diff --git a/woodwind/models.py b/woodwind/models.py
index 6d9e75a..27873b0 100644
--- a/woodwind/models.py
+++ b/woodwind/models.py
@@ -111,6 +111,7 @@ class Feed(db.Model):
     push_hub = db.Column(db.String(512))
     push_topic = db.Column(db.String(512))
     push_verified = db.Column(db.Boolean)
+    push_expiry = db.Column(db.DateTime)
     last_pinged = db.Column(db.DateTime)
 
     def get_feed_code(self):
diff --git a/woodwind/push.py b/woodwind/push.py
index f76e7ad..9e932d2 100644
--- a/woodwind/push.py
+++ b/woodwind/push.py
@@ -24,14 +24,18 @@ def notify(feed_id):
         mode = request.args.get('hub.mode')
         topic = request.args.get('hub.topic')
         challenge = request.args.get('hub.challenge')
+        lease_seconds = request.args.get('hub.lease_seconds')
         current_app.logger.debug(
-            'PuSH verification. feed=%r, mode=%s, topic=%s, challenge=%s',
-            feed, mode, topic, challenge)
+            'PuSH verification. feed=%r, mode=%s, topic=%s, challenge=%s, lease_seconds=%s',
+            feed, mode, topic, challenge, lease_seconds)
 
         if mode == 'subscribe' and topic == feed.push_topic:
             current_app.logger.debug(
                 'PuSH verify subscribe for feed=%r, topic=%s', feed, topic)
             feed.push_verified = True
+            if lease_seconds:
+                feed.push_expiry = datetime.datetime.utcnow() \
+                    + datetime.timedelta(seconds=int(lease_seconds))
             db.session.commit()
             return challenge
         elif mode == 'unsubscribe' and topic != feed.push_topic:
diff --git a/woodwind/tasks.py b/woodwind/tasks.py
index 463ea6d..c354565 100644
--- a/woodwind/tasks.py
+++ b/woodwind/tasks.py
@@ -133,12 +133,13 @@ def check_push_subscription(session, feed, response):
             'hub.mode': mode,
             'hub.topic': topic,
             'hub.callback': build_callback_url(),
-            'hub.verify': 'async', # backcompat with 0.3
+            'hub.verify': 'async',  # backcompat with 0.3
             # TODO secret should only be used over HTTPS
             # 'hub.secret': secret,
         })
         logger.debug('%s response %r', mode, r)
 
+    expiry = feed.push_expiry
     old_hub = feed.push_hub
     old_topic = feed.push_topic
     hub = response.links.get('hub', {}).get('url')
@@ -165,13 +166,15 @@ def check_push_subscription(session, feed, response):
                     topic = next((link['href'] for link in links
                                   if 'self' in link['rel']), None)
 
-    if hub != old_hub or topic != old_topic or not feed.push_verified:
+    if ((expiry and expiry - datetime.datetime.utcnow() <= UPDATE_INTERVAL)
+            or hub != old_hub or topic != old_topic or not feed.push_verified):
         feed.push_hub = hub
         feed.push_topic = topic
         feed.push_verified = False
+        feed.push_expiry = None
         session.commit()
 
-        if old_hub and old_topic:
+        if old_hub and old_topic and hub != old_hub and topic != old_topic:
             send_request('unsubscribe', old_hub, old_topic)
 
         if hub and topic: