A method, a computer system, and a computer program product are provided for delivering notifications to users of a messaging platform. A mention directed to a specific context of users is received from a user of a messaging platform. A subset of users is dynamically determined from the specific context of users such that each user of the subset of users is more likely to engage with a notification associated with the mention than users of the specific context of users outside of the subset of users. The notification associated with the mention is sent to only the subset of users from the specific context of users.