A message push method and apparatus comprise: receiving a push request sent by a service provider server, where the push request carries pushed message content, a service provider server identifier, and a user identity user identity stored by the service provider server; querying a preconfigured information triplet according to the service provider server identifier and the user identity, and acquiring a client identifier of a client that will receive the pushed message content, where a correspondence among the service provider server identifier, the user identity, and the client identifier is recorded in the information triplet; and pushing the pushed message content to the client according to the client identifier. A message push can be implemented in a case in which a service provider server does not need to acquire a client identifier of a target terminal, thereby preventing private data from being exposed.