diff --git a/server/channels/app/notification.go b/server/channels/app/notification.go
index 8696577104..2a0cc3719d 100644
--- a/server/channels/app/notification.go
+++ b/server/channels/app/notification.go
@@ -517,12 +517,12 @@ func (a *App) SendNotifications(c request.CTX, post *model.Post, team *model.Tea
 		}
 	}
 
-	if len(mentionedUsersList) != 0 {
-		message.Add("mentions", model.ArrayToJSON(mentionedUsersList))
+	if len(mentionedUsersList) > 0 {
+		useAddMentionsHook(message, mentionedUsersList)
 	}
 
-	if len(notificationsForCRT.Desktop) != 0 {
-		message.Add("followers", model.ArrayToJSON(notificationsForCRT.Desktop))
+	if len(notificationsForCRT.Desktop) > 0 {
+		useAddFollowersHook(message, notificationsForCRT.Desktop)
 	}
 
 	published, err := a.publishWebsocketEventForPermalinkPost(c, post, message)
diff --git a/server/channels/app/notification_test.go b/server/channels/app/notification_test.go
index 8b0fc1ec7b..cad0e63021 100644
--- a/server/channels/app/notification_test.go
+++ b/server/channels/app/notification_test.go
@@ -4,10 +4,14 @@
 package app
 
 import (
+	"encoding/json"
 	"fmt"
+	"net/http"
+	"net/http/httptest"
 	"testing"
 	"time"
 
+	"github.com/gorilla/websocket"
 	"github.com/stretchr/testify/assert"
 	"github.com/stretchr/testify/require"
 
@@ -15,6 +19,7 @@ import (
 	"github.com/mattermost/mattermost/server/public/shared/i18n"
 	pUtils "github.com/mattermost/mattermost/server/public/utils"
 
+	"github.com/mattermost/mattermost/server/v8/channels/app/platform"
 	"github.com/mattermost/mattermost/server/v8/channels/store"
 )
 
@@ -212,6 +217,314 @@ func TestSendNotifications(t *testing.T) {
 	})
 }
 
+func TestSendNotifications_MentionsFollowers(t *testing.T) {
+	th := Setup(t).InitBasic()
+	defer th.TearDown()
+
+	th.AddUserToChannel(th.BasicUser2, th.BasicChannel)
+
+	sender := th.CreateUser()
+
+	th.LinkUserToTeam(sender, th.BasicTeam)
+	member := th.AddUserToChannel(sender, th.BasicChannel)
+
+	t.Run("should inform each user if they were mentioned by a post", func(t *testing.T) {
+		messages1, closeWS1 := connectFakeWebSocket(t, th, th.BasicUser.Id, "")
+		defer closeWS1()
+
+		messages2, closeWS2 := connectFakeWebSocket(t, th, th.BasicUser2.Id, "")
+		defer closeWS2()
+
+		// First post mentioning the whole channel
+		post := &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			Message:   "@channel",
+		}
+		_, err := th.App.SendNotifications(th.Context, post, th.BasicTeam, th.BasicChannel, sender, nil, false)
+		require.NoError(t, err)
+
+		received1 := <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser.Id}, received1.GetData()["mentions"])
+
+		received2 := <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser2.Id}, received2.GetData()["mentions"])
+
+		// Second post mentioning both users individually
+		post = &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			Message:   fmt.Sprintf("@%s @%s", th.BasicUser.Username, th.BasicUser2.Username),
+		}
+		_, err = th.App.SendNotifications(th.Context, post, th.BasicTeam, th.BasicChannel, sender, nil, false)
+		require.NoError(t, err)
+
+		received1 = <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser.Id}, received1.GetData()["mentions"])
+
+		received2 = <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser2.Id}, received2.GetData()["mentions"])
+
+		// Third post mentioning a single user
+		post = &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			Message:   "@" + th.BasicUser.Username,
+		}
+		_, err = th.App.SendNotifications(th.Context, post, th.BasicTeam, th.BasicChannel, sender, nil, false)
+		require.NoError(t, err)
+
+		received1 = <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser.Id}, received1.GetData()["mentions"])
+
+		received2 = <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assert.Nil(t, received2.GetData()["mentions"])
+	})
+
+	t.Run("should inform each user in a group if they were mentioned by a post", func(t *testing.T) {
+		// Make the sender a channel_admin because that's needed for group mentions
+		originalRoles := member.Roles
+		member.Roles = "channel_user channel_admin"
+		_, appErr := th.App.UpdateChannelMemberRoles(th.Context, member.ChannelId, member.UserId, member.Roles)
+		require.Nil(t, appErr)
+
+		defer func() {
+			th.App.UpdateChannelMemberRoles(th.Context, member.ChannelId, member.UserId, originalRoles)
+		}()
+
+		th.App.Srv().SetLicense(getLicWithSkuShortName(model.LicenseShortSkuEnterprise))
+
+		// Make a group and add users
+		group := th.CreateGroup()
+		group.AllowReference = true
+		group, updateErr := th.App.UpdateGroup(group)
+		require.Nil(t, updateErr)
+
+		_, upsertErr := th.App.UpsertGroupMember(group.Id, th.BasicUser.Id)
+		require.Nil(t, upsertErr)
+		_, upsertErr = th.App.UpsertGroupMember(group.Id, th.BasicUser2.Id)
+		require.Nil(t, upsertErr)
+
+		// Set up the websockets
+		messages1, closeWS1 := connectFakeWebSocket(t, th, th.BasicUser.Id, "")
+		defer closeWS1()
+
+		messages2, closeWS2 := connectFakeWebSocket(t, th, th.BasicUser2.Id, "")
+		defer closeWS2()
+
+		// Confirm permissions for group mentions are correct
+		post := &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			Message:   "@" + *group.Name,
+		}
+		require.True(t, th.App.allowGroupMentions(th.Context, post))
+
+		// Test sending notifications
+		_, err := th.App.SendNotifications(th.Context, post, th.BasicTeam, th.BasicChannel, sender, nil, false)
+		require.NoError(t, err)
+
+		received1 := <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser.Id}, received1.GetData()["mentions"])
+
+		received2 := <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser2.Id}, received2.GetData()["mentions"])
+	})
+
+	t.Run("should inform each user if they are following a thread that was posted in", func(t *testing.T) {
+		t.Log("BasicUser ", th.BasicUser.Id)
+		t.Log("sender ", sender.Id)
+		messages1, closeWS1 := connectFakeWebSocket(t, th, th.BasicUser.Id, "")
+		defer closeWS1()
+
+		messages2, closeWS2 := connectFakeWebSocket(t, th, th.BasicUser2.Id, "")
+		defer closeWS2()
+
+		// Reply to a post made by BasicUser
+		post := &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			RootId:    th.BasicPost.Id,
+			Message:   "This is a test",
+		}
+
+		// Use CreatePost instead of SendNotifications here since we need that to set up some threads state
+		_, appErr := th.App.CreatePost(th.Context, post, th.BasicChannel, false, false)
+		require.Nil(t, appErr)
+
+		received1 := <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assertUnmarshalsTo(t, []string{th.BasicUser.Id}, received1.GetData()["followers"])
+
+		received2 := <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assert.Nil(t, received2.GetData()["followers"])
+	})
+
+	t.Run("should not include broadcast hook information in messages sent to users", func(t *testing.T) {
+		messages1, closeWS1 := connectFakeWebSocket(t, th, th.BasicUser.Id, "")
+		defer closeWS1()
+
+		messages2, closeWS2 := connectFakeWebSocket(t, th, th.BasicUser2.Id, "")
+		defer closeWS2()
+
+		// For a post mentioning only one user, nobody in the channel should receive information about the broadcast hooks
+		post := &model.Post{
+			UserId:    sender.Id,
+			ChannelId: th.BasicChannel.Id,
+			Message:   fmt.Sprintf("@%s", th.BasicUser.Username),
+		}
+		_, err := th.App.SendNotifications(th.Context, post, th.BasicTeam, th.BasicChannel, sender, nil, false)
+		require.NoError(t, err)
+
+		received1 := <-messages1
+		require.Equal(t, model.WebsocketEventPosted, received1.EventType())
+		assert.Nil(t, received1.GetBroadcast().BroadcastHooks)
+		assert.Nil(t, received1.GetBroadcast().BroadcastHookArgs)
+
+		received2 := <-messages2
+		require.Equal(t, model.WebsocketEventPosted, received2.EventType())
+		assert.Nil(t, received2.GetBroadcast().BroadcastHooks)
+		assert.Nil(t, received2.GetBroadcast().BroadcastHookArgs)
+	})
+}
+
+func assertUnmarshalsTo(t *testing.T, expected any, actual any) {
+	t.Helper()
+
+	val, err := json.Marshal(expected)
+	require.NoError(t, err)
+
+	assert.JSONEq(t, string(val), actual.(string))
+}
+
+func connectFakeWebSocket(t *testing.T, th *TestHelper, userID string, connectionID string) (chan *model.WebSocketEvent, func()) {
+	var session *model.Session
+	var server *httptest.Server
+	var webConn *platform.WebConn
+
+	closeWS := func() {
+		if webConn != nil {
+			webConn.Close()
+		}
+		if server != nil {
+			server.Close()
+		}
+		if session != nil {
+			appErr := th.App.RevokeSession(th.Context, session)
+			require.Nil(t, appErr)
+		}
+	}
+
+	// Create a session for the user's connection
+	var appErr *model.AppError
+	session, appErr = th.App.CreateSession(th.Context, &model.Session{
+		UserId: userID,
+	})
+	require.Nil(t, appErr)
+
+	// Create a channel and an HTTP server to handle incoming WS events
+	messages := make(chan *model.WebSocketEvent)
+	server = httptest.NewServer(http.HandlerFunc(func(w http.ResponseWriter, r *http.Request) {
+		upgrader := &websocket.Upgrader{}
+
+		c, err := upgrader.Upgrade(w, r, nil)
+		if err != nil {
+			t.Log("Received error when upgrading WebSocket connection", err)
+			return
+		}
+		defer c.Close()
+
+		for {
+			_, reader, err := c.NextReader()
+			if err != nil {
+				t.Log("Received error when reading from WebSocket connection", err)
+				break
+			}
+
+			msg, err := model.WebSocketEventFromJSON(reader)
+			if err != nil {
+				t.Log("Received error when decoding from WebSocket connection", err)
+				break
+			}
+
+			messages <- msg
+		}
+	}))
+
+	// Connect the WebSocket
+	d := websocket.Dialer{}
+	ws, _, err := d.Dial("ws://"+server.Listener.Addr().String(), nil)
+	require.NoError(t, err)
+
+	// Register the WebSocket with the server as a WebConn
+	if connectionID == "" {
+		connectionID = model.NewId()
+	}
+	webConn = th.App.Srv().Platform().NewWebConn(&platform.WebConnConfig{
+		WebSocket:    ws,
+		Session:      *session,
+		TFunc:        i18n.IdentityTfunc(),
+		Locale:       "en",
+		ConnectionID: connectionID,
+	}, th.App, th.App.Channels())
+	th.App.Srv().Platform().HubRegister(webConn)
+
+	// Start reading from it
+	go webConn.Pump()
+
+	// Read the events which always occur at the start of a WebSocket connection
+	received := <-messages
+	assert.Equal(t, model.WebsocketEventHello, received.EventType())
+
+	received = <-messages
+	assert.Equal(t, model.WebsocketEventStatusChange, received.EventType())
+
+	return messages, closeWS
+}
+
+func TestConnectFakeWebSocket(t *testing.T) {
+	th := Setup(t).InitBasic()
+	defer th.TearDown()
+
+	teamID := th.BasicTeam.Id
+	userID := th.BasicUser.Id
+
+	messages, closeWS := connectFakeWebSocket(t, th, userID, "")
+	defer closeWS()
+
+	msg := model.NewWebSocketEvent(model.WebsocketEventPosted, teamID, "", "", nil, "")
+	th.App.Publish(msg)
+
+	msg = model.NewWebSocketEvent("test_event_with_data", "", "", userID, nil, "")
+	msg.Add("key1", "value1")
+	msg.Add("key2", 2)
+	msg.Add("key3", []string{"three", "trois"})
+	th.App.Publish(msg)
+
+	received := <-messages
+	require.Equal(t, model.WebsocketEventPosted, received.EventType())
+	assert.Equal(t, teamID, received.GetBroadcast().TeamId)
+
+	received = <-messages
+	require.Equal(t, "test_event_with_data", received.EventType())
+	assert.Equal(t, userID, received.GetBroadcast().UserId)
+	// These type changes are annoying but unavoidable because event data is untyped
+	assert.Equal(t, map[string]any{
+		"key1": "value1",
+		"key2": float64(2),
+		"key3": []any{"three", "trois"},
+	}, received.GetData())
+}
+
 func TestSendNotificationsWithManyUsers(t *testing.T) {
 	th := Setup(t).InitBasic()
 	defer th.TearDown()
diff --git a/server/channels/app/platform/helper_test.go b/server/channels/app/platform/helper_test.go
index 22796a93e1..bf118b4286 100644
--- a/server/channels/app/platform/helper_test.go
+++ b/server/channels/app/platform/helper_test.go
@@ -187,7 +187,7 @@ func setupTestHelper(dbStore store.Store, enterprise bool, includeCacheLayer boo
 		th.Service.SetLicense(nil)
 	}
 
-	err = th.Service.Start()
+	err = th.Service.Start(nil)
 	if err != nil {
 		panic(err)
 	}
diff --git a/server/channels/app/platform/service.go b/server/channels/app/platform/service.go
index 23e694d595..71c24bd55a 100644
--- a/server/channels/app/platform/service.go
+++ b/server/channels/app/platform/service.go
@@ -344,8 +344,8 @@ func New(sc ServiceConfig, options ...Option) (*PlatformService, error) {
 	return ps, nil
 }
 
-func (ps *PlatformService) Start() error {
-	ps.hubStart()
+func (ps *PlatformService) Start(broadcastHooks map[string]BroadcastHook) error {
+	ps.hubStart(broadcastHooks)
 
 	ps.configListenerId = ps.AddConfigListener(func(_, _ *model.Config) {
 		ps.regenerateClientConfig()
diff --git a/server/channels/app/platform/web_broadcast_hook.go b/server/channels/app/platform/web_broadcast_hook.go
new file mode 100644
index 0000000000..0cff77a196
--- /dev/null
+++ b/server/channels/app/platform/web_broadcast_hook.go
@@ -0,0 +1,87 @@
+// Copyright (c) 2015-present Mattermost, Inc. All Rights Reserved.
+// See LICENSE.txt for license information.
+
+package platform
+
+import (
+	"github.com/mattermost/mattermost/server/public/model"
+	"github.com/mattermost/mattermost/server/public/shared/mlog"
+)
+
+type BroadcastHook interface {
+	// Process takes a WebSocket event and modifies it in some way. It is passed a HookedWebSocketEvent which allows
+	// safe modification of the event.
+	Process(msg *HookedWebSocketEvent, webConn *WebConn, args map[string]any) error
+}
+
+func (h *Hub) runBroadcastHooks(msg *model.WebSocketEvent, webConn *WebConn, hookIDs []string, hookArgs []map[string]any) *model.WebSocketEvent {
+	if len(hookIDs) == 0 {
+		return msg
+	}
+
+	hookedEvent := MakeHookedWebSocketEvent(msg)
+
+	for i, hookID := range hookIDs {
+		hook := h.broadcastHooks[hookID]
+		args := hookArgs[i]
+		if hook == nil {
+			mlog.Warn("runBroadcastHooks: Unable to find broadcast hook", mlog.String("hook_id", hookID))
+			continue
+		}
+
+		hook.Process(hookedEvent, webConn, args)
+	}
+
+	return hookedEvent.Event()
+}
+
+// HookedWebSocketEvent is a wrapper for model.WebSocketEvent that is intended to provide a similar interface, except
+// it ensures the original WebSocket event is not modified.
+type HookedWebSocketEvent struct {
+	original *model.WebSocketEvent
+	copy     *model.WebSocketEvent
+}
+
+func MakeHookedWebSocketEvent(event *model.WebSocketEvent) *HookedWebSocketEvent {
+	return &HookedWebSocketEvent{
+		original: event,
+	}
+}
+
+func (he *HookedWebSocketEvent) Add(key string, value any) {
+	he.copyIfNecessary()
+
+	he.copy.Add(key, value)
+}
+
+func (he *HookedWebSocketEvent) EventType() string {
+	if he.copy == nil {
+		return he.original.EventType()
+	}
+
+	return he.copy.EventType()
+}
+
+// Get returns a value from the WebSocket event data. You should never mutate a value returned by this method.
+func (he *HookedWebSocketEvent) Get(key string) any {
+	if he.copy == nil {
+		return he.original.GetData()[key]
+	}
+
+	return he.copy.GetData()[key]
+}
+
+// copyIfNecessary should be called by any mutative method to ensure that the copy is instantiated.
+func (he *HookedWebSocketEvent) copyIfNecessary() {
+	if he.copy == nil {
+		he.copy = he.original.RemovePrecomputedJSON()
+	}
+}
+
+func (he *HookedWebSocketEvent) Event() *model.WebSocketEvent {
+	if he.copy == nil {
+		return he.original
+	}
+
+	return he.copy
+}
diff --git a/server/channels/app/platform/web_broadcast_hook_test.go b/server/channels/app/platform/web_broadcast_hook_test.go
new file mode 100644
index 0000000000..556286437a
--- /dev/null
+++ b/server/channels/app/platform/web_broadcast_hook_test.go
@@ -0,0 +1,206 @@
+// Copyright (c) 2015-present Mattermost, Inc. All Rights Reserved.
+// See LICENSE.txt for license information.
+
+package platform
+
+import (
+	"testing"
+
+	"github.com/mattermost/mattermost/server/public/model"
+	"github.com/stretchr/testify/assert"
+	"github.com/stretchr/testify/require"
+)
+
+const broadcastTest = "test_broadcast_hook"
+
+type testBroadcastHook struct{}
+
+func (h *testBroadcastHook) Process(msg *HookedWebSocketEvent, webConn *WebConn, args map[string]any) error {
+	if args["makes_changes"].(bool) {
+		changesMade, _ := msg.Get("changes_made").(int)
+		msg.Add("changes_made", changesMade+1)
+	}
+
+	return nil
+}
+
+func TestRunBroadcastHooks(t *testing.T) {
+	hub := &Hub{
+		broadcastHooks: map[string]BroadcastHook{
+			broadcastTest: &testBroadcastHook{},
+		},
+	}
+	webConn := &WebConn{}
+
+	t.Run("should not allocate a new object when no hooks are passed", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		result := hub.runBroadcastHooks(event, webConn, nil, nil)
+
+		assert.Same(t, event, result)
+	})
+
+	t.Run("should not allocate a new object when a hook is not making changes", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		hookIDs := []string{
+			broadcastTest,
+		}
+		hookArgs := []map[string]any{
+			{
+				"makes_changes": false,
+			},
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		assert.Same(t, event, result)
+	})
+
+	t.Run("should allocate a new object and remove when a hook makes changes", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		hookIDs := []string{
+			broadcastTest,
+		}
+		hookArgs := []map[string]any{
+			{
+				"makes_changes": true,
+			},
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		assert.NotSame(t, event, result)
+		assert.NotSame(t, event.GetData(), result.GetData())
+		assert.Equal(t, map[string]any{}, event.GetData())
+		assert.Equal(t, result.GetData(), map[string]any{
+			"changes_made": 1,
+		})
+	})
+
+	t.Run("should not allocate a new object when multiple hooks are not making changes", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		hookIDs := []string{
+			broadcastTest,
+			broadcastTest,
+			broadcastTest,
+		}
+		hookArgs := []map[string]any{
+			{
+				"makes_changes": false,
+			},
+			{
+				"makes_changes": false,
+			},
+			{
+				"makes_changes": false,
+			},
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		assert.Same(t, event, result)
+	})
+
+	t.Run("should be able to make changes from only one of make hooks", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		var hookIDs []string
+		var hookArgs []map[string]any
+		for i := 0; i < 10; i++ {
+			hookIDs = append(hookIDs, broadcastTest)
+			hookArgs = append(hookArgs, map[string]any{
+				"makes_changes": i == 6,
+			})
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		assert.NotSame(t, event, result)
+		assert.NotSame(t, event.GetData(), result.GetData())
+		assert.Equal(t, event.GetData(), map[string]any{})
+		assert.Equal(t, result.GetData(), map[string]any{
+			"changes_made": 1,
+		})
+	})
+
+	t.Run("should be able to make changes from multiple hooks", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+
+		var hookIDs []string
+		var hookArgs []map[string]any
+		for i := 0; i < 10; i++ {
+			hookIDs = append(hookIDs, broadcastTest)
+			hookArgs = append(hookArgs, map[string]any{
+				"makes_changes": true,
+			})
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		assert.NotSame(t, event, result)
+		assert.NotSame(t, event.GetData(), result.GetData())
+		assert.Equal(t, event.GetData(), map[string]any{})
+		assert.Equal(t, result.GetData(), map[string]any{
+			"changes_made": 10,
+		})
+	})
+
+	t.Run("should not remove precomputed JSON when a hook doesn't make changes", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+		event = event.PrecomputeJSON()
+
+		// Ensure that the event has precomputed JSON because changes aren't included when ToJSON is called again
+		originalJSON, _ := event.ToJSON()
+		event.Add("data", 1234)
+		eventJSON, _ := event.ToJSON()
+		require.Equal(t, string(originalJSON), string(eventJSON))
+
+		hookIDs := []string{
+			broadcastTest,
+		}
+		hookArgs := []map[string]any{
+			{
+				"makes_changes": false,
+			},
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		eventJSON, _ = event.ToJSON()
+		assert.Equal(t, string(originalJSON), string(eventJSON))
+
+		resultJSON, _ := result.ToJSON()
+		assert.Equal(t, originalJSON, resultJSON)
+	})
+
+	t.Run("should remove precomputed JSON when a hook makes changes", func(t *testing.T) {
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+		event = event.PrecomputeJSON()
+
+		// Ensure that the event has precomputed JSON because changes aren't included when ToJSON is called again
+		originalJSON, _ := event.ToJSON()
+		event.Add("data", 1234)
+		eventJSON, _ := event.ToJSON()
+		require.Equal(t, originalJSON, eventJSON)
+
+		hookIDs := []string{
+			broadcastTest,
+		}
+		hookArgs := []map[string]any{
+			{
+				"makes_changes": true,
+			},
+		}
+
+		result := hub.runBroadcastHooks(event, webConn, hookIDs, hookArgs)
+
+		eventJSON, _ = event.ToJSON()
+		assert.Equal(t, string(originalJSON), string(eventJSON))
+
+		resultJSON, _ := result.ToJSON()
+		assert.NotEqual(t, originalJSON, resultJSON)
+	})
+}
diff --git a/server/channels/app/platform/web_hub.go b/server/channels/app/platform/web_hub.go
index 62110cef0d..337e283155 100644
--- a/server/channels/app/platform/web_hub.go
+++ b/server/channels/app/platform/web_hub.go
@@ -70,6 +70,7 @@ type Hub struct {
 	explicitStop    bool
 	checkRegistered chan *webConnSessionMessage
 	checkConn       chan *webConnCheckMessage
+	broadcastHooks  map[string]BroadcastHook
 }
 
 // newWebHub creates a new Hub.
@@ -90,7 +91,7 @@ func newWebHub(ps *PlatformService) *Hub {
 }
 
 // hubStart starts all the hubs.
-func (ps *PlatformService) hubStart() {
+func (ps *PlatformService) hubStart(broadcastHooks map[string]BroadcastHook) {
 	// Total number of hubs is twice the number of CPUs.
 	numberOfHubs := runtime.NumCPU() * 2
 	ps.logger.Info("Starting websocket hubs", mlog.Int("number_of_hubs", numberOfHubs))
@@ -100,6 +101,7 @@ func (ps *PlatformService) hubStart() {
 	for i := 0; i < numberOfHubs; i++ {
 		hubs[i] = newWebHub(ps)
 		hubs[i].connectionIndex = i
+		hubs[i].broadcastHooks = broadcastHooks
 		hubs[i].Start()
 	}
 	// Assigning to the hubs slice without any mutex is fine because it is only assigned once
@@ -492,14 +494,19 @@ func (h *Hub) Start() {
 				if metrics := h.platform.metricsIFace; metrics != nil {
 					metrics.DecrementWebSocketBroadcastBufferSize(strconv.Itoa(h.connectionIndex), 1)
 				}
+
+				// Remove the broadcast hook information before precomputing the JSON so that those aren't included in it
+				msg, broadcastHooks, broadcastHookArgs := msg.WithoutBroadcastHooks()
+
 				msg = msg.PrecomputeJSON()
+
 				broadcast := func(webConn *WebConn) {
 					if !connIndex.Has(webConn) {
 						return
 					}
 					if webConn.ShouldSendEvent(msg) {
 						select {
-						case webConn.send <- msg:
+						case webConn.send <- h.runBroadcastHooks(msg, webConn, broadcastHooks, broadcastHookArgs):
 						default:
 							// Don't log the warning if it's an inactive connection.
 							if webConn.active.Load() {
diff --git a/server/channels/app/platform/web_hub_test.go b/server/channels/app/platform/web_hub_test.go
index 2b0cc0b840..6e7b215edb 100644
--- a/server/channels/app/platform/web_hub_test.go
+++ b/server/channels/app/platform/web_hub_test.go
@@ -4,6 +4,7 @@
 package platform
 
 import (
+	"bytes"
 	"encoding/json"
 	"net"
 	"net/http"
@@ -69,7 +70,7 @@ func TestHubStopWithMultipleConnections(t *testing.T) {
 	})
 	require.NoError(t, err)
 
-	th.Service.Start()
+	th.Service.Start(nil)
 	wc1 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
 	wc2 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
 	wc3 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
@@ -93,7 +94,7 @@ func TestHubStopRaceCondition(t *testing.T) {
 	})
 	require.NoError(t, err)
 
-	th.Service.Start()
+	th.Service.Start(nil)
 	wc1 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
 	defer wc1.Close()
 
@@ -476,7 +477,7 @@ func TestHubIsRegistered(t *testing.T) {
 	s := httptest.NewServer(dummyWebsocketHandler(t))
 	defer s.Close()
 
-	th.Service.Start()
+	th.Service.Start(nil)
 	wc1 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
 	wc2 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
 	wc3 := registerDummyWebConn(t, th, s.Listener.Addr(), session)
@@ -583,7 +584,7 @@ func BenchmarkGetHubForUserId(b *testing.B) {
 	th := Setup(b).InitBasic()
 	defer th.TearDown()
 
-	th.Service.Start()
+	th.Service.Start(nil)
 
 	b.ResetTimer()
 	for i := 0; i < b.N; i++ {
@@ -618,3 +619,54 @@ func TestClusterBroadcast(t *testing.T) {
 	require.NoError(t, err)
 	require.Equal(t, clusterEvent.Broadcast, broadcast)
 }
+
+func TestClusterBroadcastHooks(t *testing.T) {
+	t.Run("should send broadcast hook information across cluster", func(t *testing.T) {
+		testCluster := &testlib.FakeClusterInterface{}
+
+		th := SetupWithCluster(t, testCluster)
+		defer th.TearDown()
+
+		hookID := broadcastTest
+		hookArgs := map[string]any{
+			"makes_changes": true,
+		}
+
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+		event.GetBroadcast().AddHook(hookID, hookArgs)
+
+		th.Service.Publish(event)
+
+		received, err := model.WebSocketEventFromJSON(bytes.NewReader(testCluster.GetMessages()[0].Data))
+
+		require.NoError(t, err)
+		assert.Equal(t, []string{hookID}, received.GetBroadcast().BroadcastHooks)
+		assert.Equal(t, []map[string]any{hookArgs}, received.GetBroadcast().BroadcastHookArgs)
+	})
+
+	t.Run("should not preserve type information for args", func(t *testing.T) {
+		// This behaviour isn't ideal, but this test confirms that it hasn't changed
+		testCluster := &testlib.FakeClusterInterface{}
+
+		th := SetupWithCluster(t, testCluster)
+		defer th.TearDown()
+
+		hookID := "test_broadcast_hook_with_args"
+		hookArgs := map[string]any{
+			"user":  &model.User{Id: "user1"},
+			"array": []string{"a", "b", "c"},
+		}
+
+		event := model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, "")
+		event.GetBroadcast().AddHook(hookID, hookArgs)
+
+		th.Service.Publish(event)
+
+		received, err := model.WebSocketEventFromJSON(bytes.NewReader(testCluster.GetMessages()[0].Data))
+
+		require.NoError(t, err)
+		assert.Equal(t, []string{hookID}, received.GetBroadcast().BroadcastHooks)
+		assert.IsType(t, map[string]any{}, received.GetBroadcast().BroadcastHookArgs[0]["user"])
+		assert.IsType(t, []any{}, received.GetBroadcast().BroadcastHookArgs[0]["array"])
+	})
+}
diff --git a/server/channels/app/server.go b/server/channels/app/server.go
index 999391e5c2..a3b5c4b7ac 100644
--- a/server/channels/app/server.go
+++ b/server/channels/app/server.go
@@ -270,7 +270,7 @@ func NewServer(options ...Option) (*Server, error) {
 	// It is important to initialize the hub only after the global logger is set
 	// to avoid race conditions while logging from inside the hub.
 	// Step 4: Start platform
-	s.platform.Start()
+	s.platform.Start(s.makeBroadcastHooks())
 
 	// NOTE: There should be no call to App.Srv().Channels() before step 5 is done
 	// otherwise it will throw a panic.
diff --git a/server/channels/app/web_broadcast_hooks.go b/server/channels/app/web_broadcast_hooks.go
new file mode 100644
index 0000000000..f17ee9d740
--- /dev/null
+++ b/server/channels/app/web_broadcast_hooks.go
@@ -0,0 +1,96 @@
+// Copyright (c) 2015-present Mattermost, Inc. All Rights Reserved.
+// See LICENSE.txt for license information.
+
+package app
+
+import (
+	"encoding/json"
+	"fmt"
+
+	"github.com/mattermost/mattermost/server/public/model"
+	pUtils "github.com/mattermost/mattermost/server/public/utils"
+	"github.com/mattermost/mattermost/server/v8/channels/app/platform"
+	"github.com/pkg/errors"
+)
+
+const (
+	broadcastAddMentions  = "add_mentions"
+	broadcastAddFollowers = "add_followers"
+)
+
+func (s *Server) makeBroadcastHooks() map[string]platform.BroadcastHook {
+	return map[string]platform.BroadcastHook{
+		broadcastAddMentions:  &addMentionsBroadcastHook{},
+		broadcastAddFollowers: &addFollowersBroadcastHook{},
+	}
+}
+
+type addMentionsBroadcastHook struct{}
+
+func (h *addMentionsBroadcastHook) Process(msg *platform.HookedWebSocketEvent, webConn *platform.WebConn, args map[string]any) error {
+	mentions, err := getTypedArg[model.StringArray](args, "mentions")
+	if err != nil {
+		return errors.Wrap(err, "Invalid mentions value passed to addMentionsBroadcastHook")
+	}
+
+	if len(mentions) > 0 && pUtils.Contains[string](mentions, webConn.UserId) {
+		// Note that the client expects this field to be stringified
+		msg.Add("mentions", model.ArrayToJSON([]string{webConn.UserId}))
+	}
+
+	return nil
+}
+
+func useAddMentionsHook(message *model.WebSocketEvent, mentionedUsers model.StringArray) {
+	message.GetBroadcast().AddHook(broadcastAddMentions, map[string]any{
+		"mentions": mentionedUsers,
+	})
+}
+
+type addFollowersBroadcastHook struct{}
+
+func (h *addFollowersBroadcastHook) Process(msg *platform.HookedWebSocketEvent, webConn *platform.WebConn, args map[string]any) error {
+	followers, err := getTypedArg[model.StringArray](args, "followers")
+	if err != nil {
+		return errors.Wrap(err, "Invalid followers value passed to addFollowersBroadcastHook")
+	}
+
+	if len(followers) > 0 && pUtils.Contains[string](followers, webConn.UserId) {
+		// Note that the client expects this field to be stringified
+		msg.Add("followers", model.ArrayToJSON([]string{webConn.UserId}))
+	}
+
+	return nil
+}
+
+func useAddFollowersHook(message *model.WebSocketEvent, followers model.StringArray) {
+	message.GetBroadcast().AddHook(broadcastAddFollowers, map[string]any{
+		"followers": followers,
+	})
+}
+
+// getTypedArg returns a correctly typed hook argument with the given key, reinterpreting the type using JSON encoding
+// if necessary. This is needed because broadcast hook args are JSON encoded in a multi-server environment, and any
+// type information is lost because those types aren't known at decode time.
+func getTypedArg[T any](args map[string]any, key string) (T, error) {
+	var value T
+
+	untyped, ok := args[key]
+	if !ok {
+		return value, fmt.Errorf("No argument found with key: %s", key)
+	}
+
+	// If the value is already correct, just return it
+	if typed, ok := untyped.(T); ok {
+		return typed, nil
+	}
+
+	// Marshal and unmarshal the data with the correct typing information
+	buf, err := json.Marshal(untyped)
+	if err != nil {
+		return value, err
+	}
+
+	err = json.Unmarshal(buf, &value)
+	return value, err
+}
diff --git a/server/channels/app/web_broadcast_hooks_test.go b/server/channels/app/web_broadcast_hooks_test.go
new file mode 100644
index 0000000000..a4c88d8cda
--- /dev/null
+++ b/server/channels/app/web_broadcast_hooks_test.go
@@ -0,0 +1,114 @@
+// Copyright (c) 2015-present Mattermost, Inc. All Rights Reserved.
+// See LICENSE.txt for license information.
+
+package app
+
+import (
+	"testing"
+
+	"github.com/mattermost/mattermost/server/public/model"
+	"github.com/mattermost/mattermost/server/v8/channels/app/platform"
+	"github.com/stretchr/testify/assert"
+	"github.com/stretchr/testify/require"
+)
+
+func TestAddMentionsHook_Process(t *testing.T) {
+	hook := &addMentionsBroadcastHook{}
+
+	userID := model.NewId()
+	otherUserID := model.NewId()
+
+	webConn := &platform.WebConn{
+		UserId: userID,
+	}
+
+	t.Run("should add a mentions entry for the current user", func(t *testing.T) {
+		msg := platform.MakeHookedWebSocketEvent(model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, ""))
+
+		require.Nil(t, msg.Event().GetData()["mentions"])
+
+		hook.Process(msg, webConn, map[string]any{
+			"mentions": model.StringArray{userID},
+		})
+
+		assert.Equal(t, `["`+userID+`"]`, msg.Event().GetData()["mentions"])
+		assert.Nil(t, msg.Event().GetData()["followers"])
+	})
+
+	t.Run("should not add a mentions entry for another user", func(t *testing.T) {
+		msg := platform.MakeHookedWebSocketEvent(model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, ""))
+
+		require.Nil(t, msg.Event().GetData()["mentions"])
+
+		hook.Process(msg, webConn, map[string]any{
+			"mentions": model.StringArray{otherUserID},
+		})
+
+		assert.Nil(t, msg.Event().GetData()["mentions"])
+	})
+}
+
+func TestAddFollowersHook_Process(t *testing.T) {
+	hook := &addFollowersBroadcastHook{}
+
+	userID := model.NewId()
+	otherUserID := model.NewId()
+
+	webConn := &platform.WebConn{
+		UserId: userID,
+	}
+
+	t.Run("should add a followers entry for the current user", func(t *testing.T) {
+		msg := platform.MakeHookedWebSocketEvent(model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, ""))
+
+		require.Nil(t, msg.Event().GetData()["followers"])
+
+		hook.Process(msg, webConn, map[string]any{
+			"followers": model.StringArray{userID},
+		})
+
+		assert.Equal(t, `["`+userID+`"]`, msg.Event().GetData()["followers"])
+	})
+
+	t.Run("should not add a followers entry for another user", func(t *testing.T) {
+		msg := platform.MakeHookedWebSocketEvent(model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, ""))
+
+		require.Nil(t, msg.Event().GetData()["followers"])
+
+		hook.Process(msg, webConn, map[string]any{
+			"followers": model.StringArray{otherUserID},
+		})
+
+		assert.Nil(t, msg.Event().GetData()["followers"])
+	})
+}
+
+func TestAddMentionsAndAddFollowersHooks(t *testing.T) {
+	addMentionsHook := &addMentionsBroadcastHook{}
+	addFollowersHook := &addFollowersBroadcastHook{}
+
+	userID := model.NewId()
+
+	webConn := &platform.WebConn{
+		UserId: userID,
+	}
+
+	msg := platform.MakeHookedWebSocketEvent(model.NewWebSocketEvent(model.WebsocketEventPosted, "", "", "", nil, ""))
+
+	originalData := msg.Event().GetData()
+
+	require.Nil(t, originalData["mentions"])
+	require.Nil(t, originalData["followers"])
+
+	addMentionsHook.Process(msg, webConn, map[string]any{
+		"mentions": model.StringArray{userID},
+	})
+	addFollowersHook.Process(msg, webConn, map[string]any{
+		"followers": model.StringArray{userID},
+	})
+
+	t.Run("should be able to add both mentions and followers to a single event", func(t *testing.T) {
+		assert.Equal(t, `["`+userID+`"]`, msg.Event().GetData()["followers"])
+		assert.Equal(t, `["`+userID+`"]`, msg.Event().GetData()["mentions"])
+	})
+}
diff --git a/server/public/model/websocket_message.go b/server/public/model/websocket_message.go
index 80119ef1ca..0f5ee4a7cf 100644
--- a/server/public/model/websocket_message.go
+++ b/server/public/model/websocket_message.go
@@ -104,6 +104,17 @@ type WebsocketBroadcast struct {
 	// ReliableClusterSend indicates whether or not the message should
 	// be sent through the cluster using the reliable, TCP backed channel.
 	ReliableClusterSend bool `json:"-"`
+
+	// BroadcastHooks is a slice of hooks IDs used to process events before sending them on individual connections. The
+	// IDs should be understood by the WebSocket code.
+	//
+	// This field should never be sent to the client.
+	BroadcastHooks []string `json:"broadcast_hooks,omitempty"`
+	// BroadcastHookArgs is a slice of named arguments for each hook invocation. The index of each entry corresponds to
+	// the index of a hook ID in BroadcastHooks
+	//
+	// This field should never be sent to the client.
+	BroadcastHookArgs []map[string]any `json:"broadcast_hook_args,omitempty"`
 }
 
 func (wb *WebsocketBroadcast) copy() *WebsocketBroadcast {
@@ -124,10 +135,17 @@ func (wb *WebsocketBroadcast) copy() *WebsocketBroadcast {
 	c.OmitConnectionId = wb.OmitConnectionId
 	c.ContainsSanitizedData = wb.ContainsSanitizedData
 	c.ContainsSensitiveData = wb.ContainsSensitiveData
+	c.BroadcastHooks = wb.BroadcastHooks
+	c.BroadcastHookArgs = wb.BroadcastHookArgs
 
 	return &c
 }
 
+func (wb *WebsocketBroadcast) AddHook(hookID string, hookArgs map[string]any) {
+	wb.BroadcastHooks = append(wb.BroadcastHooks, hookID)
+	wb.BroadcastHookArgs = append(wb.BroadcastHookArgs, hookArgs)
+}
+
 type precomputedWebSocketEventJSON struct {
 	Event     json.RawMessage
 	Data      json.RawMessage
@@ -190,6 +208,32 @@ func (ev *WebSocketEvent) PrecomputeJSON() *WebSocketEvent {
 	return evCopy
 }
 
+func (ev *WebSocketEvent) RemovePrecomputedJSON() *WebSocketEvent {
+	evCopy := ev.DeepCopy()
+	evCopy.precomputedJSON = nil
+	return evCopy
+}
+
+// WithoutBroadcastHooks gets the broadcast hook information from a WebSocketEvent and returns the event without that.
+// If the event has broadcast hooks, a copy of the event is returned. Otherwise, the original event is returned. This
+// is intended to be called before the event is sent to the client.
+func (ev *WebSocketEvent) WithoutBroadcastHooks() (*WebSocketEvent, []string, []map[string]any) {
+	hooks := ev.broadcast.BroadcastHooks
+	hookArgs := ev.broadcast.BroadcastHookArgs
+
+	if len(hooks) == 0 && len(hookArgs) == 0 {
+		return ev, hooks, hookArgs
+	}
+
+	evCopy := ev.Copy()
+	evCopy.broadcast = ev.broadcast.copy()
+
+	evCopy.broadcast.BroadcastHooks = nil
+	evCopy.broadcast.BroadcastHookArgs = nil
+
+	return evCopy, hooks, hookArgs
+}
+
 func (ev *WebSocketEvent) Add(key string, value any) {
 	ev.data[key] = value
 }
@@ -219,17 +263,9 @@ func (ev *WebSocketEvent) Copy() *WebSocketEvent {
 }
 
 func (ev *WebSocketEvent) DeepCopy() *WebSocketEvent {
-	var dataCopy map[string]any
-	if ev.data != nil {
-		dataCopy = make(map[string]any, len(ev.data))
-		for k, v := range ev.data {
-			dataCopy[k] = v
-		}
-	}
-
 	evCopy := &WebSocketEvent{
 		event:           ev.event,
-		data:            dataCopy,
+		data:            copyMap(ev.data),
 		broadcast:       ev.broadcast.copy(),
 		sequence:        ev.sequence,
 		precomputedJSON: ev.precomputedJSON.copy(),
@@ -237,6 +273,14 @@ func (ev *WebSocketEvent) DeepCopy() *WebSocketEvent {
 	return evCopy
 }
 
+func copyMap[K comparable, V any](m map[K]V) map[K]V {
+	dataCopy := make(map[K]V, len(m))
+	for k, v := range m {
+		dataCopy[k] = v
+	}
+	return dataCopy
+}
+
 func (ev *WebSocketEvent) GetData() map[string]any {
 	return ev.data
 }