diff --git a/apprise/plugins/NotifyMatrix.py b/apprise/plugins/NotifyMatrix.py
index fb93bd9c..96301c53 100644
--- a/apprise/plugins/NotifyMatrix.py
+++ b/apprise/plugins/NotifyMatrix.py
@@ -30,6 +30,7 @@
 import re
 import six
 import requests
+from markdown import markdown
 from json import dumps
 from json import loads
 from time import time
@@ -41,6 +42,7 @@ from ..common import NotifyImageSize
 from ..common import NotifyFormat
 from ..utils import parse_bool
 from ..utils import parse_list
+from ..utils import apply_template
 from ..utils import validate_regex
 from ..AppriseLocale import gettext_lazy as _
 
@@ -415,20 +417,31 @@ class NotifyMatrix(NotifyBase):
         payload = {
             'displayName':
                 self.user if self.user else self.app_id,
-            'format': 'html',
+            'format': 'plain' if self.notify_format == NotifyFormat.TEXT
+            else 'html',
+            'text': '',
         }
 
         if self.notify_format == NotifyFormat.HTML:
-            payload['text'] = '{}{}'.format('' if not title else title, body)
+            # Add additional information to our content; use {{app_title}}
+            # to apply the title to the html body
+            tokens = {
+                'app_title': NotifyMatrix.escape_html(
+                    title, whitespace=False),
+            }
+            payload['text'] = apply_template(body, **tokens)
 
-        else:  # TEXT or MARKDOWN
+        elif self.notify_format == NotifyFormat.MARKDOWN:
+            # Add additional information to our content; use {{app_title}}
+            # to apply the title to the html body
+            tokens = {
+                'app_title': title,
+            }
+            payload['text'] = markdown(apply_template(body, **tokens))
 
-            # Ensure our content is escaped
-            title = NotifyMatrix.escape_html(title)
-            body = NotifyMatrix.escape_html(body)
-
-            payload['text'] = '{}{}'.format(
-                '' if not title else '<h4>{}</h4>'.format(title), body)
+        else:  # NotifyFormat.TEXT
+            payload['text'] = \
+                body if not title else '{}\r\n{}'.format(title, body)
 
         return payload
 
@@ -497,11 +510,6 @@ class NotifyMatrix(NotifyBase):
                 has_error = True
                 continue
 
-            # We have our data cached at this point we can freely use it
-            msg = '{title}{body}'.format(
-                title='' if not title else '{}\r\n'.format(title),
-                body=body)
-
             # Acquire our image url if we're configured to do so
             image_url = None if not self.include_image else \
                 self.image_url(notify_type)
@@ -527,9 +535,35 @@ class NotifyMatrix(NotifyBase):
             # Define our payload
             payload = {
                 'msgtype': 'm.text',
-                'body': msg,
+                'body': '{title}{body}'.format(
+                    title='' if not title else '{}\r\n'.format(title),
+                    body=body),
             }
 
+            # Update our payload advance formatting for the services that
+            # support them.
+            if self.notify_format == NotifyFormat.HTML:
+                # Add additional information to our content; use {{app_title}}
+                # to apply the title to the html body
+                tokens = {
+                    'app_title': NotifyMatrix.escape_html(
+                        title, whitespace=False),
+                }
+
+                payload.update({
+                    'format': 'org.matrix.custom.html',
+                    'formatted_body': apply_template(body, **tokens),
+                })
+
+            elif self.notify_format == NotifyFormat.MARKDOWN:
+                tokens = {
+                    'app_title': title,
+                }
+                payload.update({
+                    'format': 'org.matrix.custom.html',
+                    'formatted_body': markdown(apply_template(body, **tokens))
+                })
+
             # Build our path
             path = '/rooms/{}/send/m.room.message'.format(
                 NotifyMatrix.quote(room_id))
@@ -697,7 +731,7 @@ class NotifyMatrix(NotifyBase):
         # Prepare our Join Payload
         payload = {}
 
-        # Not in cache, next step is to check if it's a room id...
+        # Check if it's a room id...
         result = IS_ROOM_ID.match(room)
         if result:
             # We detected ourselves the home_server
@@ -710,11 +744,23 @@ class NotifyMatrix(NotifyBase):
                 home_server,
             )
 
+            # Check our cache for speed:
+            if room_id in self._room_cache:
+                # We're done as we've already joined the channel
+                return self._room_cache[room_id]['id']
+
             # Build our URL
             path = '/join/{}'.format(NotifyMatrix.quote(room_id))
 
             # Make our query
             postokay, _ = self._fetch(path, payload=payload)
+            if postokay:
+                # Cache our entry for fast access later
+                self._room_cache[room_id] = {
+                    'id': room_id,
+                    'home_server': home_server,
+                }
+
             return room_id if postokay else None
 
         # Try to see if it's an alias then...
diff --git a/test/test_matrix_plugin.py b/test/test_matrix_plugin.py
index acc139aa..eadef1d7 100644
--- a/test/test_matrix_plugin.py
+++ b/test/test_matrix_plugin.py
@@ -28,7 +28,6 @@ import mock
 import requests
 from apprise import plugins
 from apprise import AppriseAsset
-# from apprise import Apprise
 from json import dumps
 
 # Disable logging for a cleaner testing output
@@ -86,6 +85,31 @@ def test_notify_matrix_plugin_general(mock_post, mock_get):
     # Registration Successful
     assert obj.send(body="test") is True
 
+    # Test sending other format types
+    kwargs = plugins.NotifyMatrix.parse_url(
+        'matrix://user:passwd@hostname/#abcd?format=html')
+    obj = plugins.NotifyMatrix(**kwargs)
+    assert isinstance(obj.url(), six.string_types) is True
+    assert isinstance(obj, plugins.NotifyMatrix) is True
+    obj.send(body="test") is True
+    obj.send(title="title", body="test") is True
+
+    kwargs = plugins.NotifyMatrix.parse_url(
+        'matrix://user:passwd@hostname/#abcd/#abcd:localhost?format=markdown')
+    obj = plugins.NotifyMatrix(**kwargs)
+    assert isinstance(obj.url(), six.string_types) is True
+    assert isinstance(obj, plugins.NotifyMatrix) is True
+    obj.send(body="test") is True
+    obj.send(title="title", body="test") is True
+
+    kwargs = plugins.NotifyMatrix.parse_url(
+        'matrix://user:passwd@hostname/#abcd/!abcd:localhost?format=text')
+    obj = plugins.NotifyMatrix(**kwargs)
+    assert isinstance(obj.url(), six.string_types) is True
+    assert isinstance(obj, plugins.NotifyMatrix) is True
+    obj.send(body="test") is True
+    obj.send(title="title", body="test") is True
+
     # Force a failed login
     ro = response_obj.copy()
     del ro['access_token']
@@ -392,16 +416,36 @@ def test_notify_matrix_plugin_rooms(mock_post, mock_get):
 
     assert obj._register() is True
     assert obj.access_token is not None
+
+    assert obj._room_join('!abc123') == response_obj['room_id']
+    # Use cache to get same results
+    assert len(obj._room_cache) == 1
     assert obj._room_join('!abc123') == response_obj['room_id']
 
     obj._room_cache = {}
     assert obj._room_join('!abc123:localhost') == response_obj['room_id']
+    # Use cache to get same results
+    assert len(obj._room_cache) == 1
+    assert obj._room_join('!abc123:localhost') == response_obj['room_id']
+
     obj._room_cache = {}
     assert obj._room_join('abc123') == response_obj['room_id']
+    # Use cache to get same results
+    assert len(obj._room_cache) == 1
+    assert obj._room_join('abc123') == response_obj['room_id']
+
     obj._room_cache = {}
     assert obj._room_join('abc123:localhost') == response_obj['room_id']
+    # Use cache to get same results
+    assert len(obj._room_cache) == 1
+    assert obj._room_join('abc123:localhost') == response_obj['room_id']
+
     obj._room_cache = {}
     assert obj._room_join('#abc123:localhost') == response_obj['room_id']
+    # Use cache to get same results
+    assert len(obj._room_cache) == 1
+    assert obj._room_join('#abc123:localhost') == response_obj['room_id']
+
     obj._room_cache = {}
     assert obj._room_join('%') is None
     assert obj._room_join(None) is None
diff --git a/test/test_rest_plugins.py b/test/test_rest_plugins.py
index d1b3229d..684d4ae0 100644
--- a/test/test_rest_plugins.py
+++ b/test/test_rest_plugins.py
@@ -1948,7 +1948,7 @@ TEST_URLS = (
      .format('a' * 64), {
          # user and token specified; image set to True
          'instance': plugins.NotifyMatrix}),
-    ('matrix://user@{}?mode=t2bot&format=markdown&image=False'
+    ('matrix://user@{}?mode=t2bot&format=html&image=False'
      .format('z' * 64), {
          # user and token specified; image set to True
          'instance': plugins.NotifyMatrix}),