Q: Text message verification

Without detailed information no one can determine it is phishing or not.

But I think that it is most likely a phichiing scam, especially if it says "Dear customer." or something like that.

The mail from Apple related to your Apple ID say "Dear XXXXX", where XXXXX is the name you registered for your Apple ID.

Here is a link for a guideline from Apple

Identifying fraudulent "phishing" email - Apple Support

I Have received the same txt message.  The label "iTunes" is quite deceiving, and it got me worried, but it uses a shortened link from "ow.ly"  that I believe would never be used by Apple.  So in my opinion it is definitely a scam.