Glossary term
What Is Push Notification?
Messages sent from a server to a mobile device that appear on the lock screen or notification center, used for re-engagement and real-time alerts.
Push notifications are the highest-leverage retention mechanism in mobile apps. Users opt in per-app; once opted in, you can send notifications from your server via APNs (Apple Push Notification Service) or FCM (Firebase Cloud Messaging). Best practices: personalize content, time-zone-aware delivery, A/B test send times, avoid high-frequency spam (kills opt-out rate). Most mobile apps see 2-4x higher retention for users who grant notification permission.
Common Questions
When should I ask for notification permission?
After the user has used the app once and experienced value — not on first launch. Explain why before showing the system prompt.
Is FCM free?
Yes. Firebase Cloud Messaging has no per-message cost. APNs (iOS) is also free.
Related terms
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