Chrome will automatically block notifications from ignored websites

Google is rolling out a new feature in Chrome for Android and desktop that will automatically block notifications from websites users consistently ignore.

The update, announced in the company’s developer blog, aims to reduce the flood of intrusive pop-ups that often disrupt browsing.

The feature relies on behavioral analysis: if a user repeatedly ignores notifications from a specific site, Chrome will automatically silence them. Notifications from installed web apps, such as PWAs, will continue to appear as usual.

According to Google, the idea builds on an existing Android feature that allows users to manually block notifications from individual sites with a single tap. The process will now happen automatically.

“Our test results show a significant reduction in notification overload with only a minimal change in total notification clicks. Our experiments also indicate that websites that send a lower volume of notifications are actually seeing an increase in clicks,” the company said.

Google emphasized that the feature is optional. Users will be able to disable it entirely or manually specify which sites can send notifications.

The company has not yet confirmed when the feature will roll out in the stable version of Chrome, but it is already being tested in the latest builds for Android and desktop.