Everything You Need to Know About iOS 26 Implications for Marketers
Earlier this month, Apple unveiled its latest major software update, iOS 26. With huge design updates, the new operating system also boasts key changes to privacy and how users receive notifications.
These changes are expected to have a ripple effect on marketers, particularly those who heavily rely on mobile marketing. However, it's not all bad news. With minor adjustments to your strategy, you can ensure that your messages continue to reach their intended audience.
What are the key iOS 26 changes?
Apple has rolled out changes that will impact the organisation and filtering of SMS inboxes.
The ‘Screen Unknown Senders’ setting will move messages from the main inbox to a separate folder if they're from an unknown sender. When messages are moved into this section, no notification will be triggered.
While this setting will automatically be turned off by default, Attentive estimates that 50% of Apple users will enable this.
The latest software update is also trying to crack down on suspected spam. Any messages flagged as spam will automatically be moved into a new folder. Like the ‘Screen Unknown Senders’ setting, messages in the spam folder won’t trigger any notifications.
After 90 days, messages will then automatically be deleted. It’s important to note that this feature will be turned on by default.
Other things to know about iOS 26
Time-sensitive messages won’t be affected by the unknown sender filter
Devices will be able to identify time-sensitive messages, even if the sender is deemed unknown.
This includes:
- Verification codes
- Order confirmations
While these messages will trigger no notifications, they will stay in the main inbox for one hour.
RCS is not immune to the new filters
One of the major advantages of RCS is the ability to display verified sender status within messages. However, this doesn’t mean that they will automatically bypass the new unknown sender filter.
The good news is that recipients might be more likely to select ‘Mark as Known’ when they see your brand name and logo within the message.
What does iOS 26 mean for engagement?
The new software update from Apple could impact engagement for marketers initially. Messages could fall victim to the ‘Screen Unknown Sender’ or spam filter as more users update to iOS 26. This could potentially lead to messages being less visible as they are moved into a different folder.
However, there are changes that you can make to give your messages the best chance of avoiding these filters.
How can you respond to iOS 26 changes?
While the prospect of iOS 26 and reduced engagement might seem daunting, by being proactive, you can reduce its impact.
Encourage users to ‘Mark as Known’
Apple will automatically move messages from unknown senders to a new inbox when the ‘Screen Unknown Sender’ feature is enabled. From here, users have the option to mark the sender as known or delete the message.
If the sender is marked as known, the message will then be moved to the main inbox. This information is then retained for future use and ensures that your messages are always visible. That’s why it’s crucial to encourage users to select ‘Mark as Known’.
It’s important to note that this applies to both SMS and RCS messages. Consider incorporating the importance of ‘Mark as Known’ into welcome messages when new users sign up. As well as highlighting this to existing users to ensure that they continue to receive your messages.
Ask users to save you as a contact
Like ‘Mark as Known’, encouraging users to save you as a contact means that messages head straight to their main inbox. Again, it’s important to highlight this to both SMS and RCS recipients.
If you use MMS, you can also create a Contact Card, which allows users to easily save your business as a contact.
Follow best practices to avoid being marked as spam
iOS 26 makes it easier for users to report messages that they think might be spam, even if they aren’t. A new swipe feature called ‘Delete and Report as Spam’ means that in one swipe, your messages could unintentionally be banished to the spam folder.
While it’s vital to follow spam practices consistently, it’s now even more important than ever. General rules to follow include:
- Personalised, timely messages
- Complying with mobile messaging regulations
- Providing clear opt-out instructions
Consider alternative channels
The new software update from Apple is understandably going to open up the possibility of exploring different channels. While you might have previously relied heavily on SMS or, more recently, RCS, you might be considering new options.
WhatsApp is fast becoming one of the biggest channels of engagement, unlocking new levels of interactivity. By incorporating WhatsApp into your marketing strategy, you can ensure maximum visibility. As well as taking advantage of over three billion global users and broadening your reach.
Talk to us today to see how we can help you get the most out of your mobile marketing strategy in the iOS 26 era.
