Acceptable Use Policy

1. About this policy#

This Acceptable Use Policy is part of our Terms of Service. It applies to everyone who uses Pushix — the dashboard, API, SDKs and plugin — and to everything sent or stored with it: push notifications, in-app messages, templates, automations, tags and any other content. Customers are responsible for their team members and for what their apps and websites send.

Notifications appear on people’s lock screens, often without warning. Those people trusted you with permission to interrupt them, and the delivery services we rely on (Apple, Google and the browser makers) can cut off senders who abuse that trust. This policy exists to protect your subscribers, your reputation and every other customer’s ability to deliver.

2. Permission and consent#

• Only send to people who opted in. Every subscriber must have allowed notifications through the operating system or browser permission prompt. Do not import, buy, rent or share push tokens or subscriber lists that were not collected by your own app or website for that purpose.
• Ask honestly and in context. Explain what kind of notifications people will get before or when you ask. Do not use misleading prompts, such as pretending notifications are needed to view content, verify age or prove you are “not a robot”.
• Get consent for marketing where it is required. For example, Apple’s App Store Review Guidelines do not allow push notifications for promotions or direct marketing unless the user has explicitly opted in through consent language in your app and can opt out in the app.
• Respect “no”. Make it easy to stop notifications, honour opt-outs immediately, and do not trick people into subscribing again.
• Tell people about your data use. Your privacy notice must explain what your app or website shares with Pushix and why.

3. Content you must not send or store#

In line with rule 3(1)(b) of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, you must not use Pushix to host, display, upload, modify, publish, transmit, store, update or share any information that:

1. belongs to another person and to which you have no right;
2. is obscene, pornographic, paedophilic, invasive of another person’s privacy (including bodily privacy), insulting or harassing on the basis of gender, racially or ethnically objectionable, relates to or encourages money laundering or gambling, or promotes enmity between groups on the grounds of religion or caste with the intent to incite violence;
3. is harmful to children;
4. infringes any patent, trademark, copyright or other proprietary right;
5. deceives or misleads the recipient about the origin of the message, or knowingly and intentionally communicates misinformation or information that is patently false and untrue or misleading in nature;
6. impersonates another person;
7. threatens the unity, integrity, defence, security or sovereignty of India, friendly relations with foreign states or public order, causes incitement to the commission of any cognisable offence, prevents the investigation of any offence, or insults another nation;
8. contains a software virus or any other computer code, file or program designed to interrupt, destroy or limit the functionality of any computer resource;
9. promotes online games, betting or gambling that are not permitted under Indian law; or
10. violates any law for the time being in force.

You must also not use Pushix to share synthetically generated or AI-altered audio, images or video that could pass as real without clearly labelling them, or to impersonate real people with such content.

Content that is lawful in India may still be unlawful where your subscribers live. You must follow the laws of every country you send to.

4. Spam, deception and abusive notifications#

Do not send notifications that:

• imitate system or security alerts, missed calls, chat messages, delivery updates or messages from banks or government bodies when they are not;
• warn of fake viruses, account problems, prizes, lottery wins or rewards, or pressure people with false urgency;
• are phishing, try to collect passwords, one-time codes, card or bank details, or lead to malware, unwanted downloads or deceptive redirects;
• promote illegal products or services, counterfeit goods, unlicensed financial schemes, multi-level marketing or unlicensed medicines;
• are sent so often, or at such hours, that they harass people; or
• try to hide who sent them, or point to pages whose content differs from what the notification promised.

Browsers act against websites that send misleading notifications, for example by blocking their notifications or hiding their permission prompts. Their judgement can affect your delivery regardless of what we decide.

5. Sensitive information#

Notifications can be read on a lock screen by anyone nearby and pass through delivery services run by others. Do not put the following in notification content, in-app messages, tags or external user IDs:

• passwords, PINs or security answers;
• full card numbers, bank account numbers or other financial account details;
• Aadhaar, PAN, passport or other government ID numbers;
• health, medical, biometric or genetic information;
• information about a person’s sex life, sexual orientation, religion, caste, political views or criminal record; or
• anyone else’s personal data that the recipient should not see.

Prefer your own internal IDs over email addresses or phone numbers as external user IDs, and store only the tags you need. Apple’s guidelines also say that push notifications should not be used to send sensitive personal or confidential information.

6. Children#

If your app or website is used by children (under 18 in India), you must follow the law on children’s personal data — including, as it comes into force, section 9 of the Digital Personal Data Protection Act, 2023, which requires verifiable parental consent and prohibits tracking, behavioural monitoring and targeted advertising directed at children. Never send content that is unsuitable for the age of your audience.

7. Apple, Google and browser rules#

• Follow the Apple Developer Program License Agreement and App Store Review Guidelines, the Google Play Developer Program Policies, and the Firebase terms that apply to your own Firebase project.
• Follow the policies of the browsers your website’s visitors use, and ask for notification permission only in response to a visitor’s action where browsers expect it.
• Use only delivery credentials (such as Firebase service-account keys) that you are entitled to use, for your own apps.

If Apple, Google or a browser maker restricts your app or website because of how you used notifications, we may have to restrict your use of Pushix too.

8. Technical limits and fair use#

• Stay within your plan. Do not create extra accounts or organizations to get around plan limits.
• Use the throttling options for large sends where your servers or your audience need it. We may queue or slow down sending and API requests to protect the Service.
• Do not load-test, benchmark or flood the Service or its API without our written permission.
• Keep REST API keys on your servers. Never put them in an app, a web page or a public code repository.
• Do not resell or give access to the Service to others as your own product without our written agreement.

9. Security#

Do not try to access accounts, apps or data that are not yours; probe, scan or test the Service for vulnerabilities in a way that could disrupt it; bypass authentication, plan limits or rate limits; or interfere with other customers’ use. If you find a vulnerability, report it to us privately; see the Contact page. We will not take action against good-faith reports that follow this policy.

10. Reporting abuse#

If you received a notification sent through Pushix that breaks this policy, or you want unlawful content removed, contact our Grievance Officer, Sanjit Karmakar, at sanjit@pushix.in. Please include the name of the app or website, the text of the notification, when you received it, and — for web push — the website address. Under the IT Rules we acknowledge complaints within 24 hours and resolve them within 7 days; complaints asking for the removal of content of the kinds listed in section 3 (other than items a, d and j) are acted on within 36 hours, and complaints about intimate images shared without consent within 2 hours. The Contact page has the full details.

11. What we do about violations#

Depending on how serious and how frequent a violation is, we may:

• contact you and ask you to fix it;
• remove or disable access to content, or cancel scheduled notifications and automations;
• pause sending for an app or organization;
• suspend or close accounts and organizations, as described in the Terms of Service; and
• report unlawful activity to the authorities, and preserve the related information and records for 180 days, or longer if a court or authorised agency asks us to, as the IT Rules require.

Where it is lawful and reasonable, we will tell you what we did and why, and you can ask us to reconsider by replying to that message or contacting our Grievance Officer. If you disagree with the Grievance Officer’s decision, you can appeal to the Grievance Appellate Committee at gac.gov.in within 30 days.

12. Changes to this policy#

We may update this policy to respond to new kinds of abuse, new platform rules or new laws. We will post the new version here with a new “Last updated” date and tell customers about significant changes. We remind customers of these rules at least once every three months.

Last updated 30 October 2026.