diff --git a/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/MattermostAnnouncer.java b/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/MattermostAnnouncer.java
index 626c4260d..d5550aee3 100644
--- a/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/MattermostAnnouncer.java
+++ b/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/MattermostAnnouncer.java
@@ -30,4 +30,6 @@ public interface MattermostAnnouncer extends Announcer {
     String getMessage();
 
     String getMessageTemplate();
+
+    boolean isStructuredMessage();
 }
diff --git a/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/WebhookAnnouncer.java b/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/WebhookAnnouncer.java
index c5e3d0978..c26281691 100644
--- a/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/WebhookAnnouncer.java
+++ b/api/jreleaser-model-api/src/main/java/org/jreleaser/model/api/announce/WebhookAnnouncer.java
@@ -29,4 +29,6 @@ public interface WebhookAnnouncer extends Announcer {
     String getMessageProperty();
 
     String getMessageTemplate();
+
+    boolean isStructuredMessage();
 }
diff --git a/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/MattermostAnnouncer.java b/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/MattermostAnnouncer.java
index b19d5b11b..5efcd75bc 100644
--- a/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/MattermostAnnouncer.java
+++ b/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/MattermostAnnouncer.java
@@ -45,6 +45,7 @@ public final class MattermostAnnouncer extends AbstractAnnouncer<MattermostAnnou
     private String webhook;
     private String message;
     private String messageTemplate;
+    private Boolean structuredMessage;
 
     private final org.jreleaser.model.api.announce.MattermostAnnouncer immutable = new org.jreleaser.model.api.announce.MattermostAnnouncer() {
         @Override
@@ -67,6 +68,11 @@ public String getMessageTemplate() {
             return messageTemplate;
         }
 
+        @Override
+        public boolean isStructuredMessage() {
+            return MattermostAnnouncer.this.isStructuredMessage();
+        }
+
         @Override
         public String getName() {
             return name;
@@ -128,6 +134,7 @@ public void merge(MattermostAnnouncer source) {
         this.webhook = merge(this.webhook, source.webhook);
         this.message = merge(this.message, source.message);
         this.messageTemplate = merge(this.messageTemplate, source.messageTemplate);
+        this.structuredMessage = merge(this.structuredMessage, source.structuredMessage);
     }
 
     public String getResolvedMessage(JReleaserContext context) {
@@ -177,10 +184,19 @@ public void setMessageTemplate(String messageTemplate) {
         this.messageTemplate = messageTemplate;
     }
 
+    public boolean isStructuredMessage() {
+        return structuredMessage == null || structuredMessage;
+    }
+
+    public void setStructuredMessage(Boolean structuredMessage) {
+        this.structuredMessage = structuredMessage;
+    }
+
     @Override
     protected void asMap(boolean full, Map<String, Object> props) {
         props.put("webhook", isNotBlank(webhook) ? HIDE : UNSET);
         props.put("message", message);
         props.put("messageTemplate", messageTemplate);
+        props.put("structuredMessage", isStructuredMessage());
     }
 }
diff --git a/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/WebhookAnnouncer.java b/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/WebhookAnnouncer.java
index 9313c007c..3d8304322 100644
--- a/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/WebhookAnnouncer.java
+++ b/core/jreleaser-model-impl/src/main/java/org/jreleaser/model/internal/announce/WebhookAnnouncer.java
@@ -45,6 +45,7 @@ public final class WebhookAnnouncer extends AbstractAnnouncer<WebhookAnnouncer,
     private String message;
     private String messageProperty;
     private String messageTemplate;
+    private Boolean structuredMessage;
 
     private final org.jreleaser.model.api.announce.WebhookAnnouncer immutable = new org.jreleaser.model.api.announce.WebhookAnnouncer() {
         @Override
@@ -72,6 +73,11 @@ public String getMessageTemplate() {
             return messageTemplate;
         }
 
+        @Override
+        public boolean isStructuredMessage() {
+            return WebhookAnnouncer.this.isStructuredMessage();
+        }
+
         @Override
         public String getName() {
             return name;
@@ -135,6 +141,7 @@ public void merge(WebhookAnnouncer source) {
         this.message = merge(this.message, source.message);
         this.messageTemplate = merge(this.messageTemplate, source.messageTemplate);
         this.messageProperty = merge(this.messageProperty, source.messageProperty);
+        this.structuredMessage = merge(this.structuredMessage, source.structuredMessage);
     }
 
     public String getResolvedMessage(JReleaserContext context) {
@@ -201,11 +208,20 @@ public void setMessageTemplate(String messageTemplate) {
         this.messageTemplate = messageTemplate;
     }
 
+    public boolean isStructuredMessage() {
+        return structuredMessage != null && structuredMessage;
+    }
+
+    public void setStructuredMessage(Boolean structuredMessage) {
+        this.structuredMessage = structuredMessage;
+    }
+
     @Override
     protected void asMap(boolean full, Map<String, Object> props) {
         props.put("webhook", isNotBlank(webhook) ? HIDE : UNSET);
         props.put("message", message);
         props.put("messageProperty", messageProperty);
         props.put("messageTemplate", messageTemplate);
+        props.put("structuredMessage", isStructuredMessage());
     }
 }
diff --git a/sdks/jreleaser-mattermost-java-sdk/src/main/java/org/jreleaser/sdk/mattermost/MattermostAnnouncer.java b/sdks/jreleaser-mattermost-java-sdk/src/main/java/org/jreleaser/sdk/mattermost/MattermostAnnouncer.java
index 87b47e470..37a07605c 100644
--- a/sdks/jreleaser-mattermost-java-sdk/src/main/java/org/jreleaser/sdk/mattermost/MattermostAnnouncer.java
+++ b/sdks/jreleaser-mattermost-java-sdk/src/main/java/org/jreleaser/sdk/mattermost/MattermostAnnouncer.java
@@ -34,7 +34,8 @@
  * @since 0.4.0
  */
 @org.jreleaser.infra.nativeimage.annotations.NativeImage
-public class MattermostAnnouncer implements Announcer<org.jreleaser.model.api.announce.MattermostAnnouncer> {
+public class
+MattermostAnnouncer implements Announcer<org.jreleaser.model.api.announce.MattermostAnnouncer> {
     private final JReleaserContext context;
     private final org.jreleaser.model.internal.announce.MattermostAnnouncer mattermost;
 
@@ -70,14 +71,15 @@ public void announce() throws AnnounceException {
             message = mattermost.getResolvedMessageTemplate(context, props);
         }
 
-        context.getLogger().info("message: {}", message);
+        Object msg = mattermost.isStructuredMessage() ? Message.of(message) : message;
+        context.getLogger().info("message: {}", msg);
 
         if (!context.isDryrun()) {
             ClientUtils.webhook(context.getLogger(),
                 mattermost.getWebhook(),
                 mattermost.getConnectTimeout(),
                 mattermost.getReadTimeout(),
-                Message.of(message));
+                msg);
         }
     }
 }
diff --git a/sdks/jreleaser-webhooks-java-sdk/src/main/java/org/jreleaser/sdk/webhooks/WebhooksAnnouncer.java b/sdks/jreleaser-webhooks-java-sdk/src/main/java/org/jreleaser/sdk/webhooks/WebhooksAnnouncer.java
index a3ff089b3..4200fea59 100644
--- a/sdks/jreleaser-webhooks-java-sdk/src/main/java/org/jreleaser/sdk/webhooks/WebhooksAnnouncer.java
+++ b/sdks/jreleaser-webhooks-java-sdk/src/main/java/org/jreleaser/sdk/webhooks/WebhooksAnnouncer.java
@@ -88,18 +88,20 @@ public void announce(WebhookAnnouncer webhook) throws AnnounceException {
         String message = "";
         if (isNotBlank(webhook.getMessage())) {
             message = webhook.getResolvedMessage(context);
+        } else {
+            Map<String, Object> props = new LinkedHashMap<>();
+            props.put(Constants.KEY_CHANGELOG, MustacheUtils.passThrough(context.getChangelog()));
+            context.getModel().getRelease().getReleaser().fillProps(props, context.getModel());
+            message = webhook.getResolvedMessageTemplate(context, props);
+        }
 
+        if (webhook.isStructuredMessage() && isNotBlank(webhook.getMessageProperty())) {
             ObjectMapper objectMapper = new ObjectMapper();
             try {
                 message = objectMapper.writeValueAsString(CollectionUtils.mapOf(webhook.getMessageProperty(), message));
             } catch (JsonProcessingException e) {
                 throw new AnnounceException(RB.$("ERROR_unexpected_json_format"), e);
             }
-        } else {
-            Map<String, Object> props = new LinkedHashMap<>();
-            props.put(Constants.KEY_CHANGELOG, MustacheUtils.passThrough(context.getChangelog()));
-            context.getModel().getRelease().getReleaser().fillProps(props, context.getModel());
-            message = webhook.getResolvedMessageTemplate(context, props);
         }
 
         context.getLogger().info("message: {}", message);