diff --git a/playbooks/roles/edxapp/tasks/deploy.yml b/playbooks/roles/edxapp/tasks/deploy.yml
index 486799073d3..1c67df828fa 100644
--- a/playbooks/roles/edxapp/tasks/deploy.yml
+++ b/playbooks/roles/edxapp/tasks/deploy.yml
@@ -402,6 +402,13 @@
 
 - set_fact: edxapp_installed=true
 
+## Appsembler custom:
+## compile i18n messages each time
+- name: compile i18n messages
+  shell: paver i18n_fastgenerate chdir={{ edxapp_code_dir }}
+  sudo_user: "{{ edxapp_user }}"
+  environment: "{{ edxapp_environment }}"
+
 - name: restart edxapp
   supervisorctl: >
     state=restarted