Updated September 10, 2025
iOS 26 launches this fall, and it’s not just another Apple update—it includes changes that marketers need to consider.
If you run SMS campaigns for your business, here are three changes to be aware of:
- Screened Messages from Unknown Senders – iPhone users can enable a feature that screens texts from numbers they haven’t saved as contacts or interacted with before. (This setting will be off by default.) Screened messages are still delivered, but they land in the Unknown Senders folder without generating a notification. This is similar to a feature that previously existed (Filter Unknown Senders) but with improved functionality that is expected to increase adoption.
- New SMS Spam Folder – Apple is introducing a dedicated SMS Spam folder where suspected junk messages and phishing attempts are quarantined. When messages land in the SMS spam folder, Apple disables all links and blocks reply functionality. Users can still rescue these messages by moving them back to their primary inbox.
- The Time-Sensitive Exception – Transactional text messages from unknown senders, like one-time passcodes and double opt-in confirmations, will land in the primary inbox for one hour before being transferred to the Unknown Senders folder.
While these features won’t block your SMS campaigns outright, it could mean fewer eyes on your messages—especially for subscribers who don’t check the filtered inbox. However, there are several steps SMS marketers can take today to minimize disruptions from the iOS 26 update.
How Apple Identifies Unknown Senders
Ensuring that you are classified as a known sender will be important to maximize engagement with your audience. We believe that Apple will consider you a known sender if one or more of these is true:
- Your phone number is saved as a contact on the user’s phone.
- The user texted you first.
- There is a history of text message responses from the user. How many responses are needed? It’s a bit of a black box. It could be as few as one in some cases, such as a double opt-in confirmation, but several messages may be required.
- You are marked as known by the user. There will be a “Mark as Known” button on messages in the Unknown Senders folder.
Why iOS 26 Matters to Marketers
With iOS 26 introducing filtered messages from unknown senders, marketers who adapt quickly can turn these changes into advantages across two key areas:
- High Opt-in Rates – Encourage subscribers to confirm quickly by delivering timely, clear, and compelling confirmation prompts. SMS marketers who refine their opt-in experience will see stronger subscriber quality and engagement from the start.
- Improved Engagement with Known Contacts – Messages that come from trusted, recognized senders will get through without friction. Marketers who focus on driving engagement—whether by prompting replies, encouraging contacts to save your number, or delivering personalized value—will enjoy better placement and higher open rates.
Building trust with contacts has always been essential to success in SMS marketing. The changes coming with iOS 26 are further confirmation that marketers should focus on personalized, segmented messages that provide value—not generic, noncompliant text blasts.
6 Steps to Maximize Performance with iOS 26
Take these six steps to maximize the effectiveness of your SMS marketing performance:
- Encourage subscribers to save your number as a contact. For new subscribers, you can share your contact card in your automated welcome message. You may want to send a campaign this week encouraging your entire list to save your contact card if they haven’t done so already.
- Use sign-up methods that prompt users to send the first message. Text-to-join keywords, tap-to-join links, and QR codes can open your customers’ texting app with a pre-filled keyword that starts the text thread. When this happens, Apple will automatically consider you a known sender.
- Take advantage of double opt-in. With SlickText, web forms and popups require double opt-in by default, but you can use this feature for other types of opt-ins. Once users reply YES to confirm subscription, you will be considered a known sender.
- Add your brand name to the beginning of messages. Make it easy for subscribers to recognize your messages so they are more likely to engage with you.
- Leverage AI data collection to increase customer responses. SlickText users can find data collection templates in the Workflows section of their accounts.
- Add troubleshooting tips to your marketing materials. Add a note to web forms, popups, and social posts saying, “If you didn’t receive a text, check your Unknown Sender folder.”
If you follow best practices for SMS marketing, you already have most of these steps in place. Add the missing steps today to avoid disruption from iOS 26.
iOS 26 Rewards Brands Who Do SMS Marketing Right
iOS 26 is moving SMS marketing forward—it’s a chance to raise the bar. Brands that adapt quickly will stand out with more engaged subscribers, stronger trust, and lasting loyalty.
Companies that blast generic messages may see their performance drop, but businesses that prioritize building genuine connections, sending personalized messages, and engaging with their audience will continue to thrive. Treat iOS 26 as a catalyst: this update rewards genuine, high-value communication. Lean into it, and you’ll strengthen relationships while keeping your messages front and center.
If you have questions about how iOS 26 may affect your business, reach out to our support team. We love to talk to our customers.