diff --git a/src/components/middle/MessageList.tsx b/src/components/middle/MessageList.tsx
index f10537260..8fb630859 100644
--- a/src/components/middle/MessageList.tsx
+++ b/src/components/middle/MessageList.tsx
@@ -52,6 +52,9 @@ import {
 } from '../../global/selectors';
 import { selectIsChatRestricted } from '../../global/selectors/chats';
 import { selectActiveRestrictionReasons, selectCurrentMessageList } from '../../global/selectors/messages';
+import type { MessageFilterRule } from '../../global/types/sharedState';
+import { selectSharedSettings } from '../../global/selectors/sharedState';
+import { shouldHideMessageByRules } from '../../util/ayuLike/messageFilters';
 import {
   selectLastScrollOffset,
   selectScrollOffset,
@@ -143,6 +146,8 @@ type StateProps = {
   currentUserId: string;
   isAccountFrozen?: boolean;
   areAdsEnabled?: boolean;
+  hideSponsoredMessages?: boolean;
+  messageFilters?: MessageFilterRule[];
   channelJoinInfo?: ApiChatFullInfo['joinInfo'];
   isChatProtected?: boolean;
   hasCustomGreeting?: boolean;
@@ -243,6 +248,8 @@ const MessageList = ({
   isContactRequirePremium,
   paidMessagesStars,
   areAdsEnabled,
+  hideSponsoredMessages,
+  messageFilters,
   channelJoinInfo,
   isChatProtected,
   isAccountFrozen,
@@ -387,10 +394,10 @@ const MessageList = ({
 
   useEffect(() => {
     const canHaveAds = isChannelChat || isBot;
-    if (areAdsEnabled && canHaveAds && isSynced && isReady && isAppConfigLoaded) {
+    if (!hideSponsoredMessages && areAdsEnabled && canHaveAds && isSynced && isReady && isAppConfigLoaded) {
       loadSponsoredMessages({ peerId: chatId });
     }
-  }, [chatId, isSynced, isReady, isChannelChat, isBot, areAdsEnabled, isAppConfigLoaded]);
+  }, [chatId, isSynced, isReady, isChannelChat, isBot, areAdsEnabled, isAppConfigLoaded, hideSponsoredMessages]);
 
   // Updated only once when messages are loaded (as we want the unread divider to keep its position)
   useSyncEffect(() => {
@@ -425,6 +432,10 @@ const MessageList = ({
         return;
       }
 
+      if (shouldHideMessageByRules(message, messageFilters)) {
+        return;
+      }
+
       const { shouldAppendJoinMessage, shouldAppendJoinMessageAfterCurrent } = (() => {
         if (!channelJoinInfo || type !== 'thread') return undefined;
         if (prevMessage
@@ -487,7 +498,8 @@ const MessageList = ({
   }, [withUsers,
     messageIds, messagesById, type,
     isServiceNotificationsChat, isForum,
-    threadId, isChatWithSelf, channelJoinInfo, effectiveLiveTailStartOriginalId]);
+    threadId, isChatWithSelf, channelJoinInfo, effectiveLiveTailStartOriginalId,
+    messageFilters]);
 
   const currentLastMessageId = messageIds?.[messageIds.length - 1];
   const currentLastMessage = currentLastMessageId !== undefined ? messagesById?.[currentLastMessageId] : undefined;
@@ -1146,7 +1158,7 @@ const MessageList = ({
       />
     ) : activeKey === Content.MessageList ? (
       <MessageListContent
-        canShowAds={areAdsEnabled && isChannelChat}
+        canShowAds={!hideSponsoredMessages && areAdsEnabled && isChannelChat}
         chatId={chatId}
         isComments={isComments}
         isChannelChat={isChannelChat}
@@ -1253,6 +1265,7 @@ export default memo(withGlobal<OwnProps>(
 
     const isCurrentUserPremium = selectIsCurrentUserPremium(global);
     const areAdsEnabled = !isCurrentUserPremium || selectUserFullInfo(global, currentUserId)?.areAdsEnabled;
+    const { ayuLike } = selectSharedSettings(global);
     const isAccountFrozen = selectIsCurrentUserFrozen(global);
 
     const hasCustomGreeting = Boolean(userFullInfo?.businessIntro);
@@ -1277,6 +1290,8 @@ export default memo(withGlobal<OwnProps>(
     return {
       isActive,
       areAdsEnabled,
+      hideSponsoredMessages: ayuLike?.hideSponsoredMessages,
+      messageFilters: ayuLike?.messageFilters,
       isChatLoaded: true,
       isRestricted,
       restrictionReasons,
diff --git a/src/util/ayuLike/messageFilters.ts b/src/util/ayuLike/messageFilters.ts
new file mode 100644
index 000000000..5b496ed29
--- /dev/null
+++ b/src/util/ayuLike/messageFilters.ts
@@ -0,0 +1,68 @@
+import type { ApiMessage } from '../../api/types';
+import type { MessageFilterRule } from '../../global/types/sharedState';
+
+const compiledRegexCache = new Map<string, RegExp | null>();
+
+function getCompiledRegex(pattern: string, caseInsensitive?: boolean): RegExp | null {
+  const key = `${caseInsensitive ? 'i' : ''}:${pattern}`;
+  if (!compiledRegexCache.has(key)) {
+    try {
+      compiledRegexCache.set(key, new RegExp(pattern, caseInsensitive ? 'i' : ''));
+    } catch {
+      compiledRegexCache.set(key, null);
+    }
+  }
+  return compiledRegexCache.get(key) ?? null;
+}
+
+function getMessageMediaTypes(message: ApiMessage): string[] {
+  const { content } = message;
+  return [
+    content.text && 'text',
+    content.photo && 'photo',
+    content.video && 'video',
+    content.document && 'document',
+    content.sticker && 'sticker',
+    content.voice && 'voice',
+    content.audio && 'audio',
+    content.webPage && 'webPage',
+    content.pollId && 'poll',
+    content.storyData && 'story',
+  ].filter(Boolean) as string[];
+}
+
+export function shouldHideMessageByRules(
+  message: ApiMessage,
+  rules: MessageFilterRule[] = [],
+): boolean {
+  if (!rules.length) return false;
+
+  // Never filter action/service messages
+  if (message.content.action) return false;
+
+  const text = message.content.text?.text ?? '';
+  const mediaTypes = getMessageMediaTypes(message);
+
+  return rules.some((rule) => {
+    if (!rule.enabled) return false;
+
+    if (rule.chatIds?.length && !rule.chatIds.includes(message.chatId)) return false;
+    if (rule.senderIds?.length && (!message.senderId || !rule.senderIds.includes(message.senderId))) return false;
+    if (rule.mediaTypes?.length && !rule.mediaTypes.some((t) => mediaTypes.includes(t))) return false;
+
+    let matched = false;
+
+    if (rule.keyword) {
+      matched = rule.caseInsensitive
+        ? text.toLowerCase().includes(rule.keyword.toLowerCase())
+        : text.includes(rule.keyword);
+    } else if (rule.regex) {
+      const re = getCompiledRegex(rule.regex, rule.caseInsensitive);
+      matched = re ? re.test(text) : false;
+    } else if (rule.mediaTypes?.length) {
+      matched = true;
+    }
+
+    return rule.reversed ? !matched : matched;
+  });
+}