Most notification systems are built around one goal: bring you back. We think that goal, applied without limits, is how apps end up training people to resent the thing they once enjoyed. So we built ours around a different question for every notification: does this actually need to interrupt someone right now?
The bar we hold notifications to
Before a notification type ships, it has to answer two questions clearly: is this something the person specifically cares about, and is now meaningfully better than later? A comment on your own post passes both. A reminder that an account you don't follow is "trending" passes neither, which is why we don't send it.
No repeat pings for the same thing
If the same person likes your post, unlikes it, and likes it again, that doesn't turn into three separate notifications — we update the one that's already there instead of stacking duplicates. It's a small change, but it keeps your notification list from filling up with noise about the same action.
No re-engagement notifications
In plain words We don't send "we miss you" or "see what you're missing" notifications. If you've stepped away, that's your choice to make, not ours to reverse.
Some apps send a notification specifically because you haven't opened them in a while. We treat that category as off-limits — a break you take from the app is yours to take, not a problem for us to solve with a push notification.
The bottom line
A notification is an interruption, and we think it should have to earn that interruption every time rather than default to it. That's a narrower bar than most apps use, and it's intentional.
Give it a try
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