Browser Push Notification
A browser push notification is a short message that a website operator delivers directly to a recipient's desktop or smartphone — even when the website is not currently open. The one-time opt-in confirmation from the user in the browser is a prerequisite. The technical foundation is the Web Push API and a registered service worker.
What is a browser push notification?
A browser push notification (also called web push) is a system-level message that a website operator sends to users of a specific browser. Unlike in-app push (e.g. an iOS/Android app), no installed app is required — just the user's one-time opt-in confirmation in the browser popup ('SendSeven would like to show you notifications — Allow / Block').
The notification appears as a banner in the operating system (Windows Action Centre, macOS Notification Centre, Android system notification) — not in the browser itself. It is visible even when the browser is closed or the website is not active. When the user clicks the notification, the target URL opens automatically in a new tab.
Technical foundations
Browser push is based on two W3C standards:
- Web Push API: Defines how a server passes a push message to a push service (Mozilla, Google FCM, Apple APN) and how the browser delivers the received message.
- Service Worker: A background script registered in the browser that receives incoming push events and displays the system notification — even when the website tab is closed.
The subscription object — an endpoint URL plus two cryptographic keys (p256dh and auth) — is created by the browser at opt-in and stored in the company's backend. On send, the backend encrypts the message with these keys (RFC 8291) and sends it to the push service.
Browser support 2026
| Browser | Desktop | Mobile |
|---|---|---|
| Chrome / Edge / Brave | Yes | Yes (Android) |
| Firefox | Yes | Yes (Android) |
| Safari (macOS) | Yes (from macOS 13) | — |
| Safari iOS / iPadOS | — | Yes (from iOS 16.4, PWA required) |
| Samsung Internet, Opera | Yes | Yes |
Important: iOS Safari has supported web push since spring 2023, but requires the website to be installed as a Progressive Web App on the home screen. Ordinary website visits in Safari browser do not receive an opt-in popup.
GDPR and opt-in
The opt-in via the browser dialog alone is not sufficient for GDPR-compliant push marketing. The standard browser dialog does not inform the user about the purpose, the responsible party, or the storage duration. Best practice: a pre-permission layer directly on the website that explains the purpose and content before the browser dialog appears, obtaining genuine consent within the meaning of Art. 6(1)(a) GDPR. Only after confirmation is the browser dialog triggered.
When storing the subscription, a link to the consent must be recorded (timestamp, wording, version). On unsubscription — both via the website and via the browser settings — the subscription must be deleted server-side.
Typical use cases
- Re-engagement: Win back users who have not visited the site for a while with relevant updates. CTR of 5–15 % significantly higher than email.
- E-commerce: Price alerts, back-in-stock, cart abandonment.
- News & media: Breaking news, live tickers, new episodes.
- SaaS: Status updates for running jobs, reports, approvals.
Browser push with SendSeven
SendSeven offers browser push as an eighth channel alongside WhatsApp, SMS, email, live chat, and the social messaging channels. Subscriptions are centrally managed and campaigns are segmentable. Push is sent in two ways: as a scheduled campaign via Reach to a segment, or via a direct REST API call from your own system. An event-triggered push like a cart abandonment reminder runs via the direct API call: your shop system detects the occasion and calls the SendSeven REST API — your backend controls the timing. Browser push is not a channel in the Flow Builder; a flow cannot send a push. EU hosting, GDPR-compliant opt-in pattern, DPA under Art. 28 GDPR. Browser push is very cost-effective compared to email or SMS.