diff --git a/addons/mail/static/src/core/common/attachment_model.js b/addons/mail/static/src/core/common/attachment_model.js
index 6869a2fa821..3e6d58aa187 100644
--- a/addons/mail/static/src/core/common/attachment_model.js
+++ b/addons/mail/static/src/core/common/attachment_model.js
@@ -19,7 +19,7 @@ export class Attachment extends FileModelMixin(Record) {
         if (!("id" in data)) {
             throw new Error("Cannot insert attachment: id is missing in data");
         }
-        return super.insert(data);
+        return super.insert(...arguments);
     }
     static new(data) {
         /** @type {import("models").Attachment} */
diff --git a/addons/mail/static/src/core/common/canned_response_model.js b/addons/mail/static/src/core/common/canned_response_model.js
index d95f333d153..91729273d31 100644
--- a/addons/mail/static/src/core/common/canned_response_model.js
+++ b/addons/mail/static/src/core/common/canned_response_model.js
@@ -12,7 +12,7 @@ export class CannedResponse extends Record {
     }
     /** @returns {import("models").CannedResponse} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {number} */
diff --git a/addons/mail/static/src/core/common/channel_member_model.js b/addons/mail/static/src/core/common/channel_member_model.js
index cccf63fffaf..1d5f83f8e65 100644
--- a/addons/mail/static/src/core/common/channel_member_model.js
+++ b/addons/mail/static/src/core/common/channel_member_model.js
@@ -19,7 +19,7 @@ export class ChannelMember extends Record {
     }
     /** @returns {import("models").ChannelMember} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {number} */
diff --git a/addons/mail/static/src/core/common/chat_window_model.js b/addons/mail/static/src/core/common/chat_window_model.js
index 90915d39e58..1de41008359 100644
--- a/addons/mail/static/src/core/common/chat_window_model.js
+++ b/addons/mail/static/src/core/common/chat_window_model.js
@@ -15,11 +15,15 @@ export class ChatWindow extends Record {
     static get(data) {
         return super.get(data);
     }
+    /** @returns {import("models").ChatWindow} */
+    static insert() {
+        return super.insert(...arguments);
+    }
     /**
      * @param {ChatWindowData} [data]
      * @returns {import("models").ChatWindow}
      */
-    static insert(data = {}) {
+    static _insert(data = {}) {
         const chatWindow = this.store.discuss.chatWindows.find((c) => c.thread?.eq(data.thread));
         if (!chatWindow) {
             /** @type {import("models").ChatWindow} */
diff --git a/addons/mail/static/src/core/common/composer_model.js b/addons/mail/static/src/core/common/composer_model.js
index 5ce1d07524f..1a23f52ff13 100644
--- a/addons/mail/static/src/core/common/composer_model.js
+++ b/addons/mail/static/src/core/common/composer_model.js
@@ -14,7 +14,7 @@ export class Composer extends Record {
         if (Boolean(message) === Boolean(thread)) {
             throw new Error("Composer shall have a thread xor a message.");
         }
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     attachments = Record.many("Attachment");
diff --git a/addons/mail/static/src/core/common/discuss_app_category_model.js b/addons/mail/static/src/core/common/discuss_app_category_model.js
index 8bc371d38c4..6079ea0bcc0 100644
--- a/addons/mail/static/src/core/common/discuss_app_category_model.js
+++ b/addons/mail/static/src/core/common/discuss_app_category_model.js
@@ -10,7 +10,7 @@ export class DiscussAppCategory extends Record {
     }
     /** @returns {import("models").DiscussAppCategory} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {string} */
diff --git a/addons/mail/static/src/core/common/discuss_app_model.js b/addons/mail/static/src/core/common/discuss_app_model.js
index dcdc85de717..c35eeacf351 100644
--- a/addons/mail/static/src/core/common/discuss_app_model.js
+++ b/addons/mail/static/src/core/common/discuss_app_model.js
@@ -39,7 +39,7 @@ export class DiscussApp extends Record {
     }
     /** @returns {import("models").DiscussApp} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {'mailbox'|'all'|'channel'|'chat'|'livechat'} */
diff --git a/addons/mail/static/src/core/common/failure_model.js b/addons/mail/static/src/core/common/failure_model.js
index b1a2e3feac0..3baed0fdeb2 100644
--- a/addons/mail/static/src/core/common/failure_model.js
+++ b/addons/mail/static/src/core/common/failure_model.js
@@ -27,8 +27,11 @@ export class Failure extends Record {
     }
     /** @returns {import("models").Failure} */
     static insert(data) {
+        return super.insert(...arguments);
+    }
+    static _insert() {
         /** @type {import("models").Failure} */
-        const failure = super.insert(data);
+        const failure = super._insert(...arguments);
         if (failure.notifications.length === 0) {
             failure.delete();
         } else {
diff --git a/addons/mail/static/src/core/common/follower_model.js b/addons/mail/static/src/core/common/follower_model.js
index 284f64cdea0..36d203256eb 100644
--- a/addons/mail/static/src/core/common/follower_model.js
+++ b/addons/mail/static/src/core/common/follower_model.js
@@ -12,7 +12,7 @@ export class Follower extends Record {
     }
     /** @returns {import("models").Follower} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     followedThread = Record.one("Thread");
diff --git a/addons/mail/static/src/core/common/link_preview_model.js b/addons/mail/static/src/core/common/link_preview_model.js
index f8576e8b905..8181cf48f20 100644
--- a/addons/mail/static/src/core/common/link_preview_model.js
+++ b/addons/mail/static/src/core/common/link_preview_model.js
@@ -10,7 +10,7 @@ export class LinkPreview extends Record {
     }
     /** @returns {import("models").LinkPreview} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {number} */
diff --git a/addons/mail/static/src/core/common/mail_core_common_service.js b/addons/mail/static/src/core/common/mail_core_common_service.js
index da16ffe924f..371a0bd8ec3 100644
--- a/addons/mail/static/src/core/common/mail_core_common_service.js
+++ b/addons/mail/static/src/core/common/mail_core_common_service.js
@@ -2,7 +2,7 @@
 
 import { removeFromArrayWithPredicate } from "@mail/utils/common/arrays";
 
-import { markup, reactive } from "@odoo/owl";
+import { reactive } from "@odoo/owl";
 
 import { registry } from "@web/core/registry";
 
@@ -55,14 +55,16 @@ export class MailCoreCommon {
             });
             this.busService.subscribe("mail.message/notification_update", (payload) => {
                 payload.elements.map((message) => {
-                    this.store.Message.insert({
-                        ...message,
-                        body: markup(message.body),
-                        // implicit: failures are sent by the server at
-                        // initialization only if the current partner is
-                        // author of the message
-                        author: this.store.self,
-                    });
+                    this.store.Message.insert(
+                        {
+                            ...message,
+                            // implicit: failures are sent by the server at
+                            // initialization only if the current partner is
+                            // author of the message
+                            author: this.store.self,
+                        },
+                        { html: true }
+                    );
                 });
             });
             this.busService.subscribe("mail.message/toggle_star", (payload) => {
@@ -105,10 +107,7 @@ export class MailCoreCommon {
                 }
                 const { Message: messageData } = payload;
                 if (messageData) {
-                    this.store.Message.insert({
-                        ...messageData,
-                        body: messageData.body ? markup(messageData.body) : messageData.body,
-                    });
+                    this.store.Message.insert(messageData, { html: true });
                 }
             });
         });
diff --git a/addons/mail/static/src/core/common/message_model.js b/addons/mail/static/src/core/common/message_model.js
index e1bd11bbccf..0544bb70a84 100644
--- a/addons/mail/static/src/core/common/message_model.js
+++ b/addons/mail/static/src/core/common/message_model.js
@@ -35,13 +35,16 @@ export class Message extends Record {
     }
     /** @returns {import("models").Message} */
     static insert(data) {
+        return super.insert(...arguments);
+    }
+    static _insert(data) {
         if (data.res_id) {
             this.store.Thread.insert({
                 model: data.model,
                 id: data.res_id,
             });
         }
-        return super.insert(data);
+        return super._insert(...arguments);
     }
 
     /** @param {Object} data */
@@ -89,7 +92,7 @@ export class Message extends Record {
 
     attachments = Record.many("Attachment", { inverse: "message" });
     author = Record.one("Persona");
-    body = Record.attr("");
+    body = Record.attr("", { html: true });
     composer = Record.one("Composer", { inverse: "message", onDelete: (r) => r.delete() });
     /** @type {string} */
     default_subject;
diff --git a/addons/mail/static/src/core/common/message_reactions_model.js b/addons/mail/static/src/core/common/message_reactions_model.js
index c5e517bdd13..864f8f7665f 100644
--- a/addons/mail/static/src/core/common/message_reactions_model.js
+++ b/addons/mail/static/src/core/common/message_reactions_model.js
@@ -10,7 +10,7 @@ export class MessageReactions extends Record {
     }
     /** @returns {import("models").MessageReactions} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {string} */
diff --git a/addons/mail/static/src/core/common/message_service.js b/addons/mail/static/src/core/common/message_service.js
index d520d7f32b6..0315812d457 100644
--- a/addons/mail/static/src/core/common/message_service.js
+++ b/addons/mail/static/src/core/common/message_service.js
@@ -3,8 +3,6 @@
 import { removeFromArrayWithPredicate } from "@mail/utils/common/arrays";
 import { convertBrToLineBreak, prettifyMessageContent } from "@mail/utils/common/format";
 
-import { markup } from "@odoo/owl";
-
 import { _t } from "@web/core/l10n/translation";
 import { registry } from "@web/core/registry";
 
@@ -47,11 +45,7 @@ export class MessageService {
             message_id: message.id,
             partner_ids: validMentions?.partners?.map((partner) => partner.id),
         });
-        this.store.Message.insert(
-            Object.assign(messageData, {
-                body: messageData.body ? markup(messageData.body) : messageData.body,
-            })
-        );
+        this.store.Message.insert(messageData, { html: true });
         if (!message.isEmpty && this.store.hasLinkPreviewFeature) {
             this.rpc(
                 "/mail/link_preview",
@@ -119,27 +113,6 @@ export class MessageService {
         return validMentions;
     }
 
-    /**
-     * Create a transient message, i.e. a message which does not come
-     * from a member of the channel. Usually a log message, such as one
-     * generated from a command with ('/').
-     *
-     * @param {Object} data
-     */
-    createTransient(data) {
-        const { body, res_id, model } = data;
-        const lastMessageId = this.getLastMessageId();
-        return this.store.Message.insert({
-            author: this.store.odoobot,
-            body,
-            id: lastMessageId + 0.01,
-            is_note: true,
-            is_transient: true,
-            res_id,
-            model,
-        });
-    }
-
     async toggleStar(message) {
         await this.orm.silent.call("mail.message", "toggle_message_starred", [[message.id]]);
     }
diff --git a/addons/mail/static/src/core/common/notification_model.js b/addons/mail/static/src/core/common/notification_model.js
index 687a5064f0e..f00bd4c4b9c 100644
--- a/addons/mail/static/src/core/common/notification_model.js
+++ b/addons/mail/static/src/core/common/notification_model.js
@@ -14,7 +14,7 @@ export class Notification extends Record {
     }
     /** @returns {import("models").Notification} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @type {number} */
diff --git a/addons/mail/static/src/core/common/persona_model.js b/addons/mail/static/src/core/common/persona_model.js
index 618f2fb9300..f0804eb6504 100644
--- a/addons/mail/static/src/core/common/persona_model.js
+++ b/addons/mail/static/src/core/common/persona_model.js
@@ -22,7 +22,7 @@ export class Persona extends Record {
     }
     /** @returns {import("models").Persona} */
     static insert(data) {
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     update(data) {
diff --git a/addons/mail/static/src/core/common/record.js b/addons/mail/static/src/core/common/record.js
index 3771b8045a1..a28c4369327 100644
--- a/addons/mail/static/src/core/common/record.js
+++ b/addons/mail/static/src/core/common/record.js
@@ -443,6 +443,8 @@ export class RecordList extends Array {
  * @property {boolean} [MANY_SYM] true when this is a many relation.
  * @property {boolean} [ONE_SYM] true when this is a one relation.
  * @property {any} [default] the default value of this attribute.
+ * @property {boolean} [html] whether the attribute is an html field. Useful to automatically markup
+ *   when the insert is trusted.
  * @property {string} [targetModel] model name of records contained in this relational field.
  * @property {Function} [compute] if set the field is computed based on provided function.
  *   The `this` of function is the record, and the function is recalled whenever any field
@@ -455,6 +457,15 @@ export class RecordList extends Array {
  */
 
 export class Record {
+    /** @param {FieldDefinition} */
+    static isAttr(definition) {
+        return Boolean(definition[ATTR_SYM]);
+    }
+    /**
+     * Determines whether the inserts are considered trusted or not.
+     * Useful to auto-markup html fields when this is set
+     */
+    static trusted = false;
     static id;
     /** @type {Object<string, Record>} */
     static records = {};
@@ -465,7 +476,7 @@ export class Record {
      * - key : field name
      * - value: Value contains definition of field
      *
-     * @type {Object.<string, {FieldDefinition}>}
+     * @type {Object.<string, FieldDefinition>}
      */
     static _fields = {};
     static isRecord(record) {
@@ -611,10 +622,10 @@ export class Record {
      */
     static new(data) {
         const obj = new this.Class();
+        obj.Model = this;
         const ids = this._retrieveIdFromData(data);
         let record = Object.assign(obj, {
             [IS_RECORD_SYM]: true,
-            Model: this,
             localId: this.localId(data),
             ...ids,
         });
@@ -662,13 +673,23 @@ export class Record {
     /**
      * @template T
      * @param {T} def;
+     * @param {boolean} [html] if set, the field value contains html value.
+     *   Useful to automatically markup when the insert is trusted.
      * @returns {T}
      */
-    static attr(def) {
-        return [ATTR_SYM, { default: def }];
+    static attr(def, { html } = {}) {
+        return [ATTR_SYM, { default: def, html }];
     }
     /** @returns {Record} */
-    static insert(data) {
+    static insert(data, { html } = {}) {
+        const oldTrusted = Record.trusted;
+        Record.trusted = html ?? Record.trusted;
+        const res = this._insert(...arguments);
+        Record.trusted = oldTrusted;
+        return res;
+    }
+    /** @returns {Record} */
+    static _insert(data) {
         const res = this.preinsert(data);
         res.update(data);
         return res;
@@ -808,8 +829,10 @@ export class Record {
         for (const [name, val] of Object.entries(this._fields)) {
             if (RecordList.isMany(val)) {
                 data[name] = val.map((r) => r.toIdData());
-            } else {
+            } else if (RecordList.isOne(val)) {
                 data[name] = this[name]?.toIdData();
+            } else {
+                data[name] = this[name]; // Record.attr()
             }
         }
         delete data._store;
diff --git a/addons/mail/static/src/core/common/store_service.js b/addons/mail/static/src/core/common/store_service.js
index 0df2e31e09b..350aeb1d608 100644
--- a/addons/mail/static/src/core/common/store_service.js
+++ b/addons/mail/static/src/core/common/store_service.js
@@ -2,12 +2,18 @@
 
 import { onChange } from "@mail/utils/common/misc";
 
-import { reactive } from "@odoo/owl";
+import { markup, reactive } from "@odoo/owl";
 
 import { registry } from "@web/core/registry";
 import { debounce } from "@web/core/utils/timing";
 import { modelRegistry, Record, RecordUses, RecordList } from "./record";
 
+/**
+ * Class of markup, useful to detect content that is markup and to
+ * automatically markup field during trusted insert
+ */
+const Markup = markup("").constructor;
+
 export class BaseStore extends Record {
     /**
      * @param {string} localId
@@ -25,7 +31,7 @@ export class BaseStore extends Record {
 export class Store extends BaseStore {
     /** @returns {import("models").Store} */
     static insert() {
-        return super.insert();
+        return super.insert(...arguments);
     }
 
     /** @type {typeof import("@mail/core/web/activity_model").Activity} */
@@ -172,10 +178,23 @@ export function makeStore(env) {
                         },
                         /** @param {Record} receiver */
                         set(target, name, val, receiver) {
-                            if (!(name in receiver._fields)) {
+                            if (name === "Model" || !(name in receiver.Model._fields)) {
                                 Reflect.set(target, name, val, receiver);
                                 return true;
                             }
+                            if (Record.isAttr(receiver.Model._fields[name])) {
+                                if (
+                                    receiver.Model._fields[name].html &&
+                                    Record.trusted &&
+                                    typeof val === "string" &&
+                                    !(val instanceof Markup)
+                                ) {
+                                    Reflect.set(target, name, markup(val), receiver);
+                                } else {
+                                    Reflect.set(target, name, val, receiver);
+                                }
+                                return true;
+                            }
                             /** @type {RecordList<Record>} */
                             const l1 = receiver._fields[name];
                             if (RecordList.isMany(l1)) {
diff --git a/addons/mail/static/src/core/common/thread_model.js b/addons/mail/static/src/core/common/thread_model.js
index f450d96aad0..ce9e03cb37c 100644
--- a/addons/mail/static/src/core/common/thread_model.js
+++ b/addons/mail/static/src/core/common/thread_model.js
@@ -61,7 +61,7 @@ export class Thread extends Record {
         if (!("model" in data)) {
             throw new Error("Cannot insert thread: model is missing in data");
         }
-        return super.insert(data);
+        return super.insert(...arguments);
     }
 
     /** @param {Object} data */
diff --git a/addons/mail/static/src/core/common/thread_service.js b/addons/mail/static/src/core/common/thread_service.js
index deddeb4bf08..a0ba7828e84 100644
--- a/addons/mail/static/src/core/common/thread_service.js
+++ b/addons/mail/static/src/core/common/thread_service.js
@@ -4,8 +4,6 @@ import { loadEmoji } from "@web/core/emoji_picker/emoji_picker";
 import { DEFAULT_AVATAR } from "@mail/core/common/persona_service";
 import { prettifyMessageContent } from "@mail/utils/common/format";
 
-import { markup } from "@odoo/owl";
-
 import { browser } from "@web/core/browser/browser";
 import { _t } from "@web/core/l10n/translation";
 import { registry } from "@web/core/registry";
@@ -193,16 +191,9 @@ export class ThreadService {
                 after,
                 before,
             });
-            const messages = rawMessages.reverse().map((data) => {
-                if (data.parentMessage) {
-                    data.parentMessage.body = data.parentMessage.body
-                        ? markup(data.parentMessage.body)
-                        : data.parentMessage.body;
-                }
-                return this.store.Message.insert(
-                    Object.assign(data, { body: data.body ? markup(data.body) : data.body })
-                );
-            });
+            const messages = rawMessages
+                .reverse()
+                .map((data) => this.store.Message.insert(data, { html: true }));
             thread.isLoaded = true;
             return messages;
         } catch (e) {
@@ -301,15 +292,9 @@ export class ThreadService {
                 ...this.getFetchParams(thread),
                 around: messageId,
             });
-            thread.messages = messages.reverse().map((message) => {
-                if (message.parentMessage?.body) {
-                    message.parentMessage.body = markup(message.parentMessage.body);
-                }
-                return this.store.Message.insert({
-                    ...message,
-                    body: message.body ? markup(message.body) : message.body,
-                });
-            });
+            thread.messages = messages
+                .reverse()
+                .map((message) => this.store.Message.insert(message, { html: true }));
             thread.loadNewer = messageId ? true : false;
             thread.loadOlder = true;
             if (messages.length < FETCH_LIMIT) {
@@ -338,14 +323,7 @@ export class ThreadService {
             const previews = await this.orm.call("discuss.channel", "channel_fetch_preview", [ids]);
             for (const preview of previews) {
                 const thread = this.store.Thread.get({ model: "discuss.channel", id: preview.id });
-                const data = Object.assign(preview.last_message, {
-                    body: markup(preview.last_message.body),
-                });
-                const message = this.store.Message.insert({
-                    ...data,
-                    res_id: thread.id,
-                    model: thread.model,
-                });
+                const message = this.store.Message.insert(preview.last_message, { html: true });
                 if (!thread.isLoaded) {
                     thread.messages.push(message);
                     if (message.isNeedaction) {
@@ -718,13 +696,16 @@ export class ThreadService {
                 }
             }
             browser.localStorage.setItem("web.emoji.frequent", JSON.stringify(recentEmojis));
-            tmpMsg = this.store.Message.insert({
-                ...tmpData,
-                body: markup(prettyContent),
-                res_id: thread.id,
-                model: thread.model,
-                temporary_id: tmpId,
-            });
+            tmpMsg = this.store.Message.insert(
+                {
+                    ...tmpData,
+                    body: prettyContent,
+                    res_id: thread.id,
+                    model: thread.model,
+                    temporary_id: tmpId,
+                },
+                { html: true }
+            );
             thread.messages.push(tmpMsg);
             thread.seen_message_id = tmpMsg.id;
         }
@@ -733,15 +714,10 @@ export class ThreadService {
         if (!data) {
             return;
         }
-        if (data.parentMessage) {
-            data.parentMessage.body = data.parentMessage.body
-                ? markup(data.parentMessage.body)
-                : data.parentMessage.body;
-        }
         if (data.id in this.store.Message.records) {
             data.temporary_id = null;
         }
-        const message = this.store.Message.insert(Object.assign(data, { body: markup(data.body) }));
+        const message = this.store.Message.insert(data, { html: true });
         thread.messages.add(message);
         if (!message.isEmpty && this.store.hasLinkPreviewFeature) {
             this.rpc("/mail/link_preview", { message_id: data.id }, { silent: true });
@@ -992,15 +968,7 @@ export class ThreadService {
         return {
             count,
             loadMore: messages.length === FETCH_LIMIT,
-            messages: messages.map((message) => {
-                message.body = markup(message.body);
-                if (message.parentMessage) {
-                    message.parentMessage.body = message.parentMessage.body
-                        ? markup(message.parentMessage.body)
-                        : message.parentMessage.body;
-                }
-                return this.store.Message.insert(message);
-            }),
+            messages: messages.map((message) => this.store.Message.insert(message, { html: true })),
         };
     }
 }
diff --git a/addons/mail/static/src/core/web/activity_model.js b/addons/mail/static/src/core/web/activity_model.js
index 083f8a0401b..617c476f1af 100644
--- a/addons/mail/static/src/core/web/activity_model.js
+++ b/addons/mail/static/src/core/web/activity_model.js
@@ -49,6 +49,15 @@ export class Activity extends Record {
      * @returns {import("models").Activity}
      */
     static insert(data, { broadcast = true } = {}) {
+        return super.insert(...arguments);
+    }
+    /**
+     * @param {Data} data
+     * @param {Object} [param1]
+     * @param {boolean} param1.broadcast
+     * @returns {import("models").Activity}
+     */
+    static _insert(data, { broadcast = true } = {}) {
         /** @type {import("models").Activity} */
         const activity = this.preinsert(data);
         if (data.request_partner_id) {
@@ -101,8 +110,7 @@ export class Activity extends Record {
     id;
     /** @type {Object[]} */
     mail_template_ids;
-    /** @type {string} */
-    note;
+    note = Record.attr("", { html: true });
     /** @type {number|false} */
     previous_activity_type_id;
     /** @type {number|false} */
diff --git a/addons/mail/static/src/core/web/mail_core_web_service.js b/addons/mail/static/src/core/web/mail_core_web_service.js
index 906db00257b..d522f6f10fe 100644
--- a/addons/mail/static/src/core/web/mail_core_web_service.js
+++ b/addons/mail/static/src/core/web/mail_core_web_service.js
@@ -2,7 +2,7 @@
 
 import { removeFromArray, removeFromArrayWithPredicate } from "@mail/utils/common/arrays";
 
-import { markup, reactive } from "@odoo/owl";
+import { reactive } from "@odoo/owl";
 
 import { registry } from "@web/core/registry";
 
@@ -24,14 +24,16 @@ export class MailCoreWeb {
         this.messagingService.isReady.then(() => {
             this.rpc("/mail/load_message_failures", {}, { silent: true }).then((messages) => {
                 messages.map((messageData) =>
-                    this.store.Message.insert({
-                        ...messageData,
-                        body: messageData.body ? markup(messageData.body) : messageData.body,
-                        // implicit: failures are sent by the server at
-                        // initialization only if the current partner is
-                        // author of the message
-                        author: this.store.user,
-                    })
+                    this.store.Message.insert(
+                        {
+                            ...messageData,
+                            // implicit: failures are sent by the server at
+                            // initialization only if the current partner is
+                            // author of the message
+                            author: this.store.user,
+                        },
+                        { html: true }
+                    )
                 );
                 this.store.failures.sort((f1, f2) => f2.lastMessage?.id - f1.lastMessage?.id);
             });
@@ -52,8 +54,7 @@ export class MailCoreWeb {
                 }
             });
             this.busService.subscribe("mail.message/inbox", (payload) => {
-                const data = Object.assign(payload, { body: markup(payload.body) });
-                const message = this.store.Message.insert(data);
+                const message = this.store.Message.insert(payload, { html: true });
                 const inbox = this.store.discuss.inbox;
                 if (message.notIn(inbox.messages)) {
                     inbox.counter++;
diff --git a/addons/mail/static/src/core/web/thread_service_patch.js b/addons/mail/static/src/core/web/thread_service_patch.js
index 204d37f7717..fdd7327ad47 100644
--- a/addons/mail/static/src/core/web/thread_service_patch.js
+++ b/addons/mail/static/src/core/web/thread_service_patch.js
@@ -3,8 +3,6 @@
 import { ThreadService, threadService } from "@mail/core/common/thread_service";
 import { parseEmail } from "@mail/js/utils";
 
-import { markup } from "@odoo/owl";
-
 import { _t } from "@web/core/l10n/translation";
 import { patch } from "@web/core/utils/patch";
 
@@ -51,10 +49,7 @@ patch(ThreadService.prototype, {
         if ("activities" in result) {
             const existingIds = new Set();
             for (const activity of result.activities) {
-                if (activity.note) {
-                    activity.note = markup(activity.note);
-                }
-                existingIds.add(this.store.Activity.insert(activity).id);
+                existingIds.add(this.store.Activity.insert(activity, { html: true }).id);
             }
             for (const activity of thread.activities) {
                 if (!existingIds.has(activity.id)) {
diff --git a/addons/mail/static/src/discuss/call/common/rtc_session_model.js b/addons/mail/static/src/discuss/call/common/rtc_session_model.js
index 961062c2072..e3a1f73acfe 100644
--- a/addons/mail/static/src/discuss/call/common/rtc_session_model.js
+++ b/addons/mail/static/src/discuss/call/common/rtc_session_model.js
@@ -12,8 +12,11 @@ export class RtcSession extends Record {
     }
     /** @returns {number, import("models").RtcSession} */
     static insert(data) {
+        return super.insert(...arguments);
+    }
+    static _insert() {
         /** @type {import("models").RtcSession} */
-        const session = super.insert(data);
+        const session = super._insert(...arguments);
         session.channel?.rtcSessions.add(session);
         return session;
     }
diff --git a/addons/mail/static/src/discuss/core/common/discuss_core_common_service.js b/addons/mail/static/src/discuss/core/common/discuss_core_common_service.js
index a24b4da85ec..fb6493cdefb 100644
--- a/addons/mail/static/src/discuss/core/common/discuss_core_common_service.js
+++ b/addons/mail/static/src/discuss/core/common/discuss_core_common_service.js
@@ -1,6 +1,6 @@
 /* @odoo-module */
 
-import { markup, reactive } from "@odoo/owl";
+import { reactive } from "@odoo/owl";
 
 import { _t } from "@web/core/l10n/translation";
 import { registry } from "@web/core/registry";
@@ -84,8 +84,19 @@ export class DiscussCoreCommon {
                     model: "discuss.channel",
                     id: payload.res_id,
                 });
-                const message = this.messageService.createTransient(
-                    Object.assign(payload, { body: markup(payload.body) })
+                const { body, res_id, model } = payload;
+                const lastMessageId = this.messageService.getLastMessageId();
+                const message = this.store.Message.insert(
+                    {
+                        author: this.store.odoobot,
+                        body,
+                        id: lastMessageId + 0.01,
+                        is_note: true,
+                        is_transient: true,
+                        res_id,
+                        model,
+                    },
+                    { html: true }
                 );
                 channel.messages.push(message);
                 channel.transientMessages.push(message);
@@ -204,17 +215,7 @@ export class DiscussCoreCommon {
         }
         this.store.Message.get(messageData.temporary_id)?.delete();
         messageData.temporary_id = null;
-        if ("parentMessage" in messageData && messageData.parentMessage.body) {
-            messageData.parentMessage.body = markup(messageData.parentMessage.body);
-        }
-        const data = Object.assign(messageData, {
-            body: markup(messageData.body),
-        });
-        const message = this.store.Message.insert({
-            ...data,
-            res_id: channel.id,
-            model: channel.model,
-        });
+        const message = this.store.Message.insert(messageData, { html: true });
         if (message.notIn(channel.messages)) {
             if (!channel.loadNewer) {
                 channel.messages.push(message);
diff --git a/addons/mail/static/src/discuss/message_pin/common/message_pin_service.js b/addons/mail/static/src/discuss/message_pin/common/message_pin_service.js
index 7c4d3e691d2..7d1913a03c4 100644
--- a/addons/mail/static/src/discuss/message_pin/common/message_pin_service.js
+++ b/addons/mail/static/src/discuss/message_pin/common/message_pin_service.js
@@ -6,7 +6,7 @@ import { Message as MessageModel } from "@mail/core/common/message_model";
 import { Record } from "@mail/core/common/record";
 import { Thread } from "@mail/core/common/thread_model";
 
-import { markup, reactive } from "@odoo/owl";
+import { reactive } from "@odoo/owl";
 
 import { _t } from "@web/core/l10n/translation";
 import { registry } from "@web/core/registry";
@@ -80,13 +80,9 @@ export class MessagePin {
             const messagesData = await this.rpcService("/discuss/channel/pinned_messages", {
                 channel_id: channel.id,
             });
-            messagesData.forEach((messageData) => {
-                if (messageData.parentMessage) {
-                    messageData.parentMessage.body = markup(messageData.parentMessage.body);
-                }
-                messageData.body = markup(messageData.body);
-                this.store.Message.insert(messageData);
-            });
+            messagesData.forEach((messageData) =>
+                this.store.Message.insert(messageData, { html: true })
+            );
             channel.pinnedMessagesState = "loaded";
         } catch (e) {
             channel.pinnedMessagesState = "error";
diff --git a/addons/mail/static/tests/core/record_tests.js b/addons/mail/static/tests/core/record_tests.js
index 36b61571621..73067f4d86b 100644
--- a/addons/mail/static/tests/core/record_tests.js
+++ b/addons/mail/static/tests/core/record_tests.js
@@ -5,6 +5,7 @@ import { BaseStore, makeStore } from "@mail/core/common/store_service";
 
 import { registry } from "@web/core/registry";
 import { clearRegistryWithCleanup, makeTestEnv } from "@web/../tests/helpers/mock_env";
+import { markup } from "@odoo/owl";
 
 const serviceRegistry = registry.category("services");
 
@@ -138,3 +139,16 @@ QUnit.test("Computed relational field", async (assert) => {
     thread.members.delete(john);
     assert.ok(thread.admin.eq(marc));
 });
+
+QUnit.test("Trusted insert on html field with { html: true }", async (assert) => {
+    (class Message extends Record {
+        static id = "body";
+        body = Record.attr("", { html: true });
+    }).register();
+    const store = await start();
+    const hello = store.Message.insert("<p>hello</p>", { html: true });
+    const world = store.Message.insert("<p>world</p>");
+    assert.ok(hello.body instanceof markup("").constructor);
+    assert.strictEqual(hello.body.toString(), "<p>hello</p>");
+    assert.strictEqual(world.body, "<p>world</p>");
+});
diff --git a/addons/test_mail_full/static/tests/messaging_menu_patch_tests.js b/addons/test_mail_full/static/tests/messaging_menu_patch_tests.js
index e69e25861d6..f73be741143 100644
--- a/addons/test_mail_full/static/tests/messaging_menu_patch_tests.js
+++ b/addons/test_mail_full/static/tests/messaging_menu_patch_tests.js
@@ -12,7 +12,7 @@ QUnit.test("rating value displayed on the preview", async (assert) => {
     const partnerId = pyEnv["res.partner"].create({});
     const channelId = pyEnv["discuss.channel"].create({});
     const messageId = pyEnv["mail.message"].create([
-        { author_id: partnerId, model: "discuss.channel", res_id: channelId },
+        { author_id: partnerId, body: "non-empty", model: "discuss.channel", res_id: channelId },
     ]);
     pyEnv["rating.rating"].create({
         consumed: true,