Chrome 80: End of Web Push Notifications As We Know It?

When it comes to providing user experience, no one can beat Google. With the launch of Chrome 80, scheduled to be released in February 2020, Google will take another step towards serving a finer user experience.

End of Pesky Push Notifications

Web users across the world have, at some point or the other, been bugged by unsolicited push notifications from websites which they unknowingly subscribed to just when they were busy browsing the internet for information or, hurriedly paying that utility bill before the cut-off date.

These pop-ups, built in by website developers to deliver notifications/news on your screen, called push notifications, are what Chrome 80 will put an end to.

The Quiet UI

As the name suggests, the Quiet UI is the interface that Chrome will launch to alert the users that a push notification has been blocked. It will also afford an opportunity to users to unblock the notification, if needed.

Automatic Push Notification Blocking

So, on what basis will the notifications be blocked?

Chrome will block push notifications under two situations.

1. Users who consistently block push notification: Good news for such web users is that Chrome 80 will block all push notifications by default. These users will not have to manually block notifications anymore.

2. Websites with low opt-in rates: Such sites whose push notifications are not frequently opted for or, in other words, have a low number of users allowing their notifications, will be automatically blocked in the new version of Chrome to be launched next month.

As more data builds up on such sites and users, the number of auto-blocked push notifications will further increase.

blocking web push notifications

Push Notifications as a Medium of Ad or Malware

Developers using push notifications to push ads or Malware, beware!

A sure way to get black-listed for push notifications and invite penalty from Google is by using these notifications to send ads or malware.

While such ‘deceptive practices’ are sure to attract penalty, the penalty details will be shared later by Google.

Note to Publishers: Prevent Push Notification Blocking

Making the launch of Chrome 80 all-inclusive, there are some best practices that Google has published which will help publishers use these notifications to their advantage and not be blocked by users without viewing.

1. Web developers have been advised to check their permission request flow with the new quieter notification permission UI, by enabling it manually in

chrome://settings/content/notifications.

2. It is also suggested that developers follow best practices and seek notification permission from users. This generally results in low opt-in rates. Therefore, Google recommends that publishers wait until users fully understand the context and appreciate the benefit of receiving notifications. Once the understanding matures, they can be prompted for permission.

See how one of the leading providers for web push notifications, OneSignal, warned about this update a couple of months ago and gave suggestions on how to prepare for the upcoming update.

With these set of guidelines and recommendations from the Search Engine giant, while it may not be as easy as before to serve notifications but when served, the notifications should attract the right audience.

Selina

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