PusharooPush notifications vs. SMS text messages
Both land on a phone screen within seconds. But SMS needs a phone number, costs money per message and carries strict rules, while web push needs one tap and costs nothing per send.
- SMS reaches any phone with a number; web push reaches subscribed browsers, including iPhone Home Screen web apps.
- SMS usually costs per message plus registration fees; browsers don’t charge to deliver web push.
- SMS marketing carries strict consent and opt-out rules in most countries; web push consent is built into the browser.
- Use SMS for critical, transactional messages; use push for frequent, lower-stakes nudges.
The comparison
| Web push | SMS | |
|---|---|---|
| What you need from a person | A tap on Allow | Their phone number and documented consent |
| Reach | Desktop + Android + iPhone (Home Screen, iOS 16.4+) | Any mobile phone |
| Cost per message | None charged by browsers | Per segment, varies by country and provider |
| Rich content | Icon, image (some platforms), link, buttons (Chromium) | 160 GSM characters per segment; MMS costs more |
| Identity | Anonymous | Tied to a real person’s number |
| Opt-out | Browser or OS settings, one tap | Reply STOP (expected by carriers and regulators) |
| Best for | Content, offers, re-engagement | Codes, appointments, delivery and fraud alerts |
Cost: the gap widens with scale
SMS providers charge per message segment, and many countries add sender registration on top (in the US, for example, business texting to consumers generally goes through carrier registration programmes). A weekly SMS to 10,000 people adds up fast. Web push travels over the browser vendors’ push services, which don’t bill senders — so the only cost is your tool. Some tools charge by subscriber count; Pusharoo charges nothing at any size (see pricing compared).
Consent and rules
SMS marketing is heavily regulated: rules like the US TCPA, Canada’s CASL and the EU’s ePrivacy framework generally require clear prior consent and an easy opt-out for marketing texts. Fines for getting it wrong can be large, so businesses keep consent records carefully.
Web push consent is captured by the browser itself — a site cannot subscribe anyone without the browser’s permission dialog — and unsubscribing is always one tap away. You still need an honest prompt and a privacy notice. This is general information, not legal advice; see web push and GDPR.
Which message goes where
| Message | Better channel | Why |
|---|---|---|
| Login or verification code | SMS | Must reach the person, not a browser |
| Appointment reminder tomorrow | SMS (or email) | Tied to a named customer |
| New blog post | Push | Anonymous interest, no cost per send |
| 48-hour sale | Push, SMS for VIPs | Push for everyone; SMS only for those who asked |
| Back in stock | Push | Frequent, low stakes, links to a page |
| Order delivered | SMS or app push | Transactional, tied to an order |
Rules differ by channel
SMS marketing has its own consent rules (for example TCPA in the US and CASL in Canada). For web push, the browser’s permission is an explicit opt-in, but regional privacy and anti-spam laws can still apply — see CASL, CCPA and GDPR.
Common mistakes
- Using SMS for content people don’t consider urgent — opt-out rates climb quickly.
- Asking for push permission the second a page loads — browsers now hide those requests (see opt-in).
- Sending identical copy on both channels within minutes of each other.
- Not tagging links, so you never learn which channel actually drives visits.
Questions
Are push notifications cheaper than SMS?
Usually, yes. SMS is billed per message; browsers don’t charge to deliver web push. Your push tool may charge — Pusharoo doesn’t.
Do push notifications reach iPhones like SMS does?
Only when the visitor has added your site to the Home Screen on iOS/iPadOS 16.4 or later and allowed notifications there. SMS reaches any phone number.
Is web push covered by SMS laws?
SMS-specific laws target text messages to phone numbers. Web push has its own consent built into the browser. General privacy and consumer-protection rules still apply; ask a lawyer about your situation.
Is web push cheaper than SMS?
Generally yes: web push has no per-message carrier fees, while SMS costs per message. SMS reaches anyone with a number though.
Can I use both web push and SMS?
Yes. Use push for frequent, low-cost updates and SMS for the few messages that must reach everyone.
Keep reading
Web push vs. email: which to use, and when
A side-by-side comparison of signup friction, reach, message length, cost and the jobs each channel does best.
Web push vs. mobile app push notifications
How browser and native app notifications differ in delivery, opt-in, iPhone support, features and cost.
Push notifications: what the term actually means
The plain meaning of “push”, the three kinds of push notification and how each one is controlled.
Web push notifications and GDPR
What a subscription is, consent, privacy notices, minimisation, rights requests and processors — at a practical level.
More in Basics: What are web push notifications? · How web push works, step by step · Browser push notifications: who supports what · Web push on iPhone and iPad, explained honestly · All guides
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