diff --git a/docs/self-building.md b/docs/self-building.md
index 61f05c48..3e13ce1b 100644
--- a/docs/self-building.md
+++ b/docs/self-building.md
@@ -22,6 +22,7 @@ List of roles where self-building the Docker image is currently possible:
 - `matrix-mailer`
 - `matrix-bridge-appservice-irc`
 - `matrix-bridge-appservice-slack`
+- `matrix-bridge-appservice-webhooks`
 - `matrix-bridge-mautrix-facebook`
 - `matrix-bridge-mautrix-hangouts`
 - `matrix-bridge-mautrix-telegram`
diff --git a/group_vars/matrix_servers b/group_vars/matrix_servers
index e2db0885..acdb7b75 100755
--- a/group_vars/matrix_servers
+++ b/group_vars/matrix_servers
@@ -104,6 +104,8 @@ matrix_appservice_discord_database_password: "{{ matrix_synapse_macaroon_secret_
 # We don't enable bridges by default.
 matrix_appservice_webhooks_enabled: false
 
+matrix_appservice_webhooks_container_image_self_build: "{{ matrix_architecture != 'amd64' }}"
+
 # Normally, matrix-nginx-proxy is enabled and nginx can reach matrix-appservice-webhooks over the container network.
 # If matrix-nginx-proxy is not enabled, or you otherwise have a need for it, you can expose
 # matrix-appservice-webhooks' client-server port to the local host.
diff --git a/roles/matrix-bridge-appservice-webhooks/defaults/main.yml b/roles/matrix-bridge-appservice-webhooks/defaults/main.yml
index 7f26ea58..2b9fe310 100644
--- a/roles/matrix-bridge-appservice-webhooks/defaults/main.yml
+++ b/roles/matrix-bridge-appservice-webhooks/defaults/main.yml
@@ -3,13 +3,20 @@
 
 matrix_appservice_webhooks_enabled: true
 
+matrix_appservice_webhooks_container_image_self_build: false
+matrix_appservice_webhooks_container_image_self_build_repo: "https://github.com/turt2live/matrix-appservice-webhooks"
+matrix_appservice_webhooks_container_image_self_build_repo_version: "{{ 'master' if matrix_appservice_webhooks_version == 'latest' else matrix_appservice_webhooks_version }}"
+matrix_appservice_webhooks_container_image_self_build_repo_dockerfile_path: "Dockerfile"
+
 matrix_appservice_webhooks_version: latest
-matrix_appservice_webhooks_docker_image: "{{ matrix_container_global_registry_prefix }}turt2live/matrix-appservice-webhooks:{{ matrix_appservice_webhooks_version }}"
+matrix_appservice_webhooks_docker_image: "{{ matrix_appservice_webhooks_docker_image_name_prefix }}turt2live/matrix-appservice-webhooks:{{ matrix_appservice_webhooks_version }}"
+matrix_appservice_webhooks_docker_image_name_prefix: "{{ 'localhost/' if matrix_appservice_webhooks_container_image_self_build else matrix_container_global_registry_prefix }}"
 matrix_appservice_webhooks_docker_image_force_pull: "{{ matrix_appservice_webhooks_docker_image.endswith(':latest') }}"
 
 matrix_appservice_webhooks_base_path: "{{ matrix_base_data_path }}/appservice-webhooks"
 matrix_appservice_webhooks_config_path: "{{ matrix_appservice_webhooks_base_path }}/config"
 matrix_appservice_webhooks_data_path: "{{ matrix_appservice_webhooks_base_path }}/data"
+matrix_appservice_webhooks_docker_src_files_path: "{{ matrix_appservice_webhooks_base_path }}/docker-src"
 
 # If nginx-proxy is disabled, the bridge itself expects its endpoint to be on its own domain (e.g. "localhost:6789")
 matrix_appservice_webhooks_public_endpoint: /appservice-webhooks
diff --git a/roles/matrix-bridge-appservice-webhooks/tasks/setup_install.yml b/roles/matrix-bridge-appservice-webhooks/tasks/setup_install.yml
index 9ddc121a..1b276efc 100644
--- a/roles/matrix-bridge-appservice-webhooks/tasks/setup_install.yml
+++ b/roles/matrix-bridge-appservice-webhooks/tasks/setup_install.yml
@@ -1,23 +1,47 @@
 ---
 
-- name: Ensure Appservice webhooks image is pulled
-  docker_image:
-    name: "{{ matrix_appservice_webhooks_docker_image }}"
-    source: "{{ 'pull' if ansible_version.major > 2 or ansible_version.minor > 7 else omit }}"
-    force_source: "{{ matrix_appservice_webhooks_docker_image_force_pull if ansible_version.major > 2 or ansible_version.minor >= 8 else omit }}"
-    force: "{{ omit if ansible_version.major > 2 or ansible_version.minor >= 8 else matrix_appservice_webhooks_docker_image_force_pull }}"
-
 - name: Ensure AppService webhooks paths exist
   file:
-    path: "{{ item }}"
+    path: "{{ item.path }}"
     state: directory
     mode: 0750
     owner: "{{ matrix_user_username }}"
     group: "{{ matrix_user_groupname }}"
   with_items:
-    - "{{ matrix_appservice_webhooks_base_path }}"
-    - "{{ matrix_appservice_webhooks_config_path }}"
-    - "{{ matrix_appservice_webhooks_data_path }}"
+    - { path: "{{ matrix_appservice_webhooks_base_path }}", when: true }
+    - { path: "{{ matrix_appservice_webhooks_config_path }}", when: true }
+    - { path: "{{ matrix_appservice_webhooks_data_path }}", when: true }
+    - { path: "{{ matrix_appservice_webhooks_docker_src_files_path }}", when: "{{ matrix_appservice_webhooks_container_image_self_build }}"}
+  when: "item.when|bool"
+
+- name: Ensure Appservice webhooks image is pulled
+  docker_image:
+    name: "{{ matrix_appservice_webhooks_docker_image }}"
+    source: "{{ 'pull' if ansible_version.major > 2 or ansible_version.minor > 7 else omit }}"
+    force_source: "{{ matrix_appservice_webhooks_docker_image_force_pull if ansible_version.major > 2 or ansible_version.minor >= 8 else omit }}"
+    force: "{{ omit if ansible_version.major > 2 or ansible_version.minor >= 8 else matrix_appservice_webhooks_docker_image_force_pull }}"
+  when: "not matrix_appservice_webhooks_container_image_self_build|bool"
+
+- block:
+    - name: Ensure Appservice webhooks repository is present on self-build
+      git:
+        repo: "{{ matrix_appservice_webhooks_container_image_self_build_repo }}"
+        dest: "{{ matrix_appservice_webhooks_docker_src_files_path }}"
+        version: "{{ matrix_appservice_webhooks_container_image_self_build_repo_version }}"
+        force: "yes"
+      register: matrix_appservice_webhooks_git_pull_results
+
+    - name: Ensure Appservice webhooks Docker image is built
+      docker_image:
+        name: "{{ matrix_appservice_webhooks_docker_image }}"
+        source: build
+        force_source: "{{ matrix_appservice_webhooks_git_pull_results.changed if ansible_version.major > 2 or ansible_version.minor >= 8 else omit }}"
+        force: "{{ omit if ansible_version.major > 2 or ansible_version.minor >= 8 else matrix_appservice_webhooks_git_pull_results.changed }}"
+        build:
+          dockerfile: "{{ matrix_appservice_webhooks_container_image_self_build_repo_dockerfile_path }}"
+          path: "{{ matrix_appservice_webhooks_docker_src_files_path }}"
+          pull: yes
+  when: "matrix_appservice_webhooks_container_image_self_build|bool"
 
 - name: Ensure Matrix Appservice webhooks config is installed
   copy: