Apple’s iOS 16 update and what it might mean to the SMS ecosystem

Apple's iOS 16 update is expected to bring significant enhancements, including major improvements to the lock screen and "Focus" mode. The new features will impact the global SMS ecosystem, with potential changes to Apple's native Messages Application affecting business SMS. While Apple has a majority market share in some countries, Android dominates globally. Two key updates within iOS 16 are simplified SMS/MMS SPAM reporting and enhanced APIs for SMS filtering. These enhancements should have a positive impact on the SMS ecosystem by giving mobile subscribers greater control over their experience, reducing spam, and increasing trust in the ecosystem. However, there are concerns that easier reporting might lead to over-reporting or incorrect reporting of business messages as SPAM. Businesses with poor opt-in practices will be hit hardest as mobile subscribers begin to feed SPAM reporting tools with better data.

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