A method and apparatus for sending a push message is provided. A push sending agent in a server receives a push message sent by a push initiator, and compares a length of a content of the push message with a matching condition. The matching condition includes a maximum message length threshold specifying a maximum length allowed for the content of the push message. The push sending agent determines that the length of the content of the push message does not exceed the maximum message length threshold, and then sends the content of the push message to a push receiving agent in a terminal.