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Until a lead saves your contact or taps Mark as Known, Apple shows them “Maybe: your name” and a spam warning with Delete on every message — not just the first. It used to disappear after one message. Now it stays, so every message you send is a chance to be reported.
Preview of Apple's unknown-sender screens: Maybe: Your Name, the spam warning with Delete and Mark as Known, and the Delete and Report Spam sheet

Preview — your line's display name appears after “Maybe:”. Left: Messages on Mac. Right: tapping Delete on iPhone.

Every line order returns a recipientPreviewUrl — a hosted version of this preview under your line’s own display name. See Create Line Request.

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What one tap does

Tapping Delete opens Apple’s sheet: “Report this conversation as spam by sending it to your network provider and Apple from your phone number.” One more tap — Delete and Report Spam — sends the report. A few reports can ban a line permanently, even when the person opted in. See line health.

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The rules

Do

  • Message people who opted in recently and will recognise your name.
  • Write like a person — short, specific, conversational.
  • Re-engaging older leads (under a month)? A different, personal message for each one, and 3–5 minutes between leads.
  • Ask them to save your contact once they reply — that removes the warning for good.

Don't

  • Message anyone who opted in more than a month ago and may no longer remember your brand.
  • Send the same templated message to a batch of old leads.
  • Use high-pressure sales tactics, chase people who went quiet, or reply rudely.
  • Send more than 3 follow-ups to someone who hasn’t replied. Some providers block you after 5 unanswered messages — Tuco doesn’t, so behave properly.
  • Assume the warning goes away after your first message.
You agree to these rules — alongside the rest of the Anti-Spam & Messaging Rules — every time you order a line.

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Calls work the same way

A regular call from your line can show “Potential spam” until the person saves your number or taps “Mark as known” — so text first, then call. The FaceTime Audio add-on or the Registered caller ID add-on avoid it.