diff --git a/homeassistant/components/alert/__init__.py b/homeassistant/components/alert/__init__.py
index 9b3fb0f29c8..721ed0d0c21 100644
--- a/homeassistant/components/alert/__init__.py
+++ b/homeassistant/components/alert/__init__.py
@@ -26,6 +26,7 @@ from homeassistant.const import (
     STATE_ON,
 )
 from homeassistant.core import HassJob, HomeAssistant
+from homeassistant.exceptions import ServiceNotFound
 import homeassistant.helpers.config_validation as cv
 from homeassistant.helpers.entity import Entity
 from homeassistant.helpers.entity_component import EntityComponent
@@ -293,9 +294,15 @@ class Alert(Entity):
         LOGGER.debug(msg_payload)
 
         for target in self._notifiers:
-            await self.hass.services.async_call(
-                DOMAIN_NOTIFY, target, msg_payload, context=self._context
-            )
+            try:
+                await self.hass.services.async_call(
+                    DOMAIN_NOTIFY, target, msg_payload, context=self._context
+                )
+            except ServiceNotFound:
+                LOGGER.error(
+                    "Failed to call notify.%s, retrying at next notification interval",
+                    target,
+                )
 
     async def async_turn_on(self, **kwargs: Any) -> None:
         """Async Unacknowledge alert."""
diff --git a/tests/components/alert/test_init.py b/tests/components/alert/test_init.py
index 550727a2a22..8dfbb437646 100644
--- a/tests/components/alert/test_init.py
+++ b/tests/components/alert/test_init.py
@@ -36,6 +36,7 @@ from tests.common import async_mock_service
 NAME = "alert_test"
 DONE_MESSAGE = "alert_gone"
 NOTIFIER = "test"
+BAD_NOTIFIER = "bad_notifier"
 TEMPLATE = "{{ states.sensor.test.entity_id }}"
 TEST_ENTITY = "sensor.test"
 TITLE = "{{ states.sensor.test.entity_id }}"
@@ -199,6 +200,26 @@ async def test_notification(
     assert len(mock_notifier) == 2
 
 
+async def test_bad_notifier(
+    hass: HomeAssistant, mock_notifier: list[ServiceCall]
+) -> None:
+    """Test a broken notifier does not break the alert."""
+    config = deepcopy(TEST_CONFIG)
+    config[DOMAIN][NAME][CONF_NOTIFIERS] = [BAD_NOTIFIER, NOTIFIER]
+    assert await async_setup_component(hass, DOMAIN, config)
+    assert len(mock_notifier) == 0
+
+    hass.states.async_set("sensor.test", STATE_ON)
+    await hass.async_block_till_done()
+    assert len(mock_notifier) == 1
+    assert hass.states.get(ENTITY_ID).state == STATE_ON
+
+    hass.states.async_set("sensor.test", STATE_OFF)
+    await hass.async_block_till_done()
+    assert len(mock_notifier) == 2
+    assert hass.states.get(ENTITY_ID).state == STATE_IDLE
+
+
 async def test_no_notifiers(
     hass: HomeAssistant, mock_notifier: list[ServiceCall]
 ) -> None: