Push Notification Market: Dead or Alive?

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The recent Google update introduced significant changes to the push notification market. It made the unsubscribe button a mandatory option for all push messages on Android and enhanced the GSB (Google Safe Browsing) policy.

The update sent a wave of substantial changes through the market, disrupting the way it used to operate. In this article, we’ll dive into the current state of the industry and explore whether the push notification market can still deliver profits.

New Market, New Rules​

The situation across the market prior to the update was as follows: the number of subscriptions consistently exceeded the number of unsubscribes month after month, creating a positive earnings trend. While all publishers experienced occasional spikes in unsubscribes, the overall base size—and revenue—remained relatively stable. However, everything changed after Google’s latest update came into effect in the fourth quarter of 2024.

Here’s what happened: once users were given an easy option to unsubscribe from push notifications, they began doing so in bulk. On the other side, publishers started losing their subscriber bases—and with them, their profits.

Then came a wave of bans. Google began flagging domains, effectively banning them and wiping out all existing subscriptions. The thing