diff --git a/iterableapi/src/main/java/com/iterable/iterableapi/IterableEmbeddedManager.kt b/iterableapi/src/main/java/com/iterable/iterableapi/IterableEmbeddedManager.kt
index 4c43a35c9..b0eae903c 100644
--- a/iterableapi/src/main/java/com/iterable/iterableapi/IterableEmbeddedManager.kt
+++ b/iterableapi/src/main/java/com/iterable/iterableapi/IterableEmbeddedManager.kt
@@ -123,7 +123,31 @@ public class IterableEmbeddedManager : IterableActivityMonitor.AppStateCallback
     }
 
     fun handleEmbeddedClick(message: IterableEmbeddedMessage, buttonIdentifier: String?, clickedUrl: String?) {
-        IterableActionRunner.executeAction(context, IterableAction.actionOpenUrl(clickedUrl), IterableActionSource.EMBEDDED)
+        if ((clickedUrl != null) && clickedUrl.toString().isNotEmpty()) {
+            if (clickedUrl.startsWith(IterableConstants.URL_SCHEME_ACTION)) {
+                // This is an action:// URL, pass that to the custom action handler
+                val actionName: String = clickedUrl.replace(IterableConstants.URL_SCHEME_ACTION, "")
+                IterableActionRunner.executeAction(
+                    context,
+                    IterableAction.actionCustomAction(actionName),
+                    IterableActionSource.EMBEDDED
+                )
+            } else if (clickedUrl.startsWith(IterableConstants.URL_SCHEME_ITBL)) {
+                // Handle itbl:// URLs, pass that to the custom action handler for compatibility
+                val actionName: String = clickedUrl.replace(IterableConstants.URL_SCHEME_ITBL, "")
+                IterableActionRunner.executeAction(
+                    context,
+                    IterableAction.actionCustomAction(actionName),
+                    IterableActionSource.EMBEDDED
+                )
+            } else {
+                IterableActionRunner.executeAction(
+                    context,
+                    IterableAction.actionOpenUrl(clickedUrl),
+                    IterableActionSource.EMBEDDED
+                )
+            }
+        }
     }
 
     private fun broadcastSubscriptionInactive() {