What if, in this new RCS world, SMS became more critical, not less? What if an incoming SMS carried the same weight as a call? What if a text notification triggered the same reaction: “This better be important”?
Apple seems to be betting on exactly that. With the 18.4 release, Apple is making SMS a key part of Critical Messaging, allowing apps to send texts directly to specific phone numbers for urgent situations like safety check-ins or critical alerts. It’s a tightly controlled feature designed to prevent spam and misuse, with strict rules for developers: no unsolicited messages, no phishing, no spam.
But how will onboarding and compliance work? Will there be spam filtering and monitoring? Knowing Apple, it’ll take a strict view of what qualifies as critical messaging. An expiring deal won’t make the cut, but you can bet some developer will try to stretch that definition. The real test will be how Apple enforces these rules and what happens when someone inevitably pushes the limits.