Google is adding a new feature to Chrome that will automatically disable notifications from websites users no longer interact with. The update, rolling out to both Android and desktop versions of the browser, is designed to help people reduce the flood of pop-up alerts that often interrupt browsing.
The system works by tracking engagement levels. If a site sends frequent notifications but receives little or no interaction, Chrome will quietly remove its permission to send alerts. This rule does not apply to installed web apps, as Google considers those more likely to deliver useful updates.
The change builds on Chrome’s Safety Check tool, which already revokes camera and location permissions from inactive sites. By extending this logic to notifications, Google aims to cut unnecessary noise without blocking features users actually rely on.
According to the company’s internal data, most website alerts go unnoticed, with fewer than one in a hundred receiving any response. Early testing showed that limiting alerts had minimal effect on total clicks, suggesting users rarely miss those notifications. In some cases, websites that send fewer alerts even saw a slight increase in engagement.
Chrome will notify users whenever it removes a site’s permissions, allowing them to restore them easily through the Safety Check panel or directly from the site itself. For those who prefer more control, there’s also an option to turn off the automatic revocation feature.
Google describes this update as part of a broader effort to make browsing calmer and more focused. By automatically managing noisy alerts, Chrome aims to give users a cleaner experience without taking away their ability to choose how they stay connected online.
Notes: This post was edited/created using GenAI tools.
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