---
schema_version: "1"
id: 959f841f18ad74846780cc4ce96d31ca2d7b310caa8cc3f3ae73ed9d0ce7d433
title: AMPscript Built-In Variables
collection: developer
version: current
locale: en-us
portal_url: https://docs.salesforce.com/developer/current/en-us/marketing-cloud/ampscript/guide/language-basics/mc-ampscript-guide-language-basics-personalization-strings.md
canonical_url: https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings.html
source_site: developer.salesforce.com
content_type: documentation
content_hash: 24628670d6218f395826a5df4b5d35a10195033fae9b8bc2e51ba6deec71f9e7
products:
  - AMPscript for Marketing Cloud
  - Marketing Cloud
---
# AMPscript Built-In Variables

AMPscript includes several built-in variables that you can use to personalize your sites and messages.

- [Personalization Strings Related to the Recipient](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-recipient.md)
- [Personalization Strings Related to the Sender](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-sender.md)
- [System Time and Date Strings](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-system.md)
- [Message Context Variables](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-message-context.md)

These variable names are case-insensitive. For emails and SMS messages, the values of time and date variables equal the date each message was sent. For CloudPages, the values of time and date variables are based on the date and time the page was rendered.