When Snapchat rolled out its My AI feature, people were already skeptical. Fast forward, and now the app has introduced something even more disruptive — Snapchat Time Sensitive Notifications. What was meant to be a helpful update has, instead, left many users scratching their heads — and in some cases, just plain irritated.

This new notification system allows Snapchat to push certain messages directly to your lock screen — even if your phone is on Do Not Disturb. That’s right. These alerts cut through your phone’s built-in silence settings, showing up whether you want them or not.

According to Snapchat, the goal is to make sure you never miss a message from someone important. But here’s the catch: not everyone sees it that way. For some, this feels like an invasion of privacy or a sneaky way to demand attention. You silence your phone for a reason, right?

These notifications are labeled as “time sensitive,” a term iPhone users might already be familiar with. Apple first introduced this concept back in 2021. The idea was to give apps a way to flag truly urgent notifications — like a calendar reminder or a security alert — and make sure users see them quickly, even if their phone is set to block everything else.

Snapchat seems to be using the same system now. These messages stay on your lock screen for up to an hour, unless you clear them manually. And because they’re treated as a priority, they get delivered no matter what restrictions you’ve set.

While this might sound useful in theory, not everyone is on board. Many users have taken to forums and social media to complain — not just about the frequency of these alerts, but the fact that they’re hard to turn off. And it’s not just Snapchat; other apps are starting to follow the same path, using similar tactics to make sure their notifications get through.

In a world where we’re already overloaded with digital noise, it’s easy to see why people are frustrated.

At the end of the day, Time Sensitive Notifications are supposed to help — not overwhelm. But as more apps start to adopt this feature, the real challenge may become figuring out how to stay in control of your own device.

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