Apple iOS26 is Here! What it means for your texting program

Apple’s newest iPhone operating system, iOS 26, is shaking things up for texting programs. Mal Warwick Donordigital is here to support and guide you through the transition, which begins this month, and will become more popular throughout the fall as users opt in to the new features.

Here’s what you need to know if you use texting to engage your supporters:

The new iOS comes with advanced call and text screening features that could impact your fundraising strategy for this important channel.

Namely, messages that supporters have not engaged with before will filter into a new, separate folder marked “Unknown Sender” inside their text messaging app. This feature is intended to reduce the impact of unwanted calls and texts.

With many nonprofit text messages likely landing in this folder, we should expect a decline in immediate open and read rates. However, we anticipate that people will regularly open this folder to check for messages because they do not want to miss important messages from unknown numbers—such as messages from doctor’s offices, friends or acquaintances sending important messages to them for the first time from a different numbers.  This will make this inbox different than  an email SPAM folder that’s actually very rarely accessed.

The best practices we’ve always promoted will help our clients weather this shift: sending thoughtful, intentional messages that people want to receive to folks who want to receive them.

Additionally, staying current with 10DLC compliance will be more essential than ever as requirements continue to tighten. A great first step is ensuring there are clear opt-in and opt-out guidelines available on your website and on response forms. While “peer-to-peer” texting allows organizations to text supporters without a formal opt-in, it’s always preferable to send to an audience who wants to receive your messages.

Once a new mobile number has opted in, be sure to welcome your new subscriber, let them know what they can expect from your messages, provide a mix of thoughtful content, and make opting out clear and easy.

If you are looking to expand your list of mobile numbers, now may be the optimal time, rather than after the iOS update is fully rolled out. Consider appending cell phone numbers to your donors and providing engagement opportunities now, before more of your constituents potentially turn on the new inbox filtering feature. This will ensure your communications stay in their primary folder.

Like so many new technology roll-outs, this change reminds us to hold true to best practices:

• Launch a welcome message immediately upon onboarding a new mobile number. These messages should invite a reply and remind the person they can opt out.
• Plan a mix of messaging that includes cultivation and stewardship in addition to rapid response alerts and solicitation messages.
• Show your donors you understand their relationship with your organization. Lean into personalization in your scripts and segmentation. Not every text should be a full-file blast.
• Create messages that people will reply to. If they write back to your message, this may be a useful deliverability tool and land your next message outside that Unknown Sender inbox. 
• Be human. Sign your texts with your name. Use a conversational tone. Reply to inbound texts in a timely manner. Avoid using phrases a person would never use, like “Msg STOP2QUIT.”
• Establish brand recognition and validation. If you have a designated 10-digit phone number through your text platform, we recommend incorporating a vCARD and inviting donors to add you to their contact list.

Ultimately, doing the things that work for long-term direct response success will guide you into the choices you should make for your texting program. The MWD team will be testing different strategies and tactics to see what keeps deliverability the strongest—with an eye to optimizing for the best donor relationships for our clients.