Embodiments relate to push notification middleware. A method includes receiving, at a notification service of a mobile platform server executing on a computer processor, a notification trigger including a payload to deliver to an endpoint. The method also includes accessing, by the notification service, a registry to determine a notification transport protocol associated with the endpoint. A channel plugin associated with the notification transport protocol is selected by the notification service to establish a notification channel with the endpoint, and the payload is sent to the endpoint on the notification channel.