diff --git a/app/services/messages/new_message_notification_service.rb b/app/services/messages/new_message_notification_service.rb
index 49d0d76b7..49f36a072 100644
--- a/app/services/messages/new_message_notification_service.rb
+++ b/app/services/messages/new_message_notification_service.rb
@@ -4,32 +4,17 @@ class Messages::NewMessageNotificationService
   def perform
     return unless message.notifiable?
 
-    notify_participating_users
     notify_conversation_assignee
+    notify_participating_users
   end
 
   private
 
   delegate :conversation, :sender, :account, to: :message
 
-  def notify_participating_users
-    participating_users = conversation.conversation_participants.map(&:user)
-    participating_users -= [sender] if sender.is_a?(User)
-
-    participating_users.uniq.each do |participant|
-      NotificationBuilder.new(
-        notification_type: 'participating_conversation_new_message',
-        user: participant,
-        account: account,
-        primary_actor: message.conversation,
-        secondary_actor: message
-      ).perform
-    end
-  end
-
   def notify_conversation_assignee
     return if conversation.assignee.blank?
-    return if assignee_already_notified_via_participation?
+    return if already_notified?(conversation.assignee)
     return if conversation.assignee == sender
 
     NotificationBuilder.new(
@@ -41,12 +26,26 @@ class Messages::NewMessageNotificationService
     ).perform
   end
 
-  def assignee_already_notified_via_participation?
-    return unless conversation.conversation_participants.map(&:user).include?(conversation.assignee)
+  def notify_participating_users
+    participating_users = conversation.conversation_participants.map(&:user)
+    participating_users -= [sender] if sender.is_a?(User)
 
-    # check whether participation notifcation is disabled for assignee
-    notification_setting = conversation.assignee.notification_settings.find_by(account_id: account.id)
-    notification_setting.public_send(:email_participating_conversation_new_message?) || notification_setting
-      .public_send(:push_participating_conversation_new_message?)
+    participating_users.uniq.each do |participant|
+      next if already_notified?(participant)
+
+      NotificationBuilder.new(
+        notification_type: 'participating_conversation_new_message',
+        user: participant,
+        account: account,
+        primary_actor: message.conversation,
+        secondary_actor: message
+      ).perform
+    end
+  end
+
+  # The user could already have been notified via a mention or via assignment
+  # So we don't need to notify them again
+  def already_notified?(user)
+    conversation.notifications.exists?(user: user, secondary_actor: message)
   end
 end
diff --git a/spec/listeners/notification_listener_spec.rb b/spec/listeners/notification_listener_spec.rb
index 1505b0f57..2291c401a 100644
--- a/spec/listeners/notification_listener_spec.rb
+++ b/spec/listeners/notification_listener_spec.rb
@@ -120,6 +120,51 @@ describe NotificationListener do
     end
   end
 
+  # integration tests to ensure that the order mention service and new message notification service are called in the correct order
+  describe 'message_created - mentions, participation & assignment integration' do
+    let(:event_name) { :'message.created' }
+
+    it 'will not create duplicate new message notification for the same user for mentions participation & assignment' do
+      create(:inbox_member, user: first_agent, inbox: inbox)
+      conversation.update(assignee: first_agent)
+
+      message = build(
+        :message,
+        conversation: conversation,
+        account: account,
+        content: "hi [#{first_agent.name}](mention://user/#{first_agent.id}/#{first_agent.name})",
+        private: true
+      )
+      event = Events::Base.new(event_name, Time.zone.now, message: message)
+      listener.message_created(event)
+
+      expect(first_agent.notifications.count).to eq(1)
+      expect(first_agent.notifications.first.notification_type).to eq('conversation_mention')
+    end
+
+    it 'will not create duplicate new message notifications for assignment & participation' do
+      create(:inbox_member, user: first_agent, inbox: inbox)
+      conversation.update(assignee: first_agent)
+      # participants is created by async job. so creating it directly for testcase
+      conversation.conversation_participants.first_or_create(user: first_agent)
+
+      message = build(
+        :message,
+        conversation: conversation,
+        account: account,
+        content: 'hi',
+        private: true
+      )
+
+      event = Events::Base.new(event_name, Time.zone.now, message: message)
+      listener.message_created(event)
+
+      expect(conversation.conversation_participants.map(&:user)).to include(first_agent)
+      expect(first_agent.notifications.count).to eq(1)
+      expect(first_agent.notifications.first.notification_type).to eq('assigned_conversation_new_message')
+    end
+  end
+
   describe 'conversation_bot_handoff' do
     let(:event_name) { :'conversation.bot_handoff' }
 
diff --git a/spec/services/messages/new_message_notification_service_spec.rb b/spec/services/messages/new_message_notification_service_spec.rb
index c76453174..51da1ad5a 100644
--- a/spec/services/messages/new_message_notification_service_spec.rb
+++ b/spec/services/messages/new_message_notification_service_spec.rb
@@ -16,7 +16,6 @@ describe Messages::NewMessageNotificationService do
     let(:participating_agent_2) { create(:user, account: account) }
     let(:inbox) { create(:inbox, account: account) }
     let(:conversation) { create(:conversation, account: account, inbox: inbox, assignee: assignee) }
-    let(:builder) { double }
 
     before do
       create(:inbox_member, inbox: inbox, user: participating_agent_1)
@@ -25,8 +24,6 @@ describe Messages::NewMessageNotificationService do
       create(:conversation_participant, conversation: conversation, user: participating_agent_1)
       create(:conversation_participant, conversation: conversation, user: participating_agent_2)
       create(:conversation_participant, conversation: conversation, user: assignee)
-      allow(NotificationBuilder).to receive(:new).and_return(builder)
-      allow(builder).to receive(:perform)
     end
 
     context 'when message is created by a participant' do
@@ -37,27 +34,19 @@ describe Messages::NewMessageNotificationService do
       end
 
       it 'creates notifications for other participating users' do
-        expect(NotificationBuilder).to have_received(:new).with(notification_type: 'participating_conversation_new_message',
-                                                                user: participating_agent_2,
-                                                                account: account,
-                                                                primary_actor: message.conversation,
-                                                                secondary_actor: message)
+        expect(participating_agent_2.notifications.where(notification_type: 'participating_conversation_new_message', account: account,
+                                                         primary_actor: message.conversation, secondary_actor: message)).to exist
       end
 
       it 'creates notifications for assignee' do
-        expect(NotificationBuilder).to have_received(:new).with(notification_type: 'assigned_conversation_new_message',
-                                                                user: assignee,
-                                                                account: account,
-                                                                primary_actor: message.conversation,
-                                                                secondary_actor: message)
+        expect(assignee.notifications.where(notification_type: 'assigned_conversation_new_message', account: account,
+                                            primary_actor: message.conversation, secondary_actor: message)).to exist
       end
 
       it 'will not create notifications for the user who created the message' do
-        expect(NotificationBuilder).not_to have_received(:new).with(notification_type: 'participating_conversation_new_message',
-                                                                    user: participating_agent_1,
-                                                                    account: account,
-                                                                    primary_actor: message.conversation,
-                                                                    secondary_actor: message)
+        expect(participating_agent_1.notifications.where(notification_type: 'participating_conversation_new_message',
+                                                         account: account, primary_actor: message.conversation,
+                                                         secondary_actor: message)).not_to exist
       end
     end
 
@@ -69,42 +58,34 @@ describe Messages::NewMessageNotificationService do
       end
 
       it 'creates notifications for assignee' do
-        expect(NotificationBuilder).to have_received(:new).with(notification_type: 'assigned_conversation_new_message',
-                                                                user: assignee,
-                                                                account: account,
-                                                                primary_actor: message.conversation,
-                                                                secondary_actor: message)
+        expect(assignee.notifications.where(notification_type: 'assigned_conversation_new_message', account: account,
+                                            primary_actor: message.conversation, secondary_actor: message)).to exist
       end
 
       it 'creates notifications for all participating users' do
-        expect(NotificationBuilder).to have_received(:new).with(notification_type: 'participating_conversation_new_message',
-                                                                user: participating_agent_1,
-                                                                account: account,
-                                                                primary_actor: message.conversation,
-                                                                secondary_actor: message)
-        expect(NotificationBuilder).to have_received(:new).with(notification_type: 'participating_conversation_new_message',
-                                                                user: participating_agent_2,
-                                                                account: account,
-                                                                primary_actor: message.conversation,
-                                                                secondary_actor: message)
+        expect(participating_agent_1.notifications.where(notification_type: 'participating_conversation_new_message',
+                                                         account: account, primary_actor: message.conversation,
+                                                         secondary_actor: message)).to exist
+        expect(participating_agent_2.notifications.where(notification_type: 'participating_conversation_new_message',
+                                                         account: account, primary_actor: message.conversation,
+                                                         secondary_actor: message)).to exist
       end
     end
 
-    context 'with multiple notifications are subscribed' do
+    context 'when multiple notification conditions are met' do
       let(:message) { create(:message, conversation: conversation, account: account) }
 
       before do
-        assignee.notification_settings.find_by(account_id: account.id).update(selected_email_flags: %w[email_assigned_conversation_new_message
-                                                                                                       email_participating_conversation_new_message])
         described_class.new(message: message).perform
       end
 
-      it 'will not create assignee notifications for the assignee if participating notification was send' do
-        expect(NotificationBuilder).not_to have_received(:new).with(notification_type: 'assigned_conversation_new_message',
-                                                                    user: assignee,
-                                                                    account: account,
-                                                                    primary_actor: message.conversation,
-                                                                    secondary_actor: message)
+      it 'will not create participating notifications for the assignee if assignee notification was send' do
+        expect(assignee.notifications.where(notification_type: 'assigned_conversation_new_message',
+                                            account: account, primary_actor: message.conversation,
+                                            secondary_actor: message)).to exist
+        expect(assignee.notifications.where(notification_type: 'participating_conversation_new_message',
+                                            account: account, primary_actor: message.conversation,
+                                            secondary_actor: message)).not_to exist
       end
     end
 
@@ -116,16 +97,12 @@ describe Messages::NewMessageNotificationService do
       end
 
       it 'will not create notifications for the user who created the message' do
-        expect(NotificationBuilder).not_to have_received(:new).with(notification_type: 'participating_conversation_new_message',
-                                                                    user: assignee,
-                                                                    account: account,
-                                                                    primary_actor: message.conversation,
-                                                                    secondary_actor: message)
-        expect(NotificationBuilder).not_to have_received(:new).with(notification_type: 'assigned_conversation_new_message',
-                                                                    user: assignee,
-                                                                    account: account,
-                                                                    primary_actor: message.conversation,
-                                                                    secondary_actor: message)
+        expect(assignee.notifications.where(notification_type: 'participating_conversation_new_message',
+                                            account: account, primary_actor: message.conversation,
+                                            secondary_actor: message)).not_to exist
+        expect(assignee.notifications.where(notification_type: 'assigned_conversation_new_message',
+                                            account: account, primary_actor: message.conversation,
+                                            secondary_actor: message)).not_to exist
       end
     end
   end