The claimed subject matter provides for systems, devices, and methods facilitating dynamic scaling of messaging content. Messaging content can include visual content other than the actual textual content of a message body for a messaging environment. In an aspect dynamic scaling of messaging content can allow message content such as pictures, images, emoticons, movies, maps, and the like to be presented to a user in a manner that facilities efficient comprehension of the message content. The tokens can be dynamically scaled as the messaging environment changes to maintain high levels of comprehension.