diff --git a/MatrixSDK/MXSDKOptions.h b/MatrixSDK/MXSDKOptions.h
index 541b2625db..73ac64ed66 100644
--- a/MatrixSDK/MXSDKOptions.h
+++ b/MatrixSDK/MXSDKOptions.h
@@ -175,6 +175,13 @@ NS_ASSUME_NONNULL_BEGIN
  */
 @property (nonatomic) Class roomListDataManagerClass;
 
+/**
+ For use in clients that use a custom base url for permalinks rather than matrix.to.
+ This baseURL is used to generate permalinks within the app (E.g. timeline message permalinks).
+ An Optional String, when nil matrix.to format/hostname is used instead.
+ */
+@property (nonatomic, nullable) NSString *clientPermalinkBaseUrl;
+
 @end
 
 NS_ASSUME_NONNULL_END
diff --git a/MatrixSDK/MXSDKOptions.m b/MatrixSDK/MXSDKOptions.m
index b317069c8a..17bcaae778 100644
--- a/MatrixSDK/MXSDKOptions.m
+++ b/MatrixSDK/MXSDKOptions.m
@@ -50,6 +50,7 @@ - (instancetype)init
         _autoAcceptRoomInvites = NO;
         _callTransferType = MXCallTransferTypeBridged;
         self.roomListDataManagerClass = [MXStoreRoomListDataManager class];
+        _clientPermalinkBaseUrl = nil;
     }
     
     return self;
diff --git a/MatrixSDK/Utils/MXTools.h b/MatrixSDK/Utils/MXTools.h
index 2da832b5b8..539118cda0 100644
--- a/MatrixSDK/Utils/MXTools.h
+++ b/MatrixSDK/Utils/MXTools.h
@@ -159,33 +159,34 @@ FOUNDATION_EXPORT NSString *const kMXToolsRegexStringForMatrixGroupIdentifier;
  */
 + (NSString*)encodeURIComponent:(NSString*)string;
 
-
 #pragma mark - Permalink
 /*
- Return a matrix.to permalink to a room.
+ Return a permalink to a room.
+ The permalink could be matrix.to format or a custom client permalink (see `MXSDKOptions.clientPermalinkBaseUrl`).
 
  @param roomIdOrAlias the id or the alias of the room to link to.
- @return the matrix.to permalink.
+ @return the permalink.
  */
 + (NSString*)permalinkToRoom:(NSString*)roomIdOrAlias;
 
 /*
- Return a matrix.to permalink to an event.
-
+ Return a permalink to an event.
+ The permalink could be matrix.to format or a custom client permalink (see `MXSDKOptions.clientPermalinkBaseUrl`).
+ 
  @param eventId the id of the event to link to.
  @param roomIdOrAlias the room the event belongs to.
- @return the matrix.to permalink.
+ @return the permalink.
  */
 + (NSString*)permalinkToEvent:(NSString*)eventId inRoom:(NSString*)roomIdOrAlias;
 
 /*
- Return a matrix.to permalink to a user.
+ Return a permalink to a user.
+ The permalink could be matrix.to format or a custom client permalink (see `MXSDKOptions.clientPermalinkBaseUrl`).
  
  @param userId the id of the user to link to.
- @return the matrix.to permalink.
+ @return the permalink.
  */
 + (NSString*)permalinkToUserWithUserId:(NSString*)userId;
-
 #pragma mark - File
 
 /**
diff --git a/MatrixSDK/Utils/MXTools.m b/MatrixSDK/Utils/MXTools.m
index 45b8d9df05..a362109317 100644
--- a/MatrixSDK/Utils/MXTools.m
+++ b/MatrixSDK/Utils/MXTools.m
@@ -565,20 +565,29 @@ + (NSString *)encodeURIComponent:(NSString *)string
 
 
 #pragma mark - Permalink
+
 + (NSString *)permalinkToRoom:(NSString *)roomIdOrAlias
 {
-    return [NSString stringWithFormat:@"%@/#/%@", kMXMatrixDotToUrl, [MXTools encodeURIComponent:roomIdOrAlias]];
+    NSString *clientBaseUrl = [MXSDKOptions sharedInstance].clientPermalinkBaseUrl;
+    NSString *format = clientBaseUrl != nil ? @"%@/#/room/%@" : @"%@/#/%@";
+    NSString *baseUrl = clientBaseUrl != nil ? clientBaseUrl : kMXMatrixDotToUrl;
+    return [NSString stringWithFormat:format, baseUrl, [MXTools encodeURIComponent:roomIdOrAlias]];
 }
 
 + (NSString *)permalinkToEvent:(NSString *)eventId inRoom:(NSString *)roomIdOrAlias
 {
-    return [NSString stringWithFormat:@"%@/#/%@/%@", kMXMatrixDotToUrl, [MXTools encodeURIComponent:roomIdOrAlias], [MXTools encodeURIComponent:eventId]];
-
+    NSString *clientBaseUrl = [MXSDKOptions sharedInstance].clientPermalinkBaseUrl;
+    NSString *format = clientBaseUrl != nil ? @"%@/#/room/%@/%@" : @"%@/#/%@/%@";
+    NSString *baseUrl = clientBaseUrl != nil ? clientBaseUrl : kMXMatrixDotToUrl;
+    return [NSString stringWithFormat:format, baseUrl, [MXTools encodeURIComponent:roomIdOrAlias], [MXTools encodeURIComponent:eventId]];
 }
 
 + (NSString*)permalinkToUserWithUserId:(NSString*)userId
 {
-    return [NSString stringWithFormat:@"%@/#/%@", kMXMatrixDotToUrl, userId];
+    NSString *clientBaseUrl = [MXSDKOptions sharedInstance].clientPermalinkBaseUrl;
+    NSString *format = clientBaseUrl != nil ? @"%@/#/user/%@" : @"%@/#/%@";
+    NSString *baseUrl = clientBaseUrl != nil ? clientBaseUrl : kMXMatrixDotToUrl;
+    return [NSString stringWithFormat:format, baseUrl, userId];
 }
 
 #pragma mark - File
diff --git a/changelog.d/4981.feature b/changelog.d/4981.feature
new file mode 100644
index 0000000000..2d1a3e79f5
--- /dev/null
+++ b/changelog.d/4981.feature
@@ -0,0 +1 @@
+Adds clientPermalinkBaseUrl for a custom permalink base url.