Apple’s iOS 26 – The Good, The Bad & The Unknown

With the rollout of the iOS 26, Apple has introduced a new layer of messages filtering that brings new changes to the messaging ecosystem.

You and your clients have questions; we did the work to provide informed answers.

Last week, to prepare for iOS 26’s official launch on September 15th, our team hosted a webinar that explored the good, the bad and the unknowns unearthed from months of testing the iOS 26 beta and talking directly to industry stakeholders, plus we covered what every texting program needs to integrate moving forward to best handle the changes.

Here are the highlights.

What is actually changing in iOS 26

The centerpiece of Apple’s update relevant to peer-to-peer texting is a feature called Message Categorization. 

While this option technically existed before, it was buried in the iOS settings app. Now, iOS 26 makes it more visible: users see a new option in the iOS Messages App to enable and manage message filtering, where they can choose to sort incoming texts into folders such as Known Senders, Unknown Senders, Promotions, Transactions, Spam and Recently Deleted.

What many news outlets have failed to report on is that Message Categorization is off by default - a user must actively navigate to the settings (via the Messages app or in Settings) to turn it on.

Still, for those who do enable it, the experience changes significantly. Messages from numbers not saved in a user’s contacts will be routed into the Unknown Senders folder. They will still trigger a numbered badge inside the Messages app, but they will not generate banners, homescreen or lock-screen alerts. 

This shift does not just impact political senders. In practice, that makes it easier for any time-sensitive texts, like prescription refill alerts, school alerts, delivery updates and more to be left unread and unresponded to for longer than otherwise. Any organization that relies on reaching people via text, such as nonprofits, schools, delivery services and businesses, will feel the difference for users who enable Message Categorization.

The Good

After testing the beta, our team noted that several aspects of iOS 26 will benefit organizations already following good texting practices.

For those who enable Message Categorization, Apple’s improved spam detection helps block actual scams (many on our team have received messages about unpaid tolls from iCloud email addresses, for instance), making inboxes more trustworthy for legitimate messages. For tech-savvy power users, the new folders offer more control over how messages are organized. But even power users will still need to check their Unknown Senders folder regularly to avoid missing important texts.

Ultimately, iOS 26 raises the bar for everyone. Well-crafted text content that follows best practices, using concise, conversational copy paired with strong targeting and an authentic tone should experience minimal disruptions. By setting higher standards, the update helps distinguish texting partners that invest in compliance, personalized messaging, testing and client support from those that do not.

The Bad & The Unknowns

Unsurprisingly, one of the most obvious downsides to iOS 26 is that the minority of users who enable Message Categorization may see your texts later than the current industry standard of less than 3 minutes. Organizations that want to send message traffic of a more urgent nature, like GOTV reminders or event updates, will need to pivot their strategies, opting to send earlier than normal to allow more time for engagement to occur.

Additionally, media coverage on both the mainstream and political sides of the aisle has caused significant confusion in the industry, as they both have been guilty of incorrectly reporting on the changes iOS 26 will bring (sometimes without even attempting to test the beta). In reality, the impact will depend on how many people adopt these settings.

To preface the “unknown” section - our team firmly believes that it is irresponsible to give inaccurate information, which is why we are honest about what we do not yet know after thorough testing and talking directly with industry stakeholders. We have consequently developed numerous plans and tools to address as many contingencies as we can foresee, ensuring our clients can text effectively.

One of the most notable unknowns relates to the “look-back window” for contacts who have previously engaged with messages from your number, and therefore qualify you to land in the Known Senders inbox.  Whether it lasts indefinitely or just for a limited period is unclear, and we are seeking clarity on this and other outstanding questions. 

Similarly, the way Apple elevates time-sensitive messages is unclear: two-factor codes often bypass filtering, for instance, while other urgent messages may not. We recognize that this is of utmost importance to our clients, as political traffic is typically time-sensitive. We are actively working through industry channels to address this and other topics that impact political and civic senders.

Another area to watch is whether political texts might be mistakenly flagged as spam. Apple has indicated that they should not be, and our own testing has proven that Apple’s spam filters stick to catching only actual spam cases, but this remains a monitoring priority for our team and an advocacy priority for our executive team. 

Three Critical Ways to Text in the iOS 26 Era 

As Ashley Lowerre, our Director of Messaging Strategy, explained during the webinar, success in the iOS 26 environment comes down to three core practices:

1. Spark Real Replies

In iOS 26, the preview text users see is just 45 characters, so your opening line has to count. The best approach is to ask one clear, straightforward question that makes responding easy (think Y/N answers, one-word choices, or quick taps).

Two-way conversations have always been a best practice in P2P texting, but now they are essential. Replies not only build trust and engagement, they can also help move your number into a recipient’s Known Senders folder.

A good rule of thumb: Would you answer this text if you got it?
- Ashley Lowerre, Director of Messaging Strategy

2. Share Impactful Contact Cards (VCFs) 

A contact card is more than a convenience - it is your virtual first impression. Done well, it is a digital business card that includes your name, role, campaign or organization links, and even a recognizable photo or logo. Once saved, your texts are far more likely to appear in the Known Senders inbox.

There are two primary delivery methods:

• SMS with a branded short link for trackability
• MMS with a keyword-triggered auto-reply

Both are effective, but the goal is the same: make it easy for your supporters to save you once, so they keep seeing you again and again.

💡 During the webinar, Ashley walked through examples of how contact cards can be delivered via MMS using simple, relevant keywords. When a supporter texts in a keyword, they receive a reply containing your virtual contact card. From there, saving you in their phone is just a tap away. Here is one client example:

3. Partner with a Trusted Vendor

Technology is only half the battle. To thrive under iOS 26, you need a partner who is actively monitoring these changes, testing on live devices and advocating with industry stakeholders. Look for a vendor that offers:

• Compliance expertise and 10DLC support
• Hands-on testing to ensure your messages display correctly across devices
• Feature innovation (Enhanced Video Texting, Custom Short Links, APIs, AI assist, etc)

Is your current texting partner keeping up? Take a moment to ask yourself: 

Above all, choose a partner that treats your success as their own.

Our General Recommendations:

Every organization’s needs and audiences are different, so the exact mix of tactics that works best will vary. That said, based on our testing of iOS 26 and the insights shared in the webinar, these are the general best practices we recommend to keep texting programs strong in this new environment:

• Lead with conversation. Every message should invite a real reply. Two-way engagement not only builds trust but can also help move your number into Known Senders.
• Roll out a contact card program. Make it effortless for supporters to save you in their phone with a professional, brand-consistent VCF delivered via SMS or MMS.
• Use branded short links. They boost credibility, track clicks and pair seamlessly with features like Enhanced Video Texting for richer outreach.
• Tighten targeting and timing. Reach the right people at the right moment with clear, concise asks.
• Stay adaptable. Apple will continue refining its filters. With us, you will have a partner who is ready to pivot strategies and deliver new tools as changes unfold.

Bottom Line

Apple’s iOS 26 and Message Categorization is a reinforcement of what effective texting is all about. The update raises the bar for what it takes to reach people effectively. Campaigns and organizations that prioritize conversations, contact saving, compliance and quality execution will continue to cut through, while those that do not will fall behind.

Our commitment is to provide ground-truth insights, tested strategies and the tools you need to succeed in this new environment. We will continue to monitor iOS 26, advocate for political messaging, and keep your texts where they belong - in front of the people who need to see them.

Watch the full webinar to explore more insights, see real-world examples, hear the complete Q&A, and get additional recommendations from our team.

👉 Want to learn more? Book a call with our team to get a tailored walkthrough of how to make your texting program more effective under iOS 26.