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For the last few years, it has become a widely promoted industry best practice to have pre-prompts for iOS’s push notification permission. This advice first originated from a 2014 blog post by a small startup called Cluster, which got picked up by TechCrunch at the time. Since then, it seems like every mobile analytics company has written a blog post repeating this advice: Localytics, Braze (formerly AppBoy), Optimizely, CleverTap, UrbanAirship, and the list goes on. The only problem is that, at least when it comes to push notification permissions, this advice is flat out wrong.

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