Android and Google Messages updates

Starting in mid-October 2025, Google Messages introduced security features designed to protect users from spam and scams.

These updates can influence how business messages appear and perform across SMS, MMS, and RCS. This guide explains what changed, why Google implemented these protections, what opportunities these create for legitimate senders, and how to optimize your messaging strategy to maintain engagement.

These protections don’t block delivery of legitimate business messages, but they can reduce engagement (fewer link clicks, lower visibility, faster opt-outs).

What changed in Google Messages

Google Messages rolled out several updates around October 15, 2025, designed to protect users from spam and scams. These changes affect how business messages appear and function across SMS, MMS, and RCS.

Scam and spam link protection

Google Messages now scans links in SMS messages. When the system flags a link as potentially suspicious, it displays a "Link blocked" warning. Users must tap "Not spam" or "Proceed" to open the link. This adds a step before users can click links. This protection is now available globally in Google Messages.

Opt-in and opt-out options

Google Messages now includes Unsubscribe and Subscribe buttons in message threads in business conversations (scope varies). When users tap these buttons, Google Messages automatically sends standard "STOP" or "START" keywords to your sender number.

The feature supports different channels and regions:

*Localized keywords include: BAJA/ALTA (Spain, Mexico), STOP/Démarrer (France), parar/começar (Brazil)

You don't need technical changes if your system already processes STOP and START keywords. Note that START is a standard keyword, though JOIN is more commonly used in the industry. If you don't yet handle these keywords, set up keywords auto responses.

Inbox filters

Google Messages uses 2 types of filters:

• Spam and blocked folder: Android's spam defenses automatically block and filter messages from numbers and senders recognized as spam based on a vast reputation database and machine learning models.
• Known and Unknown filters: Users can enable these optional filters in Google Messages (using the search bar → Filters). They can change where the first messages appear. They're not applied by default. When enabled, messages from senders not in the user's contacts appear under "Unknown senders," which can reduce visibility for first-time contacts or new sender identities. This applies to SMS, MMS, and RCS. Learn more about message filtering in Google Messages.

What to monitor in your campaigns

These updates don't prevent message delivery, but they create engagement challenges:

• Link warnings: Users see security prompts before opening links, which may reduce click-through rates.
• Faster opt-outs: The in-thread unsubscribe button makes it easier for users to opt out. Track opt-out spikes starting from April 2025, when Google began rolling out this feature.
• Visibility changes: Messages from unfamiliar senders move to a separate folder when filters are enabled, which decreases open rates for first-time contacts.

These friction points compound over time. Link warnings require users to take extra action, inbox filters hide messages from unknown senders, and easier opt-outs can trim your subscriber list faster than before.

The upside: These changes create a cleaner inbox environment by filtering out spam, which means legitimate, well-optimized business messages can stand out more. Users who engage with your messages are more likely to be genuinely interested.

Identify risk factors 

Your campaigns may be affected if your links or domain have been categorized as spam by Google's reputation systems. This can happen if you:

• Run promotional campaigns that drive traffic through SMS links.
• Send lifecycle or CRM messages with frequent links.
• Handle support requests about links not opening or messages not appearing.

Confirm if you're affected

Follow these diagnostic steps to determine whether Google Messages updates impact your campaigns:

1. Segment by operating system: Compare Android and iOS click-through rates for messages sent after October 15, 2025. If Android shows significant declines while iOS remains stable, link blocking is likely the cause.
2. Analyze your conversion funnel: Track the progression from Delivered to Display/Open (proxy) to Clicked to Session to Conversion. If click rates drop but delivery rates remain stable, link warnings may be the cause. A drop at clicks indicates the link warning. A drop at sessions suggests browser or app hand-off friction.
3. Review opt-out patterns: Check for spikes in STOP events after April 2025. Sudden increases indicate impact from the new unsubscribe button, which began rolling out in April 2025.

Optimize for the new environment

Correctly process keywords

Make sure you correctly process the “START” and “STOP” keywords sent by Google Messages when users hit the “Unsubscribe”and ”Subscribe” buttons. If you don't yet handle these keywords, set up keywords auto responses.

Optimize links

Optimizing your links helps avoid spam categorization:

• Use a branded domain in every SMS message instead of generic link shorteners.
• Remove multiple redirects from your link structure.
• Make sure deep links resolve quickly without unnecessary hops.

Improve sender recognition

Help recipients identify your messages immediately:

• Start messages with clear brand identifiers: "Bloomreach: Your order is ready".
• Maintain consistent sender names across all campaigns.
• Keep message copy short and clear.
• Send contact cards and prompt users to save your contact.

Provide user guidance

For account-related or sensitive messages, add brief instructions: "If Google shows a security prompt, tap 'Proceed' or 'Not spam'—our official link is yourbrand.com."

Offer no-link alternatives

Provide options that don't require clicking links:

• "Reply 1 for help"
• "Show this code in-store"
• Include key information directly in the message text

Set up monitoring and alerts

Track performance changes to respond quickly:

• Create OS-segmented alerts for Android click-through rate drops (week-over-week comparison).
• Monitor opt-out rates weekly, especially for increases since April 2025.
• Provide customer experience teams with a step-by-step macro for handling "link blocked" or "can't open link" support requests.

These optimizations improve message quality, sender reputation, and user trust across all platforms.

Quick implementation checklist

• Switch to branded domains and remove redirects.
• Add security notes for sensitive links.
• Maintain consistent sender names.
• Offer no-link options for critical messages.
• Set up OS-specific tracking with week-over-week alerts.
• Create a support macro for link-related issues.

Google and Apple's updates reflect an industry-wide shift toward protecting users from spam. Brands that adapt to these standards build stronger, more sustainable relationships with their audiences.

iOS 26 message filtering

iOS 26 also introduced message filtering around mid-October 2025. It moves first-time messages from unknown senders to a separate "Unknown Senders" folder without notifications. While Google Messages blocks links with warnings, iOS reduces visibility entirely. Both platforms affect engagement but through different mechanisms.

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Note

Apple uses a year-aligned naming scheme; the 2025 iPhone release is iOS 26 (skipping 19–25).

Google Key Verifier for RCS

Google is rolling out Key Verifier, an RCS identity verification system that uses QR codes to verify business identities. This feature doesn't affect SMS delivery but signals Google's broader anti-scam initiative across messaging platforms.