A facility for integrating data in conversations is provided. In various embodiments, the facility sends a first message to a responding computing device to begin a conversation, receives a second message associated with the conversation from the responding computing device, determines whether the received message contains an indication of data that is to be associated with the conversation and, when the received message contains an indication of data that is to be associated with the conversation, renders the data. The facility can comprise an application server that receives from an initiator a first message associated with a conversation and responds to received messages, a conversation component that handles messages associated with the conversation, and an integration component that determines whether there is data that is to be associated with the conversation and, if so, adds an indication of the data to a second message that it sends to the initiator.