Is it rude to ask someone to 'hold on a sec' while you reply to a text?

I'm usually not a rude person but lately I've noticed that whenever I'm having a one on one coffee/lunch/catch up date with a friend or something, everyone decides to text me at that particular time and usually I'll glance at the notification to check whether it's urgent and if so I'll reply and if not then I'll ignore it. Usually the person I'm with will continue telling their story and sometimes I can multitask and listen as well as reply to the urgent message and sometimes that requires more than a simple half a sentence reply then I'll ask them to 'hold on a sec, I have to attend to this, it's urgent'. Is that rude?

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