diff --git a/docs/configuration.md b/docs/configuration.md
index e846d181ab..57d5521876 100644
--- a/docs/configuration.md
+++ b/docs/configuration.md
@@ -2008,6 +2008,12 @@ There is a list of
 [integrations](https://prometheus.io/docs/operating/integrations/#alertmanager-webhook-receiver) with
 this feature.
 
+For an example of using `payload` to send notifications to a service that
+doesn't have a dedicated receiver, such as [Gotify](https://gotify.net), see
+[`examples/webhook/gotify.yml`](https://github.com/prometheus/alertmanager/blob/main/examples/webhook/gotify.yml).
+More webhook payload examples, including one for Microsoft Teams, can be
+found in [`examples/webhook`](https://github.com/prometheus/alertmanager/tree/main/examples/webhook).
+
 ### `<incidentio_config>`
 
 incident.io notifications are sent via the [incident.io Alert Sources API](https://api-docs.incident.io/tag/Alert-Sources-V2#operation/Alert%20Sources%20V2_Create).
diff --git a/docs/notification_examples.md b/docs/notification_examples.md
index 094239c981..5801c6a440 100644
--- a/docs/notification_examples.md
+++ b/docs/notification_examples.md
@@ -156,3 +156,25 @@ templates:
 ```
 
 See the [`<email_config>` reference](configuration.md#email_config) for SMTP authentication and TLS options.
+
+## Sending notifications to Gotify with a custom webhook payload
+
+[Gotify](https://gotify.net) doesn't have a dedicated Alertmanager receiver, but its push message API is a simple JSON POST, so it can be driven directly with the generic [`webhook_config`](configuration.md#webhook_config) and its `payload` field. Authentication is done via the `X-Gotify-Key` header, which should be set to a Gotify application token using `secrets` so it's redacted from the displayed configuration:
+
+```yaml
+receivers:
+- name: gotify
+  webhook_configs:
+  - url: 'https://gotify.example.com/message'
+    http_config:
+      authorization:
+        credentials_file: /etc/alertmanager/secrets/gotify-secret/token
+    payload:
+      title: '{{ .Status | toUpper }} {{ .CommonLabels.alertname }}'
+      priority: '{{ if eq .Status "firing" }}5{{ else }}0{{ end }}'
+      message: |
+        {{ range .Alerts }}{{ .Annotations.summary }}
+        {{ end }}
+```
+
+A more complete version of this example, with Markdown formatting and separate sections for firing and resolved alerts, is available in [`examples/webhook/gotify.yml`](https://github.com/prometheus/alertmanager/blob/main/examples/webhook/gotify.yml).
diff --git a/examples/webhook/gotify.yml b/examples/webhook/gotify.yml
new file mode 100644
index 0000000000..11975633a9
--- /dev/null
+++ b/examples/webhook/gotify.yml
@@ -0,0 +1,58 @@
+# Copyright The Prometheus Authors
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+# http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+# This is an example of how to send notifications to a Gotify
+# (https://gotify.net) server using the generic webhook receiver with a
+# custom payload, instead of a dedicated Gotify integration.
+#
+# Gotify's push message API expects a JSON body with "title", "message" and
+# "priority" fields, plus an optional "extras" object. See
+# https://gotify.net/docs/pushmsg for the full list of supported fields.
+#
+# Authentication is done via bearer token as described in
+# https://gotify.net/api-docs
+receivers:
+  - name: gotify
+    webhook_configs:
+      - url: 'https://gotify.example.com/message'
+        send_resolved: true
+        http_config:
+          authorization:
+            credentials_file: /etc/alertmanager/secrets/gotify-secret/token
+        payload:
+          title: '{{ .Status | toUpper }} {{ .CommonLabels.alertname }}{{ with .CommonLabels.instance }} {{ . }}{{ end }}'
+          priority: '{{ if eq .Status "firing" }}5{{ else }}0{{ end }}'
+          extras:
+            "client::display":
+              contentType: "text/markdown"
+          message: |
+            {{ if gt (len .Alerts.Firing) 0 }}
+            {{ range .Alerts.Firing }}
+            **{{ .Annotations.summary }}**
+
+            **Instance:** `{{ .Labels.instance }}`
+            **Since:** {{ .StartsAt }}
+            **Source:** [Prometheus]({{ .GeneratorURL }})
+            {{ end }}
+            {{ end }}
+            {{ if gt (len .Alerts.Resolved) 0 }}
+            {{ range .Alerts.Resolved }}
+            **{{ .Annotations.summary }}**
+
+            **Instance:** `{{ .Labels.instance }}`
+            **Resolved:** {{ .EndsAt }}
+            **Source:** [Prometheus]({{ .GeneratorURL }})
+            {{ end }}
+            {{ end }}
+
+            [View in Alertmanager]({{ .ExternalURL }})