Best Push Notification Tools in 2026
Reach users without fighting the inbox
By Toolradar Editorial Team · Updated
OneSignal is excellent for most apps—generous free tier and easy setup. Firebase is free and tightly integrated with Google's ecosystem. Braze is enterprise-grade for sophisticated campaigns. Don't spam users—push notification abuse kills engagement.
Push notifications are powerful and dangerous. Used well, they drive engagement and retention. Used poorly, they drive uninstalls.
The tool matters less than the strategy. But the right tool makes good strategy easier to execute: segmentation, timing optimization, and A/B testing separate amateur notifications from professional ones.
What It Is
Push notification tools send messages directly to users' devices—mobile apps, web browsers, or both. They bypass email and appear on the lock screen, demanding attention.
Modern platforms go beyond simple messages: rich media, action buttons, deep links, in-app messaging, and sophisticated targeting based on user behavior.
Why It Matters
Push notifications have the highest engagement rates of any channel—10-20x higher than email. But users have limited patience. Average apps lose 70% of users who disable notifications.
The opportunity is huge, but so is the risk. The right tool with the right strategy can transform your engagement metrics.
Key Features to Look For
Target users by behavior, preferences, and attributes. Relevant messages perform better.
Send to iOS, Android, and web from one platform.
Send at the best time for each user. Some tools do this automatically.
Test message variants to improve over time.
Track delivery, opens, and downstream actions.
What to Consider
Evaluation Checklist
Pricing Overview
OneSignal (unlimited mobile push) or Firebase (unlimited everything)
OneSignal Growth ($19 + usage) for segmentation and A/B testing
Braze for cross-channel campaigns with sophisticated targeting
Top Picks
Based on features, user feedback, and value for money.
Most apps—hard to beat the value at any price point
Apps already using Firebase who want free, reliable delivery
Large apps with 1M+ MAU and sophisticated cross-channel marketing needs
Mistakes to Avoid
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Sending too many notifications — more than 3-5 per week causes 40%+ of users to disable notifications; apps that over-notify lose their entire push channel permanently
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Generic messages to all users — 'Check out our new feature!' to 1M users gets 1-2% tap rates; personalized messages based on user behavior get 5-15%; segmentation is the difference between engagement and uninstalls
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Not A/B testing notification copy — a headline change from 'New offer inside' to 'Your saved item is 30% off' can double tap-through rates; test systematically and compound 5-10% improvements monthly
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Ignoring notification preferences — let users choose frequency (daily digest vs. real-time) and categories (deals, updates, social); apps that respect preferences see 30-50% fewer opt-outs
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Measuring opens instead of downstream actions — a notification that gets opened but doesn't drive a purchase, session, or feature adoption is just an interruption; track actions, not taps
Expert Tips
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Start conservative — 2-3 notifications per week maximum — it's much easier to increase frequency for engaged users than to win back users who've disabled notifications; you can't undo an opt-out
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Personalize beyond the name — 'Hey {name}' adds nothing; 'Your order from Blue Bottle is out for delivery' is relevant; use behavioral data (last action, preferences, location) to make every notification feel helpful
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Use timezone-optimized delivery — sending at 2am wakes users up and gets you disabled; send at each user's local 10am-2pm window; OneSignal Growth and Braze both support this automatically
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Segment by engagement level — power users (daily active) tolerate 5+ notifications/week; casual users (weekly) should get 1-2 max; one-size-fits-all frequency optimizes for nobody
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Implement notification-to-action deep links — every notification should land users on the exact relevant screen (the specific product, message, or feature), not the app home; this alone can double conversion rates from push
Red Flags to Watch For
- !No segmentation beyond 'all users' — mass broadcasting the same notification to every user is the fastest way to drive uninstalls; even basic segmentation (active vs. inactive, new vs. returning) noticeably improves relevance
- !Delivery rate below 90% on test sends — notification delivery depends on platform relationships with Apple (APNs) and Google (FCM); some vendors have poor infrastructure that drops 10-20% of notifications silently
- !No support for rich notifications — in 2026, plain text notifications look amateur; users expect images, action buttons, and deep links; if the platform only supports basic text, your notifications will underperform
- !Per-notification pricing without volume discounts — at 1M+ monthly notifications, per-message fees ($0.001-0.01/notification) can exceed $1,000-10,000/month; look for per-MAU or flat-rate pricing at scale
The Bottom Line
OneSignal (free unlimited mobile push, Growth from $19/month) is excellent for most apps — generous free tier, easy setup, and good segmentation on paid plans. Firebase Cloud Messaging (completely free) is the right choice for developer-led teams already in Google's ecosystem who want zero cost and maximum reliability. Braze ($50K+/year) is worth the investment only for apps with 1M+ MAU that need sophisticated cross-channel orchestration. Start with 2-3 notifications per week and optimize — your push channel is a non-renewable resource.
Frequently Asked Questions
How many push notifications is too many?
It depends on your app and content. News apps can send several daily; e-commerce apps should be more conservative. Start with 2-3 per week and test. When disable rates spike, you've gone too far.
Web push vs mobile push—which is better?
Mobile push has higher engagement because users have already installed your app. Web push is easier to get permission for but has lower conversion. Use both where appropriate.
How do I improve opt-in rates?
Delay the permission prompt until users understand value. Explain what they'll receive. Use a soft prompt first that you control, then trigger the system prompt for users who engage with it.
Related Guides
Ready to Choose?
Compare features, read reviews, and find the right tool.