While iOS added support for ad blockers roughly a decade ago, those apps don't do much for ads outside Safari. To block in-app ads, such as the ones you see in Apple's apps, you've had to install a VPN or a DNS-based ad blocker separately, which came with their own drawbacks and limitations. That's now changing, thanks to a new iOS 26 feature called URL filters. This new feature lets developers block or allows URL requests by checking those URLs against their own internal list. As such, the feature allows ad blockers to extend their reach outside of Safari, so you can block ads in other apps as well.
How "URL filters" improve ad blockers on iOS
There are a few advantages to using ad blockers with URL filters enabled. The new feature is better for your privacy, since the apps using URL filters can't access your traffic data. That way, your ad blocker can keep ads from getting to you, without actually having to see what you're doing. URL filters also reduce the chances of breaking webpages, since the feature blocks URLs one by one, rather than blocking entire domains. Plus, you can use an ad blocker that supports URL filters alongside your VPN, DNS-based blocker, or iCloud Private Relay, so it's not one or the other.
I first encountered this advantage with the ad blocker I've been using for the past two years: Wipr 2. Wipr 2's developer recently released a new feature called Filtr, which uses iOS 26's URL filters to block ads outside of Safari. This should work with many apps that show ads, including third-party browsers such as Google Chrome. I purchased Filtr as soon as I heard about it, and after testing it for a couple of weeks, I've seen some positive changes in my browsing experience.
Using an ad blocker with URL filters, like Wipr 2
I can confirm that Filtr blocked ads on Chrome for iOS, Firefox Mobile, and most other apps that use third-party ad networks, for that matter. Google News doesn't have its own ads, but whenever you tap on an article, the news publisher shows ads from third-party networks. With Filtr enabled, I didn't see any ads while reading the news. In some sites, I did see a blank gray box with the word "advertisement," but the actual ad did not load. Filtr was also able to block sponsored widgets by Taboola, which often have clickbait headlines that lead you to weird sites. According to more than one user on Reddit, this ad blocker even blocks Apple's ads in Apple News, which appears to be a first for Apple's own ads.
The feature is also great for sports apps, as it blocks ads on Fotmob (an app for tracking soccer scores), and ESPN Cricinfo (a cricket news app). Cricinfo has an ad embedded in the scores panel at the top of the page, and I was happy to see that it disappeared when I activated the ad blocker. Wipr 2 helped with m-Indicator, too, an app I use for public transit in Mumbai. While it's a great navigation app, it typically displays an ad every time you check a route, and when you go back, it shows a full-screen video ad that usually asks you to install another app. It's a much better experience now.
I generally avoid free-to-play mobile games, but I have one called Ludo King, which is a mobile version of the board game called Ludo. The ad blocker was able to get rid of ads in this game too, which is a bit of a game-changer. I'm sure you've played free games that display a video or two to get additional rewards or playtime, and with Filtr enabled, these videos would fail to load. This may annoy some people who really want to watch those ads to keep playing, but for me, it breaks an addictive loop.
URL filters have some key limitations
Sadly, Filtr can't block ads that are served through apps' own networks. That includes platforms like YouTube, LinkedIn, Reddit, Facebook, and Instagram. The workaround here is to use the apps' mobile websites, since ad blockers like Wipr 2 can block the ads served in Safari. While I do wish you could install one app to get rid of ads everywhere, that's just not possible today.
Wipr 2 was released in late 2024. The app costs a one-time fee of $5, which lets you use it on iPhone, iPad, and Mac. Filtr is a paid add-on within Wipr 2, and costs $5 per year or a one-time fee of $25. If you don't want to pay for an ad blocker, you can use a combination of apps to block ads for free. uBlock Origin for Safari should cover most of your needs, and you can couple it with a free DNS-based blocker such as NextDNS to cover ads in other apps.
Source: Lifehacker