A method and apparatus for sending a push message is provided. The method includes: comparing a content length of a content of a push message received from a push message initiator with a matching condition, wherein the matching condition comprising a maximum message length threshold specifying a maximum length allowed for the content of the push message; determining whether the content length of the content of the push message exceeds the maximum message length threshold; and sending the content of the push message to a push receiving agent of a terminal when the content length of the content of the push message does not exceed the maximum message length threshold.