diff --git a/pkg/services/alerting/notifiers/threema.go b/pkg/services/alerting/notifiers/threema.go
index f805bd24394..a710d686d28 100644
--- a/pkg/services/alerting/notifiers/threema.go
+++ b/pkg/services/alerting/notifiers/threema.go
@@ -127,14 +127,14 @@ func (notifier *ThreemaNotifier) Notify(evalContext *alerting.EvalContext) error
 	data.Set("secret", notifier.APISecret)
 
 	// Build message
-	message := fmt.Sprintf("%s\nState: %s\nMessage: %s\n",
+	message := fmt.Sprintf("%s\n\n*State:* %s\n*Message:* %s\n",
 		evalContext.GetNotificationTitle(), evalContext.Rule.Name, evalContext.Rule.Message)
 	ruleURL, err := evalContext.GetRuleUrl()
 	if err == nil {
-		message = message + fmt.Sprintf("URL: %s\n", ruleURL)
+		message = message + fmt.Sprintf("*URL:* %s\n", ruleURL)
 	}
 	if evalContext.ImagePublicUrl != "" {
-		message = message + fmt.Sprintf("Image: %s\n", evalContext.ImagePublicUrl)
+		message = message + fmt.Sprintf("*Image:* %s\n", evalContext.ImagePublicUrl)
 	}
 	data.Set("text", message)