Problem Statement
Currently, Netcore CE dispatches App Push campaigns immediately after execution. While this maximizes delivery speed, it can generate a sudden spike of concurrent users on customers' backend infrastructure, leading to:
Increased API latency
Server overload
Login failures
Payment or checkout failures
Application performance degradation
Many enterprise customers, especially in the BFSI, eCommerce, Travel, Gaming, and Ticketing domains, require the ability to gradually release push notifications to control backend traffic.
This capability is available in competing Customer Engagement platforms such as CleverTap and MoEngage.
Business Need
Customers launching large campaigns (100K–10M+ users) often have backend systems with finite processing capacity.
Examples:
Flash Sale
Ticket Booking
Loan Offers
Credit Card Campaigns
IPO Notifications
Wallet Cashback
Festival Sale
Stock Market Alerts
Without delivery throttling, all users may receive the notification within a short time, causing a surge in application traffic.
Proposed Solution
Introduce configurable Push Campaign Throttling for App Push campaigns.
Allow marketers to define the maximum notification delivery rate.
Example configuration:
Deliver 5,000 notifications/minute
Deliver 20,000 notifications every 15 minutes
Deliver 100,000 notifications/hour
The campaign engine should queue the remaining notifications and continue delivery until the complete audience is covered.
Suggested Configuration
Campaign Level
Enable Push Throttling (Yes/No)
Delivery Rate
Notifications per minute
Notifications per 5 minutes
Notifications per 15 minutes
Notifications per hour
Workspace Level (Optional)
Allow administrators to configure default throttling limits that apply across campaigns.
Scope
Applicable for:
Android Push (FCM)
iOS Push (APNs)
Applicable to:
One-time campaigns
Scheduled campaigns
Journey-triggered campaigns (optional in Phase 2)
Benefits
Customer Benefits
Prevent backend traffic spikes
Improve application stability
Better user experience
Controlled rollout of campaigns
Reduced infrastructure failures during high-volume campaigns
Business Benefits
Improved competitiveness against CleverTap and MoEngage
Stronger positioning in enterprise RFPs
Increased adoption in BFSI and large enterprise accounts
Reduced customer requests for custom workarounds
Success Criteria
Configurable delivery rate for App Push campaigns.
Dashboard displays:
Total audience
Notifications delivered
Notifications pending
Estimated completion time
Campaign analytics remain accurate while throttling is active.
Current Gap
Netcore CE currently provides features such as Push Amplification and Smart Push to improve delivery success, but it does not provide configurable push delivery rate limiting/throttling for App Push campaigns. Push Amplification focuses on maximizing delivery and retrying failed notifications rather than intentionally pacing campaign delivery.
Priority
High
Customer Impact
This feature is particularly relevant for:
Banking & Financial Services
Insurance
Airlines
Travel
Food Delivery
Ecommerce
Gaming
OTT
Stock Trading platforms
Example Use Case
A bank plans to send a push notification to 2 million users announcing a new Fixed Deposit offer.
Instead of delivering all notifications immediately, the bank configures:
20,000 notifications per minute
The campaign is gradually delivered over time, ensuring backend APIs, authentication services, and transaction systems remain stable while still reaching the complete audience.