Push notification
Also known as: push notifications, push alert, app notification, mobile notification
A push notification is a message an app or website sends to your device that appears on your lock screen, notification panel, or desktop, even when the app isn't open.
Notifications deliver chat messages, delivery updates, security codes, breaking news, and reminders. They're sent through services run by Apple and Google, which route messages to devices. While push notifications are useful, too many of them drain attention and battery, and fake or misleading notifications can be used for scams.
Push notification, explained at three levels
At home
A push notification is like a doorbell for your apps. Instead of opening each app to check for news, you wait for it to ring. Your phone keeps one quiet connection to Apple's or Google's notification service, and when an app has something new, its server sends the message through that service, which shows it on your screen even if the app is closed.
At work
A push notification is an alert an app or website sends to a device's lock screen or notification panel, even when the app is closed. Apple and Google run the services that deliver them. Businesses use push notifications for urgent messages, delivery updates and MFA sign-in approvals, but too many interrupt staff, hurt focus and teach people to ignore the alerts that matter.
At home
Apps cannot keep a constant connection open on your phone, because that would drain the battery. Instead, your phone keeps a single connection to Apple's or Google's push service. When an app's server has news for you, it sends the message to that service, addressed with a token that identifies your device and app. The push service delivers it over the connection your phone already has, and the notification appears even if the app is closed.
At work
Apps send notifications through Apple Push Notification service on iPhones and Firebase Cloud Messaging on Android, while websites use the Web Push standard through the browser vendor's service. Each install registers a device token with the app's server. Notifications can be visible alerts or silent data messages that trigger background updates. MFA apps use push for sign-in approvals, which attackers exploit through MFA fatigue, sending repeated requests until someone taps Approve.
At home
Websites can ask to send you browser notifications, and some abuse that permission. Once allowed, a site can push fake virus warnings, prize alerts or scam offers that look like system messages, even when the site is closed. Those popups often lead to more scams. You can revoke permissions in your browser's site settings. In my view, say no to website notification requests unless you really want updates from that site.
At work
Use number matching and context for MFA push approvals, and prefer phishing-resistant methods for administrators. Limit notification content shown on lock screens for sensitive apps, such as banking and health, since previews can leak information. Protect push credentials and server keys, which allow sending messages to all users if stolen. Design product notifications around user value with sensible frequency, because annoyed users disable notifications entirely.
Real-world examples
At home
Thomas was overwhelmed by alerts. He turned off notifications for all but messaging, banking, and calendar apps, and his phone felt calmer.
At work
Fatima's Halifax MSP enabled number matching for MFA push notifications at a client, stopping attackers from tricking staff into approving sign-ins.
How it compares
| feature | Push notification | SMS text |
|---|---|---|
| Delivered via | Apple or Google push services | Mobile carrier network |
| Requires app | Yes, or a browser | No |
| Rich content | Images, buttons, actions | Mostly plain text |
| Works without data | No | Yes |
Push notifications need an app. SMS works on any phone.
For analysts
When designing app notifications, I'd define which events are truly worth interrupting someone for. Fewer, better notifications keep users engaged.
History & origin
Research In Motion, the Waterloo, Ontario company behind the BlackBerry, popularized 'push' email in the early 2000s, delivering messages instantly instead of waiting for users to check. Apple launched its Apple Push Notification service in 2009, letting any iPhone app send alerts, and Google followed with its cloud messaging service in 2010, later becoming Firebase Cloud Messaging. Web browsers added web push notifications in the mid-2010s, and iPhones gained web push for home screen web apps in 2023. In December 2023, a US senator revealed that governments had requested push notification records from Apple and Google, raising privacy questions. In my view, push notifications are a brilliant Canadian-pioneered idea that's been overused.