diff --git a/packages/livechat/src/lib/room.js b/packages/livechat/src/lib/room.js
index 31b7e7a1675e..18e5be2b8282 100644
--- a/packages/livechat/src/lib/room.js
+++ b/packages/livechat/src/lib/room.js
@@ -3,7 +3,7 @@ import { route } from 'preact-router';
 
 import { Livechat } from '../api';
 import { CallStatus, isCallOngoing } from '../components/Calls/CallStatus';
-import { setCookies, upsert, canRenderMessage, parse } from '../components/helpers';
+import { setCookies, upsert, canRenderMessage } from '../components/helpers';
 import { store, initialState } from '../store';
 import { normalizeAgent } from './api';
 import Commands from './commands';
@@ -175,8 +175,6 @@ Livechat.onMessage(async (message) => {
 
 	message = transformAgentInformationOnMessage(message);
 
-	message.msg = parse(message.msg);
-
 	await store.setState({
 		messages: upsert(store.state.messages, message, ({ _id }) => _id === message._id, ({ ts }) => ts),
 	});
diff --git a/packages/livechat/src/lib/threads.js b/packages/livechat/src/lib/threads.js
index 61db657ab719..2af951adf55a 100644
--- a/packages/livechat/src/lib/threads.js
+++ b/packages/livechat/src/lib/threads.js
@@ -1,5 +1,5 @@
 import { Livechat } from '../api';
-import { upsert } from '../components/helpers';
+import { parse, upsert } from '../components/helpers';
 import { store } from '../store';
 import { createToken } from './random';
 
@@ -60,6 +60,8 @@ export const normalizeMessage = async (message) => {
 		return null;
 	}
 
+	message.msg = parse(message.msg);
+
 	if (message && message.tmid && !message.threadMsg) {
 		return normalizeThreadMessage(message);
 	}
diff --git a/packages/livechat/src/routes/Chat/container.js b/packages/livechat/src/routes/Chat/container.js
index be30d7b3fc52..aa119a019542 100644
--- a/packages/livechat/src/routes/Chat/container.js
+++ b/packages/livechat/src/routes/Chat/container.js
@@ -4,7 +4,7 @@ import { withTranslation } from 'react-i18next';
 
 import { Livechat } from '../../api';
 import { ModalManager } from '../../components/Modal';
-import { debounce, getAvatarUrl, canRenderMessage, throttle, upsert, parse } from '../../components/helpers';
+import { debounce, getAvatarUrl, canRenderMessage, throttle, upsert } from '../../components/helpers';
 import { normalizeQueueAlert } from '../../lib/api';
 import constants from '../../lib/constants';
 import { loadConfig } from '../../lib/main';
@@ -117,8 +117,6 @@ class ChatContainer extends Component {
 			return;
 		}
 
-		msg = parse(msg);
-
 		await this.grantUser();
 		const { _id: rid } = await this.getRoom();
 		const { alerts, dispatch, token, user } = this.props;