> Pushwoosh sends web and mobile push notifications and in-app messages: what its website SDK stores, how subscribers are tracked and GDPR consent. > > Canonical: https://www.flowconsent.com/en/services/marketing/pushwoosh Marketing # Pushwoosh Unclassified · [Official website](https://www.pushwoosh.com) Pushwoosh is a customer engagement platform focused on push notifications, with in-app messages, email and SMS for mobile apps and websites. On a website, its SDK asks visitors for permission to receive web push notifications and registers their browser with Pushwoosh. It stores a device identifier and can track engagement for segmentation, which may require consent. [Block Pushwoosh until consent](https://app.flowconsent.com/auth/sign-up?utm_source=flowconsent.com\&utm_medium=referral\&utm_campaign=marketing) · [Scan my site](https://www.flowconsent.com/en/scan) At a glance - Category [Marketing](https://www.flowconsent.com/en/services/marketing) - Consent Unclassified - Prior consent Required - Documented cookies 3 - Third-party domains 4 - Servers Pushwoosh Inc., originally founded in Russia in 2011 and now headquartered in the United States, with European processing on Hetzner data centres in Falkenstein, Germany. Customers can choose a Europe (EU) or United States (US) region at account creation; the default is the United States. Overview ## What does Pushwoosh do? Pushwoosh, founded in 2011 and now operated from the United States with EU infrastructure in Germany, is one of the longest standing customer engagement platforms specialised in push notifications. It targets mobile apps and websites, with unified subscriber profiles, segments and journeys, and is used by media companies, retailers and gaming studios worldwide. ## **What Pushwoosh does** Pushwoosh sends mobile push (iOS APNS, Android FCM), web push (W3C Push API), in app messages and emails. It includes a Customer Journey builder, audience segmentation, A/B tests, transactional API, BigQuery export and integrations with Segment, Amplitude and mParticle. The web SDK can be embedded with a few lines of JavaScript and registers each visitor as a subscriber after browser permission. ## **Data and cookies set** The web SDK requests the W3C Push permission and registers a unique device identifier (Pushwoosh hwid). It stores first party cookies (pw\_session, pwid) on the embedding website for cross visit tracking. The platform records IP, user agent, language, time zone, opt in time, message opens, link clicks and custom events. Behavioural segmentation can be very granular and combined with location based triggers. ## **GDPR and ePrivacy implications** Push notifications are considered direct marketing under Art. 13 ePrivacy Directive and require prior consent. The W3C Push permission alone is not sufficient: a GDPR layer of consent must be collected before the browser prompt is displayed, with granular description of the purposes. The SDK cookies require ePrivacy consent under Art. 5(3) regardless of the push permission decision. ## **Data transfers and region selection** Pushwoosh offers two regions: United States (default, AWS) and European Union (Hetzner, Germany). The region is selected at account creation and cannot be changed later without data migration. EU region keeps data inside Hetzner Germany; US region triggers transfers under the EU US DPF or SCCs. Audit your account settings to confirm the region. ## **Practical compliance steps** Select the EU region at account creation if you serve EU residents. Add a custom consent layer before the W3C Push prompt with granular purposes. Block the Pushwoosh SDK behind a CMP marketing category. Reduce segmentation depth to what is strictly necessary. Sign the Pushwoosh DPA. Document Pushwoosh in your records of processing and your privacy notice including the region. Compliance ## Pushwoosh and the GDPR Pushwoosh is classified as “Unclassified”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy. - Legal basis Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy Directive) for the push subscription, the embedded SDK cookies and any behavioural segmentation. The W3C Push API itself also requires an explicit browser permission from the user. - Risk level high - Applicable regulations GDPR, ePrivacy Directive, TDDDG, LSSI CE, CCPA/CPRA, EU US Data Privacy Framework, Apple Push Notification Service, Google Firebase Cloud Messaging policies Cookies and trackers ## What Pushwoosh sets and contacts - Tracking method Push notification and customer engagement platform. The web SDK registers the visitor browser to a push subscription via the W3C Push API, communicates with Pushwoosh APIs and may also drop first party cookies on the embedding website to identify devices for cross channel segmentation. - Server location Pushwoosh Inc., originally founded in Russia in 2011 and now headquartered in the United States, with European processing on Hetzner data centres in Falkenstein, Germany. Customers can choose a Europe (EU) or United States (US) region at account creation; the default is the United States. - Data transferred outside the EU Default Pushwoosh region is the United States. EU region exists on Hetzner Germany for European customers but must be selected at account creation. Transfers to the US rely on the EU US Data Privacy Framework or on Standard Contractual Clauses with supplementary measures. Document the region in your records of processing. ### Cookies set (3) | Name | Type | Duration | Purpose | | ----------- | ------------ | -------- | ------------------------------------------------------------------------------------- | | pwid | first\_party | 2 years | Pushwoosh device identifier used to link the browser to a subscriber profile. | | pw\_session | first\_party | Session | Session identifier used by the Pushwoosh web SDK for state during the current visit. | | pw\_segment | first\_party | 1 year | Stores the visitor segmentation tags used for behavioural targeting of push messages. | ### Third-party domains contacted (4) - `pushwoosh.com` - `cp.pushwoosh.com` - `api.pushwoosh.com` - `eu-push.pushwoosh.com` Questions ## Frequently asked questions about Pushwoosh Can't find your question? Write to us, we answer fast. [Write to us](https://www.flowconsent.com/en/demo) ### Which cookies does Pushwoosh set? The Pushwoosh web SDK sets first party cookies on the embedding website: pwid (device identifier, up to two years), pw\_session (session), and may forward Google Analytics identifiers. All require prior consent under Art. 5(3) ePrivacy. ### Is consent required to use Pushwoosh? Yes. Push notifications are direct marketing, requiring prior explicit consent under Art. 13 ePrivacy and Art. 6(1)(a) GDPR. The W3C Push permission alone is not enough, you must collect a GDPR consent layer before triggering it. The SDK cookies also require ePrivacy consent. ### What is the legal basis for Pushwoosh processing? Consent (Art. 6(1)(a) GDPR) for marketing push and for the SDK cookies. Legitimate interest (Art. 6(1)(f)) may apply narrowly to security or service status notifications when the user expects them and has not objected. ### Is data transferred to the United States? It depends on the region selected at account creation. The EU region (Hetzner Germany) keeps data in the EEA. The US region triggers transfers under the EU US Data Privacy Framework or Standard Contractual Clauses with supplementary measures. ### Do I need a DPIA for Pushwoosh? A DPIA is recommended for any large scale push setup, especially when combined with profiling, behavioural segmentation, geolocation or sensitive content. Document the region, the lawful basis, the W3C permission flow, the SDK cookies, retention and rights. ### How do I implement Pushwoosh correctly? Select the EU region at account creation for EU residents. Add a custom consent layer before the W3C Push prompt. Block the SDK behind the CMP marketing category. Sign the Pushwoosh DPA. Limit behavioural segmentation. Document Pushwoosh, the region and the transfer mechanism in your records of processing. ### Which alternatives to Pushwoosh should I consider? EU based push platforms: Notificare (Netherlands), Batch (France), Airship (US with EU residency), MagicBell (Spain), CleverPush (Germany). 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