What Marketers Need to Know About iOS 26: Unknown Sender Inbox and More

At WWDC 2025, Apple’s Worldwide Developers Conference, the company unveiled major design changes, new features, and a rebranded operating system that marketers must understand. 

If you are unfamiliar with these updates, this blog breaks down two of the key changes most likely to impact SMS marketing campaigns.

What Does iOS 26 Mean for SMS Marketers?

Launching this September, iOS 26 introduces several updates, but there are two main shifts that SMS marketers can’t afford to overlook: changes to the Unknown Sender inbox and UTM parameter stripping. 

If you're wondering what this means for your campaigns, here’s the good news: Community customers are already ahead of the curve. 

Here’s what you need to know.

What is the ‘Unknown Senders’ folder in iOS 26? How does it work?

Apple’s iOS 26 will automatically classify numbers not saved as contacts or messaged previously as an ‘Unknown Sender.’ Messages from these numbers will be filtered and won’t appear in the primary inbox. Instead, they’ll be routed into a separate ‘Unknown Senders’ folder, tucked inside the Messages app menu, without triggering a notification. 

Note that this filter is off by default, but users can enable it at any point. Turning the filter on automatically enables a ‘time-sensitive’ option, which temporarily tags urgent messages such as two-factor authentication (2FA) codes and shows them in the main inbox, with push and badge notifications. Once the window is closed, the ‘time sensitive’ tag goes away and the thread moves into the ‘Unknown Senders’ tab, unless marked as ‘known. 

While iOS 18 included a version of the ‘Unknown Senders’ filter, messages from unknown numbers still appeared in both inboxes. In iOS 26, they will only show up in the filtered inbox, making the change far more significant and filtered messages far more difficult to find. 

Will messages from my brand go to “Unknown Senders” in iOS 26?

This is only a risk for unsolicited messages. Consent-driven campaigns remain safe in the main inbox. When members text you first or add your number as a contact, you’re all set.

For most Community customers, nothing changes. That’s why engaging in authentic conversations rather than generic blasts is key. But here are some best practices to improve user experience and minimize any potential issues:

• Use QR codes, tap-to-text URLs, and social CTAs that drive consent-based opt-ins that are member initiated.
  
  
• Prioritize member-initiated onboarding flows to signal Apple that your members chose to be in touch with you.
  
  
• Prompt new members to save your number as a contact to ensure messages land in their main inbox.
  
  
• Encourage early engagement by asking questions and tailoring your messages for relevant conversations.
  
  

How does Community help brands adapt to iOS 26?

Community is built for real conversations, not spammy blasts. Our customers run user-initiated, fully compliant, and high-performing SMS campaigns with growth tools and opt-in mechanisms that signal members’ consent to receive texts.

• Tap-to-text URLs: Community makes it easy to share custom links for social, web, or affiliates that members tap to trigger a prefilled message, for a frictionless experience.

• QR codes: Dynamic, scannable codes to use on screens, print, merch, etc. with the option to prefill responses to trigger Keyword Flows instantly.

• Member-initiated onboarding flows: Automated journeys initiated when members opt into a brand’s community. Brands engage their members early on, get to know them from the start, and personalize their interactions to feel personal and meaningful to each of them.

• Contact card: When customers create an automated welcome flow, Community adds a contact card so members can easily save the brand’s number to their phones and ensure the messages they signed up land in their primary inbox. 

One important caveat: some automated opt-in experiences, like external sign-up forms or integrations may trigger a message that lands in the ‘Unknown Senders’ tab in the iOS 26 Messages app if the member hasn’t replied. Because that inbox doesn't send a notification, that might cause your message to get missed. 

If you're unsure whether your API flows are triggering the unknown filter, your Account Manager can help you validate and optimize your onboarding experience to minimize any negative experiences for your members.

As regulations, privacy controls, and deliverability rules change, Community remains uniquely positioned to help you maintain visibility and top performance. Our product team will continue testing and building innovative ways to help your brand deepen connections and engage in meaningful conversations with people who truly want to hear from you.

How will iOS 26 affect UTM parameters on Safari links?

Apple’s new iOS 26 will automatically strip some known ad UTM parameters from URLs opened in Safari opened from the Mail and Messages apps. The good news is this will be isolated to known ad parameters, such asGoogle’s gclid and Meta’s fbclid parameters.

Our tests indicate that this change is unlikely to impact standard UTM parameters like utm_source, utm_medium, and utm_campaign, which are applied to Community campaigns for you to track conversions in your analytics systems

Even if the UTM parameters are stripped, rest assured that this will not affect core performance metrics within the Community platform. Click-through rate and response rate remain intact and accurate, as these do not rely on UTM parameters.

Why is Apple jumping from iOS 18 to 26?

Another notable shift is in Apple’s naming convention: instead of moving from iOS 18 to iOS 19, the company is leaping to iOS 26. Going forward, version numbers will align with the calendar year after release, much like how car models are labeled. 

What should I do now to prepare for iOS 26?

Step 1: Review your onboarding flow. Make sure your opt-in mechanisms start with the member, like QR codes, text-to join links, onboarding flows, and keyword-triggered campaigns. Encourage your members to save your contact card so they can hear from you.

Step 2: Audit your use of UTM parameters. Take stock of ad attribution parameters across your channels. While Community campaigns are unlikely to be affected, other channels might.

Step 3: Schedule a strategy session. Not sure where you stand or how to start? Your Account Manager is here to help.

Final Thoughts: The Opportunity Behind the iOS 26 Shifts

While some brands are panicking over iOS 26, Community customers are moving forward confidently. Why? Because our platform was built around trust and opt-in engagement, , the very things Apple is seeking.

With Community, you’re not just surviving the iOS 26 update, you’re thriving because of it.

Ready to future-proof your messaging strategy?
Connect with your Account Manager today.