Methods, systems, and apparatuses are described for throttling and management of notifications. A rules manager stores definitions of multiple classes of notifications for sending to recipients. Each of the classes has a respective set of throttling parameters that enables notifications in each class to be selectively throttled. A notification monitor monitors the number of notifications in each class transmitted to a plurality of recipients over time. In response to determining that a threshold number of notifications of a class have been transmitted to a recipient during an interval of time, the recipient is placed in a throttled mode for the class that reduces a subsequent number of notifications transmitted to the recipient. The threshold number may be dependent upon a transmission channel of the notification. The recipient is informed of being placed in the throttled mode and provided an indication of where subsequent notifications can be accessed.