Microsoft has announced a change in its strategy for promoting Windows 11, dialing back its aggressive tactics in response to user complaints. The company will pause the full-screen, multi-page pop-ups that were prompting Windows 10 users to upgrade to the newer operating system. While Microsoft has not confirmed if this change is permanent, it has stated that a new timeline for the upgrade push will be announced in the coming months.
This decision comes as the October 14, 2025 end-of-life date for Windows 10 draws closer. Initially, these upgrade ads were targeted at Windows 10 Home users, but some Pro and Business users also encountered them after rebooting their computers. The ads, which were viewed as intrusive and disruptive by many users, were particularly unwelcome as Windows 10 users continue to resist the upgrade to Windows 11.
In a statement, Microsoft acknowledged that it was listening to user feedback and that the upgrade invitations would be paused. The company clarified that the affected devices included cloud-domain joined and domain-joined Windows 10 Pro and Pro Workstation devices that were not managed by IT departments using specific tools. They emphasized that managed devices, which are typically handled through Microsoft Intune, Configuration Manager, Windows Autopatch, Windows Update for Business, Windows Server Update Services (WSUS), or other third-party management tools, were not affected by the change.
While Windows 10 is not yet dead, with Microsoft promising one last major update before its official end-of-life, the company’s efforts to “encourage” users to upgrade remain a topic of interest. In the face of user resistance, micropatch provider 0Patch has stepped in to offer continued support for Windows 10 beyond the October 2025 deadline, providing a lifeline for users who are hesitant to transition to Windows 11.
