When a big mobile update like iOS 26 lands, it’s easy to think it’s over for SMS marketing. You hear words like Filtering and Spam folders, and you might picture your carefully crafted messages getting lost in a digital black hole before anyone can even see them.
But take a deep breath—texting isn’t going anywhere. It’s still among the most powerful and direct ways to reach your audience right where they are. The rules are just shifting slightly. And honestly, these shifts aren’t here to ruin your campaigns. iOS 26 is more like a quality check than a roadblock.
You don’t need to throw out your SMS playbook. You just need to adjust a few plays. Make some smart tweaks now, and you’ll keep connecting with your audience while your competitors are still trying to figure out what hit them. Here’s exactly what to do.
Inside the iOS 26 update
Apple’s iOS 26 release signals a new chapter for the iPhone. It comes with a ton of new features, from a redesigned Phone app, smarter Apple Intelligence models, and even a new Games app built to tailor gameplay to user preferences. But for SMS marketers, the most important changes are happening inside the Messages app.
For years, Apple has been giving users more control over their privacy and their inboxes. iOS 26 takes this further by making the user interface smarter. It automatically sorts messages, protecting users from spam while ensuring that texts from loved ones and important appointment reminders get through.
For small businesses to large enterprise companies, this presents both a new hurdle and a fresh opportunity. The hurdle is that it’s now a bit tougher to grab the attention of new subscribers. The opportunity? These changes will push you to build stronger, more trusted relationships with your SMS subscribers
iOS 26 brings 5 big changes to SMS marketing
You’re probably wondering, “What does this mean for my marketing text messages?” Here are the 5 changes you need to know about.
Change #1: Filtering for unknown numbers
iOS 26 includes an optional filter that sends SMS messages from unsaved numbers to a separate folder. Users must actively turn it on, and they can also choose to allow time-sensitive alerts for an hour.
If a customer enables filtering and hasn’t saved your number, they won’t see your texts in their main inbox. The worst part? They might not even get a notification on their lock screen.
Even people who want to hear from you might miss your perfectly timed opt-in message or welcome text. That’s why your top priority now is to become a Known Sender, so you land in the main inbox where you belong.
Change #2: New SMS Spam folder
On top of the new inbox filter, iOS 26 is turning up the heat on spam detection. Apple has given the SMS Spam folder a serious upgrade, allowing the system to automatically redirect messages that seem suspicious, low quality, or unverified.
If you’re following SMS best practices, you shouldn’t have much to worry about. But sender reputation matters more than ever now. Brands pumping out generic marketing text messages to massive SMS lists could easily get flagged. And once you land in Spam, your links stop working, and customers can’t reply.
Change #3: Increased RCS messaging adoption
Apple is finally catching up to the rest of the messaging world with broader support for Rich Communication Services (RCS). Unlike standard SMS, RCS lets you send interactive, visually rich messages with things like images, buttons, and branded layouts.
This opens the door to a whole new level of customer engagement. You can transform a simple text into a mini storefront, allowing customers to browse products, select options, and even make a purchase without ever leaving the message thread. It’s more work, sure, but it’s also your chance to stand out.
Change #4: Stricter link tracking safeguards
Apple’s continuing to double down on privacy with tighter link tracking protections in iOS 26. The system now strips tracking parameters, like click IDs, from certain links shared through Messages. That means you can’t always see exactly which message drove a click or purchase.
In short, it’s getting harder to follow every tap. But this isn’t the end of tracking. It’s a shift toward the signals your audience shares with you directly, like their text replies or purchases. Those real interactions still show what’s working, even without full URL tracking.
Change #5: AI-driven features
Apple’s AI features are evolving fast. The iPhone can now summarize notifications, suggest replies, and help users sort through text messages without reading them all. That’s convenient for users, but it means your texts need to grab attention immediately.
If your first sentence doesn’t clearly communicate value, people might skip right past it based on the AI summary alone. In other words, if you’re leading with bland, generic copy, you’re making it way too easy for people to ignore you.
Preparing for iOS 26
Now, let’s talk about what’s changing and what you can do to protect your SMS performance to stay visible in your customers’ inboxes. These strategies will help you become a Known Sender and keep your messages front and center where they belong.
Become a known sender
Your #1 goal under iOS 26 is simple: Get out of the Unknown Senders folder and into the main inbox. When a user’s phone recognizes you, your messages get seen. The easiest way to do that? Encourage subscribers to text you first or save your contact info. Here’s how.
Run a text-to-join campaign
Get new SMS subscribers to message you first using a text-to-join marketing automation flow. Set it up in your marketing platform, using a message like, “Text SAVE20 to [your number] for 20% off.” Promote this campaign wherever customers interact with your brand, such as on your website, on social media, and at the register. When customers end that first text, you’re automatically a Known Sender.
If you’re using double opt-in, be extra clear about the steps, including checking their Unknown Senders folder if they don’t see your confirmation text right away. Also, consider giving people more time to complete the process. Instead of a 24-hour window, try 72 hours or longer, in case your confirmation message ends up hidden in a different folder.
Start a two-way conversation
Once a subscriber opts in, don’t let the exchange stop there. Keep the thread alive with conversational messaging. Encourage subscribers to reply, whether it’s to claim a discount code or complete an SMS feedback survey.
Every reply they send helps strengthen your relationship and keeps your incoming messages visible in their inbox. It also signals to Apple that your texts are part of an active, one-on-one conversation, not just another promotional blast.
Think beyond sales, too. Remind customers about appointments, follow up after product launches, or send personalized abandoned cart reminders. The more useful your messages feel, the more likely people are to engage.
Use virtual contact cards - Coming soon to Mailchimp!
Want to make it ridiculously easy for customers to save your number? Use a virtual contact card (vCard). It’s a digital business card that includes your name, number, and even your website. Simply put it in your welcome flow, and subscribers can instantly save it to their phone’s address book with a single tap.
Once you’re in their contacts, you’re guaranteed a spot in their primary inbox, completely bypassing any filtering. And your name will appear whenever you send them new messages. Most people won’t think to manually add your number, so hand them the shortcut and remove all the friction.
Ask directly
Sometimes, the best strategy is to just keep it simple. In your welcome text, say something like, “Save this number so you don’t miss updates, exclusive deals, or special offers.” That’s it. A clear request is often all you need.
It might not sound fancy, but it works, especially with loyal customers who already want to hear from you. The key is not to overthink it. Be direct, tell people what’s in it for them, and they’ll usually follow through.
Double down on personalization and value
With iOS 26’s filtering making it harder to grab attention, generic messages are basically dead on arrival. Every text you send needs to feel like it is specifically for that person, not blasted to your entire list.
To do that, use customer segments to personalize SMS messages based on behavior, purchase history, and preferences. Only send relevant content that each person would love to receive, like personalized product recommendations and discount codes.
And with Apple Intelligence summarizing notifications, you can’t afford weak openers. Your first sentence needs to hook them immediately, so skip the “Hey!” and jump straight to what matters, like the discount, product benefits, or any other reason they should care.
Embrace a true omnichannel approach
iOS 26 makes it clear: You can’t put all your eggs in the SMS basket anymore. If your text lands in the Unknown Senders folder and goes unseen, what’s your backup?
You need a true omnichannel marketing strategy where SMS, email, and more all work together. That means coordinating your messaging so all communications complement each other, rather than simply sending the same promo twice.
If someone abandons their cart, email them product details, then follow up with a quick text or in-app message with a discount code to nudge them back. Or when you launch a new product, tease it via text to create buzz, then send an email with the full reveal. Follow up with a retargeting ad if they engage but don’t convert.
Lay the groundwork for RCS success
Apple’s increased support for RCS messaging in iOS 26 opens up a whole new playground for marketers. If you haven’t explored it yet, now’s the time.
Start by identifying which campaigns would benefit most from rich visuals, interactive buttons, and branded layouts. Product launches, flash sales, and abandoned cart reminders are all perfect candidates for RCS.
Then, get familiar with creating RCS campaigns now while there’s still room to experiment. By the time it becomes standard, you’ll already know what works and have a head start on everyone else scrambling to catch up.
Monitor SMS campaign performance
iOS 26 is making link tracking way harder. Apple’s removing the parameters that used to tell you exactly what’s working, so now you have to stay on top of your metrics.
Watch your engagement, replies, and conversions closely, especially how iPhone users are doing compared to Android or other devices. If iOS numbers drop but everything else looks good, that’s your sign that filtering or lost data is hurting you.
Since you won’t be able to see every click anymore, rely on your first-party data instead. This is all the information collected directly from your audience through purchases, replies, or signups.
Look at the bigger picture:
- Which texts spark real conversations?
- Which messages drive sales?
- What gets people to save your number?
Take what you learn and adjust your approach as needed to keep your campaigns performing as expected.
What’s next for text message marketing
If you put the strategies above into action, you’ll already be a step ahead, not just for iOS 26, but for whatever comes next. The world of SMS is shifting fast, and this update is only the beginning.
The next big leap? RCS is going mainstream. It’s where texting is headed, blending the ease of SMS with the rich features of chat apps. Before long, plain texts will feel about as old school as faxes.
But the real story isn’t just new tech. It’s how people want to connect. The future of text marketing is about trust, value, and personality. When your messages feel genuine and help people, they’ll stand out no matter what changes come next.
And remember, SMS works best as part of a bigger plan. Combine it with email, social channels, and in-app messaging to create a seamless journey. When everything works together, your brand stays top-of-mind, and your messages never get lost in the shuffle.
How Mailchimp sets you up for SMS success
Navigating iOS 26 is easier when you have the right tools backing you up. Mailchimp isn’t just keeping pace with these changes, either. We’re building ahead of them so you can stay visible, compliant, and effective no matter what updates come next.
Powerful SMS marketing tools
We provide the tools you need to deliver results, even as the rules change. With Mailchimp, you can:
- Target with precision: Use our advanced customer segments to go beyond one-size-fits-all messages. You can easily send an exclusive offer to your loyal customers and a different welcome message to first-time buyers.
- Connect your channels: Create seamless omnichannel workflows that connect both email and SMS. Our platform lets you easily coordinate your campaigns so your customers get a consistent experience everywhere.
- Automate and scale: Our smart automation system lets you efficiently send timely, personalized messages, even as your audience grows. Set up automated workflows for everything from welcome texts for new subscribers to abandoned cart reminder emails.
- Track what matters: With link tracking getting fuzzier, our tools help you focus on the reliable first-party data you collect. This gives you a clear picture of your campaign performance, so you can understand what drives real customer engagement, not just clicks.
- Stay compliant: We take the guesswork out of compliance. Our platform helps you collect proper consent and automatically handles opt-outs (like “STOP” replies), making it easy to follow industry rules and protect your sender reputation.
Intuitive platform
At Mailchimp, we believe SMS marketing shouldn’t feel complicated. That’s why our platform makes it as straightforward as setting up an email campaign. Our interface is clean and intuitive, so you can create, schedule, and send messages in minutes.
You’ll also have access to clear performance metrics and an organized dashboard where every part of your marketing comes together. From texts and emails to automations and reports, everything works side by side, so you can see how your campaigns connect and what’s driving results.
Ongoing innovation
The marketing world doesn’t stand still, and neither does Mailchimp. From continuous platform improvements to the early adoption of new technologies like RCS, we stay ahead of industry trends, so you can, too.
Behind the scenes, you’ve got a dedicated Support team and a robust infrastructure built to scale with your business. So, while the rules and tools of SMS marketing evolve, you’ll always have a trusted partner helping you adapt, grow, and connect.
Key takeaways
- The inbox now has a bouncer: iOS 26’s new Unknown Senders filter can hide your texts if a user hasn’t saved your number, meaning your messages might not get seen.
- Your #1 goal is to become a Known Sender: The best way to beat the new filter is to get subscribers to text you first or save your contact info.
- Generic blasts are officially over: With stricter spam filters and AI summarizing your texts, you must send valuable, personalized content and connect SMS with email to stay effective.
- The future of texting is interactive: Apple’s adoption of RCS is a huge opportunity to move beyond plain text and create richer, more engaging campaigns.
- The right tools make adapting easier: Mailchimp gives you all the tools and support you need to navigate these changes and future-proof your omnichannel marketing strategy.