diff --git a/channel/channel.go b/channel/channel.go
index 919c5b9..cf8ff18 100644
--- a/channel/channel.go
+++ b/channel/channel.go
@@ -6,17 +6,17 @@ import (
 	"sync"
 	"sync/atomic"
 
+	"gitlab.com/zephyrtronium/pick"
 	"golang.org/x/time/rate"
 
 	"github.com/zephyrtronium/robot/message"
-	"gitlab.com/zephyrtronium/pick"
 )
 
 type Channel struct {
 	// Name is the name of the channel.
 	Name string
 	// Message sends a message to the channel with an optional reply message ID.
-	Message func(ctx context.Context, reply, text string)
+	Message func(ctx context.Context, msg message.Sent)
 	// Learn and Send are the channel tags.
 	Learn, Send string
 	// Block is a regex that matches messages which should not be used for
diff --git a/command/echo.go b/command/echo.go
index d73e6a8..be04651 100644
--- a/command/echo.go
+++ b/command/echo.go
@@ -3,6 +3,8 @@ package command
 import (
 	"context"
 	"log/slog"
+
+	"github.com/zephyrtronium/robot/message"
 )
 
 // EchoIn sends a plain text message to any channel.
@@ -15,11 +17,11 @@ func EchoIn(ctx context.Context, robo *Robot, call *Invocation) {
 		robo.Log.WarnContext(ctx, "echo into unknown channel", slog.String("target", t))
 		return
 	}
-	ch.Message(ctx, "", call.Args["msg"])
+	ch.Message(ctx, message.Sent{Text: call.Args["msg"]})
 }
 
 // Echo sends a plain text message to the channel in which it is invoked.
 //   - msg: Message to send.
 func Echo(ctx context.Context, robo *Robot, call *Invocation) {
-	call.Channel.Message(ctx, "", call.Args["msg"])
+	call.Channel.Message(ctx, message.Sent{Text: call.Args["msg"]})
 }
diff --git a/command/marriage.go b/command/marriage.go
index 4e62f01..70cd4de 100644
--- a/command/marriage.go
+++ b/command/marriage.go
@@ -84,19 +84,21 @@ func Affection(ctx context.Context, robo *Robot, call *Invocation) {
 		// Check for the broadcaster. They get special treatment.
 		if strings.EqualFold(call.Message.Name, strings.TrimPrefix(call.Channel.Name, "#")) {
 			if _, ok := call.Channel.Extra.LoadOrStore(broadcasterAffectionKey{}, struct{}{}); ok {
-				call.Channel.Message(ctx, call.Message.ID, "Don't make me repeat myself, it's embarrassing! "+e)
+				call.Channel.Message(ctx, message.Format("", "Don't make me repeat myself, it's embarrassing! %s", e).AsReply(call.Message.ID))
 				return
 			}
-			const funnyMessage = `It's a bit awkward to think of you like that, streamer... But, well, it's so fun to be here, and I have you to thank for that! So I'd say a whole bunch!`
-			call.Channel.Message(ctx, call.Message.ID, funnyMessage+" "+e)
+			const funnyMessage = `It's a bit awkward to think of you like that, streamer... But, well, it's so fun to be here, and I have you to thank for that! So I'd say a whole bunch! %s`
+			call.Channel.Message(ctx, message.Format("", funnyMessage, e).AsReply(call.Message.ID))
 			return
 		}
 		// possible!
-		call.Channel.Message(ctx, call.Message.ID, "literally zero "+e)
+		call.Channel.Message(ctx, message.Format("", "literally zero %s", e).AsReply(call.Message.ID))
 		return
 	}
 	s := affections.Pick(rand.Uint32())
-	call.Channel.Message(ctx, call.Message.ID, fmt.Sprintf(s, x, e, c, f, l, n))
+	// The single scenario where message.Format requiring a constant formatting
+	// string is a drawback:
+	call.Channel.Message(ctx, message.Sent{Reply: call.Message.ID, Text: fmt.Sprintf(s, x, e, c, f, l, n)})
 }
 
 type partnerKey struct{}
@@ -113,7 +115,7 @@ func Marry(ctx context.Context, robo *Robot, call *Invocation) {
 	e := call.Channel.Emotes.Pick(rand.Uint32())
 	broadcaster := strings.EqualFold(call.Message.Name, strings.TrimPrefix(call.Channel.Name, "#")) && x == 0
 	if x < 10 && !broadcaster {
-		call.Channel.Message(ctx, call.Message.ID, "no "+e)
+		call.Channel.Message(ctx, message.Format("", "no %s", e).AsReply(call.Message.ID))
 		return
 	}
 	me := &partner{who: call.Message.Sender, until: call.Message.Time().Add(time.Hour)}
@@ -121,7 +123,7 @@ func Marry(ctx context.Context, robo *Robot, call *Invocation) {
 		l, ok := call.Channel.Extra.LoadOrStore(partnerKey{}, me)
 		if !ok {
 			// No competition. We're a shoo-in.
-			call.Channel.Message(ctx, call.Message.ID, "sure why not "+e)
+			call.Channel.Message(ctx, message.Format("", "sure why not %s", e).AsReply(call.Message.ID))
 			return
 		}
 		cur := l.(*partner)
@@ -133,19 +135,19 @@ func Marry(ctx context.Context, robo *Robot, call *Invocation) {
 					// but start over anyway.
 					continue
 				}
-				call.Channel.Message(ctx, call.Message.ID, "How could you forget we're already together? I hate you! Unsubbed, unfollowed, unloved! "+e)
+				call.Channel.Message(ctx, message.Format("", "How could you forget we're already together? I hate you! Unsubbed, unfollowed, unloved! %s", e).AsReply(call.Message.ID))
 				return
 			}
-			call.Channel.Message(ctx, call.Message.ID, "We're already together, silly! You're so funny and cute haha. "+e)
+			call.Channel.Message(ctx, message.Format("", "We're already together, silly! You're so funny and cute haha. %s", e).AsReply(call.Message.ID))
 			return
 		}
 		if call.Message.Time().Before(cur.until) {
-			call.Channel.Message(ctx, call.Message.ID, "My heart yet belongs to another... "+e)
+			call.Channel.Message(ctx, message.Format("", "My heart yet belongs to another... %s", e).AsReply(call.Message.ID))
 			return
 		}
 		y, _, _, _, _ := score(robo.Log, &call.Channel.History, cur.who)
 		if x < y && !broadcaster {
-			call.Channel.Message(ctx, call.Message.ID, "I'm touched, but I must decline. I'm in love with someone else. "+e)
+			call.Channel.Message(ctx, message.Format("", "I'm touched, but I must decline. I'm in love with someone else. %s", e).AsReply(call.Message.ID))
 			return
 		}
 		if !call.Channel.Extra.CompareAndSwap(partnerKey{}, cur, me) {
@@ -155,9 +157,9 @@ func Marry(ctx context.Context, robo *Robot, call *Invocation) {
 		// We win. Now just decide which message to send.
 		// TODO(zeph): since pick.Dist exists now, we could randomize
 		if call.Args["partnership"] != "" {
-			call.Channel.Message(ctx, call.Message.ID, fmt.Sprintf("Yes! I'll be your %s! %s", call.Args["partnership"], e))
+			call.Channel.Message(ctx, message.Format("", "Yes! I'll be your %s! %s", call.Args["partnership"], e).AsReply(call.Message.ID))
 		} else {
-			call.Channel.Message(ctx, call.Message.ID, "Yes! I'll marry you! "+e)
+			call.Channel.Message(ctx, message.Format("", "Yes! I'll marry you! %s", e).AsReply(call.Message.ID))
 		}
 		return
 	}
@@ -167,5 +169,5 @@ func Marry(ctx context.Context, robo *Robot, call *Invocation) {
 // No args.
 func DescribeMarriage(ctx context.Context, robo *Robot, call *Invocation) {
 	const s = `I am looking for a long series of short-term relationships and am holding a ranked competitive how-much-I-like-you tournament to decide my suitors! Politely ask me to marry you (or become your partner) and I'll evaluate your score. I like copypasta, memes, and long walks in the chat.`
-	call.Channel.Message(ctx, "", s)
+	call.Channel.Message(ctx, message.Sent{Text: s})
 }
diff --git a/command/moderate.go b/command/moderate.go
index 3bac19d..bf7054b 100644
--- a/command/moderate.go
+++ b/command/moderate.go
@@ -2,9 +2,10 @@ package command
 
 import (
 	"context"
-	"fmt"
 	"log/slog"
 	"strings"
+
+	"github.com/zephyrtronium/robot/message"
 )
 
 func Forget(ctx context.Context, robo *Robot, call *Invocation) {
@@ -32,10 +33,10 @@ func Forget(ctx context.Context, robo *Robot, call *Invocation) {
 	}
 	switch n {
 	case 0:
-		call.Channel.Message(ctx, call.Message.ID, fmt.Sprintf("No messages contained %q.", term))
+		call.Channel.Message(ctx, message.Format("", "No messages contained %q.", term).AsReply(call.Message.ID))
 	case 1:
-		call.Channel.Message(ctx, call.Message.ID, "Forgot 1 message.")
+		call.Channel.Message(ctx, message.Format("", "Forgot 1 message."))
 	default:
-		call.Channel.Message(ctx, call.Message.ID, fmt.Sprintf("Forgot %d messages.", n))
+		call.Channel.Message(ctx, message.Format("", "Forgot %d messages.", n).AsReply(call.Message.ID))
 	}
 }
diff --git a/command/privacy.go b/command/privacy.go
index 1430742..20a45b1 100644
--- a/command/privacy.go
+++ b/command/privacy.go
@@ -4,31 +4,33 @@ import (
 	"context"
 	"log/slog"
 	"math/rand/v2"
+
+	"github.com/zephyrtronium/robot/message"
 )
 
 func Private(ctx context.Context, robo *Robot, call *Invocation) {
 	err := robo.Privacy.Add(ctx, call.Message.Sender)
 	if err != nil {
 		robo.Log.ErrorContext(ctx, "privacy add failed", slog.Any("err", err), slog.String("channel", call.Channel.Name))
-		call.Channel.Message(ctx, call.Message.ID, "Something went wrong while trying to add you to the privacy list. Try again. Sorry!")
+		call.Channel.Message(ctx, message.Format("", "Something went wrong while trying to add you to the privacy list. Try again. Sorry!").AsReply(call.Message.ID))
 		return
 	}
 	e := call.Channel.Emotes.Pick(rand.Uint32())
-	call.Channel.Message(ctx, call.Message.ID, `Sure, I won't learn from your messages. Most of my functionality will still work for you. If you'd like to have me learn from you again, just tell me, "learn from me again." `+e)
+	call.Channel.Message(ctx, message.Format("", `Sure, I won't learn from your messages. Most of my functionality will still work for you. If you'd like to have me learn from you again, just tell me, "learn from me again." %s`, e).AsReply(call.Message.ID))
 }
 
 func Unprivate(ctx context.Context, robo *Robot, call *Invocation) {
 	err := robo.Privacy.Remove(ctx, call.Message.Sender)
 	if err != nil {
 		robo.Log.ErrorContext(ctx, "privacy remove failed", slog.Any("err", err), slog.String("channel", call.Channel.Name))
-		call.Channel.Message(ctx, call.Message.ID, "Something went wrong while trying to add you to the privacy list. Try again. Sorry!")
+		call.Channel.Message(ctx, message.Format("", "Something went wrong while trying to add you to the privacy list. Try again. Sorry!").AsReply(call.Message.ID))
 		return
 	}
 	e := call.Channel.Emotes.Pick(rand.Uint32())
-	call.Channel.Message(ctx, call.Message.ID, `Sure, I'll learn from you again! `+e)
+	call.Channel.Message(ctx, message.Format("", `Sure, I'll learn from you again! %s`, e).AsReply(call.Message.ID))
 }
 
 func DescribePrivacy(ctx context.Context, robo *Robot, call *Invocation) {
 	// TODO(zeph): describe privacy
-	call.Channel.Message(ctx, call.Message.ID, `See here for a description of what information I collect, and how to opt out of all collection: https://github.com/zephyrtronium/robot#what-data-does-robot-store`)
+	call.Channel.Message(ctx, message.Format("", `See here for a description of what information I collect, and how to opt out of all collection: https://github.com/zephyrtronium/robot#what-data-does-robot-store`).AsReply(call.Message.ID))
 }
diff --git a/command/talk.go b/command/talk.go
index dc53fbc..7870ba9 100644
--- a/command/talk.go
+++ b/command/talk.go
@@ -2,13 +2,14 @@ package command
 
 import (
 	"context"
-	"fmt"
 	"log/slog"
 	"math/rand/v2"
 	"regexp"
+	"strconv"
 	"time"
 
 	"github.com/zephyrtronium/robot/brain"
+	"github.com/zephyrtronium/robot/message"
 )
 
 func speakCmd(ctx context.Context, robo *Robot, call *Invocation, effect string) string {
@@ -61,7 +62,7 @@ func speakCmd(ctx context.Context, robo *Robot, call *Invocation, effect string)
 	}
 	// block the generated message from being later recognized as a meme.
 	call.Channel.Memery.Block(call.Message.Time(), s)
-	robo.Metrics.SpeakLatency.Observe(time.Since(start).Seconds(), call.Channel.Send, fmt.Sprintf("%t", len(call.Args["prompt"]) == 0))
+	robo.Metrics.SpeakLatency.Observe(time.Since(start).Seconds(), call.Channel.Send, strconv.FormatBool(len(call.Args["prompt"]) == 0))
 	robo.Metrics.UsedMessagesForGeneration.Observe(float64(len(trace)))
 	robo.Log.InfoContext(ctx, "speak", "in", call.Channel.Name, "text", m, "emote", e)
 	return m + " " + e
@@ -77,7 +78,7 @@ func Speak(ctx context.Context, robo *Robot, call *Invocation) {
 		return
 	}
 	u = lenlimit(u, 450)
-	call.Channel.Message(ctx, "", u)
+	call.Channel.Message(ctx, message.Sent{Text: u})
 }
 
 // OwO genyewates an uwu message.
@@ -88,7 +89,7 @@ func OwO(ctx context.Context, robo *Robot, call *Invocation) {
 		return
 	}
 	u = lenlimit(owoize(u), 450)
-	call.Channel.Message(ctx, "", u)
+	call.Channel.Message(ctx, message.Sent{Text: u})
 }
 
 // AAAAA AAAAAAAAA A AAAAAAA.
@@ -103,7 +104,7 @@ func AAAAA(ctx context.Context, robo *Robot, call *Invocation) {
 		return
 	}
 	u = lenlimit(aaaaaize(u), 40)
-	call.Channel.Message(ctx, "", u)
+	call.Channel.Message(ctx, message.Sent{Text: u})
 }
 
 // Rawr says rawr.
@@ -123,7 +124,7 @@ func Rawr(ctx context.Context, robo *Robot, call *Invocation) {
 		r.CancelAt(t)
 		return
 	}
-	call.Channel.Message(ctx, call.Message.ID, "rawr "+e)
+	call.Channel.Message(ctx, message.Format("", "rawr %s", e).AsReply(call.Message.ID))
 }
 
 // Source gives a link to the source code.
@@ -131,19 +132,18 @@ func Source(ctx context.Context, robo *Robot, call *Invocation) {
 	const srcMessage = `My source code is at https://github.com/zephyrtronium/robot – ` +
 		`I'm written in Go, and I'm free, open-source software licensed ` +
 		`under the GNU General Public License, Version 3.`
-	call.Channel.Message(ctx, call.Message.ID, srcMessage)
+	call.Channel.Message(ctx, message.Sent{Reply: call.Message.ID, Text: srcMessage})
 }
 
 // Who describes Robot.
 func Who(ctx context.Context, robo *Robot, call *Invocation) {
-	const whoMessage = `I'm a Markov chain bot! I learn from things people say in chat, then spew vaguely intelligible memes back. More info at: https://github.com/zephyrtronium/robot#how-robot-works`
+	const whoMessage = `I'm a Markov chain bot! I learn from things people say in chat, then spew vaguely intelligible memes back. More info at: https://github.com/zephyrtronium/robot#how-robot-works %s`
 	e := call.Channel.Emotes.Pick(rand.Uint32())
-	call.Channel.Message(ctx, call.Message.ID, whoMessage+" "+e)
+	call.Channel.Message(ctx, message.Format("", whoMessage, e).AsReply(call.Message.ID))
 }
 
 // Contact gives information on how to contact the bot owner.
 func Contact(ctx context.Context, robo *Robot, call *Invocation) {
-	s := fmt.Sprintf("My operator is %[1]s. %[2]s is the best way to contact %[1]s.", robo.Owner, robo.Contact)
 	e := call.Channel.Emotes.Pick(rand.Uint32())
-	call.Channel.Message(ctx, call.Message.ID, s+" "+e)
+	call.Channel.Message(ctx, message.Format("", "My operator is %[1]s. %[2]s is the best way to contact %[1]s. %[3]s", robo.Owner, robo.Contact, e).AsReply(call.Message.ID))
 }
diff --git a/config.go b/config.go
index 3405a05..93b5365 100644
--- a/config.go
+++ b/config.go
@@ -331,8 +331,10 @@ func (robo *Robot) SetTwitchChannels(ctx context.Context, global Global, channel
 				Emotes:    emotes,
 				Effects:   effects,
 			}
-			v.Message = func(ctx context.Context, reply, text string) {
-				msg := message.Format(v.Name, "%s", text).AsReply(reply)
+			v.Message = func(ctx context.Context, msg message.Sent) {
+				if msg.To == "" {
+					msg.To = v.Name
+				}
 				robo.sendTMI(ctx, robo.tmi.send, msg)
 			}
 			robo.channels.Store(p, v)