diff --git a/engine/config_integrations/alertmanager.py b/engine/config_integrations/alertmanager.py
index 8a2f8464..579174de 100644
--- a/engine/config_integrations/alertmanager.py
+++ b/engine/config_integrations/alertmanager.py
@@ -20,10 +20,67 @@ Alerts from Grafana Alertmanager are automatically routed to this integration.
 <br>Creating contact points and routes for other alertmanagers...
 {% endif %}"""
 
-# Default templates
+# Web
+web_title = """{{- payload.get("labels", {}).get("alertname", "No title (check Title Template)") -}}"""
+web_message = """\
+{%- set annotations = payload.annotations.copy() -%}
+{%- set labels = payload.labels.copy() -%}
+
+{%- if "summary" in annotations %}
+{{ annotations.summary }}
+{%- set _ = annotations.pop('summary') -%}
+{%- endif %}
+
+{%- if "message" in annotations %}
+{{ annotations.message }}
+{%- set _ = annotations.pop('message') -%}
+{%- endif %}
+
+{% set severity = labels.severity | default("Unknown") -%}
+{%- set severity_emoji = {"critical": ":rotating_light:", "warning": ":warning:" }[severity] | default(":question:") -%}
+Severity: {{ severity }} {{ severity_emoji }}
+
+{%- set status = payload.status | default("Unknown") %}
+{%- set status_emoji = {"firing": ":fire:", "resolved": ":white_check_mark:"}[status] | default(":warning:") %}
+Status: {{ status }} {{ status_emoji }} (on the source)
+
+{% if "runbook_url" in annotations -%}
+[:book: Runbook:link:]({{ annotations.runbook_url }})
+{%- set _ = annotations.pop('runbook_url') -%}
+{%- endif %}
+
+{%- if "runbook_url_internal" in annotations -%}
+[:closed_book: Runbook (internal):link:]({{ annotations.runbook_url_internal }})
+{%- set _ = annotations.pop('runbook_url_internal') -%}
+{%- endif %}
+
+:label: Labels:
+{%- for k, v in payload["labels"].items() %}
+- {{ k }}: {{ v }}  
+{%- endfor %}
+
+{% if annotations | length > 0 -%}
+:pushpin: Other annotations:
+{%- for k, v in annotations.items() %}
+- {{ k }}: {{ v }}
+{%- endfor %}
+{% endif %}
+"""  # noqa: W291
+
+web_image_url = None
+
+# Behaviour
+source_link = "{{ payload.generatorURL }}"
+
+grouping_id = "{{ payload.labels }}"
+
+resolve_condition = """{{ payload.status == "resolved" }}"""
+
+acknowledge_condition = None
+
+# Slack
 slack_title = """\
-{# Usually title is located in payload.labels.alertname #}
-{% set title = payload.get("labels", {}).get("alertname", "No title (check Web Title Template)") %}
+{% set title = payload.get("labels", {}).get("alertname", "No title (check Title Template)") %}
 {# Combine the title from different built-in variables into slack-formatted url #}
 *<{{ grafana_oncall_link }}|#{{ grafana_oncall_incident_id }} {{ title }}>* via {{ integration_name }}
 {% if source_link %}
@@ -31,74 +88,131 @@ slack_title = """\
 {%- endif %}
 """
 
-slack_message = """\
-{{- payload.message }}
-{%- if "status" in payload -%}
-*Status*: {{ payload.status }}
-{% endif -%}
-*Labels:* {% for k, v in payload["labels"].items() %}
-{{ k }}: {{ v }}{% endfor %}
-*Annotations:* 
-{%- for k, v in payload.get("annotations", {}).items() %}
-{#- render annotation as slack markdown url if it starts with http #}
-{{ k }}: {% if v.startswith("http") %} <{{v}}|here> {% else %} {{v}} {% endif -%}
-{% endfor %}
-"""  # noqa: W291
+# default slack message template is identical to web message template, except urls
+# It can be based on web message template (see example), but it can affect existing templates
+# slack_message = """
+# {% set mkdwn_link_regex = "\[([\w\s\d:]+)\]\((https?:\/\/[\w\d./?=#]+)\)" %}
+# {{ web_message
+#   | regex_replace(mkdwn_link_regex, "<\\2|\\1>")
+# }}
+# """
 
+slack_message = """\
+{%- set annotations = payload.annotations.copy() -%}
+{%- set labels = payload.labels.copy() -%}
+
+{%- if "summary" in annotations %}
+{{ annotations.summary }}
+{%- set _ = annotations.pop('summary') -%}
+{%- endif %}
+
+{%- if "message" in annotations %}
+{{ annotations.message }}
+{%- set _ = annotations.pop('message') -%}
+{%- endif %}
+
+{# Optionally set oncall_slack_user_group to slack user group in the following format "@users-oncall" #}
+{%- set oncall_slack_user_group = None -%}
+{%- if oncall_slack_user_group %}
+Heads up {{ oncall_slack_user_group }}
+{%- endif %}
+
+{% set severity = labels.severity | default("Unknown") -%}
+{%- set severity_emoji = {"critical": ":rotating_light:", "warning": ":warning:" }[severity] | default(":question:") -%}
+Severity: {{ severity }} {{ severity_emoji }}
+
+{%- set status = payload.status | default("Unknown") %}
+{%- set status_emoji = {"firing": ":fire:", "resolved": ":white_check_mark:"}[status] | default(":warning:") %}
+Status: {{ status }} {{ status_emoji }} (on the source)
+
+{% if "runbook_url" in annotations -%}
+<{{ annotations.runbook_url }}|:book: Runbook:link:>
+{%- set _ = annotations.pop('runbook_url') -%}
+{%- endif %}
+
+{%- if "runbook_url_internal" in annotations -%}
+<{{ annotations.runbook_url_internal }}|:closed_book: Runbook (internal):link:>
+{%- set _ = annotations.pop('runbook_url_internal') -%}
+{%- endif %}
+
+:label: Labels:
+{%- for k, v in payload["labels"].items() %}
+- {{ k }}: {{ v }}  
+{%- endfor %}
+
+{% if annotations | length > 0 -%}
+:pushpin: Other annotations:
+{%- for k, v in annotations.items() %}
+- {{ k }}: {{ v }}
+{%- endfor %}
+{% endif %}
+"""  # noqa: W291
 
 slack_image_url = None
 
-web_title = """\
-{# Usually title is located in payload.labels.alertname #}
-{{- payload.get("labels", {}).get("alertname", "No title (check Web Title Template)") }}
-"""
+# SMS
+sms_title = web_title
 
-web_message = """\
-{{- payload.message }}
-{%- if "status" in payload %}
-**Status**: {{ payload.status }}
-{% endif -%}
-**Labels:** {% for k, v in payload["labels"].items() %}
-*{{ k }}*: {{ v }}{% endfor %}
-**Annotations:** 
-{%- for k, v in payload.get("annotations", {}).items() %}
-{#- render annotation as markdown url if it starts with http #}
-*{{ k }}*: {% if v.startswith("http") %} [here]({{v}}){% else %} {{v}} {% endif -%}
-{% endfor %}
+# Phone
+phone_call_title = web_title
+
+# Telegram
+telegram_title = web_title
+
+# default telegram message template is identical to web message template, except urls
+# It can be based on web message template (see example), but it can affect existing templates
+# telegram_message = """
+# {% set mkdwn_link_regex = "\[([\w\s\d:]+)\]\((https?:\/\/[\w\d./?=#]+)\)" %}
+# {{ web_message
+#   | regex_replace(mkdwn_link_regex, "<a href='\\2'>\\1</a>")
+# }}
+# """
+telegram_message = """\
+{%- set annotations = payload.annotations.copy() -%}
+{%- set labels = payload.labels.copy() -%}
+
+{%- if "summary" in annotations %}
+{{ annotations.summary }}
+{%- set _ = annotations.pop('summary') -%}
+{%- endif %}
+
+{%- if "message" in annotations %}
+{{ annotations.message }}
+{%- set _ = annotations.pop('message') -%}
+{%- endif %}
+
+{% set severity = labels.severity | default("Unknown") -%}
+{%- set severity_emoji = {"critical": ":rotating_light:", "warning": ":warning:" }[severity] | default(":question:") -%}
+Severity: {{ severity }} {{ severity_emoji }}
+
+{%- set status = payload.status | default("Unknown") %}
+{%- set status_emoji = {"firing": ":fire:", "resolved": ":white_check_mark:"}[status] | default(":warning:") %}
+Status: {{ status }} {{ status_emoji }} (on the source)
+
+{% if "runbook_url" in annotations -%}
+<a href='{{ annotations.runbook_url }}'>:book: Runbook:link:</a>
+{%- set _ = annotations.pop('runbook_url') -%}
+{%- endif %}
+
+{%- if "runbook_url_internal" in annotations -%}
+<a href='{{ annotations.runbook_url_internal }}'>:closed_book: Runbook (internal):link:</a>
+{%- set _ = annotations.pop('runbook_url_internal') -%}
+{%- endif %}
+
+:label: Labels:
+{%- for k, v in payload["labels"].items() %}
+- {{ k }}: {{ v }}  
+{%- endfor %}
+
+{% if annotations | length > 0 -%}
+:pushpin: Other annotations:
+{%- for k, v in annotations.items() %}
+- {{ k }}: {{ v }}
+{%- endfor %}
+{% endif %}
 """  # noqa: W291
 
-
-web_image_url = slack_image_url
-
-sms_title = '{{ payload.get("labels", {}).get("alertname", "Title undefined") }}'
-phone_call_title = sms_title
-
-telegram_title = sms_title
-
-telegram_message = """\
-{{- payload.messsage }}
-{%- if "status" in payload -%}
-<b>Status</b>: {{ payload.status }}
-{% endif -%}
-<b>Labels:</b> {% for k, v in payload["labels"].items() %}
-{{ k }}: {{ v }}{% endfor %}
-<b>Annotations:</b> 
-{%- for k, v in payload.get("annotations", {}).items() %}
-{#- render annotation as markdown url if it starts with http #}
-{{ k }}: {{ v }}
-{% endfor %}"""  # noqa: W291
-
-telegram_image_url = slack_image_url
-
-source_link = "{{ payload.generatorURL }}"
-
-grouping_id = "{{ payload.labels }}"
-
-resolve_condition = """\
-{{ payload.get("status", "") == "resolved" }}
-"""
-
-acknowledge_condition = None
+telegram_image_url = None
 
 tests = {
     "payload": {
@@ -131,36 +245,12 @@ tests = {
             "+-+kube_job_status_succeeded%7Bjob%3D%22kube-state-metrics%22%7D+%3E+0&g0.tab=1"
             "|source>*)"
         ),
-        "message": (
-            "*Status*: firing\n"
-            "*Labels:* \n"
-            "job: kube-state-metrics\n"
-            "instance: 10.143.139.7:8443\n"
-            "job_name: email-tracking-perform-initialization-1.0.50\n"
-            "severity: warning\n"
-            "alertname: KubeJobCompletion\n"
-            "namespace: default\n"
-            "prometheus: monitoring/k8s\n"
-            "*Annotations:*\n"
-            "message:  Job default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete. \n"
-            "runbook_url:  <https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion|here> "
-        ),
+        "message": "\nJob default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete.\n\n\n\nSeverity: warning :warning:\nStatus: firing :fire: (on the source)\n\n<https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion|:book: Runbook:link:>\n\n:label: Labels:\n- job: kube-state-metrics\n- instance: 10.143.139.7:8443\n- job_name: email-tracking-perform-initialization-1.0.50\n- severity: warning\n- alertname: KubeJobCompletion\n- namespace: default\n- prometheus: monitoring/k8s\n\n",  # noqa
         "image_url": None,
     },
     "web": {
         "title": "KubeJobCompletion",
-        "message": """<p><strong>Status</strong>: firing <br/>
-<strong>Labels:</strong> <br/>
-<em>job</em>: kube-state-metrics <br/>
-<em>instance</em>: 10.143.139.7:8443 <br/>
-<em>job_name</em>: email-tracking-perform-initialization-1.0.50 <br/>
-<em>severity</em>: warning <br/>
-<em>alertname</em>: KubeJobCompletion <br/>
-<em>namespace</em>: default <br/>
-<em>prometheus</em>: monitoring/k8s <br/>
-<strong>Annotations:</strong> <br/>
-<em>message</em>:  Job default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete. <br/>
-<em>runbook_url</em>:  <a href="https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion" rel="nofollow noopener" target="_blank">here</a></p>""",  # noqa
+        "message": '<p>Job default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete.  </p>\n<p>Severity: warning ⚠️ <br/>\nStatus: firing 🔥 (on the source)  </p>\n<p><a href="https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion" rel="nofollow noopener" target="_blank">📖 Runbook🔗</a> </p>\n<p>🏷️ Labels:  </p>\n<ul>\n<li>job: kube-state-metrics  </li>\n<li>instance: 10.143.139.7:8443  </li>\n<li>job_name: email-tracking-perform-initialization-1.0.50  </li>\n<li>severity: warning  </li>\n<li>alertname: KubeJobCompletion  </li>\n<li>namespace: default  </li>\n<li>prometheus: monitoring/k8s  </li>\n</ul>',  # noqa
         "image_url": None,
     },
     "sms": {
@@ -171,20 +261,7 @@ tests = {
     },
     "telegram": {
         "title": "KubeJobCompletion",
-        "message": (
-            "<b>Status</b>: firing\n"
-            "<b>Labels:</b> \n"
-            "job: kube-state-metrics\n"
-            "instance: 10.143.139.7:8443\n"
-            "job_name: email-tracking-perform-initialization-1.0.50\n"
-            "severity: warning\n"
-            "alertname: KubeJobCompletion\n"
-            "namespace: default\n"
-            "prometheus: monitoring/k8s\n"
-            "<b>Annotations:</b>\n"
-            "message: Job default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete.\n\n"
-            "runbook_url: https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion\n"
-        ),
+        "message": "\nJob default/email-tracking-perform-initialization-1.0.50 is taking more than one hour to complete.\n\nSeverity: warning ⚠️\nStatus: firing 🔥 (on the source)\n\n<a href='https://github.com/kubernetes-monitoring/kubernetes-mixin/tree/master/runbook.md#alert-name-kubejobcompletion'>📖 Runbook🔗</a>\n\n🏷️ Labels:\n- job: kube-state-metrics\n- instance: 10.143.139.7:8443\n- job_name: email-tracking-perform-initialization-1.0.50\n- severity: warning\n- alertname: KubeJobCompletion\n- namespace: default\n- prometheus: monitoring/k8s\n\n",  # noqa
         "image_url": None,
     },
 }
@@ -196,11 +273,12 @@ example_payload = {
     "alerts": [
         {
             "status": "firing",
-            "labels": {
-                "alertname": "TestAlert",
-                "region": "eu-1",
+            "labels": {"alertname": "TestAlert", "region": "eu-1", "severity": "critical"},
+            "annotations": {
+                "message": "This is test alert",
+                "description": "This alert was sent by user for the demonstration purposes",
+                "runbook_url": "https://grafana.com/",
             },
-            "annotations": {"description": "This alert was sent by user for the demonstration purposes"},
             "startsAt": "2018-12-25T15:47:47.377363608Z",
             "endsAt": "0001-01-01T00:00:00Z",
             "generatorURL": "",