Support Configurable App Push Throttling (APNs & FCM) to Control Push Delivery Rate

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.