diff --git a/packages/grafana-data/src/types/featureToggles.gen.ts b/packages/grafana-data/src/types/featureToggles.gen.ts
index 6f4e2728c5a..2523471d4a4 100644
--- a/packages/grafana-data/src/types/featureToggles.gen.ts
+++ b/packages/grafana-data/src/types/featureToggles.gen.ts
@@ -748,6 +748,11 @@ export interface FeatureToggles {
   */
   alertingAIGenTemplates?: boolean;
   /**
+  * Enable enrichment per rule in the alerting UI.
+  * @default false
+  */
+  alertingEnrichmentPerRule?: boolean;
+  /**
   * Enable AI-analyze central state history.
   * @default false
   */
diff --git a/pkg/services/featuremgmt/registry.go b/pkg/services/featuremgmt/registry.go
index 12ce841bc6c..07029af9b92 100644
--- a/pkg/services/featuremgmt/registry.go
+++ b/pkg/services/featuremgmt/registry.go
@@ -1284,6 +1284,15 @@ var (
 			HideFromDocs:      true,
 			Expression:        "false",
 		},
+		{
+			Name:              "alertingEnrichmentPerRule",
+			Description:       "Enable enrichment per rule in the alerting UI.",
+			Stage:             FeatureStageExperimental,
+			Owner:             grafanaAlertingSquad,
+			HideFromAdminPage: true,
+			HideFromDocs:      true,
+			Expression:        "false",
+		},
 		{
 			Name:              "alertingAIAnalyzeCentralStateHistory",
 			Description:       "Enable AI-analyze central state history.",
diff --git a/pkg/services/featuremgmt/toggles_gen.csv b/pkg/services/featuremgmt/toggles_gen.csv
index d85904abe30..fb581e030b4 100644
--- a/pkg/services/featuremgmt/toggles_gen.csv
+++ b/pkg/services/featuremgmt/toggles_gen.csv
@@ -167,6 +167,7 @@ alertingAIGenAlertRules,experimental,@grafana/alerting-squad,false,false,false
 alertingAIFeedback,experimental,@grafana/alerting-squad,false,false,false
 alertingAIImproveAlertRules,experimental,@grafana/alerting-squad,false,false,false
 alertingAIGenTemplates,experimental,@grafana/alerting-squad,false,false,false
+alertingEnrichmentPerRule,experimental,@grafana/alerting-squad,false,false,false
 alertingAIAnalyzeCentralStateHistory,experimental,@grafana/alerting-squad,false,false,false
 alertingNotificationsStepMode,GA,@grafana/alerting-squad,false,false,true
 feedbackButton,experimental,@grafana/grafana-operator-experience-squad,false,false,false
diff --git a/pkg/services/featuremgmt/toggles_gen.go b/pkg/services/featuremgmt/toggles_gen.go
index 8c27ec80304..22383ebb4f9 100644
--- a/pkg/services/featuremgmt/toggles_gen.go
+++ b/pkg/services/featuremgmt/toggles_gen.go
@@ -679,6 +679,10 @@ const (
 	// Enable AI-generated alerting templates.
 	FlagAlertingAIGenTemplates = "alertingAIGenTemplates"
 
+	// FlagAlertingEnrichmentPerRule
+	// Enable enrichment per rule in the alerting UI.
+	FlagAlertingEnrichmentPerRule = "alertingEnrichmentPerRule"
+
 	// FlagAlertingAIAnalyzeCentralStateHistory
 	// Enable AI-analyze central state history.
 	FlagAlertingAIAnalyzeCentralStateHistory = "alertingAIAnalyzeCentralStateHistory"
diff --git a/pkg/services/featuremgmt/toggles_gen.json b/pkg/services/featuremgmt/toggles_gen.json
index fe8d08ae951..8a3c0b60263 100644
--- a/pkg/services/featuremgmt/toggles_gen.json
+++ b/pkg/services/featuremgmt/toggles_gen.json
@@ -214,6 +214,21 @@
         "hideFromDocs": true
       }
     },
+    {
+      "metadata": {
+        "name": "alertingEnrichmentPerRule",
+        "resourceVersion": "1756206837948",
+        "creationTimestamp": "2025-08-26T11:13:57Z"
+      },
+      "spec": {
+        "description": "Enable enrichment per rule in the alerting UI.",
+        "stage": "experimental",
+        "codeowner": "@grafana/alerting-squad",
+        "hideFromAdminPage": true,
+        "hideFromDocs": true,
+        "expression": "false"
+      }
+    },
     {
       "metadata": {
         "name": "alertingFilterV2",
@@ -408,6 +423,22 @@
         "expression": "false"
       }
     },
+    {
+      "metadata": {
+        "name": "alertingRuleNotificationMessageSectionExtension",
+        "resourceVersion": "1756193222535",
+        "creationTimestamp": "2025-08-26T07:27:02Z",
+        "deletionTimestamp": "2025-08-26T11:13:57Z"
+      },
+      "spec": {
+        "description": "Enable rule notification message section extension.",
+        "stage": "experimental",
+        "codeowner": "@grafana/alerting-squad",
+        "hideFromAdminPage": true,
+        "hideFromDocs": true,
+        "expression": "false"
+      }
+    },
     {
       "metadata": {
         "name": "alertingRulePermanentlyDelete",
diff --git a/public/app/features/alerting/unified/components/rule-editor/AnnotationsStep.tsx b/public/app/features/alerting/unified/components/rule-editor/AnnotationsStep.tsx
index 7d1f2d74707..c03366740bc 100644
--- a/public/app/features/alerting/unified/components/rule-editor/AnnotationsStep.tsx
+++ b/public/app/features/alerting/unified/components/rule-editor/AnnotationsStep.tsx
@@ -19,6 +19,7 @@ import DashboardAnnotationField from './DashboardAnnotationField';
 import { DashboardPicker, PanelDTO, getVisualPanels } from './DashboardPicker';
 import { NeedHelpInfo } from './NeedHelpInfo';
 import { RuleEditorSection } from './RuleEditorSection';
+import { NotificationMessageSectionExtension } from './alert-rule-form/extensions/NotificationMessageSectionExtension';
 import { useDashboardQuery } from './useDashboardQuery';
 
 const AnnotationsStep = () => {
@@ -165,51 +166,48 @@ const AnnotationsStep = () => {
                     onDeleteClick={handleDeleteDashboardAnnotation}
                   />
                 )}
-
-                {
-                  <div className={styles.annotationValueContainer}>
-                    <Field
-                      hidden={
-                        annotationField.key === Annotation.dashboardUID || annotationField.key === Annotation.panelID
+                <div className={styles.annotationValueContainer}>
+                  <Field
+                    hidden={
+                      annotationField.key === Annotation.dashboardUID || annotationField.key === Annotation.panelID
+                    }
+                    className={cx(styles.flexRowItemMargin, styles.field)}
+                    invalid={!!errors.annotations?.[index]?.value?.message}
+                    error={errors.annotations?.[index]?.value?.message}
+                    noMargin
+                  >
+                    <ValueInputComponent
+                      data-testid={`annotation-value-${index}`}
+                      id={`annotation-${index}`}
+                      className={cx(styles.annotationValueInput, { [styles.textarea]: !isUrl })}
+                      {...register(`annotations.${index}.value`)}
+                      placeholder={
+                        isUrl
+                          ? // eslint-disable-next-line @grafana/i18n/no-untranslated-strings
+                            'https://'
+                          : (annotationField.key &&
+                              t('alerting.annotations-step.placeholder-value-input', 'Enter a {{key}}...', {
+                                key: annotationField.key,
+                              })) ||
+                            t(
+                              'alerting.annotations-step.placeholder-value-input-default',
+                              'Enter custom annotation content...'
+                            )
                       }
-                      className={cx(styles.flexRowItemMargin, styles.field)}
-                      invalid={!!errors.annotations?.[index]?.value?.message}
-                      error={errors.annotations?.[index]?.value?.message}
-                      noMargin
-                    >
-                      <ValueInputComponent
-                        data-testid={`annotation-value-${index}`}
-                        id={`annotation-${index}`}
-                        className={cx(styles.annotationValueInput, { [styles.textarea]: !isUrl })}
-                        {...register(`annotations.${index}.value`)}
-                        placeholder={
-                          isUrl
-                            ? // eslint-disable-next-line @grafana/i18n/no-untranslated-strings
-                              'https://'
-                            : (annotationField.key &&
-                                t('alerting.annotations-step.placeholder-value-input', 'Enter a {{key}}...', {
-                                  key: annotationField.key,
-                                })) ||
-                              t(
-                                'alerting.annotations-step.placeholder-value-input-default',
-                                'Enter custom annotation content...'
-                              )
-                        }
-                        defaultValue={annotationField.value}
-                      />
-                    </Field>
-                    {!annotationLabels[annotation] && (
-                      <Button
-                        type="button"
-                        className={styles.deleteAnnotationButton}
-                        aria-label={t('alerting.annotations-step.aria-label-delete-annotation', 'delete annotation')}
-                        icon="trash-alt"
-                        variant="secondary"
-                        onClick={() => remove(index)}
-                      />
-                    )}
-                  </div>
-                }
+                      defaultValue={annotationField.value}
+                    />
+                  </Field>
+                  {!annotationLabels[annotation] && (
+                    <Button
+                      type="button"
+                      className={styles.deleteAnnotationButton}
+                      aria-label={t('alerting.annotations-step.aria-label-delete-annotation', 'delete annotation')}
+                      icon="trash-alt"
+                      variant="secondary"
+                      onClick={() => remove(index)}
+                    />
+                  )}
+                </div>
               </div>
             </div>
           );
@@ -242,6 +240,7 @@ const AnnotationsStep = () => {
             onDismiss={() => setShowPanelSelector(false)}
           />
         )}
+        <NotificationMessageSectionExtension />
       </Stack>
     </RuleEditorSection>
   );
diff --git a/public/app/features/alerting/unified/components/rule-editor/alert-rule-form/extensions/NotificationMessageSectionExtension.tsx b/public/app/features/alerting/unified/components/rule-editor/alert-rule-form/extensions/NotificationMessageSectionExtension.tsx
new file mode 100644
index 00000000000..7c47206bff2
--- /dev/null
+++ b/public/app/features/alerting/unified/components/rule-editor/alert-rule-form/extensions/NotificationMessageSectionExtension.tsx
@@ -0,0 +1,34 @@
+import { ComponentType } from 'react';
+
+import { t } from '@grafana/i18n';
+import { withErrorBoundary } from '@grafana/ui';
+
+import { logError } from '../../../../Analytics';
+
+export interface NotificationMessageSectionExtensionProps {}
+
+// Internal variable to store the extension component, for now only one component is supported
+let InternalNotificationMessageSectionExtension: ComponentType<NotificationMessageSectionExtensionProps> | null = null;
+
+// This component is used to render the notification message section extension.
+export const NotificationMessageSectionExtension: ComponentType<NotificationMessageSectionExtensionProps> = (props) => {
+  if (!InternalNotificationMessageSectionExtension) {
+    return null;
+  }
+
+  // Wrap the component with error boundary
+  const WrappedComponent = withErrorBoundary(InternalNotificationMessageSectionExtension, {
+    title: t(
+      'alerting.enrichment.error-boundary.notification-message-section-extension',
+      'Notification Message Section Extension failed to load'
+    ),
+    style: 'alertbox',
+    errorLogger: logError,
+  });
+
+  return <WrappedComponent {...props} />;
+};
+
+export function addRuleFormEnrichmentSection(component: ComponentType<NotificationMessageSectionExtensionProps>) {
+  InternalNotificationMessageSectionExtension = component;
+}
diff --git a/public/locales/en-US/grafana.json b/public/locales/en-US/grafana.json
index 7a4beab2952..20bc0c79095 100644
--- a/public/locales/en-US/grafana.json
+++ b/public/locales/en-US/grafana.json
@@ -1118,6 +1118,11 @@
       "new-alert-rule": "New alert rule",
       "new-recording-rule": "New recording rule"
     },
+    "enrichment": {
+      "error-boundary": {
+        "notification-message-section-extension": "Notification Message Section Extension failed to load"
+      }
+    },
     "error-modal": {
       "failed-to-update-your-configuration": "Failed to update your configuration:",
       "title-something-went-wrong": "Something went wrong"