iOS 26 and the future of text marketing: your complete guide to adapting and thriving

Apple’s iOS 26 update, coming in fall 2025, is more than a software refresh. It’s a critical shift in how marketers need to think about mobile messaging.

While your text messages will still deliver, how (and whether) customers see them is changing fast. And so are expectations for how you show up in their inbox.

At Klaviyo, we believe the future belongs to brands that earn trust early, personalize messaging with real data, and build customer experiences that feel intentional—not interruptive. This update makes that future arrive faster.

In this guide, we’ll walk through:

• What’s changing in iOS 26—and why it matters
• Who’s most affected and how
• What action marketers need to take
• Strategic guidance from Klaviyo
• Frequently asked questions and quick wins

What is iOS 26 and what is changing?

iOS 26 is part of Apple’s continued push toward subscribers’ privacy and message quality. It will change how subscribers see mobile messages—and how brands deliver and measure their impact. For marketers, that means rethinking how to earn visibility and prove value as their subscribers’ experiences on mobile devices evolve.

The update introduces 4 key changes with implications for SMS visibility, attribution, and consumer expectations. Let’s look at each.

1. Inbox filtering for unknown senders

Apple will now route messages from unsaved numbers to a separate “Unknown Senders” tab (though Apple users have the option to toggle inbox filtering on and off.) These messages still deliver, but they’re easier to miss—especially for newer subscribers who haven’t saved your number yet.

The marketing implication: Visibility—not deliverability—is the challenge. If your number isn’t saved, your message may get buried.

“The most effective brands won’t leave a shopper saving your number to chance—they’ll design welcome flows and campaigns to make saving or recognizing the number feel like a natural next step,” says Jingo Mante, senior product manager at Klaviyo.

Anthony Hornung, RCS product manager at Klaviyo, emphasizes the significance of using a branded sender ID (SID). “It’s more important than ever,” he says. “Subscribers who recognize a brand name are far more likely to mark a number as known than they would a message from a random sender.“

2. Smarter messages via Apple Intelligence

AI-driven features like message summaries and smart replies are becoming the new baseline. These tools reward clarity, relevance, and personalized value. Spray-and-pray SMS is officially over.

The marketing implication: Apple is training your customers to expect intelligent, human-centric communication. But this is already a popular consumer expectation. To deliver, marketers need a unified platform across channels––which is why Klaviyo built the only CRM for B2C.

3. Broader support RCS messaging

With iOS 26, Apple continues its slow but steady rollout of RCS (Rich Communication Services)—text messages that look and act more like mini websites, with images, buttons, and branded layouts.

The marketing implication: SMS isn’t going away, but rich messaging is rising. RCS brings richer and more interactive messaging built for today’s shopper. It gives marketers a new way to drive action, especially for product launches, promotions, and high-intent flows.

Klaviyo is partnering with Google to shape the future of RCS. Join our beta waitlist to explore new use cases and stay on the cutting edge of mobile messaging.

“RCS has transformed mobile messaging, replacing plain text with rich and interactive experiences that drive engagement,” says Hornung. “With messages sent from verified sender IDs that show the brand’s name and logo, people will immediately recognise who it’s from and are far more likely to interact.”

4. Stricter link tracking protection

Since iOS 17, Apple is expanding link tracking protection across their Messages and Mail apps, potentially removing tracking parameters and affecting campaign attribution.

The marketing implication: First-party data and branded links are more important than ever for maintaining visibility into performance. Learn how to create branded short links in Klaviyo.

Frequently asked questions

Q: What is RCS and can I use it now?

A: RCS (Rich Communication Services) is an enhanced messaging format that supports visuals, interactive buttons, and better branding. Apple started rolling it out with iOS 18. Klaviyo is currently offering RCS to select brands through our private beta program.

Q: Is Apple blocking SMS messages now?

A: No. All messages still deliver successfully. The “Unknown Senders” filtering is about visibility, not blocking. Messages from unsaved numbers simply appear in a separate tab that subscribers can check whenever they want.

Q: Should I be worried about SMS no longer working?

A: Not at all. SMS continues to drive strong ROI when it’s targeted, personalized, and well-timed. The key is integrating SMS into a broader omnichannel strategy rather than treating it as a standalone channel.

Q: How can I improve message visibility under iOS 26?

A: The most effective approach is to encourage subscribers to save your number immediately after opt-in. Send a downloadable contact card in your welcome flow—it’s the easiest way to ensure your messages land in the main inbox.

iOS 26 pro tip: Subscribers can also “mark as known” any texts from your brand, if they don’t want to save your contact card.

Q: Will link tracking still work if Apple removes UTM parameters?

A: Yes, Klaviyo can still track clicks even when UTM parameters are stripped. However, we recommend using branded links and monitoring performance trends across different devices to get the full picture.

Q: How should I adjust my SMS strategy for iOS 26?

A: Focus on 4 key areas:

1. Trust building: Get numbers saved early through contact cards.
2. Personalization: Use behavioral data to send relevant, timely messages.
3. Orchestration: Coordinate SMS with email, push, and other channels.
4. Attribution: Adjust expectations and use branded links for clearer tracking.

Q: Which types of messages work best with the new changes?

A: Here’s our recommended channel mix by use case, though not an exhaustive list:

Q: How do I prepare for RCS?

A: Start by identifying high-impact use cases where visuals and interactivity matter most—product drops, back-in-stock alerts, and promotional campaigns are ideal candidates. If you’re interested in testing RCS, join our beta program.

Q: What should I do right now?

A: Here are the immediate actions to take:

This week:

• Add a “save this number” step to your SMS opt-in flow.
• Include downloadable contact cards in welcome messages.
• Review your current SMS segmentation strategy.

This month:

• Test cross-channel coordination (SMS + email sequences).
• Monitor engagement by region to spot delivery changes.
• Prepare visually rich, conversational campaigns for RCS testing.

Ongoing:

• Use behavior-based triggers to meet shoppers where they are in the customer journey.
• Track branded link performance across devices.
• Refine personalization based on first-party data.

Ready to future-proof your SMS strategy?

iOS 26 marks the beginning of a more sophisticated, trust-based approach. The brands that thrive will be those who embrace personalization, earn subscriber trust, and create seamless experiences across all touchpoints.

Klaviyo’s unified CRM makes it easy to coordinate SMS, email, push notifications, and more—all powered by real-time data and AI. Whether you’re looking to improve deliverability, boost engagement, or explore RCS, we’re here to help you turn these changes into competitive advantages.