What is RCS Messaging?

RCS is an upgraded messaging protocol, originally created to replace SMS and MMS as a native messaging platform. It offers many features that are also available on more modern platforms like WhatsApp, Facebook Messenger and iMessage.

Similar to SMS, RCS messaging makes use of a phone’s native messaging app and relies on leveraging carrier networks or the internet to deliver its messages. RCS messages are sent over Wi-Fi when it's available or mobile data otherwise. This makes this channel particularly effective for businesses, as it allows customers to interact with branded content within their phone’s native messaging app instead of having to download a third-party application.

Does this mean that RCS has the same reach as SMS? Not yet. For a long time, RCS was only natively supported on Android-operated devices. But Apple announced in 2024 that RCS support will finally come to iOS 18.

The difference between RCS, RCS Basic, SMS and MMS

Short Message Service (SMS) has been the messaging standard for almost three decades, allowing short, 160-character messages to be exchanged between businesses and their customers. Despite the best efforts of WhatsApp, Facebook Messenger, iMessage, and many more, SMS is still one of the most popular messaging channels, serving billions of users around the world.

The biggest advantage SMS has over other messaging channels is probably its availability. SMS is native to all mobile phones. However, what SMS has in ease of use, it lacks in features. Plain text, a character limit and no fluff.

Multimedia Messaging Service (MMS) is built on the same technology as SMS with one goal in mind: allowing SMS users to send multimedia content similar to its competitors. Unlike SMS, MMS messages can include emojis, images and even short video and audio clips, as well as plain text with a higher character limit.

Rich Communication Services (RCS) is the newest contender for the new messaging standard, offering even more interactive features than MMS and elevating the messaging experience to the next level, rivalling the likes of WhatsApp, Facebook Messenger, iMessage, and more without a character limit.

RCS also offers a toned-down version of its services: RCS Basic Messaging. RCS Basic Messaging is similar to SMS, where no other media or features except text are included, and the character limit is 160. These RCS messages can be brand-verified.

Will RCS will replace SMS and MMS? RCS will become the new universal standard that replaces SMS one day, but not today. Its current reach and availability are not yet able to rival SMS messaging.

RCS Messaging Coverage

RCS has full coverage in parts of Europe (Germany, the UK, Italy, France and Spain), Canada, Mexico, Brazil, India and the USA. In other countries, Google offers full or partial RCS support in cooperation with local mobile operators.

RCS is currently available for Android users, either through their native messaging app or Google Messages, and Apple has announced the release of RCS support on iOS 18. However, it will probably take a while for all mobile devices worldwide to become eligible for RCS messaging.

Until the reach and coverage of RCS messaging rivals that of SMS, the channels can perfectly co-exist and even complement each other. Send branded rich media content via RCS and ensure deliverability with SMS as a fallback.

The features of RCS Messaging

The next-generation SMS protocol has a host of features and benefits that make it perfect for marketers looking to promote their brands to a market of millions.

Verified Sender

Brands using RCS have access to a variety of tools to show sceptical consumers the messages they’re sending can be trusted. The RCS messaging protocol requires that business users go through a verification process to eliminate fraud and spam. Customers can see that your business profile is verified, so they know that they are receiving legitimate messages. Once verified by one of the regulatory authorities, brands can display the following in their messages to reassure consumers:

• Brand information and verification

• Direct website link, email and phone numbers

• Company logo

• Verified sender profiles with a checkmark

Rich Media

RCS means you can send Rich Media such as images, video, carousels and GIFs up to 105MB to your database of consumers, creating engaging messaging that encourages users to make the next step. General RCS messages also have no character limit, doing away with the 160-character limit of standard SMS messages.

Creating rich, interactive content can help to move consumers down the purchase funnel faster, reducing the number of clicks customers need to take to reach the compelling, benefit-driven content that drives conversions.

Suggested responses and actions

Making it easier for customers to interact with your brand, RCS features suggested responses and actions for your customers, seamlessly coaxing them through the customer journey. For example, you could set up a “schedule now” button to set up appointments and use RCS to confirm them with a “yes” or “reschedule” suggested response for customers. RCS has myriad options for customers to interact with brands by booking appointments, completing transactions, or even seeing real-time delivery updates without leaving their messaging app.

SMS fallback

Not every mobile device out there will have RCS enabled. In those situations, rather than leaving messages undelivered, an SMS message will be sent as a replacement so your message will always get through.

Larger file sizes

Larger file sizes enable your brand to share high-quality images and videos in messages up to 10MB. This means that your media files won’t be condensed, eliminating image or video degradation for your recipients.

RCS use cases and benefits

RCS for marketing

Over 70% of consumers say RCS messaging would make them more likely to want to communicate with a brand. Using RCS for marketing, you can create rich, interactive content that showcases your brand and engages your audience right on their mobile phones.

RCS for sales

RCS brings many rich media features of popular messaging channels while offering benefits comparable to SMS. RCS messaging provides you with new ways to engage your audience and delivers your messages directly into the standard messaging channel of the phone of customers.

Marketing offers, booking appointments, browsing product catalogues and even making purchases without leaving the native messaging app are well within its reach. A valuable asset to boost your sales.

RCS for security

The verified sender profiles of RCS Business are key to gaining customer trust and preventing fraud. Customers will see the business logo at the top of the message conversation, as well as the official company name with the verified checkmark, brand colours and business details such as a website, email address and telephone number. Important cues for customers to know that the messages they are receiving are legit and that the sender can be trusted - and, equally important, that the absence of these visual cues means that they should be wary. Fraudsters impersonating a trusted business will now be recognisable by the absence of these features.

This makes the Verified Sender profiles great for customer engagement, as customers will meaningfully engage more with content they can trust.

How to use RCS: industry by industry

RCS for logistics and transport

For transport companies, RCS is the perfect tool to inform customers of delivery dates and times, and provide seamless and secure experiences throughout the logistics process from dispatch all the way to delivery that track how satisfied customers are with your organisation, are at risk and so is your reputation with customers.

RCS for retail

RCS can create rich experiences within native messaging apps, market new products and collections to customers, deliver personalised discounts, and direct customers to a product or relevant content URLs.

All RCS features above will help boost customer engagement and customer engagement will, in turn, boost conversion.

RCS for financial services

Security is paramount for financial institutions, and RCS can be used to share one-time passwords (OTPs) for two-factor authentication, adding an extra layer of security and sharing account updates. In addition, the Verified Sender feature ensures customers can be confident they’re being contacted by a trustworthy sender.

RCS for travel

The travel industry relies on the ability to quickly inform customers of details or changes in their bookings and travel arrangements. RCS can send a variety of files of up to 105MB via native messaging apps, ensuring customers receive vital documents and get the information they need quickly and easily.

How to start using RCS Messaging with CM.com

RCS Business Messaging brings rich media features to SMS campaigns, adding another layer of security via Verified Sender, deliverability using SMS fallback and increased engagement with suggested responses. RCS is available as part of several CM.com products.

• Available via Business Messaging API: Our API provides your customers with on-the-go access to your business via all their favourite conversational channels using our unique Business Messaging API.

• Available via Mobile Marketing Cloud: Mobile Marketing Cloud is the only omnichannel customer engagement solution that includes mobile messaging channels like RCS, SMS and WhatsApp, delivering a superior customer experience that increases engagement and drives conversion.

• Available via Mobile Service Cloud: Mobile Service Cloud is an all-in-one customer service solution that allows customer interaction through their preferred messaging channels, such as RCS, SMS, WhatsApp and Apple Messages for Business, managing all conversations in one easy-to-use omnichannel inbox.