Apple rolled out iOS 26 on Monday, September 15th, and with it came some major updates to the Messages app. While these features are designed to give users more control, they also create new challenges for e-commerce brands that rely on SMS marketing.
In August, SMS accounted for only 0.5% of total revenue across 100 e-commerce brands. While it may not be a primary revenue driver for many companies, the impact varies significantly depending on the brand and the industry.
The most important changes include:
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Screen Unknown Senders: users can enable a setting that automatically routes messages from numbers not saved in their contacts to an “Unknown Senders” folder. Unless your subscribers add you as a contact, or choose to keep this setting off, your messages could easily go unseen.
- Improved spam filtering: there is now a Filters button in the Messages app, and users can enable settings that sort messages from unknown senders, transactions, promotions, and suspected spam into separate folders. While legitimate marketing texts are not always automatically filtered, they can end up in less visible folders, especially if the sender isn't known or if the user has enabled stricter filters.
Are There Workarounds?
There are steps you can take to keep your SMS program effective:
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Encourage subscribers to save your number: Most SMS platforms allow you to send a tappable link or file that creates a new contact with your brand name, phone number, and even your logo. Example: “Tap here to save us as a contact so you never miss an update.”
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Refine your message strategy: Keep texts timely, relevant, and personalized so users see value and are less likely to ignore or report them.
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Use a trusted SMS platform: Partner with providers that monitor deliverability and stay ahead of compliance updates.
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Diversify your channels: Balance SMS with email, push notifications, and paid media so you’re not overly dependent on one channel.
How Does ThoughtMetric Help E-Commerce Brands Navigate These Changes?
Even with the right tactics, these iOS 26 changes are likely to affect SMS engagement. That’s why monitoring the impact is so important.
With ThoughtMetric, you can:
- See how changes to SMS performance affect your overall revenue.
- Compare results across channels to understand where you might need to shift budget.
- Track the effectiveness of experiments, like sending contact cards or adjusting frequency.
Final Takeaway
The new iOS 26 update makes it harder for brands to reach customers via SMS, but it doesn’t make SMS irrelevant. By encouraging subscribers to recognize your number, tightening up your message strategy, and keeping a close eye on performance, you can adapt quickly.
With ThoughtMetric, you’ll have the visibility you need to understand the impact and adjust your marketing strategy with confidence.
FAQ Regarding the iOS 26 Update
What is the “Screen Unknown Senders” feature in iOS 26?
It’s a setting that, when enabled, routes texts from numbers not in a user’s contacts into an “Unknown Senders” folder. This makes it easier for users to filter out unwanted messages, but means brand messages can be missed unless subscribers save the number.
What can e-commerce brands do to reduce SMS filtering issues?
Encourage subscribers to save your number with a branded contact card, keep messages personalized and relevant, and diversify communication across email, push, and paid media.
How does ThoughtMetric help with iOS 26 changes?
ThoughtMetric shows how SMS performance shifts impact overall revenue. You can track engagement changes, compare channels, test new tactics, and get alerts if SMS conversions decline, giving you the data you need to adapt your marketing strategy.
ThoughtMetric shows how SMS performance shifts impact overall revenue. You can track engagement changes, compare channels, test new tactics, and get alerts if SMS conversions decline, giving you the data you need to adapt your marketing strategy.
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