Selecting and presenting messages to user of an activity/health monitoring platform. The health/activity monitoring platform may receive physiological data for a user. The health/activity monitoring platform may identify a set of messages based on the physiological data. The health/activity monitoring platform may also determine a set of scores for the set of messages. Each score from the set of scores may be associated with a message from the set of messages and each score from the set of scores may be indicative of whether a respective message should be presented to the user. The health/activity monitoring platform may also identify a first message from a set of messages based on the set of scores and cause the first message to be presented via a display of a computing device of the user. The health/activity monitoring platform may also update a first set of penalties associated with the first message in response to causing the first message to be presented. The first set of penalties decreases a first likelihood that the first message will be presented to the user again
