The divergence lies primarily in their delivery and visibility. One type appears only when an application is actively open on a user’s device. These are contextual messages presented within the application’s interface, often guiding users, providing updates, or prompting actions directly related to the current task. An example is a message displayed within a game informing the user of a new level unlocked, or a prompt within an e-commerce app suggesting similar items to those in the shopping cart.
The alternative type bypasses the need for active application engagement. They are delivered directly to the user’s device, appearing on the lock screen or notification center, regardless of whether the application is open. These messages are crucial for re-engagement, delivering time-sensitive information, or alerting users to important events, such as breaking news or a missed call. Their history extends back to early SMS technology but has been refined with richer content and user targeting capabilities.