Term · Apps & software
Push notifications
Push notifications are short messages that an app — or a website, through web push — sends to a user's device, appearing on the lock screen or in the notification centre even when the app is closed.
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Explained
Types
- Transactional: order confirmed, delivery on the way, appointment reminder, payment received.
- Account and service: new message, document ready, security alert.
- Marketing: offers, new products, events — with the user's permission and in moderation.
Permissions
- iOS requires apps to ask users for permission before sending notifications.
- Android recent versions also require runtime permission.
- Web push works in supported browsers; on iPhones, it is available for web apps added to the home screen (since iOS 16.4). See progressive web app.
Asking at the right moment — when the benefit is obvious — increases acceptance.
Good practice
- Prioritise useful, expected messages.
- Let users choose categories and frequency.
- Personalise and localise: the user's language, relevant content.
- Deep-link to the relevant screen.
- Respect time zones and quiet hours.
- Measure opt-outs and uninstalls, not only opens.
See push notifications strategy.
Alternatives
For customers who have not installed an app, messenger notifications (with consent), SMS or email serve similar purposes. In Azerbaijan, WhatsApp and Telegram messages often reach customers more reliably than app notifications.
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FAQ
Frequently asked questions
Do notifications require consent under data protection law?
The device permission covers delivery; marketing communication and data use must also follow your privacy policy and applicable law.
Why do users disable notifications?
Too many, irrelevant or poorly timed messages. Fewer, more useful notifications keep the channel open.