diff --git a/Config/BuildSettings.swift b/Config/BuildSettings.swift
index bb1b25a0a..bd6b63d83 100644
--- a/Config/BuildSettings.swift
+++ b/Config/BuildSettings.swift
@@ -118,9 +118,9 @@ final class BuildSettings: NSObject {
     "https://element.io/help"
     
     
-    // MARk: - Matrix permalinks
-    // Paths for URLs that will considered as Matrix permalinks. Those permalinks are opened within the app
-    static let matrixPermalinkPaths: [String: [String]] = [
+    // MARK: - Permalinks
+    // Hosts/Paths for URLs that will considered as valid permalinks. Those permalinks are opened within the app.
+    static let permalinkSupportedHosts: [String: [String]] = [
         "app.element.io": [],
         "staging.element.io": [],
         "develop.element.io": [],
@@ -133,8 +133,16 @@ final class BuildSettings: NSObject {
         // Official Matrix ones
         "matrix.to": ["/"],
         "www.matrix.to": ["/"],
+        // Client Permalinks (for use with `BuildSettings.clientPermalinkBaseUrl`)
+//        "example.com": ["/"],
+//        "www.example.com": ["/"],
     ]
     
+    // 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).
+    // Optional String that when set is used as permalink base, when nil matrix.to format is used.
+    // Example value would be "https://www.example.com", note there is no trailing '/'.
+    static let clientPermalinkBaseUrl: String? = "https://app.element.io"
     
     // MARK: - VoIP
     static var allowVoIPUsage: Bool {
diff --git a/Config/CommonConfiguration.swift b/Config/CommonConfiguration.swift
index b6aa77dad..f2e4b68dc 100644
--- a/Config/CommonConfiguration.swift
+++ b/Config/CommonConfiguration.swift
@@ -75,6 +75,7 @@ class CommonConfiguration: NSObject, Configurable {
         // Disable key backup on common
         sdkOptions.enableKeyBackupWhenStartingMXCrypto = false
         
+        sdkOptions.clientPermalinkBaseUrl = BuildSettings.clientPermalinkBaseUrl
         // Configure key provider delegate
         MXKeyProvider.sharedInstance().delegate = EncryptionKeyManager.shared
     }
diff --git a/Riot/Utils/Tools.m b/Riot/Utils/Tools.m
index 66fe38d0c..c939b0fd4 100644
--- a/Riot/Utils/Tools.m
+++ b/Riot/Utils/Tools.m
@@ -66,11 +66,11 @@
 {
     BOOL isUniversalLink = NO;
     
-    for (NSString *matrixPermalinkHost in BuildSettings.matrixPermalinkPaths)
+    for (NSString *matrixPermalinkHost in BuildSettings.permalinkSupportedHosts)
     {
         if ([url.host isEqualToString:matrixPermalinkHost])
         {
-            NSArray<NSString*> *hostPaths = BuildSettings.matrixPermalinkPaths[matrixPermalinkHost];
+            NSArray<NSString*> *hostPaths = BuildSettings.permalinkSupportedHosts[matrixPermalinkHost];
             if (hostPaths.count)
             {
                 // iOS Patch: fix urls before using it
diff --git a/changelog.d/4981.feature b/changelog.d/4981.feature
new file mode 100644
index 000000000..2d1a3e79f
--- /dev/null
+++ b/changelog.d/4981.feature
@@ -0,0 +1 @@
+Adds clientPermalinkBaseUrl for a custom permalink base url.