Apple’s iOS 26 may change where SMS marketing messages land in users’ inboxes. Brands that blast generic SMS could get filtered to Unknown Senders or Spam. Unknown-sender filtering is opt-in; spam filtering is automatic. For artists, festivals, and creators on Laylo, this update is an advantage. Drops, urgency, and first-party data help put you in fans’ primary text inbox and keep you there, while low-value blasts get filtered out.

In the article below, we’ll cover:

• The new updates and how they affect SMS messaging
• Why drops matter more than ever
• How first-party data puts you at an advantage
• Tips to stay ahead

What changed in iOS 26

iOS 26 is still rolling out, and behavior can vary by device or carrier. Here’s what’s changing now:

1. Inbox filtering for unknown senders

   If a fan has not saved your number and they’ve turned on messages filtering, your texts could land in a separate “Unknown Senders” tab. Messages still deliver, but they are easier to miss (similar to how Instagram filters unknown senders to a Message requests folder).

2. A new spam folder

   Apple will now place suspicious or unverified texts into a spam folder. In that folder, links are disabled and replies are blocked. If your number is not verified or trusted, fans may never even see your full message.

3. Apple Intelligence summaries

   Apple’s AI is now summarizing messages. Fans skim snippets instead of reading every word. Texts that are urgent and clearly valuable will break through the noise.

4. Stricter link tracking

   Tracking identifiers like gclid and fbclid are being stripped from links inside Messages and Mail. Branded short links and first-party data are now critical for accurate attribution.

Why drop moments matter more than ever

Filtered inboxes reward urgency and engagement. Drops create it.

Limited releases, flash sales, exclusive access, and one-time offers force action in the moment. They tell fans: act now or miss out.

In the iOS 26 world, conversions are not just a tactic. It’s key.