If you have put an HTML link or a markdown link inside a custom token value and it arrived as raw text, that is expected. Custom tokens output plain text and nothing else. To give a guest something to tap, use a Button or Link component instead.
This applies to custom tokens specifically, the ones you create yourself in the Custom Tokens section.
Why the link does not work
When a custom token is rendered in a sent message, it outputs only the raw value stored against it. Nothing in that value is interpreted.
HTML is not rendered. An anchor tag inside a custom token value appears in the message exactly as typed, tags and all.
Markdown is not rendered either. Square brackets and parentheses appear as the characters you typed.
Custom token values cannot go in URL fields. There is no way for a custom token to supply a working link destination.
This is the behaviour across every campaign type and channel. Custom tokens are for inserting text values, not for formatting or for building links.
How to add a clickable link
Use a Button or Link element in the editor, not a custom token inside a text field.
In your campaign or content block editor, add a Button component.
Set the button label to the text guests will see, for example "Visit our website", "Chat with us", or "Book now".
Set the button URL to the destination you want to open.
Save.
Clicking the button opens the link directly. This works for any destination: an external website, a booking engine, a contact form, and so on.
Using a custom token for the label only
You can make the button label dynamic by inserting a custom token into the label field. The URL must still be hardcoded, because a custom token cannot supply a working link destination.
What custom tokens are good for
A plain phone number in a pre-arrival or confirmation email.
A website address shown as readable text.
Text-based contact details reused across several campaigns.
Dynamic values such as reservation codes.
What to do next
See Custom tokens for what custom tokens can hold and how to create them.
Getting help
Open Talk to Us in the left menu of the platform, or email support@bookboost.io. Tell us the campaign name and the token you are trying to use.