With iOS 26, Apple is improving the SMS experience..
On the agenda: better filtering of unknown senders, the ability to customize conversations with backgrounds, the arrival of polls in group chats, and more precise typing indicators.
What’s New for Users
New Spam Folder
iOS 26 introduces a real spam folder for SMS. Messages deemed suspicious are redirected there, with links disabled and replies blocked. If your messages look too spam-like (unreliable short links, overly aggressive tone, unclear sender), you may end up there.
Filtering Unknown Senders
Messages from unregistered numbers can now be automatically grouped under an “Unknown Senders” tab. This filter is not enabled by default, but if it is, your messages may be less visible if the recipient hasn’t saved your number. Encourage your customers to save your number.
RCS Rollout
Apple continues to roll out RCS, which allows sending enriched messages: images, action buttons, visible brand logo and name. This opens up new possibilities for brands, but it requires adapting your infrastructure and ensuring the authenticity of your sends.
Link-Tracking Protection
Apple is strengthening privacy by removing certain tracking parameters from links (like UTM tags). As a result, it will be harder to precisely track conversions on the marketer side. Use dedicated links and first-party data to continue measuring your performance.
Smarter Messages
Apple introduces automatic summaries, suggested replies and other features powered by AI. Users will expect messages to be clear, useful, and well-crafted. Messages that are too generic or lacking value risk being ignored.
Technical Details
- RCS is indeed the technology that enables advanced typing indicators, read receipts, and enriched message content. Its adoption on iOS is gradual, but iOS 26 confirms Apple is moving closer to the Android experience in this regard.
- Filtering and spam are not blocks: users can still access messages in the respective tabs, but visibility is reduced.
- Apple Intelligence (integrated AI) may change how users interact with your messages, promoting those considered useful.
Impact for Brands and SMS Senders
- Check your consent practices to reduce the risk of filtering.
- Use a recognizable sender and encourage saving the number.
- Craft messages that are clear and useful from the first few words.
- Anticipate loss of tracking data and strengthen server-side analytics.
- Test how your SMS and RCS look under iOS 26 before doing a large scale rollout.