Mobile devices each maintain a whitelist of application identifiers corresponding to applications that the user(s) of that mobile device wants to receive notification messages for and a blacklist of application identifiers corresponding to applications that the user(s) of the mobile device does not want to receive notification messages for. Each mobile device transmits its representations of the whitelist and blacklist to a certain one of a plurality of couriers that controls transmission of notification messages for that mobile device. Each notification message includes a mobile device identifier and an application identifier. Each courier processes a given notification message for a mobile device (e.g., deliver to that mobile device, drop, report as uninstalled to the sender) based on the application identifier included in the mobile device and the representations of the whitelist and blacklist for that mobile device.