A big change is coming to iPhone users’ SMS inboxes with the launch of iOS 26 on Sept. 15.
Apple’s latest iOS update introduces several enhancements for users, including an enhanced message filtering system that has caught the attention of marketers everywhere.
For companies using SMS as a key touchpoint with customers, it’s important to understand how these changes may impact SMS campaigns and take preparations.
For this article, we spoke with Textedly’s Product Manager Stew Frazier to understand what’s changing, the expected impact, and what clients can do to protect their SMS read rates.
What’s Changing With iOS 26?
Apple has long offered an opt-in feature for Messages called “Filter Unknown Senders.” In iOS 26, this inbox filtering is getting enhanced with a “Screen Unknown Senders,” feature that offers iPhone users more advanced controls. Here are the core changes to know:
- Filtering only applies to unknown senders: When enabled, the new filtering will prevent texts from “unknown” contacts from appearing in a user’s main message list. It will instead add them to an Unknown Senders folder. Apple defines “Unknown Senders” as contacts who are not in a user’s contact list or have never received a response from the sender.
- The screening filter is turned off by default: Just because users download iOS 26 doesn’t mean messages get filtered. This new filtering functionality is disabled by default, meaning Apple users would need to first enable it in their settings.
- Filtering offers category controls: Users can customize notifications for Unknown Senders, Transactions, Promotions, and Spam messages. This gives users better control over when and how they’re notified of messages via their mobile device.
- Time-sensitive exceptions: Verification codes like 2FA or urgent alerts will appear in the main inbox for up to one hour if this option is selected.
- Unknown senders folder is easier to access: Apple is making a design and UX change to make the unknown sender folder easier to access from the main messaging app.
This enhanced filtering system is Apple’s response to consumers’ growing concern over spam and unwanted messages.
3 Core Ways Your Business Can Prepare for iOS 26
The best way to ensure that your SMS campaign results don’t suffer with the new filtering system is to become a known sender. If you’re flagged as a known sender, your contacts will be notified of your message and your texts will show up in the contact's main message folder.
Here are three core ways to improve your ability to show up as a known sender to contacts.
1. Get Contacts to Text You First or Opt In Using a Keyword
Textedly Product Manager Stew Fraizer says that the “impact would be minimal to contacts that opt in via a keyword.”
That’s because if a customer reaches out to your SMS number first, it will signal to Apple that you are a known sender. Textedly's text-to-join functionality helps brands achieve this. You simply need to encourage contacts to text your brand to opt into messaging.
To encourage customers to text you first you could:
- Run a keyword opt-in advertisement. (Ex: Text BOOK NOW to 888-928-2042 to get 10% off your booking.)
- Publicize your SMS number on your website. (Ex: Text us at 443-670-1498 for your custom pricing quote.)
- Add a click-to-text button to Instagram or your other social media profiles to encourage more subscribers.
- Put a QR code near your register that initiates a text to you from a contact’s phone.
2. Encourage Customers to Reply
For contacts who did not opt in via keyword, Fraizer advises users to “proactively reach out to those contacts and attempt to incentivize them to text back by offering promotions or discounts that can be claimed by responding to a message.”
Apple specifies that brands engaging in two-way conversations via text will be classified as Known senders. As a result, encourage your customers to reply to your messages in an effort to bypass this filtering system. Two-way conversations have plenty of benefits, including increased customer engagement and true relationship building.
3. Incorporate “Add Contact” Language Into Welcome Flows
Another way to ensure you’re a known sender is to get contacts to add you to their contact list. You can simply work this language into your SMS marketing workflows. If your contact information is saved, you won’t hit the Unknown Sender filter.
For example: Hi Jenny! Thanks for signing up for our SMS program. To ensure you don’t miss texts, exclusive deals, or important updates from us, save our contact information today!
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