By Kory Wood (Partner)
With Apple’s iOS 26 update rolling out this fall, we know there are questions around how these changes might impact SMS and MMS deliverability. The good news? If you’re already using us for your text messaging needs, you’re already in a great position. We’ve done the research, spoken with aggregators, and tested early versions—and the verdict is clear: there’s no reason to worry for legitimate, compliant senders.
The biggest change is how inbound messages are sorted. Messages from numbers not saved in a user’s contacts will go to an “Unknown Senders” folder, and potentially suspicious ones to a new “Spam” folder. This is very similar to what Android has been doing since 2020, and it’s had minimal impact on delivery or engagement rates across the industry.
If your traffic is registered through 10DLC, Toll-Free, or Short Code—and you follow messaging best practices—your messages will continue to be delivered reliably. Your contacts are already engaging with your content, and that’s not going to change just because of how messages are grouped on the user’s end.
Your outreach is safe, deliverability will remain strong, and we’re staying ahead of every change to ensure it stays that way.
As always, smart, strategic, and timely content, grounded in creative excellence and intelligent messaging, consistently delivers superior results. This is something we take pride in.
