Apple is expected to release iOS 26 in September 2025, and the new update is turning heads in the marketing world.
While the announcement includes plenty of enhancements to the iPhone experience, there’s one feature that will directly impact SMS marketing campaigns: a new message filtering system that poses a real challenge to opt-in rates and campaign visibility.
For marketers who rely on SMS as a key touchpoint in their customer journey, understanding these changes isn’t just helpful — it’s essential for maintaining campaign performance and protecting your ROI.
iOS 26 at a Glance
- Filter/Screen Unknown Senders: Disabled by default; moves first-time texts from unsaved numbers to “Unknown Senders” folder.
- Category controls: Users can customize notifications for Unknown, Transactions, Promotions, and Spam messages.
- Time-sensitive exception: Verification codes/urgent alerts still appear in the main inbox for approximately one hour (no sound/haptics).
- AutoFill expanded: One-time passcodes auto-populate from expanded list of apps and browsers.
Apple’s iOS 26 Update: What’s Changing For SMS Marketers
iOS 26 expands Apple’s existing message-filtering controls, giving users finer control over what they see in their native messaging app and what triggers alerts.
The Filter Unknown Senders feature has long allowed users to move texts from numbers they haven’t saved or replied to into an “Unknown Senders” list. With iOS 26, Apple is adding Screen Unknown Senders and category-level notification controls (e.g., Unknown, Transactions, Promotions, and Spam tags) that automatically sort and silence messages based on their content and sender type.
This filtering system is Apple’s response to the growing concern over spam messages and unwanted communications, but it also introduces some difficulties for legitimate marketing campaigns.
How the New Message Filtering Works
When enabled, iOS 26’s new message filtering will prevent messages from unknown senders from appearing in a user’s main message list.
Unknown messages will now appear in a dedicated “Unknown Senders” folder, where users can mark the phone number as known, ask for more information, or delete it. Think of it like Gmail’s promotions tab, but for text messages.
What makes this challenging is that Unknown Senders are silent by default. In iOS 26, users can allow notifications by category, and time-sensitive messages (e.g., verification codes) can be temporarily surfaced in the main list even from unknown numbers. Practically, welcome/confirmation texts may still go unseen unless the user checks the “Unknown Senders” folder or interacts with the thread.
It’s important to note that this filter isn’t automatically enabled for all users — they need to actively turn it on in their phone settings. But it’s still a factor your campaigns will contend with, and privacy-conscious iPhone users are likely to activate it.
How iOS 26’s Changes Will Impact Your Campaigns
With this new message filter, marketers face new hurdles for deliverability and engagement.
Here’s the biggest impacts that marketers need to consider:
Double Opt-In Sign-ups Could Drop
This new filter is especially tricky for double opt-in processes for SMS campaigns — particularly those that rely on desktop weblayers and shortcode messaging.
This risk is higher for desktop-origin double opt-ins (where the brand’s first text starts the thread), because the number is still “unknown” until the recipient replies or saves it.
When someone fills out a sign-up form on your website and you send a “Reply Y to confirm” message, that text may now land in the “Unknown Senders” folder without any notification. If the recipient doesn’t proactively check this folder, they’ll never complete the opt-in process.
Time-Sensitive Texts Will Still Get Through
The good news: time-sensitive messages (like verification codes or urgent confirmations) are surfaced for about one hour in the main list, even from unknown numbers, to help critical flows complete. However, no sound or haptic notifications are provided during this window.
Once a contact replies to your message or saves your number to their contacts, future messages are recognized as coming from known senders and behave normally.
iOS 26 also expands AutoFill for one-time codes to more apps and browsers, reducing friction even when the message is filtered.
Apple’s Focus on Privacy Is Still a Priority
All these changes are Apple’s latest move in an ongoing privacy initiative that marketers should expect to continue. Since iOS 17, the company’s Link Tracking Protection feature has automatically removed certain tracking parameters in messages, email, and Safari Private Browsing, a direction Apple shows no sign of reversing.
How Marketers Can Prepare for iOS 26 Changes
Rather than wait and see what happens, smart marketers can implement strategies right now to maintain SMS campaign effectiveness.
Here’s some actionable steps you can take today:
Spell Out the Extra Steps in Your Sign-Up Forms
The best way to help your audience find a miscategorized text is to simply tell them how to find it. Adding a brief disclaimer to your desktop sign-up forms can be as easy as it is effective.
A short line such as “If you don’t see our text right away, open Messages → Filters → Unknown Senders and reply or mark the thread as known” will help users understand where to look for your message and make sure they receive future communications.
Use Tap-to-Join for Mobile Opt-ins
The most effective mitigation is a Tap-to-Join (Two-Touch) flow: your weblayer opens the user’s SMS app with a prefilled keyword so the customer starts the text thread, instantly making your number “known.”
This ensures that all your messages are immediately recognized, bypassing the filtering system entirely.
Include a Contact Card in Welcome Messages
When you send a welcome message, encouraging your audience to add your number to their contact list needs to be a top priority.
Adding a contact card in your welcome flow is the best way to do so — it lets your recipients save your brand’s information with a single tap, and sends all future messages to their primary messages folder.
Extend Confirmation Windows
Consider giving your recipients more time to complete the opt-in process. Instead of the traditional 24 or 48 hour confirmation window, 72 hours or longer could become the new norm.
This accounts for the possibility that your message may sit unnoticed in the “Unknown Senders” folder before the recipient discovers it.
Monitor Performance by Device and OS
Keep an eye on your opt-in funnel performance for the next few months. After the September rollout, you’ll be able to identify exactly how iOS 26 affects your campaigns and adjust tactics accordingly. Look for drops in iPhone opt-in completion rates compared to other devices.
Future-Proof Your SMS Strategy With Bloomreach
With iOS 26 on the horizon, Bloomreach Engagement is the perfect solution for navigating privacy changes while maximizing your SMS marketing performance.
We know how important it is to maintain strong opt-in rates, adapt to OS updates, and reach your customers reliably across all devices. That’s why our AI-powered platform offers all the tools, automated flows, and up-to-date features you need to make sure your SMS messages reach the right audience at the right time.
Ready to see what your campaigns are capable of? Visit our site to discover how Bloomreach can keep your SMS strategy one step ahead — all from one intelligent platform.
