The invention discloses a message push method and apparatus, and belongs to the technical field of Internet. The method comprises the following steps: obtaining user data of registered users, wherein the user data comprises at least one from user attribute information and user behavior information; according to at least one from target user screening conditions and the user data, determining target users from the registered users, wherein the target user screening conditions are determined according to messages to be pushed; and pushing the messages to the target users. According to the invention, the user data of the registered users are obtained, according to at least one from the target user screening conditions and the user data, the target users are determined from the registered users, and the messages are pushed to the target users accordingly, such that the messages can be selectively pushed, the probability that the users receive the messages which they are not interested in is reduced, excessive interference to the users is avoided, and the message push relevance is improved.