `json:"createdAt,omitempty" db:"created_at"`
-	}
-)