Chrome adds a safety-driven feature to curb notification overload
Google Chrome has introduced a new mechanism designed to trim down unwanted website notifications by automatically revoking permissions from sites users haven’t visited in a while. The update, rolling out on Android and desktop, aims to improve the browsing experience by limiting interruptions from sites that no longer engage a user.
How the feature works
The auto-revocation is not a blanket shutdown of all notifications. Instead, Chrome flags sites that haven’t been visited recently and removes their permission to push notifications. If a user returns to such a site later, the permission can be restored either through the Safety Check process or via the site’s individual settings. Importantly, notifications from installed web apps remain unaffected and will continue to function as before.
Chrome’s approach mirrors how it already handles other permissions, such as camera and location access, through Safety Check. This feature is designed to give users greater control over what can interrupt their browsing and app usage, without requiring manual intervention for every site visit.
The rationale behind the change
Google cited data showing that less than 1% of all notifications receive user interaction. With the rising volume of alerts across the web, the disruption to focused browsing can be significant. By auto-revoking dormant site permissions, Chrome hopes to cut down on noise while preserving the ability for users to re-enable notifications when they deem a site relevant again.
User experience and safety considerations
For most users, the change should feel like a subtle nudge toward a calmer notification experience. When a site loses its permission, Chrome will clearly alert the user that access has been revoked. The user can then opt to re-enable notifications at any time through the browser’s Safety Check or by visiting the site’s settings page. Those who rely on persistent alerts from particular sites can choose to disable the auto-revocation feature entirely if they prefer to keep alerts active permanently.
Impact on developers and the wider web
Developers who rely on web push notifications may see a shift in click-through behavior, particularly for sites with high notification frequency. Google’s internal tests reportedly showed a significant drop in notification overload with only a minimal change in total notification clicks. Interestingly, the data also suggested that sites sending fewer notifications could see better engagement from users who still receive relevant alerts.
Chrome’s update is part of a broader push toward user safety, privacy, and control. By reducing unnecessary interruptions, the browser aims to create a more comfortable online environment without compromising essential communications from sites users actively use and trust.
What users should do next
Users don’t need to take immediate action unless they want to customize their experience. If you prefer permanent notification settings, you can disable the auto-revocation feature in Chrome’s flags or settings. Otherwise, if you notice a site no longer appears in your notifications, you can simply return to the site and re-grant permission, or use Safety Check to review and adjust other permissions as needed.
As Chrome evolves, the balance between timely information and digital distraction remains a central concern. This latest feature signals a practical step toward a cleaner, more predictable notification experience while preserving user autonomy and the ability to re-engage with sites on your terms.
