The web push notification landscape continues to experience significant shifts as Truepush announces its decision to discontinue its services.
This move comes hot on the heels of a similar announcement by Notix, another major player in the industry, raising questions about the future of web push notifications and warning users to make decisions with more precision.
What’s the Latest Update From TruePush?
While Truepush hasn’t officially confirmed the news, it has recently communicated to its clients its plans to cease operations. The exact reasons behind this decision remain unclear at this time, as Truepush has not publicly disclosed specific details.
The company has, however, provided a timeline for service termination, allowing existing clients to migrate to alternative solutions.
The company has outlined a timeline for the service termination, with a final shutdown date set for August 31, 2024. This decision will undoubtedly impact Truepush’s existing client base, who will need to find alternative solutions for their web push notification needs before the deadline.
What Will Happen With the Data of Truepush’s Paid and Free Users?
Though the company has informed users about the shutdown, it hasn’t yet provided specific details on how it will handle the sensitive user information.
The biggest question is whether the current customers will be able to migrate the user data, which includes user consent, information, etc., collected by them to any other services. And if yes, how?
This is the thing I usually don’t like about these SaaS services because no matter what they say or promise, they’re the owner of user data and not you.
Now consider this scenario – what if they decide not to give you access to the data collected by you or assist you in migrating to other services?
If that happens, all your years of hard work will go in vain, right?
And that raises some other questions –
- Will the data be deleted, and if so, when?
- Will any data be shared with other companies?
- How will user data be kept safe during and after the shutdown?
Truepush must communicate openly and honestly with all its users about how they will handle their data. Being transparent about these issues will help maintain trust and ensure that Truepush handles user data responsibly as it winds down its operations.
Why Should You Go With a Self-Hosted Solution?
As I’ve already explained, I am not a big fan of SaaS services. I prefer to go for self-hosted ones, especially for the needs where I collect my users’ data.
Now, here are some reasons why you should consider opting for the self-hosted solution –
- Complete Control Over Your Data: With a self-hosted solution, you keep full control of your subscriber data. This means you don’t have to worry about third parties accessing your data or losing it if a service shuts down.
- Better Security and Privacy: Hosting on your own servers lets you set up strong security measures and follow data protection rules, keeping your data safe.
- Cost-Effective: Although there might be initial costs to set up a self-hosted solution, it can save you money in the long run compared to paying regular fees for third-party services. You can find out more by clicking here.
- Freedom from Third-Party Services: Self-hosting means you don’t depend on outside providers, reducing the risk of problems caused by service outages or sudden closures like notix and trupush.
How To Transfer Your Data From Truepush to LaraPush?
To migrate your data from Truepush to LaraPush, you can leverage our LaraPush Migration Add-on.
Although you can transfer your existing user data, it is only possible if your current service allows you to do that.
Since Truepush hasn’t explicitly spoken about data management, we are not very sure whether you can transfer the data to LaraPush or any other service.
That is one of the main reasons I recommend that people avoid these free push notification services.
What Went Wrong: Why Did Truepush Shut Their Business Down?
The shutdown of Truepush, coupled with Notix’s recent exit, raises questions about the future of web push notifications as a communication channel.
While we don’t know the exact reason why these services are deciding to leave the market, one major contributing factor could be their business model.
When you analyze deeply, you will notice that the services mostly shutting down their operations have promoted themselves as “Free Push Notification Service Providers.” Although this model attracts budget-conscious customers, it is not sustainable.
It’s a no-brainer that businesses require funds to manage operational costs and other expenses.
These free push notification providers use their customers’ user databases to send them push notifications offered by paid advertisers to generate revenue. It is more like a CPC model where these push notification providers generate revenue based on the number of clicks they get on their paid notifications.
Thankfully, they explicitly ask for consent from their customers and even share some portion of the total revenue generated.
However, here are a few reasons why this model isn’t sustainable –
- Although they mention sending up to 3 notifications per day, sources suggest that most notification providers send up to 10 notifications a day.
- These notifications are not always industry-relevant, leading to user dissatisfaction and reduced CTR.
- Most websites and apps nowadays send notifications to users, leading to the user notification bar being filled with notifications. In such a scenario, users typically clear all the notifications, significantly impacting revenue.
This over-reliance on advertising to generate revenue is the key reason most free push notification services fail.
What Should Users Do To Avoid Such Issues in the Future?
These recent closures are a wake-up call for businesses relying on free push notification service providers.
Here are a few solutions the businesses could opt for –
1. Opt for Self-Hosted Push Notification Services
These services are not taking their business down because they’re push notification services. It is happening because their revenue model isn’t that strong.
When things go wrong, these SaaS-based services only get two options – either to raise the cost of their plans or to shut down their operations.
On the other hand, self-hosted push notification services have this thing sorted. Their revenue model is tested and trusted and is practically more sustainable.
Besides, the best thing about self-hosted services is that they give you ownership of your data. And coming to self-hosted push notification services, LaraPush is a great choice.
2. Prioritize Quality Over Quantity
Shift your focus from sending a high volume of notifications to delivering fewer, highly relevant, and personalized messages. This approach can enhance user engagement and reduce opt-out rates.
Conclusion
The recent closures of Notix and Truepush underscore the challenges faced by free web push notification providers in an increasingly competitive and evolving landscape.
As user expectations shift and browser policies tighten, businesses must adapt their communication strategies to stay ahead.
The future of web push notifications may be uncertain, but businesses that prioritize user experience and adapt to changing trends are likely to thrive in this evolving landscape.
