Industry Insights For P2P Texting: Apple’s iOS 26, 2025 TCPA Compliance Ruling, Google’s Political Content Policy Update and Rising USPS Rates

Lauren Datres

July 16, 2025

How will Apple iOS 26’s new call and text filtering, the McLaughlin Chiropractic Associates Inc. v. McKesson Corporation ruling new Google Political Content policies, and USPS’s increased rates shape texting compliance and strategy?

Headlines in the political telecom and political tech industries have been loud this summer: Apple planning to provide the option to move texts from "unknown senders" to a separate inbox, the McLaughlin Chiropractic Associates Inc. v. McKesson Corporation Supreme Court decision shaking up deference to FCC rulings, Google tweaking its rules for political ads, and the U.S. Postal Service hiking postage for all first-class mail.

At RumbleUp, we have done the legwork, consulting with lawyers, engineers, and strategists across the industry. While sensational coverage can spark alarm among political professionals, when you strip away the click bait, the reality is straightforward:

P2P texting that follows best practices remains legal, deliverable, and highly effective - especially in a season where many other outreach channels face volatility. It remains the most flexible, direct and cost-effective channel for voter contact.

1. Apple iOS 26: Call Screening & Unknown Senders Filter

What Happened?

At WWDC 2025, Apple previewed two new privacy features in iOS 26 that will be released in mid-September this year, mirroring an Android feature that has existed since 2020: Call Screening and the Unknown Senders section in Messages.

Users can choose to turn these features on or off in their settings if they have an iPhone 11 or later; however, by default, text message filtering is not enabled in the latest beta version (as of July 15, 2025).

Why It Matters for P2P Texting

Many in our sector worry that filtered texts will erode delivery. However, it is lack of engagement from bad texting practices, not failing delivery or reduced visibility for all, that will likely degrade texting outcomes.

Our team has been testing with the iOS 26 beta and has noted the following observations (as of July 15, 2025):

  1. The text still arrives - instead of displaying the lock screen notification, a blue notification bubble will appear on the new Unknown Senders section of Messages navigation when a text has arrived from any unknown number.
  2. Helpfully, there are “Unread” and “Draft” sections, which are great for organizing the inbox and ensuring the subscriber stays up-to-date and has replied to messages.
  3. There is also a "spam" section, separate from the unknown numbers section.
  4. Apple’s algorithm does not push a message into the Unknown Senders section after the recipient replies.

In addition, the multi inbox for filtering unknown senders has been an option since iOS 14, and iOS 14 itself had 72% adoption by December 2020.

Strategic Recommendations

  • Promote Contact Saves: Ask supporters to add your number to their address book in your first message.
  • Open with Value: The first 50 characters of your text messages are your opportunity to engage your audience.
  • Leverage Responses: Use easy interactive prompts on day one to spark engagement.
  • Test and Iterate in Off-Peak Periods: Conduct A/B tests now to identify which scripts and CTAs drive saves and responses before high-volume messaging begins.

2. The 2025 TCPA Compliance Ruling (McLaughlin Chiropractic v. McKesson Corporation)

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What Happened?

On June 20, 2025, the Supreme Court ruled that district courts are no longer required to defer to the Federal Communications Commission’s (FCC) interpretations of the Telephone Consumer Protection Act (TCPA) under the Hobbs Act.

Why It Matters for P2P Texting

This ruling simply means we will continue to expect any future TCPA cases to turn on the text of the TCPA itself and Supreme Court precedent, as we have done since the Facebook decision in 2021.

As Greg Pfundstein, RumbleUp’s President & COO, explains:

“This ruling does not indicate that circuit courts must ignore FCC rulings; it merely gives them discretion to weigh those interpretations rather than adhere to them strictly.

Strategic Recommendations

  • Stay calm: The compliance and risk landscape is unchanged from the status quo.
  • Maintain Robust Compliance: Ensure that your internal policies and texting vendor adhere to FCC guidelines on opt-in, opt-out, and 10DLC requirements.

3. Google’s Political Content Policy Update (June 2025)

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What Happened?

Beginning in July 2025, Google revised its Political Content policy and Election Ads verification program.

Why It Matters for P2P Texting

Smart digital strategists utilize their channels to test and enhance performance in other channels.

Strategic Recommendations

  • Complete Verification Early: Submit verification materials well in advance of launch dates.
  • Audit Creatives for Compliance: Review every ad unit to ensure sponsor disclosures meet Google’s updated criteria.
  • Mirror Disclosures Everywhere: Use the same "Paid for by ___" copy in your first text message to reinforce transparency.
  • Diversify Channels: While Google remains important, reinforce other channels (like your P2P texting program).

4. Rising USPS Rates (July 2025)

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What Happened?

As of July 13, 2025, the U.S. Postal Service announced an average 7.4% increase in price across all First-Class products.

Why It Matters for P2P Texting

Higher costs push campaigns to rebalance toward digital outreach and direct texting.

Strategic Recommendations

  • Integrate, Don’t Cannibalize: Use P2P texting to announce when mail is hitting boxes and capture opt-ins.
  • Position Texting as the Fastest Lift: For the price of one extra mail drop, you can fund an entire SMS persuasion campaign.
  • Budget Early: Lock in postage now for must-have mailings.

Bottom Line

Rather than being intimidated by headlines, forward-thinking campaigns will view these developments as an opportunity to sharpen their compliance and deepen voter relationships through channels and strategies that promote one-on-one engagement.