A hand holding an iPhone.

iOS 26 Update: What Apple’s Changes Mean for Messaging

  • Hosanna Neri
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Apple’s upcoming 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.

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.
iOS 26 Update: A mock-up of an Unknown Sender message and filtering

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
iOS 26 Update: A mock-up of a Spam message and how it can be recovered

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

Download our Guide Download 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:

  1. If sending from a longcode, encourage your customers to save it to their contacts.
  2. Keep engagement warm by regularly sending helpful, relevant content.
  3. Clean your contact list and remove inactive or invalid numbers.
  4. 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

Download our Guide Download 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.

Frequently Asked Questions

  • What is iOS 26 and why is it important for my messaging?

    iOS 26 is Apple’s latest operating system update for iPhones and iPads. One of the new features changes how messages from numbers outside a user’s contacts (or without recent interaction) are filtered.

    This could mean some of your SMS/MMS messages land in a different folder and won’t trigger notifications.

  • Why isn’t the latest update called iOS 19?

    Apple has changed how it names its operating systems. Instead of calling this version iOS 19, they skipped ahead to iOS 26, aligning the name with the year the update will be used most — that is, 2026.

    This year-based naming applies across all Apple software, from iPadOS to visionOS, so when you see “26,” you know it’s current and cohesive. The goal is simply less confusion for users, devs, and teams like yours.

  • When is iOS 26 being released?

    It is expected to be released on 15 September, but has not been officially confirmed.

  • What’s changing in iOS 26 that could affect my campaigns?

    • Unknown Senders folder – Messages from sender IDs not saved in contacts, or without recent replies, may go here instead of the main inbox.
    • No notification alerts – Messages in this folder won’t buzz, ping, or pop up on screen.
    • Spam folder – Messages Apple flags as suspicious will be sent here with links disabled.
    • Filters are off by default in beta – Users can turn them on manually in Settings → Messages → Manage Filtering. Apple could change this before launch.

  • Will this affect all my customers?

    No. This only applies to customers who are using iPhones, have updated to iOS 26, and then manually switched message filtering on in their settings. By default, filtering is off — so unless all three conditions are met, nothing changes.

    Customers on older versions of iOS or on Android devices won’t be affected.

  • Does this affect both Alphanumeric and Numeric Senders?

    Yes, but the rules are slightly different in how a Known or Unknown Sender is identified by Apple.  For numeric long codes, a number will be considered “known” if your recipient has replied at least 3 times to a message in the past (even before upgrading to iOS26).

    For alphanumeric senders, the signals that Apple uses to identify a trusted sender are not yet fully known, however for both numeric and alphanumeric the customer will have the option to “Mark as Known” when viewing the messages which will then move the messages into their known senders folder and provide all of the normal notifications for future messages.

  • How will this impact my SMS/MMS performance?

    If some of your audience have filters enabled:

    • Time-sensitive messages (like promotions or event reminders) may not be seen right away.
    • Engagement rates could dip for newer or less-engaged contacts.
    • Customers who regularly interact with your messages or have saved your sender ID are far less likely to be affected.

  • What can I do now to prepare?

    • Encourage customers to save your sender ID in their contacts.
    • Keep engagement warm – send valuable, relevant messages regularly.
    • Review your contact list to remove inactive or invalid numbers.
    • Check your sender ID and message content to avoid spam triggers.

  • What will Tall Bob do to support me?

    We’re monitoring Apple’s rollout closely and will:

    • Share updates as soon as new details are confirmed.
    • Provide best-practice guidance to protect your delivery and engagement.
    • Offer one-on-one reviews for your key campaigns before you send them.

  • Where can I get more information?

    We recommend you reach out to your Tall Bob contact.

    You can also read up on the iOS 26 update from Apple’s Messages app update on 9to5Mac and Mobile Ecosystem Forum’s iOS 26 analysis.

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