Apple’s iOS 26 update for iPhones only introduces new SMS and MMS filtering, which could alter how messages reach customers. We’re here to simplify what this means, explain why it matters, and how Tall Bob can help.
Update, 23 Sep 2025: What We’re Seeing with iOS 26
Since Apple released iOS 26, our testing shows a few differences worth noting:
- Filtering is not enabled by default, but if it was enabled before the update, it stays on after. If it was off, it stays off.
- Notifications still appear even when filtering is enabled. SMS will also appear in both the Messages and Unknown Senders folder.
- Messages from unknown senders usually stay in the Messages folder for up to 30 minutes if opened, or up to 8 hours if unopened, before moving to the Unknown Senders folder.
- Users can quickly mark senders as “Known” so future messages always land in the Messages inbox with full notifications.
- The setting applies to all types of SMS/MMS – from healthcare reminders and verification codes to marketing and ticketing.
We’ve created a step-by-step User Flow you can download and share with your team or customers to minimise disruption and build confidence.
Tall Bob’s keeping a close eye on how iOS 26 continues to roll out across Australia. We’ll keep sharing updates and practical recommendations as things evolve, and we’re here to help you answer questions so your messages keep landing where they should.
Published – 05 SEP 2025
Summary
- Message delivery will continue as usual. iOS 26 only updates Apple’s existing message filtering options.
- Filters are off by default. Unless a customer chooses to switch them on, nothing changes for your campaigns.
- If filters are enabled, some messages could move to an Unknown Senders or Spam folder, and notifications won’t trigger for those.
- This is an enhancement. Apple is expanding existing tools, not introducing a completely new system.
You’re in safe hands.
The Tall Bob team has navigated numerous messaging platform changes before, and we’ll guide you with best practices, simple steps, and ongoing support, working with you to ensure your campaigns continue to reach the people who matter.
What It Means for Your SMS & MMS
Apple is about to roll out iOS 26, and with it comes one of the most significant changes to the Messages app in years. For brands that use SMS and MMS to connect with customers, this update could impact how and whether your messages are seen. Your messages will be delivered to the device as normal. The difference lies in how the device surfaces the message, thereby determining whether it is immediately seen and acted on.
- If filters remain off (the default), nothing changes.
- If filters are enabled, notifications may be limited, reducing the likelihood that a customer will notice your message immediately.
- Customers who have saved your sender ID or engage regularly with your messages are far less likely to be affected.
Help is on the way, and we’ll break it down in plain English, explaining why it matters, and guide you through the next steps.
What’s Changing in iOS 26
Apple is enhancing its existing message filtering options. By default, filters are off, so your customers will continue to receive your SMS and MMS campaigns as usual.
If you choose to turn filters on, here’s what may happen:
- Unknown Senders folder – Messages from numbers not saved in contacts or without recent engagement may be moved here instead of the main inbox.
An example of how messages are filtered from Unknown Senders if messaging filters are on.
- Notifications vary – In some cases, customers may not get a notification. In others, Apple provides a “middle ground” option where limited notifications appear for 8 hours after receipt, accompanied by a small “Unknown Sender” tag.
- Spam folder – Messages that Apple flags as suspicious will be sent to a silent spam folder with links disabled
An example of a spam message, and how you can recover them from being filtered to spam.
Tapping on Recover will move the message to your main inbox, and message links will become clickable.
Click below to get a copy of our iOS 26 Update: A Quick Guide to Filter Settings
Why This Matters for Your Campaigns
Not every customer will be impacted. But if filters are switched on, you may notice:
- Lower engagement – Messages to newer or less-engaged contacts could slip under the radar.
- Delayed responses – Time-sensitive campaigns (such as sales, events, or reminders) may not receive instant visibility.
- Greater reliance on trust – Customers who’ve saved your sender ID or regularly reply to your messages are likely to be unaffected.
How Tall Bob Helps You Stay Ahead
We try our best to stay across every detail of iOS 26 and its potential impact on SMS/MMS. Here’s how we’ll support you:
- Best-practice guidance to maintain a trusted sender ID and a healthy list.
- Campaign reviews before key sends, so you know your messaging is set up for success.
- Regular updates will be provided as Apple confirms the final release details.
- Talk to our Success team + FAQ so you and your team have clear, jargon-free answers.
What You Can Do Right Now
Here are a few simple ways to prepare ahead of the update:
- If sending from a longcode, encourage your customers to save it to their contacts.
- Keep engagement warm by regularly sending helpful, relevant content.
- Clean your contact list and remove inactive or invalid numbers.
- Plan ahead and allocate extra time for your most important campaigns to take effect and be visible.
Click below to get a copy of our iOS 26 Update: A Quick Guide to Filter Settings
Apple’s update doesn’t need to derail your SMS/MMS performance. Get practical advice straight from our experts! We’ll keep you ahead of every update and be by your side before, during, and after iOS 26 rolls out.