diff --git a/app-config.yaml b/app-config.yaml
index 465c7b0049..8bf6868353 100644
--- a/app-config.yaml
+++ b/app-config.yaml
@@ -401,3 +401,8 @@ homepage:
       timezone: 'Asia/Tokyo'
 pagerduty:
   eventsBaseUrl: 'https://events.pagerduty.com/v2'
+badges:
+  pingback:
+    kind: 'entity'
+    label: 'View $${entity.metadata.name} in'
+    message: '$${app.title}'
diff --git a/packages/backend/src/plugins/badges.ts b/packages/backend/src/plugins/badges.ts
index 961c94e1ce..132a90e38e 100644
--- a/packages/backend/src/plugins/badges.ts
+++ b/packages/backend/src/plugins/badges.ts
@@ -20,6 +20,7 @@ import { PluginEnvironment } from '../types';
 export default async function createPlugin({
   logger,
   config,
+  discovery,
 }: PluginEnvironment) {
-  return await createRouter({ logger, config });
+  return await createRouter({ logger, config, discovery });
 }
diff --git a/plugins/badges-backend/config.d.ts b/plugins/badges-backend/config.d.ts
index 7470a9c58f..2fa3296104 100644
--- a/plugins/badges-backend/config.d.ts
+++ b/plugins/badges-backend/config.d.ts
@@ -15,7 +15,48 @@
  */
 
 export interface Config {
-  /** Configuration options for the badges-backend plugin */
-  /* badges?: {
-  };*/
+  /**
+   * Define all badges.
+   *
+   * The `label` and `message` fields may use templating to support
+   * dynamic content, based on context. Use same syntax as for
+   * javascript template literals, but with double `$$`.
+   *
+   */
+  badges?: {
+    [badgeId: string]: {
+      /**
+       * (Optional) Badge kind.
+       *
+       * Restrict badge usage to a certain kind only.
+       * Useful when using templating for label and/or message if they
+       * use context data only available for a certain kind of badge.
+       *
+       * Available badge kinds:
+       *
+       *   * `entity` The entity data is available as `entity` in the template.
+       *
+       * Default context for all badges:
+       *
+       *   * `app.title` As configured or defaults to "Backstage".
+       *
+       */
+      kind?: 'entity';
+
+      /**
+       * The badge label.
+       */
+      label: string;
+
+      /**
+       * The badge color. Default: `#36BAA2`.
+       */
+      color?: string;
+
+      /**
+       * The badge message.
+       */
+      message: string;
+    };
+  };
 }
diff --git a/plugins/badges-backend/package.json b/plugins/badges-backend/package.json
index dc78d37696..3d77acbe98 100644
--- a/plugins/badges-backend/package.json
+++ b/plugins/badges-backend/package.json
@@ -35,6 +35,7 @@
     "@types/express": "^4.17.6",
     "badge-maker": "^3.3.0",
     "cors": "^2.8.5",
+    "cross-fetch": "^3.0.6",
     "express": "^4.17.1",
     "express-promise-router": "^3.0.3",
     "winston": "^3.2.1",
diff --git a/plugins/badges-backend/src/api/BadgesApi.ts b/plugins/badges-backend/src/api/BadgesApi.ts
index 2ce6bb5588..5dd68e852d 100644
--- a/plugins/badges-backend/src/api/BadgesApi.ts
+++ b/plugins/badges-backend/src/api/BadgesApi.ts
@@ -17,16 +17,54 @@
 import { Logger } from 'winston';
 import { makeBadge, ValidationError } from 'badge-maker';
 import {} from './types';
+import { interpolate } from '../utils';
+
+export interface BadgeConfig {
+  kind?: 'entity';
+  label: string;
+  color: string;
+  message: string;
+}
 
 export class BadgesApi {
-  constructor(private readonly logger: Logger) {}
+  constructor(
+    private readonly logger: Logger,
+    private readonly config: { [id: string]: BadgeConfig },
+  ) {}
+
+  public getBadge(badgeKind: string, badgeId: string, context: any) {
+    const badge = this.config[badgeId] || this.config.default;
+
+    if (!badge) {
+      return makeBadge({
+        label: 'Unknown badge ID',
+        message: badgeId,
+        color: 'red',
+      });
+    }
+
+    if (badge.kind && badge.kind !== badgeKind) {
+      return makeBadge({
+        label: 'Invalid badge kind',
+        message: `${badgeId} is for ${badge.kind} not ${badgeKind}`,
+        color: 'red',
+      });
+    }
 
-  public getPoweredByBadge() {
     const svg = makeBadge({
-      label: 'Powered By',
-      message: 'Backstage',
-      color: '#36BAA2',
+      label: this.render(badge.label, context),
+      message: this.render(badge.message, context),
+      color: badge.color || '#36BAA2',
     });
+
     return svg;
   }
+
+  private render(template, context) {
+    try {
+      return interpolate(template.replace('$$', '$'), context);
+    } catch (err) {
+      return `${err} [${template}]`;
+    }
+  }
 }
diff --git a/plugins/badges-backend/src/service/router.ts b/plugins/badges-backend/src/service/router.ts
index 26c56f7f86..cc470a33b8 100644
--- a/plugins/badges-backend/src/service/router.ts
+++ b/plugins/badges-backend/src/service/router.ts
@@ -15,9 +15,13 @@
  */
 
 import express from 'express';
+import fetch from 'cross-fetch';
 import Router from 'express-promise-router';
 import { Logger } from 'winston';
-import { errorHandler } from '@backstage/backend-common';
+import {
+  errorHandler,
+  PluginEndpointDiscovery,
+} from '@backstage/backend-common';
 import { Config } from '@backstage/config';
 import { BadgesApi } from '../api';
 
@@ -25,6 +29,7 @@ export interface RouterOptions {
   badgesApi?: BadgesApi;
   logger: Logger;
   config: Config;
+  discovery: PluginEndpointDiscovery;
 }
 
 export async function createRouter(
@@ -33,13 +38,22 @@ export async function createRouter(
   const router = Router();
 
   const logger = options.logger.child({ plugin: 'badges' });
-  // const config = options.config.getConfig('badges');
+  const badgesConfig = options.config.getOptional('badges') ?? {};
+  const title = options.config.getString('app.title') || 'Backstage';
+  const badgesApi = options.badgesApi || new BadgesApi(logger, badgesConfig);
 
-  const badgesApi = options.badgesApi || new BadgesApi(logger);
+  router.get('/entity/:namespace/:kind/:name/:badgeId', async (req, res) => {
+    const entity = await getEntity(logger, options.discovery, req.params);
+    if (!entity) {
+      res.status(400).send(`Unknown entity`);
+      return;
+    }
 
-  router.get('/entity/:namespace/:kind/:name', async (req, res) => {
-    const { namespace, kind, name } = req.params;
-    const badge = badgesApi.getPoweredByBadge();
+    const { badgeId } = req.params;
+    const badge = badgesApi.getBadge('entity', badgeId, {
+      app: { title },
+      entity,
+    });
 
     res.setHeader('Content-Type', 'image/svg+xml');
     res.status(200).send(badge);
@@ -49,3 +63,20 @@ export async function createRouter(
 
   return router;
 }
+
+async function getEntity(logger, discovery, params) {
+  const catalogUrl = await discovery.getBaseUrl('catalog');
+  const { kind, namespace, name } = params;
+
+  try {
+    const entity = (await (
+      await fetch(`${catalogUrl}/entities/by-name/${kind}/${namespace}/${name}`)
+    ).json()) as Entity;
+
+    return entity;
+  } catch (err) {
+    const msg = `Unable to get entity ${kind}/${namespace}/${name}, error ${err}`;
+    logger.info(msg);
+    return null;
+  }
+}
diff --git a/plugins/badges-backend/src/service/standaloneServer.ts b/plugins/badges-backend/src/service/standaloneServer.ts
index 5108437726..d358edcbdc 100644
--- a/plugins/badges-backend/src/service/standaloneServer.ts
+++ b/plugins/badges-backend/src/service/standaloneServer.ts
@@ -19,6 +19,7 @@ import { Logger } from 'winston';
 import {
   createServiceBuilder,
   loadBackendConfig,
+  SingleHostDiscovery,
 } from '@backstage/backend-common';
 import { createRouter } from './router';
 
@@ -33,10 +34,11 @@ export async function startStandaloneServer(
 ): Promise<Server> {
   const logger = options.logger.child({ service: 'badges-backend' });
   const config = await loadBackendConfig({ logger, argv: process.argv });
+  const discovery = SingleHostDiscovery.fromConfig(config);
 
   logger.debug('Creating application...');
 
-  const router = await createRouter({ logger, config });
+  const router = await createRouter({ logger, config, discovery });
 
   const service = createServiceBuilder(module)
     .enableCors({ origin: 'http://localhost:3000' })
diff --git a/plugins/badges-backend/src/utils.ts b/plugins/badges-backend/src/utils.ts
new file mode 100644
index 0000000000..e9090905e3
--- /dev/null
+++ b/plugins/badges-backend/src/utils.ts
@@ -0,0 +1,25 @@
+/*
+ * Copyright 2021 Spotify AB
+ *
+ * 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.
+ */
+
+/**
+ * adapted from https://stackoverflow.com/a/41015840/444060
+ */
+export function interpolate(template, params) {
+  const names = Object.keys(params);
+  const vals = Object.values(params);
+  // eslint-disable-next-line no-new-func
+  return new Function(...names, `return \`${template}\`;`)(...vals);
+}