Best Practices: Web Push Character Limits

At Mobify, we’re often asked: what are the best practices for web push notification character limits? Each browser is different, so we’ve outlined these for you here in a quick and visual read.

NOTE: Currently web push is supported on Chrome 44+ (both desktop and Android), Firefox 46+ (desktop only) and Safari desktop (2013+)

Web Push Overview

As a best practice, keep web push notifications short and to the point, use the title to its maximum potential with an engaging headline, complement the heading additional information in the body, and TEST, TEST, TEST before deploying your messages.

Anatomy of A Web Push Message

Web push messages contain an image, title, body, and shortened URL

Web Push Text Limits

(Desktop 44+)
Title Limit30504030
Body LimitNone*12010030

Web Push URLs

The shortened URL which appears on the web push is the URL on which your web push notifications is hosted. This is not the same as the URL that you’ll send your customers to on click. The redirect URL (which does not appear to message recipients) is not visible, and the character limit there is 500 to allow for long URLs with UTM parameters and other modifiers.

Chrome: Desktop and Mobile

Chrome offers the most complete user experience for web push notifications to date. Designed mobile-first, push notifications on Android can render much more content on the lock screen than they can on desktop. Here are some examples of how the message appears in Chrome on desktop and on a mobile device.

S1: Chrome Web Push Notification on Desktop

example of a web push message with title, body, url and image
Title: Max. 50 characters
Body: Max. 120 characters, (100 maximum recommended)

S2: A web push title rendered on a Nexus 6 Android Device V 6.0.1 / Chrome V 49
Home screen on Android push notification preview
S3: A web push with expanded body on a Nexus 6 Android Device V 6.0.1 / Chrome V 49

Web push on Android expanded
Title: Max. 30 characters
Body: Unlimited, (100 maximum recommended)

Screen sizes in the Android family range from 20-40 characters, this should be taken into consideration when crafting the message title. The title does not wrap on mobile so only the characters displayed on the first line will appear.

As with desktop, there are no limits on the number of characters the messaging console will accept for the message body on mobile. One consideration is how the body displays on a locked screen. A nice native feature of Android is that web push notifications can be expanded on the locked screen by swiping down on the message to reveal the content’s entirety.


Currently, Safari only supports desktop push notifications. Though Apple has not yet released iOS support for push notifications, we expect this to come online eventually.

S2: Safari Web Push Notification on Desktop

Safari web push example
Title: Max. 40 characters
Body: Max 100 characters


Firefox (Mozilla) only supports desktop web push subscriptions and messages, which are limited in the title and body message content. By recent accounts, Firefox’s market share is less than 10% in North America and globally, and losing ground year over year. While Firefox users will receive a lower than optimal experience with web push notifications compared with subscribers on other browsers, the limitations should also be a reminder to keep messages brief.

S3:  Firefox Web Push Notification on Desktop

Firefox push notification example
Title: Max. 30 characters
Body: Max. 30 characters


Have feedback to share with Mobify or the browser vendors? Email us with your thoughts.

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