Push Notification Services: Market Size & Forecast 2026

The global push notification services market sits at approximately USD 28.5 billion in 2025 (base year), held in a structurally tight balance between concentrated Tier-1 marketing-platform vendors, fragmented mid-market challenger SaaS, and a hard regulatory ceiling on consent, dark-patterns and silent-tracking that is still being implemented across the EU, US state, and UK regimes. > **Analyst Take.** Our view: the DMA gatekeeper FRAND obligation is the single most under-priced inflection in the category. Buyers anchored to bundled SaaS suites will face a re-pricing cycle in 2026-2027 as third-party push providers gain clearer access to APNs and FCM endpoints, but the FRAND commercial terms remain undefined and the impact is not yet flowing through vendor quotes. Lock indexed structures now; resist vendor requests to extend fixed-fee enterprise cover until the gatekeeper access position

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