Both push notifications and SMS (short message service) are ways for apps and services to send you alerts and messages directly to your mobile device. However, they have some key differences:
What is a push notification?
A push notification is a message that pops up on a mobile device. Push notifications can be sent by apps, websites, and services that want to notify users about new messages, events, offers, and other timely information.
With push notifications, users don’t have to constantly check or open the app to receive new information. The notifications pop up on the screen when there’s something new to see. This makes push notifications more convenient for users.
Push notifications appear differently depending on the mobile OS. On iOS devices, they appear as banners across the top of the screen. On Android, they show up in the notification bar. Users can tap on the notification to open the app or take an action.
Apps must ask and receive user permission to send push notifications. Users have to opt-in to enable an app to send notifications. This gives users control over which apps can send notifications.
Push notifications are sent via the internet, using Wi-Fi or mobile data. As long as the device has an internet connection, push notifications can be delivered instantly.
What is SMS?
SMS stands for short message service. It is a protocol for sending text messages to mobile phones over the cellular network.
SMS messages are limited to 160 characters per text. They are delivered directly to the native SMS messaging app on the user’s device, such as Messages on an iPhone. Users don’t need to have a specific app open to receive an SMS.
SMS does not require internet to work. The messages are delivered over the cellular voice network. This makes SMS more reliable than push notifications in areas with spotty internet connectivity.
However, SMS costs may apply depending on the user’s text messaging plan. Sending and receiving SMS messages may count against a monthly allowance or incur per-message fees.
SMS is less interactive than push notifications. The messages are text-only, and users cannot take actions like tapping buttons within the SMS message.
Key differences between push notifications and SMS
Here is a summary of some of the main differences between push notifications and SMS:
| Push Notifications | SMS |
|---|---|
| Sent over the internet via Wi-Fi or mobile data | Sent over cellular network |
| Can include images, buttons, etc. | Text-only with 160 character limit |
| Requires app and user opt-in | Sent to native SMS app automatically |
| Free (no per-message cost) | May incur SMS costs |
| Timely delivery | Slower and more reliable delivery |
When is each notification method preferable?
Here are some guidelines on when each notification method works best:
Push notifications are better for:
- Apps and services that require internet connectivity
- Delivering timely, contextual alerts and updates
- Adding interactivity with buttons, images, etc.
- Engaging users with rich media notifications
- Alerting users even if they aren’t in the app
SMS is better for:
- Critical or time-sensitive alerts
- Reaching users without an internet connection
- Emergency or security alerts
- Appointment reminders
- Delivery receipts and confirmations
- 2-factor authentication
- Reaching users without requiring an app install
Many apps and services use a combination of push notifications and SMS to engage users in different contexts.
Push notification examples
Here are some common examples of how apps and services use push notifications:
- Social media apps like Facebook and Twitter use push notifications to alert users about new comments, likes, messages, etc. This brings users back to the app to engage.
- News and media apps use push alerts to notify users of breaking news stories. Push notifications allow them to share urgent stories quickly.
- Shopping apps send offers and sale alerts via push notifications to advertise deals and products. They can also notify about shipping status.
- Ridesharing apps like Uber use push notifications to alert drivers about new ride requests nearby. This allows fast pickup times.
- Dating and social apps send push alerts when there are new matches or messages. This enables users to respond right away.
- Gaming apps send updates about new levels, gameplay events, and other notifications to engage users.
- Finance apps use push notifications about account balances, transaction alerts, etc. to inform users of account activity.
SMS use cases
Here are some examples of how SMS is commonly used:
- Confirmation messages for appointments, deliveries, rides, etc. SMS provides reliable logistics and scheduling confirmations.
- Alerts about emergencies, outages, security issues since SMS does not require internet and has broad reach.
- Notifications about sales, coupons, special offers for users without needing an app installed.
- Reminders for medication, events, bill payments, etc. since SMS is broadly accessible.
- Customer support and notifications because SMS is more universal than apps.
- Shipping and delivery status updates and ETAs for reliability.
- Two-factor authentication for account logins, financial transactions for security.
- Surveys and polls since SMS provides direct access to customers.
Push notification best practices
Here are some best practices for implementing effective push notifications:
- Request user permission politely, and explain why you need permission to send notifications.
- Allow users to opt out or disable notifications easily.
- Personalize notifications using customer data and contexts.
- Keep notifications brief – under 120 characters.
- Use notifications to provide value, not just promotions.
- Target notifications based on usage patterns and high-value events.
- Customize the frequency of notifications for each user.
- Test notifications thoroughly before launching.
- Analyze performance metrics to improve engagement.
- Follow up on notifications with more in-app content.
Overall, the best push notifications enhance the user experience rather than create distractions. Personalized, well-timed notifications demonstrate that your app understands and cares about your customers.
Conclusion
Push notifications and SMS both enable timely communication with mobile users, but are better suited for different use cases.
Push notifications provide interactive, media-rich messaging tied to apps and internet connectivity. They engage users and bring them back into apps.
SMS offers simpler, more universal text messaging directly on user devices. It provides reliable communication in areas with limited internet access.
Knowing when to use push notifications vs SMS depends on your specific needs and customers. Optimize both strategies to effectively communicate, engage, and support mobile users.