This issue has resurfaced in v3.30.0 and is very frustrating to deal with. Seems that your development team has removed old new features from the UI, but forgot to remove the code which identifies them as new features. The number count starts at 9, drops to 8 once you enter and exit, then since there are only 7 new features it removes 7 notifications once you visit each. The two features that are enabled at the bottom of the list, would seem to be the culprits. One seems to clear automatically once we enter this section of the app and the other has no way of clearing.