Apple’s iOS 26 update is set to introduce several new features that marketers—particularly those that have incorporated SMS into their strategy—should know about.

Slated for release mid-September 2025, new filters and spam protections will make it easier for customers to set aside SMS messages from unknown senders, placing greater emphasis on relevance, recognition and trust. 

Want the lowdown on the upcoming changes? Keep reading to discover:

• The key iOS 26 changes marketers need to know
• How to adapt your strategy to stay ahead
• What these updates signal for the future of customer-first marketing

Putting the update in perspective

Now, before you press the panic button, let us reassure you: The iOS 26 update won’t torpedo your SMS strategy. 

The changes are more like tweaks than a complete overhaul, and ultimately they’re designed to protect users from unwanted or malicious messages, not punish legitimate marketing communications.

However, while the changes themselves are small, they’re an important reminder that generic, low-effort marketing won’t fly any more. Customers today expect personalized, relevant, and valuable messages from brands, and their patience for anything less is wearing thin.

So with that in mind, let’s take a look at what’s changing in iOS 26, and what you need to do to stay ahead.

1. Inbox filtering for unknown senders

iPhone users will be able to toggle on a new “Screen Unknown Senders” filter in the Messages app, which will automatically sort text messages from unknown senders into an aptly named “Unknown Senders” folder where they can mark them as known or delete them.

Though these messages will still be delivered, they could be easier to miss for those that have enabled this filtering—particularly for new subscribers that haven’t yet saved your number. 

Two important things to note about this update are:

1) It won’t be automatically applied; it’s up to the user to toggle on the Unknown Senders folder.

2) It’s not strictly new. The feature has existed in some form since 2019’s iOS 13 - it’s merely getting some cosmetic tweaks in iOS 26.

Your next steps

To stay ahead, the best practices to follow are: 

• Encouraging SMS subscribers to add you to their contacts as early as possible
• Setting up a branded sender ID to improve recognition in the inbox
• Where a branded sender ID isn’t possible, include your brand name in the body of the SMS

Subscribers can also mark a thread as being from a “known sender” without having to add you to their contacts.

The long-term outlook

With this functionality, Apple is giving users the final say on what gets real estate in their inboxes. To keep your messages visible, you need to make them worth saving.

Generic, one-size-fits-all campaigns are unlikely to convince someone to keep you around. Instead, focus on delivering timely, relevant, and genuinely useful messages—whether that’s a well-timed cart reminder, a personalized product recommendation, or an offer that lands right when they’re most likely to purchase. 

2. New SMS spam folder

iOS 26 will also introduce a dedicated Spam folder for SMS. Another optional filter, it’s designed to screen out phishing attempts by flagging potentially malicious or unwanted texts.

Your messages may end up in the Spam folder if they’ve been sent from an unknown sender and contain links. Critical messages (like OTPs or alerts) may also be suppressed or require extra care to avoid being filtered.

Messages flagged as spam will have their links disabled and replies blocked, though users will have the power to recover them from spam if they so wish.

Your next steps

To avoid mistakenly falling into the Spam category:

• Use a branded sender ID (again, if not possible, include your brand name in the body of the SMS)
• Ensure your messages avoid suspicious link patterns, especially in the first message from a new number. (Avoid using external link shortening services as generically shortened URLs can impact SMS delivery rates. If you’re an Ometria customer, we can create a secure shortened URL format for you.)
• Avoid spam triggers within your content like all caps, excessive punctuation, or overly pushy language
• Continue encouraging number saving as a protective measure against false spam flags

The long-term outlook

As long as you’re following good SMS deliverability practices, using verified sending methods, and ultimately just not spamming people, this update shouldn’t have a huge impact. 

In fact, this update could actually work in your favor over time. By filtering out spam and giving more space to legitimate messages, inboxes will become cleaner and more trustworthy, making it easier for recipients to notice and engage with you.

3. Expansion of Apple Intelligence

It’s full steam ahead on Apple Intelligence, Apple’s on-device artificial intelligence functionality, and perhaps the most important feature for marketers to be aware of is the automatic email summaries in the Mail app.

Initially introduced last year as part of iOS 18, Apple Intelligence can summarize emails for the user, giving them a preview which may or may not include your painstakingly-crafted subject line.

Your next steps

To avoid your messages getting lost in AI translation, our recommendation is to lead with value. Think bulleted benefits, bolded offers, or direct CTAs which make your message clear to both humans and bots. Avoid burying your key message deep in the body of the email, or you risk it being ignored entirely.

The long-term outlook

While the email summarization feature is unlikely to upend email marketing overnight, it does reinforce an ongoing shift toward brevity, clarity, and immediate relevance. 

As AI-driven inbox tools become more common across providers, they will increasingly act as gatekeepers who decide which parts of your message a recipient should see first.

The marketers that stand to benefit in the long run are those consistently applying the core principles of good email marketing such as clear subject lines, strong opening sentences, and content that’s genuinely relevant to the individual.