Push notifications carry a double-edged sword in the design of any product. Done well, these notifications reconnect users with content they care about.

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Reddit's notification system processes millions of posts daily to deliver personalized push notifications to tens of millions of users. The system uses a four-stage pipeline: budgeting determines daily notification limits per user using causal modeling, retrieval narrows content using rule-based and two-tower model approaches, ranking employs deep neural networks with multi-task learning to predict user engagement, and reranking applies business logic for diversity and personalization. The architecture emphasizes real-time processing, prevents notification fatigue, and balances engagement with user experience through careful volume control and relevance optimization.

How Reddit Delivers Notifications to Tens of Millions of Users

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