diff --git a/cmd/init.go b/cmd/init.go
index ce6d6a5..622cee6 100644
--- a/cmd/init.go
+++ b/cmd/init.go
@@ -95,16 +95,17 @@ func initProviders(ko *koanf.Koanf, lo *slog.Logger, metrics *metrics.Manager) (
 		case "google_chat":
 			gchat, err := google_chat.NewGoogleChat(
 				google_chat.GoogleChatOpts{
-					Log:         lo,
-					Timeout:     ko.MustDuration(fmt.Sprintf("%s.timeout", cfgKey)),
-					MaxIdleConn: ko.MustInt(fmt.Sprintf("%s.max_idle_conns", cfgKey)),
-					ProxyURL:    ko.String(fmt.Sprintf("%s.proxy_url", cfgKey)),
-					Endpoint:    ko.MustString(fmt.Sprintf("%s.endpoint", cfgKey)),
-					Room:        name,
-					Template:    ko.MustString(fmt.Sprintf("%s.template", cfgKey)),
-					ThreadTTL:   ko.MustDuration(fmt.Sprintf("%s.thread_ttl", cfgKey)),
-					Metrics:     metrics,
-					DryRun:      ko.Bool(fmt.Sprintf("%s.dry_run", cfgKey)),
+					Log:             lo,
+					Timeout:         ko.MustDuration(fmt.Sprintf("%s.timeout", cfgKey)),
+					MaxIdleConn:     ko.MustInt(fmt.Sprintf("%s.max_idle_conns", cfgKey)),
+					ProxyURL:        ko.String(fmt.Sprintf("%s.proxy_url", cfgKey)),
+					Endpoint:        ko.MustString(fmt.Sprintf("%s.endpoint", cfgKey)),
+					Room:            name,
+					Template:        ko.MustString(fmt.Sprintf("%s.template", cfgKey)),
+					ThreadTTL:       ko.MustDuration(fmt.Sprintf("%s.thread_ttl", cfgKey)),
+					ThreadedReplies: ko.Bool(fmt.Sprintf("%s.threaded_replies", cfgKey)),
+					Metrics:         metrics,
+					DryRun:          ko.Bool(fmt.Sprintf("%s.dry_run", cfgKey)),
 				},
 			)
 			if err != nil {
diff --git a/config.sample.toml b/config.sample.toml
index e4cf026..987586d 100644
--- a/config.sample.toml
+++ b/config.sample.toml
@@ -12,6 +12,7 @@ timeout = "30s" # Timeout for making requests to Provider.
 # proxy_url = "http://internal-squid-proxy.com:3128" # Specify `proxy_url` as your proxy endpoint to route all HTTP requests to the provider via a proxy.
 template = "static/message.tmpl" # Path to specify the message template path.
 thread_ttl = "12h" # Timeout to keep active alerts in memory. Once this TTL expires, a new thread will be created.
+threaded_replies = true # Whether to send threaded replies or not.
 dry_run = false
 
 [providers.dev_alerts]
@@ -22,4 +23,5 @@ timeout = "30s"
 # proxy_url = "http://internal-squid-proxy.com:3128"
 template = "static/message.tmpl"
 thread_ttl = "12h"
+threaded_replies = false # Whether to send threaded replies or not.
 dry_run = false
diff --git a/internal/providers/google_chat/google_chat.go b/internal/providers/google_chat/google_chat.go
index 11faa31..953c84d 100644
--- a/internal/providers/google_chat/google_chat.go
+++ b/internal/providers/google_chat/google_chat.go
@@ -17,27 +17,29 @@ import (
 )
 
 type GoogleChatManager struct {
-	lo           *slog.Logger
-	metrics      *metrics.Manager
-	activeAlerts *ActiveAlerts
-	endpoint     string
-	room         string
-	client       *http.Client
-	msgTmpl      *template.Template
-	dryRun       bool
+	lo              *slog.Logger
+	metrics         *metrics.Manager
+	activeAlerts    *ActiveAlerts
+	endpoint        string
+	room            string
+	client          *http.Client
+	msgTmpl         *template.Template
+	dryRun          bool
+	threadedReplies bool
 }
 
 type GoogleChatOpts struct {
-	Log         *slog.Logger
-	Metrics     *metrics.Manager
-	DryRun      bool
-	MaxIdleConn int
-	Timeout     time.Duration
-	ProxyURL    string
-	Endpoint    string
-	Room        string
-	Template    string
-	ThreadTTL   time.Duration
+	Log             *slog.Logger
+	Metrics         *metrics.Manager
+	DryRun          bool
+	MaxIdleConn     int
+	Timeout         time.Duration
+	ProxyURL        string
+	Endpoint        string
+	Room            string
+	Template        string
+	ThreadTTL       time.Duration
+	ThreadedReplies bool
 }
 
 // NewGoogleChat initializes a Google Chat provider object.
@@ -92,8 +94,9 @@ func NewGoogleChat(opts GoogleChatOpts) (*GoogleChatManager, error) {
 			lo:      opts.Log,
 			metrics: opts.Metrics,
 		},
-		msgTmpl: tmpl,
-		dryRun:  opts.DryRun,
+		msgTmpl:         tmpl,
+		dryRun:          opts.DryRun,
+		threadedReplies: opts.ThreadedReplies,
 	}
 	// Start a background worker to cleanup alerts based on TTL mechanism.
 	go mgr.activeAlerts.startPruneWorker(1*time.Hour, opts.ThreadTTL)
diff --git a/internal/providers/google_chat/message.go b/internal/providers/google_chat/message.go
index 20511ac..8e00667 100644
--- a/internal/providers/google_chat/message.go
+++ b/internal/providers/google_chat/message.go
@@ -66,8 +66,13 @@ func (m *GoogleChatManager) sendMessage(msg ChatMessage, threadKey string) error
 		return err
 	}
 	q := u.Query()
-	q.Set("threadKey", threadKey)
-	q.Set("messageReplyOption", "REPLY_MESSAGE_FALLBACK_TO_NEW_THREAD")
+	// Default behaviour is to start a new thread for every alert.
+	q.Set("messageReplyOption", "MESSAGE_REPLY_OPTION_UNSPECIFIED")
+	if m.threadedReplies {
+		// If threaded replies are enabled, use the threadKey to reply to the same thread.
+		q.Set("messageReplyOption", "REPLY_MESSAGE_FALLBACK_TO_NEW_THREAD")
+		q.Set("threadKey", threadKey)
+	}
 	u.RawQuery = q.Encode()
 	endpoint := u.String()