Method, system and apparatus for providing notifications

Embodiments described in the specification include a method, system and apparatus for providing notifications at a communication device (104). The method comprises executing a notification application (152) to receive (315) a watch instruction generated (310) via execution of a messaging application (156), the watch instruction including an identifier of the messaging application (156) and an identifier for a subset of messages stored in association with the messaging application (156); storing (315) the watch instruction; executing the notification application (152) to receive (325) a notification request generated (320) via execution of the messaging application (156) in response to the receipt of a new message at the communication device (104), the notification request including an application identifier and a message identifier; determining (330) by a processor (108) whether the message identifier matches the subset identifier; and, when the determination is affirmative, controlling by the processor (108) at least one output device (120, 128) to generate (340) a notification signal according to override notification settings (335) stored in a memory (112) in association with the watch instruction.