I have an iPhone 5c running iOS 9.3.1
Why does iMessage only give me sound and alerts when a message comes from a phone number and not when it comes from an email address?
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On the iPhone go to
Settings --> Notifications --> Messages and make sure the following are all turned on, depending on what you want:
Show in Notification Center
Sounds --> <select sound>
Badge App Icon
Show on Lock Screen
Alert Style When Unlocked select either
Alerts, depending on how you want to be alerted.
As mentioned by @bmike, your
Do Not Disturb setting will affect if the alerts go thru or not.