diff --git a/packages/lib/serializer/convertRichTextToMarkdown.ts b/packages/lib/serializer/convertRichTextToMarkdown.ts
index 65fb4b776..ee8c32d01 100644
--- a/packages/lib/serializer/convertRichTextToMarkdown.ts
+++ b/packages/lib/serializer/convertRichTextToMarkdown.ts
@@ -9,7 +9,7 @@ export const convertRichTextToMarkdown = (
   let extraNewLinesCount = 0
   const test = richText
     .reduce<string[]>((acc, node) => {
-      if (node.type === 'variable' || node.type === 'inline-variable') {
+      if (node.type === 'variable') {
         return [
           ...acc,
           ...node.children.map(
diff --git a/packages/lib/serializer/serialize.ts b/packages/lib/serializer/serialize.ts
index fc4482f80..16be5fbb0 100644
--- a/packages/lib/serializer/serialize.ts
+++ b/packages/lib/serializer/serialize.ts
@@ -21,7 +21,7 @@ export default function serialize(
   opts: Options = {
     nodeTypes: defaultNodeTypes,
   }
-) {
+): string | undefined {
   const {
     nodeTypes: userNodeTypes = defaultNodeTypes,
     ignoreParagraphNewline = false,
@@ -40,6 +40,19 @@ export default function serialize(
     },
   }
 
+  if ('type' in chunk && chunk.type === nodeTypes['inline-variable'])
+    return chunk.children
+      .map((child) =>
+        serialize(
+          {
+            ...child,
+            parentType: nodeTypes['inline-variable'],
+          },
+          opts
+        )
+      )
+      .join('')
+
   const LIST_TYPES = [nodeTypes.ul_list, nodeTypes.ol_list]
 
   let children = text
@@ -169,6 +182,13 @@ export default function serialize(
     }
   }
 
+  if (chunk.parentType === nodeTypes['inline-variable']) {
+    if (opts.flavour === 'whatsapp') {
+      return children
+    }
+    return escapeHtml(children)
+  }
+
   switch (type) {
     case nodeTypes.heading[1]:
       return `# ${children}\n`