You can apply a custom alert to messages sent to or from a specific contact, messages sent to a certain account, or messages that meet certain criteria. For example, you can choose to have your device play a sound when you receive a message that is sent with high importance, or to vibrate when you are in the CC field.
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In the General section, tap Custom alerts.
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Tip: To edit an existing rule, on the Custom alerts screen, tap an alert.