Apple’s iOS 26 just introduced new text message filters – here’s everything you need to know

Apple’s latest software update, iOS 26, brings some changes worth paying attention to. 
 
The big news? iPhones are getting smarter about how they filter messages, which could make it harder for some business texts to show up in the main inbox. 

But don’t panic. We’ll walk you through what’s new, what it means for your business, and a few simple ways to make sure your messages still get seen. 

The main update: how messages are classified 

Apple is expanding how it organizes messages in the iPhone’s Messages app. Here’s what’s different: 

• New “Unknown Senders” folder: 
  Messages from numbers not saved in a contact list can land here instead of the main inbox. 

• Muted notifications: 
  Texts in that folder don’t trigger alerts, sounds, or lock-screen previews – meaning your customer might not notice your message right away. 

• IOS 26 is currently optional, but adoption is spreading: 
  The feature is off by default in some countries, but Apple may enable it automatically in others over time. 

What this means for you: if your customer’s phone doesn’t “know” your number, your messages could quietly slip into a separate tab. 

How Apple decides a sender is “Known” vs. “Unknown”  

The new feature that’s at the center of this update is called Screen Unknown Senders. And in terms of how it impacts you, you’ll want to know: how does Apple know which texts belong in the main inbox? 

Here’s what helps a sender count as “Known”: 

• The customer has your number saved in their Contacts 

• They started the conversation (texted you first) 

• They’ve replied to your messages several times 

• They’ve marked you as known inside their Messages app 

If none of that happens, your number might be labeled “unknown” and your texts may land in the new “Unknown” folder. Once there, those texts don’t trigger notifications and they don’t appear in your main conversation list, making them easy to miss entirely. 

There’s an exception for time-sensitive messages 

Not all messages are treated equally. 

There are a few types of text messages that Apple recognizes as time-sensitive:  

• Appointment reminders 

• Delivery alerts 

• One-time passcodes  

These can temporarily bypass the filter and appear in the main inbox for a short window (about one to eight hours). 

That’s good news for small businesses sending confirmations or urgent updates. Marketing and promotional texts, though, still face the normal rules. 

Why this matters for your small business 

If you use text messaging for marketing, scheduling, or customer updates, iOS 26 could change how often customers actually see your messages. 

Here’s what to keep in mind: 

• You get decreased visibility if customers haven’t saved your number 

• Opt-in flows matter. If you text first, you’re more likely to be filtered than the other way around. This might be your sign to you to do more text-to-join SMS campaigns, ensuring customers text you first, making you a Known Sender 

• Time-sensitive texts get a pass, but promotional ones don’t 

The takeaway: make it easy for customers to recognize you, save your contact, and respond early in your message flow. Here’s how to automatically text your contact card to new subscribers. 

5 easy ways to stay visible in the inbox after iOS 26 

1. Ask customers to save your number 
   Include a quick line in your first message like, “Save us as a contact so you never miss an update!” 

2. Encourage replies 
   Messages that turn into real conversations (even a simple “Yes!”) help mark you as a known sender. 

3. Let customers text you first 
   If possible, set up campaigns where customers start the conversation – like texting a keyword to join. 

4. Keep sending valuable, relevant texts 
   The more your audience interacts, the less likely your messages are to be ignored or filtered. 

5. Test and monitor your performance 
   Watch for changes in open rates or response times among iPhone users once iOS 26 rolls out. 

 
Make sure less of your texts get filtered with SimpleTexting 

Apple’s iOS 26 update might sound technical, but for small businesses, it’s really about staying visible and personal. 

Focus on building genuine connections with your subscribers – invite replies, send helpful info, and remind them to save your number. Those small steps go a long way toward making sure your messages land exactly where they belong: in the inbox. 
 
SimpleTexting helps you put all these tips into action and get maximum ROI from texting with as little stress as possible. We have excellent support and the easiest SMS platform for small businesses – try it yourself with a risk-free trial of SimpleTexting.