What Are Push Notifications? Types & How They Work
Push notifications are permission-based messages delivered straight to a user’s device or browser. This guide explains what they are, the two types, how Android (FCM) and iPhone (APNs) delivery works, the benefits, and the best practices that keep users opted in.
Push notifications are permission-based messages delivered to users through operating systems or web browsers. Once a user grants permission, these alerts appear instantly on lock screens, banners and notification trays, even when the app or site is closed. They power everything from order confirmations and reminders to breaking news and promotions, and because they need no phone number or email address, they are one of the lowest-friction, highest-impact engagement channels available. Want push built into your own app? Add push notifications with Appy Pie AI.
What This Guide Covers
- What push notifications are
- Mobile vs web push
- Android (FCM) & iPhone (APNs)
- How delivery works, step by step
- Benefits & best practices
- Ready-to-use copy templates
Add push notifications to your app with no code. Rated 4.7/5 on G2 from 1,388 reviews.
Add Push to Your AppTL;DR Quick Summary
Push notifications are permission-based messages sent to a user’s device or browser by an app or website, appearing even when it is closed. There are two types: mobile push (delivered by installed apps through Apple’s APNs on iOS and Google’s FCM on Android) and web push (delivered by websites through browsers and service workers). Delivery follows a simple pipeline: the user opts in, the device gets a unique token, your server sends a payload, the platform push service routes it, and the notification appears. Because push needs no phone number or email and costs nothing per message, it is one of the most cost-effective ways to drive engagement, retention and conversions, when used with relevance and restraint.
Add Push to Your App →Table of Contents
Jump to any section: what push notifications are, the two types, Android vs iPhone delivery, how push works step by step, the benefits, best practices with copy templates, the future, and an FAQ.
The 2 Types of Push Notifications
Push notifications are grouped by where they are delivered. Understanding the two types helps you design the right engagement strategy.
Mobile push notifications
Sent by installed apps and delivered through the OS (Apple’s APNs on iOS, Google’s FCM on Android). They appear on lock screens, banners and trays, and are ideal for transactional alerts like order updates, plus retention nudges. Tokens refresh on reinstall or device change.
Web push notifications
Sent by websites through supported browsers after an explicit opt-in, and they work even when the browser is closed. They appear in a screen corner on desktop and alongside app notifications on mobile, great for content updates, promotions and real-time alerts, with no app install needed.
Push vs SMS vs Email
| Channel | How it’s delivered | Cost | Best for |
|---|---|---|---|
| Push | App or browser permission, straight to the device | Free to send | Instant, high-visibility engagement |
| SMS | Phone number, via carriers | Per-message fee | Urgent or compliance messages |
| Inbox, subject to spam & promo filters | Low, but low visibility | Long-form, non-urgent updates |
Android (FCM) vs iPhone (APNs)
Mobile push is delivered by two platform services: Firebase Cloud Messaging (FCM) on Android and the Apple Push Notification service (APNs) on iOS. Both now require explicit opt-in, but the details differ.
| Android (FCM) | iPhone (APNs) | |
|---|---|---|
| Service | Firebase Cloud Messaging | Apple Push Notification service |
| Introduced | Google, scaled push on Android | Apple, 2009 (the original push service) |
| Permission | Explicit opt-in (recent versions) | Explicit opt-in, always required |
| Extras | Notification channels, importance levels, quiet hours | Focus modes influence timing & display |
| Token | Unique device token, refreshed as needed | Device token identifying app + device |
On both platforms the flow is the same in spirit: the user opts in, the device generates a token, your server sends a request to FCM or APNs, the service routes it, and the notification appears. Relevance, concise copy and respectful timing are what keep users opted in.
How Do Push Notifications Work?
Push notifications follow a structured delivery pipeline connecting your app or website to the user’s device through a platform push service. Here is the process end to end.
User opt-in
The user explicitly grants permission, via an OS prompt on mobile or a browser permission request on the web.
Device token generated
The device or browser creates a unique token (or subscription ID) so the push service can route messages to exactly that device.
Message created on server
When an event occurs (new order, update, reminder), your app server builds a notification payload with the text, metadata and priority.
Delivery request to the push service
Your server sends the request to the right service, APNs for iOS, FCM for Android, or a browser push service for web.
Routing through push services
The service validates the request, checks the token, and queues the message. Web push uses browser push servers and service workers.
Notification displayed
The message is delivered and shown based on system rules and user settings such as Focus modes or quiet hours.
What Are the Benefits of Push Notifications?
Because messages appear directly on user devices, push delivers higher visibility and faster response than most channels. The main benefits:
Higher engagement
Push prompts immediate interaction, driving more frequent app opens and site visits.
Better retention
Timely reminders and updates bring users back and keep them active over time.
More conversions
Promotions, limited-time offers and personalized alerts speed up decisions.
Cost-effective
Unlike SMS, push has no per-message fee.
Personalization at scale
Tailor messages by behavior, preferences and location.
Instant delivery
Messages reach users immediately, ideal for time-sensitive updates.
Cross-platform reach
Engage users across browsers and mobile devices alike.
Best Practices for Push Notifications
Effective push programs balance visibility with restraint. Sending is simple; keeping users opted in takes strategy.
Earn the opt-in
Explain the value before you prompt, never fire the permission request on page load.
Cap frequency
Start with 1 to 3 promos per week; send transactional messages only on real events.
Let users choose
Offer categories and frequency controls so people keep the alerts they want.
Personalize & segment
Target by behavior, preferences and context, not one broadcast to everyone.
Time it right
Respect quiet hours and Focus modes; send when the user is most receptive.
Measure & refine
Track the KPIs below and tune messaging, timing and segmentation over time.
Ready-to-Use Copy Templates
KPIs to Track
The Future of Push Notifications
The future of push is smarter personalization, privacy and context-aware messaging. As platforms give users more control, relevance wins over volume.
AI-driven personalization
Notifications adapt to each user’s behavior, preferences and engagement patterns.
Behavior-triggered automation
Messages fire on real-time actions instead of fixed schedules.
Richer formats
Images, action buttons and deep links become standard across platforms.
Privacy-first messaging
Consent-based sending and transparent permission prompts are essential.
Omnichannel integration
Push works alongside email, SMS and in-app messaging in unified journeys.
Add Push Notifications to Your App, No Code
Reach users on web and mobile with built-in push. Send, schedule and segment notifications and track performance, all without writing a line of code.
Get Push Notifications Read: Enable Push Notifications on iPhoneFrequently Asked Questions
What are web push notifications and how do they work?
Web push notifications are browser-based alerts that websites send to users after they grant permission, even when the site is not open. They work through a service worker and a browser push service, allowing messages to reach the device in real time without an installed app.
What are mobile push notifications?
Mobile push notifications are real-time alerts sent by installed mobile apps to users’ devices on iOS or Android. They appear on lock screens, banners or notification trays and are delivered through Apple’s APNs and Google’s FCM after the user opts in.
How do Android push notifications work (FCM)?
Android push notifications work through Firebase Cloud Messaging (FCM), Google’s push delivery service. After a user opts in, the device generates a unique token stored by the app server. When a notification is sent, the server passes it to FCM, which routes it to the device.
How do iPhone push notifications work (APNs)?
iPhone push notifications are delivered using the Apple Push Notification service (APNs). Once a user grants permission, the iOS device generates a device token identifying the app-device combination, and the app’s server sends messages to APNs, which delivers them securely.
Do push notifications work without an app?
Yes. Push notifications can work without an app through web push, delivered via supported browsers without any download or install. This makes web push a low-friction way to re-engage website visitors on both desktop and mobile.
Why do users disable push notifications, and how can you prevent it?
Users disable push when messages are too frequent, irrelevant or poorly timed. To prevent opt-outs, explain the value before asking for permission, limit frequency, personalize the content, and let users control categories and timing.
Do push notifications cost money?
Sending push notifications through APNs, FCM and browser push services is free, there is no per-message fee like SMS. You may pay for a push notification platform or app builder that provides the sending, segmentation and analytics tools, but the delivery itself is not charged per message.
Can I add push notifications to my app without coding?
Yes. A no-code app builder like Appy Pie AI includes push notifications built in, so you can send, schedule and segment messages for web and mobile without writing code, then track opens and conversions from the same dashboard.
Push, Done Right, Still Wins
Push notifications remain one of the highest-impact engagement channels, if you earn the opt-in, deliver real value and respect the user’s attention. Get relevance, timing and frequency right and push drives engagement, retention and conversions across web and mobile. Ready to add it to your own app? Appy Pie AI push notifications are built in, no code required.
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Aasif Khan
Head of SEO and Growth Marketing Lead at Appy Pie AI with 17+ years in digital marketing, AI-powered optimization, and scalable growth strategies.
Abhinav Girdhar
Founder and CEO of Appy Pie AI. Builder of one of the world’s largest no-code and AI platforms, with 10M+ apps and websites created.