Apple iOS 26 - New features for Messages and Calls and what brands need to know

Jonathan_Vimont — Thu, 12 Feb 2026 16:25:23 GMT

Note: The content of this article is based on reported information and beta testing results. The iOS 26 feature set will still evolve with subsequent releases (e.g. iOS 26.1, iOS 26.2, etc).

Apple’s iOS 26 release introduces important changes to how text messages are displayed on iOS devices. This will will likely impact brands that rely on SMS, MMS, RCS and Voice calling to reach consumers.

New features include message screening for "Unknown Senders", call screening to filter spam calls, and spam reporting for voicemail. These new tools provide more robust spam protection, though users can manage settings to customize their filtering preferences.

This article details the filtering functionalities that are included with iOS 26, provides guidelines for message visibility, and discusses additional features that are reported to be included with the iOS update.

The key change: screening Unknown Senders

Apple has updated their Unknown Senders screening functionality (previously known as Filter Unknown Senders) in iOS 26. When activated by users, this feature becomes a configurable setting in the Messages app. Messages from unrecognized senders (or numbers) are labeled as Unknown Senders.

In the earliest release of iOS 26, these messages were placed in a newly created folder labeled Unknown Senders. No corresponding notifications or previews are pushed for these types of messages. This means that even opted-in subscribers might miss a message unless your brand is recognized as a trusted sender or an action was completed to establish your brand as a trusted sender. To change these settings, iOS users must go to Settings > Messages and scroll down to the Message Filtering section.

The table below describes the locations in which messages may arrive in iOS 26:

Location	Description
Main inbox	Trusted messages appear here normally.
Unknown Senders	This folder is for messages from senders/numbers not in your contacts. It is useful for filtering out promotional messages. Note: This inbox appears if the corresponding toggle is activated (which is the default behavior). When activated, this functionality move messages from unknown senders to the Unknown Senders list while suppressing the corresponding notifications. Note: when Screen Unknown Senders is Enabled further options are possible to Allow Notifications for messages that are: Time Sensitive - Including alerts, verification codes and urgent requests. Enabled by Default Personal* - Identified and not sent by businesses or organizations Transactions - Including order updates, receipts and confirmations Promotions - Including general offers and updates sent to multiple recipients
Spam	This folder is for messages detected as outright scams or junk. Apple's on-device intelligence identifies these threats and automatically moves them to this folder. In iOS 26 this setting is on by default.

Priority Notifications

To prevent recipients from missing important messages, some messages may temporarily bypass iOS filtering. The Messages application will identify time-sensitive messages and surface them for users in the main conversation list for one hour (even if they are from unknown senders/numbers). These exceptions may include one-time passcodes, verification codes, order confirmations, and appointment alerts. Messages that highlight urgency may be identified as Priority Notifications. This is a significant shift from prior iOS versions.

Note: SMS visibility depends heavily on sender reputation, user interaction, and, ultimately, the Message Filtering settings for the device. This may vary in some situations and depends on several factors (for example, whether the user's device is new, what specific version of iOS 26 the device is running, etc.).

How Sinch helps keep your messages visible

Sinch is actively testing iOS 26 to ensure brands can adapt smoothly. We recommend the following strategies to maintain visibility:

Encourage subscriber-initiated opt-ins - When users send the first opt-in message, Apple automatically classifies your brand as a Known Sender, ensuring your messages appear in the main inbox with corresponding notifications.
Use QR codes - When applicable user initiated messages will be prioritized.
Use Contact Cards - Prompt subscribers to save your brand as a contact during onboarding. Once saved, your messages are permanently treated as trusted.
Engage early and often - Apple’s rules promote sender recognition after three or more interactions. Using welcome flows, conversational messaging, and follow-up offers helps secure Known Sender status.
Rely on Sinch expertise - As an industry leader and CTIA board member, Sinch was one of the first to communicate these changes to our partners in the ecosystem. Sinch works closely with carriers and ecosystem partners to combat spam and safeguard trusted messaging—ensuring your communications continue to reach subscribers reliably.

What to do now

Sinch recommends you take the following actions given the changes:

Review your current opt-in flows to ensure subscriber-initiated engagement where possible.
Add Contact Cards to your welcome journeys where possible.
Strengthen early subscriber engagement to build Known Sender recognition.

Additional screening functionalities

In addition to message screening, iOS 26 reportedly updates call screening and spam reporting functionalities.

Calling

Similar to message filtering, there are settings that manage filtering for calls. When enabled, the Screen Unknown Callers feature automatically screens unknown callers before notifying the user. Once the caller shares their name and the reason for their call, the device rings and displays a real-time transcript. The user can decide if they want to answer, ignore, or block.

Report Spam for voicemails

iOS 26 adds a new Report Spam button for voicemails from unknown numbers. This allows you to report unwanted or junk voicemails directly to Apple from the Phone app.

Note that Apple’s filtering logic may still evolve. However, by incorporating Sinch’s proven best practices, you can help ensure that your messages will remain front and center in iOS 26.

Other new features in iOS 26

Below are additional new features that are reported to be included with the release of iOS 26:

Liquid Glass design

iOS 26 introduces a fresh, unified design language—Liquid Glass, inspired by visionOS—with rounded, translucent elements that react to motion and lighting, bringing a fluid and layered visual experience system-wide.

Home & lock screen enhancements

Lock Screen Widgets can now be placed at the bottom of the screen.
The time display dynamically adjusts in size based on the background or notification stack.
A new Clear theme lets you apply translucent, glass-like app icons.
You can apply a 3D depth effect to wallpapers—so subjects appear to pop off the screen as you move the device.

Battery & power management

Adaptive Power has been added. This is a smart mode that adjusts brightness and limits performance during heavy usage without disabling background tasks like traditional Low Power Mode.
Estimated time to full charge now appears on both the Lock Screen and in Settings.
Battery usage is now color-coded: orange for high usage, blue for normal or low usage. Each app shows how much it contributed to background activity, notifications, or battery drain.
Wireless charging speeds on iPhone 16 models increase from 15 W to up to 25 W via third-party Qi2 chargers, enabling ~50% battery in ~30 minutes.

Accessibility upgrades

Reader Mode offers improved text readability for users with low vision or reading impairments.
Braille Access lets your iPhone serve as a full-featured braille device—including input, navigation, transcript reading, and Nemeth code support—no external hardware needed.
Head Tracking allows cursor control via facial expressions (e.g., smile, eyebrow raise, blink).
A built-in audio equalizer introduces Comfort and Focus modes to automatically adjust frequencies for better listening.

Apple Intelligence enhancements

Live Translation now works for voice and text conversations with on-device models, expanding language support.
Genmoji enables you to combine existing emojis into new ones without typing prompts.
Visual Intelligence integrates with ChatGPT and lets you tap on content—like screenshots—to ask questions or search using AI.
Apple opens this up to developers. Integrating Apple Intelligence into a Swift app can now be done in as few as three lines of code.
A full-screen preview provided after taking screenshots provides interactive AI-powered insights on selected areas

Voice dictation improvements

You can now spell out words when dictating—useful for names, complex terms, or unusual spellings.

Always-On Display (AOD)

A Wallpaper Blur option gives you the ability to blur the background image on the Always-On Display.

Wi-Fi advancements

Added support for Wi-Fi Aware, allowing devices to discover and connect directly with nearby devices without an access point.
Captive Assist simplifies public Wi-Fi logins by automatically sharing form credentials across your Apple devices.

Keyboard feedback

Pressing the emoji key now displays its description right below in the search box—helpful for accessibility and clarity.

Screenshots & Screen Recording

Full-screen previews no longer shrink into an icon—they stay full-screen after capture.
iOS 26 adds support for HDR screenshots and screen recordings.

eSIM Transfer with Android

You can now transfer an eSIM directly between an iPhone and an Android device—no carrier QR code needed.

article Apple iOS 26 - New features for Messages and Calls and what brands need to know in SMS