Apple just rolled out iOS 26 and → shocker ← decided their version of “protecting users” matters more than your marketing budget. Yay privacy!

But if you make money texting customers, every toggle they added is another silent tax on your revenue. Messages will still send. Whether anyone actually sees them? That’s the super fun question we get to try and answer. 😅 

Above-the-fold Caveat: Most of these new iOS 26 settings aren’t automatic → users have to turn them on themselves. That’s why the immediate impact looks mild right now. But habits change fast. As more people discover these privacy toggles (and Apple keeps nudging them), adoption will climb. My bet? It’s only a matter of time before Apple flips the switch and makes these protections the default. Plan for a slow burn that turns into a bonfire.

What’s Actually Changing

Apple dressed this up as a “better user experience,” but here’s what really lands on your desk:

1. Inbox filtering for unsaved numbers

   • Customers can funnel texts from numbers they haven’t saved into an “Unknown Senders” tab.

   • Translation: if you don’t get saved fast, you’re shouting into a broom closet.

2. New spam folder for SMS

   • Built to catch shady or unverified texts.

   • Verified brands are mostly safe -- but “mostly” is doing a lot of work when revenue depends on consistency.

3. Apple Intelligence summaries + smart replies

   • iPhones now auto-summarize texts and suggest replies.

   • Great for users, but brutal for lazy copywriters. Apple’s AI can summarize your text before anyone opens it, so weak copy gets flattened into a bland line and skipped. Sometimes the AI might even outwrite you -- so keep it simple, sharp, and KISS (keep it simple, stupid) to stay in control.

4. RCS (Rich Communication Services)

   • Think SMS with images, buttons, and brand logos. Apple is finally embracing it.

   • Richer messages = bigger expectations, which means more creative work to design them, higher costs to produce and test, and added complexity to make sure they render well across devices.

5. Stricter link-tracking protection

   • Apple is stripping click IDs (gclid, fbclid). UTMs survive -- for now.

   • Kiss neat attribution goodbye and start loving first-party data.

Why It Matters

This isn’t a deliverability issue. It’s a visibility issue. Your texts can send perfectly and still vanish behind a tab labeled “Unknown.” Customers can still find you -- if they dig. Spoiler: they won’t. But, the consumer has always been elusive prey. We must become stronger hunters if we’re to bring home the proverbial, digital bacon.

Tactical Playbook

Here’s the moves some experts are calling “bulletproof” and others aren’t commenting on because they haven’t read them yet. (Give it time. ⌛️)

1. Get Subscribers To Text You First

• Use tap-to-text opt-ins (a button that opens a pre-filled text to your brand) so a shopper starts the conversation.

• When they send the first message, Apple treats your thread as a Known Sender, which keeps you out of the Unknown tab from day one.

• Place tap‑to‑text on mobile pop‑ups, checkout pages, post‑purchase thank‑you screens, or order confirmations so it’s impossible to miss. Here's how to do it on a Klaviyo form.

2. Make Saving Your Number Easy Peasy

• Send a downloadable contact card (vCard) in your welcome text so saving your info is one tap.

• Explain why it matters: “Save us for VIP drops and shipping updates” is clearer than a bland “Please add us.”

• Reinforce it in early flows and even in emails to catch people who skipped the first prompt.

3. Send From A Name, Not A Mystery Number

• Switch to a branded sender ID or a dedicated short code instead of a random 10‑digit number.

• Branded IDs display your name (e.g., “ZEE.MEDIA”) so subscribers instantly recognize you and open.

• If you’re stuck on a long code, at least keep it consistent and verified so carriers and users trust it.

4. Use Branded Short Links

• Create URLs that clearly show your brand (e.g., brand.com/deal) rather than generic bit.ly links.

• Branded links build trust, look cleaner, and avoid Apple’s link‑tracking protection that strips click IDs.

• Most SMS platforms can generate these automatically -- turn it on and update any old templates. Here's how to do it in Klaviyo.

5. Pair SMS With Email And Push

• Don’t rely on a single channel. If a text hides in Unknown Senders, an email or push can carry the offer.

• Example: trigger a cart‑abandon text for speed and a follow‑up email with photos, pricing, or FAQs.

• Coordinate timing so messages complement each other instead of feeling like spam.

6. Prep For RCS Now

• RCS messages look like mini landing pages with images, buttons, and brand logos -- perfect for product drops or back‑in‑stock alerts.

• Start by mapping a few high‑impact campaigns (launches, VIP promos) and mock up rich templates with your team.

• Ask your SMS platform (like Klaviyo) to add you to their beta or notify you when RCS is available in your region. Request to Join the Beta Program with Klaviyo.

7. Double Down On First-Party Data (this isn’t a NEW thing… so much as a good practice thing)

• Use behavior triggers -- browse activity, purchase history, loyalty status -- to send texts that feel tailored.

• Collect preferences during sign‑up (e.g., favorite categories or product sizes) and feed them into your automations.

• The more relevant the message, the more likely someone will open, save, and keep engaging even if Apple keeps tightening privacy.

The Final Word

Apple… and Big Tech in general… will keep waving the privacy banner while quietly making it harder for you to actually reach your customers. I’m all for protecting personal data, but let’s be real: these moves also build a moat that nudges more brands into Apple’s own paid ecosystem.

That’s why the tips in this guide matter. They’re your playbook for fighting the slow, steady squeeze of “privacy” updates that make running a business trickier every year. Will this iOS change wreck your SMS revenue overnight? Probably not. Early reports say it’s more tremor than earthquake… but tremors can be warning signs.

Time will tell. In the meantime, keep your SMS program sharp, compliant, and relentlessly customer-friendly so you’re never scrambling to catch up.