diff --git a/pom.xml b/pom.xml
index cd224349..8b0ca392 100644
--- a/pom.xml
+++ b/pom.xml
@@ -4,7 +4,7 @@
 
     <groupId>org.symphonyoss.symphony</groupId>
     <artifactId>messageml</artifactId>
-    <version>0.10.1</version>
+    <version>0.10.2</version>
     <name>MessageML Utils</name>
     <url>https://github.com/finos/messageml-utils</url>
     <description>A set of utilities for parsing, processing and rendering of MessageML messages</description>
diff --git a/src/main/java/org/symphonyoss/symphony/messageml/MessageMLParser.java b/src/main/java/org/symphonyoss/symphony/messageml/MessageMLParser.java
index 1243d2b9..46c6495f 100644
--- a/src/main/java/org/symphonyoss/symphony/messageml/MessageMLParser.java
+++ b/src/main/java/org/symphonyoss/symphony/messageml/MessageMLParser.java
@@ -17,6 +17,7 @@
 import org.apache.commons.lang3.tuple.Pair;
 import org.symphonyoss.symphony.messageml.bi.BiContext;
 import org.symphonyoss.symphony.messageml.bi.BiFields;
+import org.symphonyoss.symphony.messageml.bi.BiItem;
 import org.symphonyoss.symphony.messageml.elements.Bold;
 import org.symphonyoss.symphony.messageml.elements.BulletList;
 import org.symphonyoss.symphony.messageml.elements.Button;
@@ -89,6 +90,7 @@
 import java.io.StringWriter;
 import java.nio.charset.StandardCharsets;
 import java.util.Arrays;
+import java.util.Collections;
 import java.util.HashMap;
 import java.util.HashSet;
 import java.util.LinkedHashMap;
@@ -214,6 +216,7 @@ private void parseEntityJson(String entityJson) throws InvalidInputException {
         } else {
           throw new InvalidInputException("Error parsing EntityJSON: provided content is not a JSON object");
         }
+        addCustomEntitiesToBiContext(jsonNode);
       } catch (JsonProcessingException e) {
         throw new InvalidInputException("Error parsing EntityJSON: " + e.getMessage());
       }
@@ -222,6 +225,19 @@ private void parseEntityJson(String entityJson) throws InvalidInputException {
     }
   }
 
+  /**
+   * For each custom entity found in the entityJson payload we:
+   * - create a BiItem containing the type of entity found
+   * - increase the total count of entities found in the message
+   */
+  private void addCustomEntitiesToBiContext(JsonNode entityNode) {
+    entityNode.findValues(Entity.TYPE_FIELD).forEach(entityType -> {
+      biContext.updateItemCount(BiFields.ENTITIES.getValue());
+      biContext.addItem(new BiItem(BiFields.ENTITY.getValue(),
+              Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), entityType.asText())));
+    });
+  }
+
   /**
    * Retrieve a JSON representation of entity data (EntityJSON).
    */
diff --git a/src/test/java/org/symphonyoss/symphony/messageml/MessageMLContextTest.java b/src/test/java/org/symphonyoss/symphony/messageml/MessageMLContextTest.java
index 85702426..019c480a 100644
--- a/src/test/java/org/symphonyoss/symphony/messageml/MessageMLContextTest.java
+++ b/src/test/java/org/symphonyoss/symphony/messageml/MessageMLContextTest.java
@@ -518,7 +518,7 @@ public void testGetBiContextFromMessageMLWithStyles() throws Exception {
     List<BiItem> expectedBiItems = getExpectedBiItems();
 
     List<BiItem> biItems = context.getBiContext().getItems();
-    assertEquals(biItems.size(), expectedBiItems.size());
+    assertEquals(expectedBiItems.size(), biItems.size());
     assertTrue(biItems.containsAll(expectedBiItems));
     assertTrue(expectedBiItems.containsAll(biItems));
   }
@@ -535,7 +535,7 @@ private List<BiItem> getExpectedBiItems() {
     biItems.add(
         new BiItem(BiFields.MENTIONS.getValue(), Collections.singletonMap(BiFields.COUNT.getValue(), 1)));
     biItems.add(new BiItem(BiFields.CARD.getValue(), Collections.singletonMap(BiFields.COUNT.getValue(), 1)));
-    biItems.add(new BiItem(BiFields.ENTITIES.getValue(), Collections.singletonMap(BiFields.COUNT.getValue(), 1)));
+    biItems.add(new BiItem(BiFields.ENTITIES.getValue(), Collections.singletonMap(BiFields.COUNT.getValue(), 10)));
     biItems.add(
         new BiItem(BiFields.STYLES_CUSTOM.getValue(), Collections.singletonMap(BiFields.COUNT.getValue(), 1)));
     biItems.add(new BiItem(BiFields.STYLES_CLASS_OTHER.getValue(),
@@ -549,6 +549,24 @@ private List<BiItem> getExpectedBiItems() {
         Collections.singletonMap(BiFields.COUNT.getValue(), 2984)));
     biItems.add(new BiItem(BiFields.ENTITY.getValue(),
         Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.user.mention")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.event.v2.state")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.user")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.label")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.issue")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.icon")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.priority")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.user")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.issueType")));
+    biItems.add(new BiItem(BiFields.ENTITY.getValue(),
+            Collections.singletonMap(BiFields.ENTITY_TYPE.getValue(), "com.symphony.integration.jira.label")));
     return biItems;
   }