Methods, apparatus, systems, and computer-readable media are provided for incorporating application links into message exchange threads. One or more cues emanating from a message exchange thread involving two or more message exchange clients may be detected. The one or more cues may trigger incorporation, into the message exchange thread, of a selectable link to a distinct application. At least one candidate application that is installed on a given client computing device operated by a message exchange thread participant may be identified. The candidate application may be associated with content of the message exchange thread. A selectable link may be incorporated into a transcript of the message exchange thread displayed in a graphical user interface of a message exchange client operating on the given client computing device. The selectable link may be operable by the participant to expose to the participant an interface associated with a respective candidate application.