Google Chrome is rolling out a new feature aimed at quieting excessive website notifications by automatically disabling alerts from sites you rarely interact with. The functionality is being launched on both desktop and Android versions of Chrome.
Under the new system, Chrome monitors site activity and, when it detects that a site sends many notifications but gets few or no engagements, it revokes that site’s permission to push alerts. This auto-revocation builds on Chrome’s existing Safety Check tools, which already manage permissions for camera, location, and other privacy settings. Chrome is careful not to remove notification rights from installed web apps, focusing instead on traditional websites with low engagement.
Google’s data suggests that a large share of browser notifications go ignored—less than 1% receive any interaction—making the shift less disruptive than it might sound. In internal testing, the change reduced unwanted alerts without significantly impacting overall notification click rates. Users will be notified when Chrome disables a site’s notifications and can restore permissions manually. If preferred, users may also turn off the auto-revocation system entirely.
This change is part of Chrome’s continued effort to streamline the browsing experience, reduce interruptions, and shift control back to users over what really should be allowed to pop up.
