Variable message coding protocols enable greater flexibility in encoding auxiliary data in media signals. One such protocol employs a version identifier that indicates the type of coding used to process an auxiliary data message before it is embedded in a host media signal. This version identifier specifies the type of error robustness coding applied to a variable message. The error robustness coding may be varied to alter the message payload capacity for different versions of auxiliary data embedding and reading systems. Another protocol uses control symbols to specify the format and variable length of the variable message.