A text string provided by a second client device of a second user is received by a first client device of a first user. The text string is parsed into one or more text portions. A score is assigned to each of the one or more text portions based on a specified criterion. One or more relevant tags of a plurality of tags are determined based on the one or more text portions. One or more media overlays are selected based on the one or more relevant tags and the assigned score for each of the one or more text portions. The text string with a reply interface for sending a reply message to the second client device is displayed.