diff --git a/Extension/Multiplayer/Session/session_view.cpp b/Extension/Multiplayer/Session/session_view.cpp
index 90b2f23..bca1db5 100644
--- a/Extension/Multiplayer/Session/session_view.cpp
+++ b/Extension/Multiplayer/Session/session_view.cpp
@@ -498,6 +498,8 @@ std::vector<MultiplayerChatCommand> chat_commands(const Session &s) {
             list.push_back({"/tod", "/tod <time>", "Admin: set the time of day", "time"});
             list.push_back({"/votes", "/votes [<vote> on|off|<percent>|seconds|cooldown|min-players <n>]", "Admin: the server's vote settings"});
             list.push_back({"/announce", "/announce <text>", "Admin: announce something to everyone, on a card on their screen"});
+            list.push_back({"/announce-to", "/announce-to <player> <text>", "Admin: announce something to one player, on a card on their screen",
+                            "player"});
             list.push_back({"/announcements", "/announcements [list|add <text>|remove <n>|interval <minutes>|off]",
                             "Admin: the messages the server announces on a timer"});
             list.push_back({"/poll end", "/poll end", "Admin: end the running poll now"});
diff --git a/Extension/UI/Overlay/chat_overlay.cpp b/Extension/UI/Overlay/chat_overlay.cpp
index fbc3467..e35b3fc 100644
--- a/Extension/UI/Overlay/chat_overlay.cpp
+++ b/Extension/UI/Overlay/chat_overlay.cpp
@@ -449,6 +449,31 @@ void draw_command_list(ChatState& c, ImFont* heading, ImFont* body, ImVec2 botto
                        "; Tab for the next, Shift+Tab back").c_str());
 }
 
+// Card text with its :emote: images (chat_rich.h), measured and drawn as the chat panel's
+// lines are; text without any known emote is drawn plainly, as before.
+struct CardText {
+    bool emotes{};
+    RichText rich;
+    ImVec2 extent;
+};
+CardText card_text(ImFont* font, float size, const std::string& text, float wrap, std::size_t max_lines = 0,
+                   float emote_scale = 1.3f) {
+    CardText out;
+    out.emotes = has_emotes(text);
+    if (out.emotes) {
+        out.rich = lay_out(font, size, text, wrap, 0.0f, max_lines, emote_scale);
+        out.extent = ImVec2(out.rich.width, out.rich.height);
+    } else {
+        out.extent = font->CalcTextSizeA(size, FLT_MAX, wrap, text.c_str());
+    }
+    return out;
+}
+void draw_card_text(ImDrawList* draw, ImFont* font, float size, ImVec2 at, const std::string& text, const CardText& laid,
+                    ImU32 colour, float wrap) {
+    if (laid.emotes) draw_rich(draw, font, size, at, text, laid.rich, colour, 1.0f);
+    else draw->AddText(font, size, at, colour, text.c_str(), nullptr, wrap);
+}
+
 // The vote a dedicated server is running, or has just finished: a card on the middle of the
 // screen's right edge, in the look of the overlay's notices (a dark tile with a strip of colour
 // down its left). It says what is voted on, the tally and the time left, and has Yes and No. The
@@ -464,7 +489,8 @@ void draw_poll(const MultiplayerVote& poll, ImFont* heading, ImFont* body, ImVec
     const float width = 360.0f * scale, margin = 24.0f * scale, strip = 5.0f * scale;
     const float pad = 14.0f * scale, gap = 8.0f * scale, title_size = 13.0f * scale, size = 18.0f * scale, fine = 13.0f * scale;
     const float row = 30.0f * scale, between = 4.0f * scale, inner = width - strip - pad * 2.0f;
-    const auto question_extent = heading->CalcTextSizeA(size, FLT_MAX, inner, poll.label.c_str());
+    const auto question = card_text(heading, size, poll.label, inner);
+    const auto question_extent = question.extent;
     const bool answers = running && poll.may_vote;
     const auto rows = static_cast<float>(poll.answers.size());
     const float height = pad + title_size + gap + question_extent.y + gap + rows * row + std::max(0.0f, rows - 1.0f) * between +
@@ -482,7 +508,7 @@ void draw_poll(const MultiplayerVote& poll, ImFont* heading, ImFont* body, ImVec
         draw->AddText(heading, title_size, ImVec2(right - extent.x, y), theme::paper, time.c_str());
     }
     y += title_size + gap;
-    draw->AddText(heading, size, ImVec2(left, y), theme::paper, poll.label.c_str(), nullptr, inner);
+    draw_card_text(draw, heading, size, ImVec2(left, y), poll.label, question, theme::paper, inner);
     y += question_extent.y + gap;
     unsigned total{}, most{};
     for (const auto count : poll.counts) total += count, most = std::max(most, count);
@@ -511,7 +537,12 @@ void draw_poll(const MultiplayerVote& poll, ImFont* heading, ImFont* body, ImVec
         const auto counted = std::to_string(count);
         const float count_width = heading->CalcTextSizeA(fine, FLT_MAX, 0.0f, counted.c_str()).x;
         draw->PushClipRect(ImVec2(a.x + 32.0f * scale, a.y), ImVec2(b.x - count_width - 18.0f * scale, b.y), true);
-        draw->AddText(body, fine + 1.0f * scale, ImVec2(a.x + 32.0f * scale, text_y), theme::paper, poll.answers[i].c_str());
+        // One line, cut with "..." where the count starts; an emote is a little smaller here, so it fits the row.
+        const float answer_size = fine + 1.0f * scale;
+        const float answer_wrap = (b.x - count_width - 18.0f * scale) - (a.x + 32.0f * scale);
+        const auto answer = card_text(body, answer_size, poll.answers[i], answer_wrap, 1, 1.15f);
+        const float answer_y = answer.emotes ? y + (row - answer.extent.y) * 0.5f : text_y;
+        draw_card_text(draw, body, answer_size, ImVec2(a.x + 32.0f * scale, answer_y), poll.answers[i], answer, theme::paper, 0.0f);
         draw->PopClipRect();
         draw->AddText(heading, fine, ImVec2(b.x - 10.0f * scale - count_width, text_y), theme::paper, counted.c_str());
         if (hovered && ImGui::IsMouseClicked(ImGuiMouseButton_Left)) queue_multiplayer_action("vote", number);
@@ -530,7 +561,8 @@ void draw_announcement(const MultiplayerAnnouncement& announcement, ImFont* head
     const float width = std::min(520.0f * scale, display.x - 48.0f * scale), strip = 5.0f * scale;
     const float pad = 14.0f * scale, gap = 6.0f * scale, title_size = 13.0f * scale, size = 18.0f * scale;
     const float inner = width - strip - pad * 2.0f;
-    const auto text_extent = body->CalcTextSizeA(size, FLT_MAX, inner, announcement.text.c_str());
+    const auto text = card_text(body, size, announcement.text, inner);
+    const auto text_extent = text.extent;
     const float height = pad + title_size + gap + text_extent.y + pad;
     const ImVec2 min(std::floor((display.x - width) * 0.5f), 24.0f * scale), max(min.x + width, min.y + height);
     auto* draw = ImGui::GetForegroundDrawList();
@@ -538,7 +570,7 @@ void draw_announcement(const MultiplayerAnnouncement& announcement, ImFont* head
     draw->AddRectFilled(min, ImVec2(min.x + strip, max.y), theme::blue);
     const float left = min.x + strip + pad;
     draw->AddText(heading, title_size, ImVec2(left, min.y + pad), theme::blue, "ANNOUNCEMENT");
-    draw->AddText(body, size, ImVec2(left, min.y + pad + title_size + gap), theme::paper, announcement.text.c_str(), nullptr, inner);
+    draw_card_text(draw, body, size, ImVec2(left, min.y + pad + title_size + gap), announcement.text, text, theme::paper, inner);
 }
 
 void draw_vote(const MultiplayerVote& vote, ImFont* heading, ImFont* body, ImVec2 display, float scale, bool clickable) {
diff --git a/Server/README.txt b/Server/README.txt
index 7013c19..489b94c 100644
--- a/Server/README.txt
+++ b/Server/README.txt
@@ -302,10 +302,26 @@ Server votes       The console (and scripts that talk to it) starts the same
 
 "announcements" - Messages from the server.
 messages           Lines the server posts in turn, one every "interval_minutes"
-                   (0: off) while players are on. Each is one chat line.
-card               Also show each announcement as a card at the top of every
-                   player's screen, not only in chat (default true).
-                   Admins announce something once with: announce <text>.
+                   (0: off) while players are on. Each is at most one chat line.
+                   Announcements show as a card at the top of the screen, not
+                   in chat; :emotes: in them (and in polls) show as images. Admins announce something once with announce <text>,
+                   or to one player only with announce-to <player> <text>.
+
+"commands" - Chat commands of your own, e.g. /discord or /rules. A list, each:
+name               1-16 of a-z, 0-9, - and _; not one of the server's own
+                   commands (help, party, vote, kick, map...).
+reply              A chat line sent back to whoever typed it (optional).
+command            A server command, or a list of up to 8, run as the console
+                   (optional). {player} is the SteamID64 of whoever typed it,
+                   {map} the current map and {arg} the rest of what they
+                   typed. Each command needs a reply, a command, or both.
+admin              Only admins may use it (default false).
+                   For example:
+                     {"name": "discord", "reply": "Join us: discord.gg/..."}
+                     {"name": "rules", "command": "announce-to {player} No griefing!"}
+                     {"name": "restart", "admin": true, "command": ["map {map}"]}
+                   They are not listed in /help: tell players about them yourself.
+                   Up to 32. Mind what {arg} lets players put into a command.
 
 Every change made from the console or by an admin is saved back to this file.
 
@@ -378,7 +394,8 @@ and change voice, distances, placement and kicks from the Multiplayer menu.
   poll-run <command with {answer}> | <question> | <answer>...   A poll whose
                                 winning answer runs the command (console only).
   announce <text>               Tell everyone, in chat and on a card.
-  announcements [list | add <text> | remove <n> | clear | interval <minutes>|off | card on|off]
+  announce-to <player> <text>   Tell one player, on a card.
+  announcements [list | add <text> | remove <n> | clear | interval <minutes>|off]
                                 The messages posted on a timer.
   activity-log on|off           Log player activity (see activity_log).
   announce-throwdowns on|off    Chat message when a throwdown is placed.
diff --git a/Server/Test/server_config_tests.cpp b/Server/Test/server_config_tests.cpp
index 2b4cebd..24d137a 100644
--- a/Server/Test/server_config_tests.cpp
+++ b/Server/Test/server_config_tests.cpp
@@ -44,7 +44,7 @@ int run() {
     check(!has("server.name") && !has("tps") && !has("votes.map"), "Settings the file had reported as new");
     // Settings added after 2.0.0's votes: each vote's own limits, polls, custom votes, announcements.
     check(has("votes.map.seconds") && has("votes.map.min_players") && has("votes.polls") && has("votes.custom") &&
-              has("announcements.messages") && has("announcements.interval_minutes"),
+              has("announcements.messages") && has("announcements.interval_minutes") && has("commands"),
           "The new vote and announcement settings were not reported");
     const auto written = text(file);
     check(written.find("\"enforce_tuning\"") != std::string::npos && written.find("\"seconds\"") != std::string::npos,
@@ -329,7 +329,7 @@ int run() {
 
     // Each vote's own limits, polls, custom votes and announcements are kept on a rewrite.
     check(config.votes.polls == "admins" && config.votes.poll_seconds == 60 && config.votes.starter_votes_yes &&
-              config.votes.map.min_players == 1 && config.votes.custom.empty() && config.announcements.card,
+              config.votes.map.min_players == 1 && config.votes.custom.empty() && config.commands.empty(),
           "The new vote settings do not start at their defaults");
     {
         auto voting = pool;
@@ -338,8 +338,11 @@ int run() {
         voting.votes.polls = "everyone";
         voting.votes.custom = {{"restart", "Reload the current map", "map {map}", {}, {true, 70}},
                                {"noclip", "Allow noclip", "noclip {arg}", {"on", "off"}, {false, 55, 20, 0, 3}}};
-        voting.announcements = {{"Welcome to the server!", "Join our Discord"}, 15, false};
-        check(config_error(voting).empty(), "Valid custom votes and announcements refused");
+        voting.announcements = {{"Welcome to the server!", "Join our Discord"}, 15};
+        voting.commands = {{"discord", "Join us: discord.gg/reskate", {}, false},
+                           {"rules", {}, {"announce-to {player} No griefing!", "say {arg}"}, false},
+                           {"restart", "Reloading...", {"map {map}"}, true}};
+        check(config_error(voting).empty(), "Valid custom votes, announcements and commands refused");
         save_config(voting);
         const auto back = load_config(file);
         check(back.votes.kick.seconds == 45 && back.votes.kick.min_players == 4 && back.votes.polls == "everyone",
@@ -349,9 +352,12 @@ int run() {
                   !back.votes.custom[1].setting.enabled && back.votes.custom[1].setting.seconds == 20 &&
                   back.votes.custom[1].setting.min_players == 3,
               "Custom votes lost on save");
-        check(back.announcements.messages == voting.announcements.messages && back.announcements.interval == 15 &&
-                  !back.announcements.card,
+        check(back.announcements.messages == voting.announcements.messages && back.announcements.interval == 15,
               "Announcements lost on save");
+        check(back.commands.size() == 3 && back.commands[0].name == "discord" && back.commands[0].reply == "Join us: discord.gg/reskate" &&
+                  back.commands[0].commands.empty() && !back.commands[0].admin &&
+                  back.commands[1].commands == voting.commands[1].commands && back.commands[2].admin,
+              "Custom commands lost on save");
         const auto refused = [&](auto change, const char *what) {
             auto bad = voting;
             change(bad);
@@ -368,15 +374,23 @@ int run() {
         refused([](ServerConfig &c) { c.votes.custom[1].choices = {"on now"}; }, "A choice with a space accepted");
         refused([](ServerConfig &c) { c.announcements.messages = {std::string(201, 'a')}; }, "An announcement over one chat line accepted");
         refused([](ServerConfig &c) { c.votes.custom.resize(17, c.votes.custom[0]); }, "More than 16 custom votes accepted");
+        refused([](ServerConfig &c) { c.commands[0].name = "kick"; }, "A custom command named like a server command accepted");
+        refused([](ServerConfig &c) { c.commands[0].name = "party"; }, "A custom command named like a chat command accepted");
+        refused([](ServerConfig &c) { c.commands[0].name = "Discord"; }, "A custom command name with capitals accepted");
+        refused([](ServerConfig &c) { c.commands[1].name = "discord"; }, "Two custom commands with one name accepted");
+        refused([](ServerConfig &c) { c.commands[0].reply.clear(); }, "A custom command with no reply or command accepted");
+        refused([](ServerConfig &c) { c.commands[0].reply = std::string(201, 'a'); }, "A custom reply over one chat line accepted");
         // A vote written in by hand needs only its name and command; nonsense is evened out.
         std::ofstream(file, std::ios::binary) << R"({"votes": {"polls": "sometimes", "poll_seconds": 5000,
             "custom": [{"name": "restart", "command": "map {map}", "percent": 500}]},
-            "announcements": {"messages": ["hi", "", 3], "interval_minutes": 99999}})";
+            "announcements": {"messages": ["hi", "", 3], "interval_minutes": 99999, "card": false},
+            "commands": [{"name": "discord", "reply": "hi", "command": "say hello"}]})";
         const auto hand = load_config(file);
         check(hand.votes.polls == "admins" && hand.votes.poll_seconds == 600 && hand.votes.custom.size() == 1 &&
                   hand.votes.custom[0].setting.enabled && hand.votes.custom[0].setting.percent == 100 &&
-                  hand.announcements.messages == std::vector<std::string>{"hi"} && hand.announcements.interval == 1440,
-              "A hand-written custom vote or announcement list was not read sensibly");
+                  hand.announcements.messages == std::vector<std::string>{"hi"} && hand.announcements.interval == 1440 &&
+                  hand.commands.size() == 1 && hand.commands[0].commands == std::vector<std::string>{"say hello"},
+              "A hand-written custom vote, announcement list or command was not read sensibly");
     }
 
     std::filesystem::remove_all(folder);
diff --git a/Server/server_commands.cpp b/Server/server_commands.cpp
index 3ebb730..9fb8b68 100644
--- a/Server/server_commands.cpp
+++ b/Server/server_commands.cpp
@@ -21,7 +21,7 @@ constexpr std::string_view help_text =
     "votes polls off|admins|everyone | votes poll-seconds <n> | votes starter-yes on|off\n"
     "vote <map|kick|tod|<custom vote>> [argument] | poll <question> | <answer> | <answer>... | poll end\n"
     "poll-run <command with {answer}> | <question> | <answer> | <answer>...\n"
-    "announce <text> | announcements [list|add <text>|remove <n>|clear|interval <minutes>|off|card on|off]\n"
+    "announce <text> | announce-to <player> <text> | announcements [list|add <text>|remove <n>|clear|interval <minutes>|off]\n"
     "map-pool [add|remove <map>|clear] | rotation [<minutes>|off]\n"
     "park <lot> <layout> | park random | layer-sync on|off | layer <key> default|on|off | tod <time|default>\n"
     "activity-log on|off | announce-throwdowns on|off | parties [on|off] | party-size <2-8> | afk-kick <minutes>|off | speed-check off|warn|kick\n"
@@ -497,6 +497,14 @@ std::string Host::command(std::string_view line, std::uint64_t admin) {
         announce(argument);
         return "Announced.";
     }
+    if (name == "announce-to") {
+        const auto [who, text] = split(argument);
+        if (text.empty()) return "announce-to <player> <text>";
+        auto *guest = match_player(who);
+        if (!guest) return "No single connected player matches \"" + std::string(who) + "\".";
+        announce(text, guest->member.id);
+        return "Announced to " + guest_name(*guest) + ".";
+    }
     if (name == "vote-cancel") {
         if (!vote_) return "No vote is running.";
         cancel_vote(console ? "the server cancelled it" : "an admin cancelled it");
diff --git a/Server/server_config.cpp b/Server/server_config.cpp
index 2ef6c48..6507781 100644
--- a/Server/server_config.cpp
+++ b/Server/server_config.cpp
@@ -173,7 +173,19 @@ Layout layout(const ServerConfig &c) {
     for (const auto &message : c.announcements.messages) messages.push_back(message);
     announcements.set("messages", std::move(messages));
     announcements.set("interval_minutes", c.announcements.interval);
-    announcements.set("card", c.announcements.card);
+
+    auto commands = Json::array();
+    for (const auto &command : c.commands) {
+        auto item = Json::object();
+        item["name"] = command.name;
+        item["reply"] = command.reply;
+        auto runs = Json::array();
+        for (const auto &run : command.commands) runs.push_back(run);
+        item["command"] = std::move(runs);
+        item["admin"] = command.admin;
+        commands.push_back(std::move(item));
+    }
+    root.set("commands", std::move(commands));
     return root;
 }
 // Bans have a file of their own, beside the config.
@@ -375,13 +387,29 @@ ServerConfig load_config(const std::filesystem::path &file, std::vector<std::str
     const Json no_announcements = Json::object();
     const auto &announcements = root.contains("announcements") && root.at("announcements").is_object()
                                     ? root.at("announcements") : no_announcements;
-    for (const char *key : {"messages", "interval_minutes", "card"})
+    for (const char *key : {"messages", "interval_minutes"})
         if (!announcements.contains(key)) missing.push_back(std::string("announcements.") + key);
     if (announcements.contains("messages") && announcements.at("messages").is_array())
         for (const auto &message : announcements.at("messages"))
             if (message.is_string() && !message.string().empty()) c.announcements.messages.push_back(message.string());
     c.announcements.interval = std::min(announcements.value("interval_minutes", c.announcements.interval), max_announcement_interval);
-    c.announcements.card = announcements.value("card", c.announcements.card);
+
+    // Chat commands came after announcements: a command is a string or a list of them.
+    if (!root.contains("commands")) missing.push_back("commands");
+    else if (!root.at("commands").is_array()) throw std::runtime_error("commands must be a list of commands, each a JSON object.");
+    else
+        for (const auto &item : root.at("commands")) {
+            if (!item.is_object()) throw std::runtime_error("commands must be a list of commands, each a JSON object.");
+            CustomCommand command;
+            command.name = item.value("name", std::string{});
+            command.reply = item.value("reply", std::string{});
+            command.admin = item.value("admin", command.admin);
+            if (item.contains("command") && item.at("command").is_string()) command.commands.push_back(item.at("command").string());
+            else if (item.contains("command") && item.at("command").is_array())
+                for (const auto &run : item.at("command"))
+                    if (run.is_string() && !run.string().empty()) command.commands.push_back(run.string());
+            c.commands.push_back(std::move(command));
+        }
 
     const auto read_bans = [&](const Json &rows) {
         if (!rows.is_array()) throw std::runtime_error("The bans must be a JSON list.");
@@ -501,6 +529,42 @@ std::string custom_votes_error(const std::vector<CustomVote> &votes) {
     }
     return {};
 }
+bool custom_command_name_free(std::string_view name) noexcept {
+    // The chat's own commands, then the server commands admins type as /<command>.
+    for (const std::string_view taken :
+         {"help", "party", "p", "w", "whisper", "tell", "poll", "vote", "yes", "y", "no", "n", "tp",
+          "activity-log", "admin", "admins", "afk-kick", "announce", "announce-throwdowns", "announce-to", "announcements",
+          "ban", "bans", "bone-scale", "boosts", "boosts-allow", "chat-color", "chat-colour", "clear-objects", "crowd",
+          "distances", "effects", "kick", "layer", "layer-sync", "layers", "listed", "map", "map-pool", "maps", "msg",
+          "msg-admins", "msg-party", "name", "net", "nobail", "nobail-allow", "noclip", "noclip-allow", "object-limit",
+          "object-placement", "object-scaling", "objects", "park", "parties", "party-size", "password", "placement",
+          "players", "rate", "reserved", "rotation", "say", "score-allow", "score-check", "speed-check", "status", "tod",
+          "tpall", "tphere", "tps", "tuning", "tuning-enforce", "unban", "voice", "voice-allow", "voice-range",
+          "vote-cancel", "votes", "welcome", "world-layer-sync", "quit", "exit", "stop", "update"})
+        if (name == taken) return false;
+    // A number is an answer to a poll ("/2").
+    return !std::all_of(name.begin(), name.end(), [](char c) { return c >= '0' && c <= '9'; });
+}
+std::string custom_commands_error(const std::vector<CustomCommand> &commands) {
+    using namespace multiplayer;
+    if (commands.size() > max_custom_commands) return "commands: at most " + std::to_string(max_custom_commands) + " commands.";
+    for (std::size_t i = 0; i < commands.size(); ++i) {
+        const auto &c = commands[i];
+        if (!valid_server_vote_name(c.name))
+            return "commands: each needs a name of 1 to 16 lowercase letters, digits, - or _ (\"" + c.name + "\" is not).";
+        const auto where = "commands \"" + c.name + "\": ";
+        if (!custom_command_name_free(c.name)) return where + "that name is one of the server's own commands.";
+        for (std::size_t j = 0; j < i; ++j)
+            if (commands[j].name == c.name) return where + "two commands have that name.";
+        if (c.reply.empty() && c.commands.empty()) return where + "needs a reply, a command, or both.";
+        if (!c.reply.empty() && !valid_chat_text(c.reply)) return where + "reply must be one chat line (at most 200 bytes).";
+        if (c.commands.size() > max_custom_command_runs)
+            return where + "at most " + std::to_string(max_custom_command_runs) + " server commands.";
+        for (const auto &run : c.commands)
+            if (!valid_admin_text(run)) return where + "each command must be one server command, e.g. \"announce-to {player} Hi\".";
+    }
+    return {};
+}
 std::string config_error(const ServerConfig &c) {
     using namespace multiplayer;
     if (!parse_colour(c.chat_color)) return "chat_color must be a colour like #8E5CFF.";
@@ -536,6 +600,7 @@ std::string config_error(const ServerConfig &c) {
     if (c.password.size() > 64) return "password must be at most 64 characters.";
     if (!c.welcome.empty() && !valid_chat_text(c.welcome)) return "welcome must be one chat line (at most 200 bytes).";
     if (auto error = custom_votes_error(c.votes.custom); !error.empty()) return error;
+    if (auto error = custom_commands_error(c.commands); !error.empty()) return error;
     if (c.announcements.messages.size() > max_announcements)
         return "announcements.messages: at most " + std::to_string(max_announcements) + " messages.";
     for (const auto &message : c.announcements.messages)
diff --git a/Server/server_config.h b/Server/server_config.h
index b334f0f..b862e46 100644
--- a/Server/server_config.h
+++ b/Server/server_config.h
@@ -49,7 +49,17 @@ inline constexpr unsigned max_announcement_interval = 1440; // minutes
 struct Announcements {
     std::vector<std::string> messages;
     unsigned interval{}; // minutes; 0: off
-    bool card = true;   // also as a card on each player's screen, not only in chat
+};
+inline constexpr std::size_t max_custom_commands = 32;
+inline constexpr std::size_t max_custom_command_runs = 8;
+// The owner's own chat commands ("/discord"), never listed in /help. Each answers whoever typed
+// it with `reply`, and/or runs `commands` as the console: {player} is their SteamID64, {map}
+// the current map, {arg} the rest of what they typed.
+struct CustomCommand {
+    std::string name; // 1-16 of a-z 0-9 - _
+    std::string reply;
+    std::vector<std::string> commands;
+    bool admin{}; // only admins may use it
 };
 // ReSkateServer.json. Every setting an admin or the console changes is saved
 // back, so a restart keeps it.
@@ -152,6 +162,7 @@ struct ServerConfig {
     bool enforce_tuning = true;
     VoteSettings votes; // all off until the owner turns them on
     Announcements announcements;
+    std::vector<CustomCommand> commands;
     ParkChoices parks{"skatepark_01", "megapark_05", "flumppark_08"};
     // Forced on every player while world_layer_sync is on: layer key -> mode.
     // Needs world-layers.json (the players' catalog) next to the server.
@@ -180,6 +191,10 @@ std::string config_error(const ServerConfig &config);
 // Why the owner's custom votes cannot run, or empty; and whether a custom vote may be called
 // `name` (not a word "/vote" already takes: map, kick, tod, yes, poll...).
 std::string custom_votes_error(const std::vector<CustomVote> &votes);
+// Why the owner's custom chat commands cannot run, or empty; and whether a chat command may be
+// called `name` (not one players or admins already type: help, party, vote, kick, map...).
+bool custom_command_name_free(std::string_view name) noexcept;
+std::string custom_commands_error(const std::vector<CustomCommand> &commands);
 bool custom_vote_name_free(std::string_view name) noexcept;
 // A scoring fingerprint as the config and console write it (16 hex digits), and read back
 // (nothing for text that is not one, or for 0: the game's own scoring needs no entry).
diff --git a/Server/server_host.cpp b/Server/server_host.cpp
index ea231d3..de8024f 100644
--- a/Server/server_host.cpp
+++ b/Server/server_host.cpp
@@ -679,7 +679,18 @@ void Host::send_roster() {
         if (m.party && std::none_of(p.members.begin(), p.members.end(),
                                     [&](const Member &o) { return o.party == m.party && o.party_leader; }))
             m.party_leader = true; // the first listed member of a party missing its leader
-    broadcast(p, true, false);
+    // An announcement for one player: everyone else's roster goes without it.
+    auto *only = announcement_for_ ? find(announcement_for_) : nullptr;
+    if (only && !only->handshaken) only = nullptr;
+    if (announcement_for_) {
+        const auto shown = p.announcement;
+        p.announcement = {};
+        broadcast(p, true, false, announcement_for_);
+        p.announcement = shown;
+        if (only) send_packet(*only, p, true, false);
+    } else {
+        broadcast(p, true, false);
+    }
     roster_dirty_ = false;
     last_roster_ = now_;
 }
diff --git a/Server/server_host.h b/Server/server_host.h
index 849ceba..98591e7 100644
--- a/Server/server_host.h
+++ b/Server/server_host.h
@@ -214,6 +214,7 @@ class Host {
     // The announcement games show (the roster carries it), until announcement_until_.
     multiplayer::ServerAnnouncement announcement_;
     std::uint64_t announcement_until_{};
+    std::uint64_t announcement_for_{}; // the one player shown it, or 0: everyone
     std::uint32_t announcement_ids_{};
     std::uint64_t announced_at_{}; // the last timed announcement, or while nobody is on
     std::size_t next_announcement_{};
@@ -338,6 +339,7 @@ class Host {
     void apply_layers();
     // Chat commands and votes (server_votes.cpp).
     void chat_command(Guest &, std::string_view line);
+    void run_custom_command(Guest &, const CustomCommand &, std::string_view argument);
     // Starting a vote or poll: nullptr is the server console; the text says why it did not start ("" = it did).
     std::string start_vote(Guest *starter, VoteKind, std::string_view argument, std::size_t custom = 0);
     std::string start_poll(Guest *starter, std::string_view text, std::string run = {});
@@ -357,8 +359,8 @@ class Host {
     // The "votes" and "announcements" commands (server_votes.cpp); the bool: a setting changed.
     std::pair<std::string, bool> votes_command(std::string_view argument);
     std::pair<std::string, bool> announcements_command(std::string_view argument);
-    // A line in chat, and the announcement card on every player's screen.
-    void announce(std::string_view text);
+    // The announcement card on every player's screen, or only on player `to`'s (not in chat).
+    void announce(std::string_view text, std::uint64_t to = 0);
     void tick_announcements(); // the owner's messages in turn, on their timer
     void reply(Guest &, std::string_view text, unsigned max_lines = 12);
     Guest *match_player(std::string_view text);
diff --git a/Server/server_votes.cpp b/Server/server_votes.cpp
index 93a20d2..cd6f221 100644
--- a/Server/server_votes.cpp
+++ b/Server/server_votes.cpp
@@ -142,7 +142,7 @@ void Host::chat_command(Guest &guest, std::string_view line) {
         if (config_.map_rotation) text += "The map changes every " + std::to_string(config_.map_rotation) + " min.\n";
         if (config_.parties) text += "/party: your party (invite, accept, leave...; /party help); /p <message>: party chat\n";
         if (is_admin(guest.member.id))
-            text += "Admins: any server command as /<command>, e.g. /kick, /map, /tpall, /votes, /announce, /msg, /msg-party, /msg-admins\n";
+            text += "Admins: any server command as /<command>, e.g. /kick, /map, /tpall, /votes, /announce, /announce-to, /msg, /msg-party, /msg-admins\n";
         const std::string whisper = "/w <player> <message>: send a private message";
         return reply(guest, (text.empty() ? "This server has no player votes. Type /tp <player> to teleport.\n" : text) + whisper);
     }
@@ -199,6 +199,10 @@ void Host::chat_command(Guest &guest, std::string_view line) {
         return reply(guest, enabled_votes() || !custom.empty() ? "Start one with /vote map, /vote kick, /vote tod or /vote list (see /help)."
                                                                : "This server has no player votes.");
     }
+    // The owner's own commands (ReSkateServer.json "commands"), never listed in /help.
+    for (const auto &custom_command : config_.commands)
+        if (custom_command.name == verb && (!custom_command.admin || is_admin(guest.member.id)))
+            return run_custom_command(guest, custom_command, trim(rest));
     // Admins run any server command from chat, as they do with "mp server". The caller
     // has already logged the line with any password hidden, so it is not logged again here.
     if (is_admin(guest.member.id)) {
@@ -210,6 +214,18 @@ void Host::chat_command(Guest &guest, std::string_view line) {
     reply(guest, "Unknown command /" + verb + ". Type /help for the list.");
 }
 
+void Host::run_custom_command(Guest &guest, const CustomCommand &custom_command, std::string_view argument) {
+    const auto id = guest.member.id;
+    // Copies: the commands it runs may change the config.
+    const auto reply_text = custom_command.reply;
+    const auto runs = custom_command.commands;
+    log_("[command] " + guest_name(guest) + " /" + custom_command.name + (argument.empty() ? "" : " " + std::string(argument)));
+    if (!reply_text.empty()) reply(guest, reply_text);
+    // As the console, like a custom vote; {arg} last, so what the player typed is never filled in again.
+    for (const auto &run : runs)
+        log_(command(fill(fill(fill(run, "{player}", std::to_string(id)), "{map}", config_.map), "{arg}", argument)));
+}
+
 std::string Host::running_vote_text() const {
     if (!vote_) return "No vote is running.";
     if (vote_->kind == VoteKind::poll)
@@ -594,22 +610,24 @@ std::pair<std::string, bool> Host::votes_command(std::string_view argument) {
     return {label + " now need " + std::to_string(*percent) + "% to pass.", true};
 }
 
-void Host::announce(std::string_view text) {
+void Host::announce(std::string_view text, std::uint64_t to) {
     const auto line = clean_chat_text(text);
     if (line.empty()) return;
-    send_chat(line);
-    log_("[announcement] " + line);
-    if (!config_.announcements.card) return;
+    const auto *target = to ? find(to) : nullptr;
+    if (to && !target) return;
+    log_("[announcement" + (target ? " -> " + guest_name(*target) : std::string()) + "] " + line);
     // Up long enough to read: longer text stays longer.
     const auto seconds = static_cast<std::uint16_t>(std::clamp<std::size_t>(5 + line.size() / 20, 6, 15));
     if (!++announcement_ids_) ++announcement_ids_;
     announcement_ = {announcement_ids_, seconds, line};
+    announcement_for_ = to;
     announcement_until_ = now_ + microseconds(seconds);
     roster_dirty_ = true;
 }
 void Host::tick_announcements() { // the timer waits while nobody is on
     if (announcement_.id && now_ >= announcement_until_) {
         announcement_ = {};
+        announcement_for_ = 0;
         roster_dirty_ = true;
     }
     const auto &a = config_.announcements;
@@ -629,8 +647,7 @@ std::pair<std::string, bool> Host::announcements_command(std::string_view argume
     const auto value = trim(rest);
     if (what.empty() || what == "list") {
         std::string text = a.messages.empty() ? "No announcements. Add one with: announcements add <text>"
-                         : "Announcements" + (a.interval ? ", one every " + std::to_string(a.interval) + " min" : std::string(" (timer off)")) +
-                               ", card " + (a.card ? "on" : "off") + ":";
+                         : "Announcements" + (a.interval ? ", one every " + std::to_string(a.interval) + " min" : std::string(" (timer off)")) + ":";
         for (std::size_t i = 0; i < a.messages.size(); ++i) text += "\n" + std::to_string(i + 1) + ". " + a.messages[i];
         return {text, false};
     }
@@ -659,13 +676,7 @@ std::pair<std::string, bool> Host::announcements_command(std::string_view argume
         announced_at_ = now_;
         return {*n ? "An announcement every " + std::to_string(*n) + " min." : std::string("The announcement timer is off."), true};
     }
-    if (what == "card") {
-        const auto toggle = on_off(lower(value));
-        if (!toggle) return {"announcements card on|off", false};
-        a.card = *toggle;
-        return {*toggle ? "Announcements also show as a card on each player's screen." : "Announcements show in chat only.", true};
-    }
-    return {"announcements [list | add <text> | remove <n> | clear | interval <minutes>|off | card on|off]", false};
+    return {"announcements [list | add <text> | remove <n> | clear | interval <minutes>|off]", false};
 }
 
 std::string Host::pool_text() const {