[dmkii]

You’re right, but only if the company wouldn’t track whether you’ve seen or even received that message. So yes, general or even contextual messages would be allowed, but “You haven’t seen X in 9 days” would imply processing personal data for marketing purposes.

[scarface74]

With iOS, they send the message to Apple’s servers, Apple sends the message to the user’s device and the device decides whether to display the pop up based on the user’s settings. Neither the third party app nor Apple knows whether the message has been seen unless the user clicks on the message that causes it to open the app.