Apple’s iOS 26 brings updates to how the Messages app filters and displays texts—especially those from contacts that users haven’t saved. These changes have implications for SMS marketers. Below is a breakdown of what’s new, what’s uncertain, and what you can do to stay visible.
Key Changes & New Features
Enhanced “Screen Unknown Senders” / Inbox Filtering
With iOS 26, Apple continues to expand how Messages splits out texts from “known” versus “unknown” senders. Messages from numbers not saved as contacts—or not marked as known—can be routed to an Unknown Senders tab where they:Do not trigger notifications or previews when filtered.
Are more likely to be missed entirely, especially by newer subscribers.
May never show up unless users navigate to that section.
Important to note: this filtering setting is not enabled by default (in major markets like the U.S., Canada, UK, Australia). Users must opt in for it to be active.
Distinction Between Deliverability vs. Visibility
iOS 26 is not blocking texts per se—it’s about visibility. Your messages still deliver, but if your number is categorized as “unknown,” they risk being buried in that hidden inbox.What Counts as “Known Sender” under iOS 26
Based on analysis so far, a number is treated as known if any of these are true:It’s saved in the subscriber’s contacts
The user clicks “Mark as Known” in the thread
The user initiates the conversation (e.g. tap-to-text or reply)
There are multiple messages back-and-forth (some signals suggest 3+ messages) though results are mixed.
Time-Sensitive Messages & Exceptions
Some messages that Apple deems “time-sensitive” (e.g. one-time codes, account alerts) may temporarily surface in the main inbox, even if sent from an “unknown” number. But after that window, filtering can still relegate future messages to the Unknown Senders tab.Spam Folder, Link Tracking & Other Protections
Apple is also introducing or reinforcing an SMS spam folder to filter suspicious messages (e.g. messages from unverified sources, phishing attempts)
Stricter link tracking rules: certain tracking IDs will be blocked or stripped.
Rich messaging (RCS) support is expanding, which might offer more branded, interactive experiences in future.
Why iOS 26 Isn’t a Full Disaster for SMS Marketing
It’s tempting to overreact to each iOS release, but here’s a more measured view:
Adoption will take time. iOS updates roll out gradually, and many users may not immediately enable the “Unknown Senders” filter.
The setting is off by default. In many regions, Message filtering is disabled until a user opts in.
Behavior, UI, or rules may still change. Apple can tweak functionality through beta cycles or updates.
Not all users are equally affected. Heavy SMS users who already saved or frequently engage with your number may be fine; newer or less engaged subscribers are more at risk.
Quality still matters. Personalized, targeted, relevant messaging can reduce risk of being ignored—even if filtered.
There’s upside in clarity and trust. Cleaner inboxes and better filtering could eventually help brands that maintain strong practices stand out.
What You Can Do: Strategies to Reduce Risk & Improve Visibility
Here are practices and tactics you can adopt to help your messages stay visible in iOS 26:
1. Encourage Subscribers to Save Your Contact Card
If your number is saved, there’s little risk of being treated as “unknown.” Make the “save contact” step a natural part of your welcome flow or early messaging.
(Insert instructions for how to send or share a contact card)
2. Implement Alia’s Tap-To-Contact Feature
This feature lets shoppers press a button to automatically open and save your contact card to their mobile device, helping you show up as a known sender in their inbox.
3. Use Tap-To-Text as Your Opt-In Mechanism
When the subscriber initiates the first message (tap-to-text), Apple treats the thread as Known from the start—even if the number isn't yet in contacts; which helps avoid being filtered.
Klaviyo supports tap-to-text opt-ins - here's how to implement with Alia:
Postscript also provides tap-to-text capabilities - here's how to implement with Alia:
4. Structure Your Welcome Flow Around Visibility
Immediately send a message (preferably via tap-to-text) so the subscriber initiates the thread
Include a contact card or prompt to save contact in your first message
Encourage further replies or engagement to build the “known sender” status
5. Clean Up & Segment Your SMS List
Remove inactive numbers periodically
Focus more on engaged subscribers who are more likely to mark you as known
Use personalization, timing, and relevance to maintain high engagement
6. Monitor Metrics & Iterate
Watch open rates (especially among iPhone users)
Segment based on whether users have saved your contact
Test variations in opt-in flow, welcome messages, and contact card placements
Summary & Next Steps
iOS 26 changes are more about visibility than outright blocking.
Because the new filtering is opt-in (off by default), we don’t yet know how many users will activate it—but enough to warrant caution.
The strongest protections: tap-to-text opt-ins, making it easy to save your number, and early engagement.
Alia’s Tap-To-Contact complements these strategies by streamlining the “save contact” step.
Start implementing these changes now—test, measure, and refine over time.