Is there a safe number of pushes per day?
There is no official number. In the official sources we read, Google does not publish a daily limit of pushes or a minimum interval between one push and another. What it does publish is that Chrome compares what a site sends with the time people spend on it and with how much they interact.
This article gathers what Google published, most of it between 2024 and 2026, explains each mechanism with its source and date, shows what the person decides and what Chrome decides, and ends with a method for finding the rhythm of your own site. Where a source does not say something, the text says so.
Why does every publisher hear a different number?
In a group of publishers, the question came up together with others about the interval between one push and another and about repeating the same URL, and every answer brought a different number. Those numbers are personal experience, and none of them came with clicks or with lost subscribers. They describe the site of the person who answered, not a Chrome rule.
What does Chrome compare instead of a number?
Since January 2026, Chrome has started to limit the sending of a small number of sites that send too many notifications of little value. According to Google, nearly all websites are unaffected. The source is Chrome for Developers, from January 6, 2026.
According to the same text, at first there are three measures, calculated every day. The first is how many pushes the site sent per time people spend on it. The second is how many permission prompts the site showed per the same time. The third is how much people engage with the site.
In August 2026, Google described the same signals in another text, the volume of messages relative to the time people spend on the site, the frequency of permission prompts and general engagement. Seven months later, the yardstick is still relative.
Because two of the measures depend on the time people spend on the site, the same volume of pushes weighs one way on one site and another way on another. Another publisher's number is not a yardstick for yours. Permission prompts have their own text, How to win a subscriber without falling into the quiet permission prompt (Portuguese only for now).
What are time on the site and engagement?
Google's text about the limit says the third factor is based on the site engagement score and on foreground minutes. To understand what that means, it helps to read the Chromium documentation, which has no date on the page.
According to that documentation, engagement is a score from 0 to 100 that each browser keeps for each site. The main signal is the active time the person spends on the site, such as scrolling, clicking and typing. The score goes up with that use, up to a maximum per day, and starts to fall after a period without a visit.
In practice, and this is our reading, someone who receives your pushes and does not return to the site stops adding engagement. This matches what Chrome Help says, that Chrome may remove the permission from sites the person has not visited in a while.
A curiosity, for those who like to look inside. Each person can see the scores of their own browser by typing chrome://site-engagement in the address bar. The page shows only the scores of that browser.
In what ways does a subscriber stop receiving your pushes?
There are two families of causes. In one, the person decides. In the other, Chrome decides. Separating the two helps you read what happens to your base.
What the person decides
In Chrome on Android, the person cancels the subscription to a site with one tap, right on the notification. In September 2024, when the feature was starting with Pixel phones, Google reported that it had already reduced the volume of notifications by 30% on supported Pixel devices. The number is for Pixel phones, from 2024, and the source does not say how it was measured. Since May 2025, Google describes the button as part of Chrome on Android. Chrome Help today says that, on some devices, it is possible to unsubscribe directly from the notifications, without listing which ones.
If the person taps Unsubscribe by mistake, they can tap Undo right away.
On a computer, the person blocks a site in More, Settings, Privacy and security, Site Settings, Notifications. There they see two lists, one with the sites that are allowed to send notifications and another with the sites that are not allowed. On Android, they tap Page info, next to the address, and then Permissions, or go to More, Settings, Site settings, Notifications to see all sites at once.
What Chrome decides
Since October 2025, Chrome removes by itself the permission a person gave to sites with very low engagement and a high volume of notifications, on Android and on desktop, and tells the person. Installed web apps are left out. The source is the Google blog about Chrome, from October 10, 2025. The text does not define what very low is, or what a high volume is.
To prevent notification overload, Chrome may also remove the permission from sites the person has not visited in a while, according to Chrome Help. Chrome already did this with permissions the person does not use, such as camera and location.
In August 2026, Google reported that Chrome removes the permission from sites that repeatedly received suspicious notification warnings. Those warnings are the subject of the section about the notification text, further down.
The person can give the permission back. In Safety Check in Chrome, they find the permissions removed from sites and can give the permission back. They can also return to the site and turn notifications on again, and they can even turn off the automatic removal.
And the sending limit?
The sending limit is another thing. It limits the sending of the site, according to Google, and it does not appear in the sources we read as a removal of permission. For nearly all sites, it changes nothing.
The text of the notification counts too
The possible spam warning is a different mechanism from the limit and from the removal of permission. On Android, since 2025, a machine learning model that runs on the device itself reads what is written in each notification, such as the title, the text and the buttons. When it finds that the content may be deceptive or spam, it shows a warning with the options to unsubscribe or to see the notification. The content is not sent to Google. The source is Chrome Security, from May 8, 2025.
The warning belongs to Chrome on Android, and the Google source does not restrict the warning to one device model. According to Google, the feature started only on Android, and Google would evaluate extending it to other platforms in the future.
Whoever receives the warning can tap Show notification and then Mark as safe to Chrome, according to Chrome Help. Google's description talks about the content of the notification and does not mention the number of messages sent.
If the same site receives suspicious warnings repeatedly, the effect stops being only visual. In August 2026, Google reported that Chrome removes the permission from sites that received those warnings repeatedly. The source is Google Security, from August 11, 2026.
The size of the problem, in Google's numbers
According to Google, in October 2025, less than 1% of all notifications receive any interaction. It is a number for the whole platform, not for one site.
In August 2026, Google reported that, with the set of Chrome defenses against abusive notifications, notifications on Android fell by more than 7 billion a day, in the first quarter alone. The text does not say the year of the quarter or which defense produced the number, so it does not measure a single defense.
Does sending fewer pushes bring more clicks?
In Google's tests, sites that send fewer notifications are seeing more clicks. That does not decide anyone's frequency. The sentence talks about what Google observed in the tests, and it does not say how many pushes you should send. Treat frequency as a test, with measurement.
The criterion Google itself gives, in the push documentation on web.dev, is that push notifications are a way to receive timely, relevant and precise information. Outside that, you will probably end up annoying people and reducing engagement.
What a publisher can measure
In the Google Analytics of your site, the visit that push brings can be seen, tagged with UTM. The display of the notification does not reach Google Analytics, only the visit that the click brings. AI Web Push tags with UTM the link of the campaigns created in the panel and of the automatic posts. Through the API, the three UTM fields are optional and have no default value.
To tell each campaign apart in Google Analytics, see What AI Web Push already tags with UTM and how to tell each campaign apart. To add Google Analytics to your site, see How to add Google Analytics (GA4) to your site using a plugin, code or GTM, and to measure the subscription through Google Tag Manager, How to create Web Push reports in GA4 via GTM.
An important caveat. The measure of visits and clicks does not show who removed the permission. Google Analytics does not see that. That is why the method below looks at what can be seen, the clicks of each push and the total clicks.
How to find the rhythm of your site
This is a method we suggest, a practice, and not a Google rule. It has no number of pushes on purpose, because the rhythm that works is the one you measure on your own site.
- Choose two similar weeks, without a holiday or unusual news.
- In the first week, keep today's rhythm and write down the clicks of each push and the total clicks of the week.
- In the second week, change one thing only, the number of sends per day, up or down.
- Compare the clicks of each push, the total clicks and the CTR of the two weeks.
- If the clicks of each push fall and the total does not grow, the extra sending did not bring a new reader. If the total grows and the clicks of each push hold, the site handled the new rhythm.
- Repeat at every big change of editorial line or of audience.
Illustrative example, with no data from any real site. A site sends more in one week and sees the total clicks stay flat and the clicks of each push fall. The reading is that the extra sends went to people who no longer clicked.
Also write a title, a text and buttons that describe the content. The possible spam warning on Android reads what is written in the notification, such as these three items.
Common mistakes, each with its source
- A title that looks deceptive or spam, which the Android warning may flag. Source, Chrome Security, May 2025.
- High volume for people who barely interact, which may lead Chrome to remove the permission. Source, Google blog, October 2025.
- Asking for permission too much, which also counts in Chrome's sending limit. Source, Chrome for Developers, January 2026.
- Letting the spam warning repeat, which leads Chrome to remove the permission. Source, Google Security, August 2026.
- Sending to people who do not return to the site, because Chrome may remove the permission from sites the person has not visited in a while. Source, Chrome Help.
The permission prompt has its own rules, in the text about how to win a subscriber without falling into the quiet permission prompt (Portuguese only for now).
Is it worth repeating the same URL?
In the official sources we read, Google does not publish a rule about repeating the same URL. Since Chrome observes how people interact, the useful practice is to follow the clicks of each URL and renew the ones that stopped performing. That is market practice, and not a Google rule.
What Google has not published
Google does not say where the line between a lot and a little sending is. It does not say from what point engagement is low, or what counts as high volume. It does not publish a minimum interval between pushes. Whoever gives you an exact number is going beyond the source.
And on the iPhone?
The rules in this text are Chrome's. On the iPhone and the iPad, web push only works on a site added to the home screen, since iOS and iPadOS 16.4, and the permission prompt has to come from a tap by the person. The source is WebKit, from February 16, 2023. The text says nothing about frequency on Safari.
Frequently asked questions
How many pushes per day can I send without losing my base?
Google does not publish a number per day. Chrome compares what the site sends with the time people spend on it and with their engagement.
Is there a minimum interval between one push and another?
Google does not publish a minimum interval.
Does sending fewer pushes always raise the clicks?
Google says that sites with a lower volume are seeing more clicks, but that does not decide the frequency of your site. Test and measure.
What makes Chrome remove the permission from my site?
Among the causes Google published, a high volume with very low engagement, a site the person has not visited in a while and repeated spam warnings.
Can the person give the permission back?
Yes, through Safety Check in Chrome or by returning to the site.
Does the possible spam warning count how many pushes I send?
Google's description talks about the content of the notification and does not mention the number of messages sent.
Does this apply on a computer?
The automatic removal of permission applies on Android and on desktop. The spam warning and the one tap unsubscribe button belong to Chrome on Android.
And on the iPhone?
Web push only works on a site added to the home screen, and the prompt has to come from a tap by the person.
How do I see the result of push in Google Analytics?
Through the visit tagged with UTM. The display of the notification does not reach Google Analytics.
Read also
- How to see the revenue from your push notifications (UTM, GA4 and Ad Manager)
- What AI Web Push already tags with UTM and how to tell each campaign apart
- How to add Google Analytics (GA4) to your site using a plugin, code or GTM
- How to create Web Push reports in GA4 via GTM
- How to win a subscriber without falling into the quiet permission prompt (Portuguese only for now)
Official sources
- Chrome for Developers, Increasing web push notification value with rate limits, January 6, 2026, https://developer.chrome.com/blog/web-push-rate-limits
- Google blog about Chrome, Reducing notification overload for a quieter browsing experience in Chrome, October 10, 2025, https://blog.google/chromium/automatic-notification-permission/
- Chrome Security, Fighting Unwanted Notifications with Machine Learning in Chrome, May 8, 2025, https://blog.google/chromium/fighting-unwanted-notifications-wi/
- Google Security, text about the layers of Chrome defenses against abusive notifications, August 11, 2026, https://blog.google/security/the-multi-layered-defenses-that-harden-chrome-against-abusive-notifications/
- Google, Chrome security update, September 12, 2024, https://blog.google/products-and-platforms/products/chrome/google-chrome-safety-update-september-2024/
- Chrome Help, notifications in Chrome, accessed on October 21, 2026, https://support.google.com/chrome/answer/3220216?co=GENIE.Platform%3DAndroid
- web.dev, Push notifications overview, updated on November 10, 2020, https://web.dev/articles/push-notifications-overview
- Chromium, Site Engagement design document, no date on the page, https://www.chromium.org/developers/design-documents/site-engagement/
- WebKit, Web Push for Web Apps on iOS and iPadOS, February 16, 2023, https://webkit.org/blog/13878/web-push-for-web-apps-on-ios-and-ipados/