diff --git a/app/models/project_services/chat_slash_commands_service.rb b/app/models/project_services/chat_slash_commands_service.rb
index 7ff80447a1c..f11d257e6c1 100644
--- a/app/models/project_services/chat_slash_commands_service.rb
+++ b/app/models/project_services/chat_slash_commands_service.rb
@@ -33,10 +33,11 @@ class ChatSlashCommandsService < Service
     user = find_chat_user(params)
     unless user
       url = authorize_chat_name_url(params)
-      return Gitlab::ChatCommands::Presenter.authorize_chat_name(url)
+      return presenter.authorize_chat_name(url)
     end
 
-    Gitlab::ChatCommands::Command.new(project, user, params).execute
+    Gitlab::ChatCommands::Command.new(project, user,
+      params.merge(presenter_format: presenter_format)).execute
   end
 
   private
@@ -48,4 +49,12 @@ class ChatSlashCommandsService < Service
   def authorize_chat_name_url(params)
     ChatNames::AuthorizeUserService.new(self, params).execute
   end
+
+  def presenter
+    Gitlab::ChatCommands::Presenter.new(presenter_format)
+  end
+
+  def presenter_format
+    throw NotImplementedError
+  end
 end
diff --git a/app/models/project_services/mattermost_slash_commands_service.rb b/app/models/project_services/mattermost_slash_commands_service.rb
index 6aac7c2788b..f9d4b29f4ea 100644
--- a/app/models/project_services/mattermost_slash_commands_service.rb
+++ b/app/models/project_services/mattermost_slash_commands_service.rb
@@ -18,4 +18,8 @@ class MattermostSlashCommandsService < ChatService
   def to_param
     'mattermost_slash_commands'
   end
+
+  def presenter_format
+    'mattermost'
+  end
 end
diff --git a/app/models/project_services/slack_slash_commands_service.rb b/app/models/project_services/slack_slash_commands_service.rb
index 197d8eb7bca..6bf10ff6572 100644
--- a/app/models/project_services/slack_slash_commands_service.rb
+++ b/app/models/project_services/slack_slash_commands_service.rb
@@ -12,4 +12,8 @@ class SlackSlashCommandsService < ChatSlashCommandsService
   def to_param
     'slack_slash_commands'
   end
+
+  def presenter_format
+    'slack'
+  end
 end
diff --git a/lib/gitlab/chat_commands/base_command.rb b/lib/gitlab/chat_commands/base_command.rb
index 25da8474e95..156bb826f86 100644
--- a/lib/gitlab/chat_commands/base_command.rb
+++ b/lib/gitlab/chat_commands/base_command.rb
@@ -42,6 +42,10 @@ module Gitlab
       def find_by_iid(iid)
         collection.find_by(iid: iid)
       end
+
+      def presenter
+        Gitlab::ChatCommands::Presenter.new(params[:presenter_format])
+      end
     end
   end
 end
diff --git a/lib/gitlab/chat_commands/command.rb b/lib/gitlab/chat_commands/command.rb
index b0d3fdbc48a..c5c54cf7cfc 100644
--- a/lib/gitlab/chat_commands/command.rb
+++ b/lib/gitlab/chat_commands/command.rb
@@ -48,15 +48,15 @@ module Gitlab
       end
 
       def help(messages)
-        Mattermost::Presenter.help(messages, params[:command])
+        presenter.help(messages, params[:command])
       end
 
       def access_denied
-        Mattermost::Presenter.access_denied
+        presenter.access_denied
       end
 
       def present(resource)
-        Mattermost::Presenter.present(resource)
+        presenter.present(resource)
       end
     end
   end
diff --git a/lib/gitlab/chat_commands/presenter.rb b/lib/gitlab/chat_commands/presenter.rb
index 14c78ac39aa..e151513cbd5 100644
--- a/lib/gitlab/chat_commands/presenter.rb
+++ b/lib/gitlab/chat_commands/presenter.rb
@@ -1,131 +1,143 @@
 module Gitlab
   class ChatCommands
     class Presenter
-      class << self
-        include Gitlab::Routing.url_helpers
+      include Gitlab::Routing.url_helpers
 
-        def authorize_chat_name(url)
-          message = if url
-                      ":wave: Hi there! Before I do anything for you, please <#{url}|connect your GitLab account>."
-                    else
-                      ":sweat_smile: Couldn't identify you, nor can I autorize you!"
-                    end
+      attr_reader :format
+
+      def initialize(format)
+        @format = format
+      end
+
+      def authorize_chat_name(url)
+        message = if url
+                    ":wave: Hi there! Before I do anything for you, please #{link(url, 'connect your GitLab account')}."
+                  else
+                    ":sweat_smile: Couldn't identify you, nor can I autorize you!"
+                  end
+
+        ephemeral_response(message)
+      end
+
+      def help(commands, trigger)
+        if commands.none?
+          ephemeral_response("No commands configured")
+        else
+          commands.map! { |command| "#{trigger} #{command}" }
+          message = header_with_list("Available commands", commands)
 
           ephemeral_response(message)
         end
+      end
 
-        def help(commands, trigger)
-          if commands.none?
-            ephemeral_response("No commands configured")
-          else
-            commands.map! { |command| "#{trigger} #{command}" }
-            message = header_with_list("Available commands", commands)
+      def present(subject)
+        return not_found unless subject
 
-            ephemeral_response(message)
-          end
-        end
-
-        def present(subject)
-          return not_found unless subject
-
-          if subject.is_a?(Gitlab::ChatCommands::Result)
-            show_result(subject)
-          elsif subject.respond_to?(:count)
-            if subject.many?
-              multiple_resources(subject)
-            elsif subject.none?
-              not_found
-            else
-              single_resource(subject)
-            end
+        if subject.is_a?(Gitlab::ChatCommands::Result)
+          show_result(subject)
+        elsif subject.respond_to?(:count)
+          if subject.many?
+            multiple_resources(subject)
+          elsif subject.none?
+            not_found
           else
             single_resource(subject)
           end
+        else
+          single_resource(subject)
+        end
+      end
+
+      def access_denied
+        ephemeral_response("Whoops! That action is not allowed. This incident will be #{link('https://xkcd.com/838/', 'reported')}.")
+      end
+
+      private
+
+      def show_result(result)
+        case result.type
+        when :success
+          in_channel_response(result.message)
+        else
+          ephemeral_response(result.message)
+        end
+      end
+
+      def not_found
+        ephemeral_response("404 not found! GitLab couldn't find what you were looking for! :boom:")
+      end
+
+      def single_resource(resource)
+        return error(resource) if resource.errors.any? || !resource.persisted?
+
+        message = "#{title(resource)}:"
+        message << "\n\n#{resource.description}" if resource.try(:description)
+
+        in_channel_response(message)
+      end
+
+      def multiple_resources(resources)
+        resources.map! { |resource| title(resource) }
+
+        message = header_with_list("Multiple results were found:", resources)
+
+        ephemeral_response(message)
+      end
+
+      def error(resource)
+        message = header_with_list("The action was not successful, because:", resource.errors.messages)
+
+        ephemeral_response(message)
+      end
+
+      def title(resource)
+        reference = resource.try(:to_reference) || resource.try(:id)
+        title = resource.try(:title) || resource.try(:name)
+
+        link(url(resource), "#{reference} #{title}")
+      end
+
+      def header_with_list(header, items)
+        message = [header]
+
+        items.each do |item|
+          message << "- #{item}"
         end
 
-        def access_denied
-          ephemeral_response("Whoops! That action is not allowed. This incident will be <https://xkcd.com/838/|reported>.")
-        end
+        message.join("\n")
+      end
 
-        private
+      def url(resource)
+        url_for(
+          [
+            resource.project.namespace.becomes(Namespace),
+            resource.project,
+            resource
+          ]
+        )
+      end
 
-        def show_result(result)
-          case result.type
-          when :success
-            in_channel_response(result.message)
-          else
-            ephemeral_response(result.message)
-          end
-        end
+      def ephemeral_response(message)
+        {
+          response_type: :ephemeral,
+          text: message,
+          status: 200
+        }
+      end
 
-        def not_found
-          ephemeral_response("404 not found! GitLab couldn't find what you were looking for! :boom:")
-        end
+      def in_channel_response(message)
+        {
+          response_type: :in_channel,
+          text: message,
+          status: 200
+        }
+      end
 
-        def single_resource(resource)
-          return error(resource) if resource.errors.any? || !resource.persisted?
-
-          message = "#{title(resource)}:"
-          message << "\n\n#{resource.description}" if resource.try(:description)
-
-          in_channel_response(message)
-        end
-
-        def multiple_resources(resources)
-          resources.map! { |resource| title(resource) }
-
-          message = header_with_list("Multiple results were found:", resources)
-
-          ephemeral_response(message)
-        end
-
-        def error(resource)
-          message = header_with_list("The action was not successful, because:", resource.errors.messages)
-
-          ephemeral_response(message)
-        end
-
-        def title(resource)
-          reference = resource.try(:to_reference) || resource.try(:id)
-          title = resource.try(:title) || resource.try(:name)
-
-          "<#{url(resource)}|#{reference} #{title}>"
-        end
-
-        def header_with_list(header, items)
-          message = [header]
-
-          items.each do |item|
-            message << "- #{item}"
-          end
-
-          message.join("\n")
-        end
-
-        def url(resource)
-          url_for(
-            [
-              resource.project.namespace.becomes(Namespace),
-              resource.project,
-              resource
-            ]
-          )
-        end
-
-        def ephemeral_response(message)
-          {
-            response_type: :ephemeral,
-            text: message,
-            status: 200
-          }
-        end
-
-        def in_channel_response(message)
-          {
-            response_type: :in_channel,
-            text: message,
-            status: 200
-          }
+      def link(url, title)
+        case format
+        when 'slack'      then "<#{url}|#{title}>"
+        when 'mattermost' then "[#{title}](#{url})"
+        else              then title
         end
       end
     end