A method, an apparatus, and a computer-readable medium for behaviorally modelled smart notifications are provided. The apparatus analyzes first information associated with at least one user of an apparatus, and analyzes second information associated with a message received on the apparatus. The further compares the first information with the second information, and generates an alert instruction for indicating that the message is received, the alert instruction including one or more characteristics of an alert, the one or more characteristics being based on a result of the comparing. In an aspect, the apparatus may be configured to generate the alert based on the alert instruction.
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