There is no buillt-in solution to this at least for the widgets that are currently available for Rasa. Therefore, you need to change the widget source code so that it also accepts HTML answers. Then you just send from your action HTML code that then gets rendered inside the widget. This widget has limited support for links: GitHub - botfront/rasa-webchat: A feature-rich chat widget for Rasa and Botfront But as I understand your requirements correctly not exactly what you are looking for.