App Store guideline 4.5.4
An app may not depend on Push Notifications to work, and notifications are not for sensitive personal or confidential information. Unofficial explanation, not affiliated with Apple. Apple's text prevails.
- Guideline
- 4.5.4
- Section
- 4. Design
- This page
- Unofficial explanation, not affiliated with Apple. Apple's text prevails.
- Version
- Guidelines last updated October 16, 2026
- Official source
- Apple's App Review Guidelines
What it means
Notifications are not for promotions or direct marketing unless customers have clearly opted in through consent wording in the app's UI, and the app gives a way to opt out of such messages.
What reviewers look at
The guideline says misuse of these services can lead to privileges being revoked.
Apple's text
This page is an unofficial explanation in our own words. Unofficial explanation, not affiliated with Apple. Apple's text prevails. Apple's wording is on its page, linked below.
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