How they work
Apps send push notifications through Apple Push Notification service (APNs) on iOS and Firebase Cloud Messaging (FCM) on Android. Users must allow notifications on iOS, and on Android 13 and newer as well.
What they're good for
- Bringing users back — improving retention and DAU/MAU.
- Transactional updates: delivery status, reminders, messages.
- Re-engagement of lapsed users with something new.
Combine them with deep links so a tap opens the right screen, not the home screen.
Best practices
- Ask for permission when the value is clear, not on first launch.
- Personalize and keep the frequency low — too many pushes lead to disabled notifications, uninstalls and annoyed reviews.
- Let users choose topics in settings.
Example
A fitness app might use push notifications to remind users of their daily workout — sent at the time they usually train, not at a fixed time for everyone.