Invitations: A New Chapter for Apple Messages for Business

Something important has changed in Apple’s messaging ecosystem.

For years, Apple Messages for Business operated under a simple rule to protect the customer experience:

| The customer initiates. The brand responds.

This never limited the power of the channel, it simply limited its reach.

As of today, February 4, 2026, that constraint is gone. Apple has formally introduced Invitations, allowing brands to invite customers to initiate a conversation inside the Messages app, provided the interaction leads to a genuine, two-way experience.

The feature is now officially launched and ready for the first brands that want to change the way they engage with customers

To help illustrate the incredible potential this feature opens up, we’ve published with key insights and a set of experience mocks showing Invitations paired with fully interactive Messages for Business flows for different verticals:

👉 https://www.messagingadvisory.com/apple-1

Apple is expected to take a highly deliberate approach to rollout. Early availability will likely be limited to a small number of brands.

If you’re a brand interested in being among the first to launch, or an MSP looking to integrate Invitations and take them to market, feel free to reach out at: info@messagingadvisory.com