What is RCS messaging?

What is RCS messaging?

Traditional SMS and MMS have served us well. According to one report, SMS messages have a 98% open rate, and using MMS increases campaign opt-in by 20% over SMS. Due to  these impressive numbers, businesses continue to look for fresh ways to offer the rich, interactive messaging experiences today’s customers expect. The solution is rich communications services, also known as RCS. 

RCS is a game changer in mobile messaging, introducing capabilities like branded sender IDs, rich media, and interactive content, such as scrollable carousels, quick replies, CTA buttons, and more. It’s designed to provide a sleeker and more engaging experience to customers.

What does this mean for your business? Embracing RCS unlocks opportunities to engage with customers more meaningfully. As RCS rapidly becomes a major channel for customer communication, leveraging its capabilities will equip you to capture the next generation of consumers.

In this post, we’ll unpack what RCS is, how it differs from traditional messaging, and why it’s quickly becoming a must-have for businesses that want to build trust and improve engagement.

What is an RCS message?

RCS is an advanced messaging protocol designed to enable the exchange of rich, interactive content. Much like SMS, these messages can be between consumers (P2P) or a business and a consumer (A2P). RCS messages are exchanged directly through the native messaging app on users’ smartphones without requiring any third-party apps like WhatsApp or Facebook Messenger. 

Here are some of the key features of RCS messaging:

• Company branding and verification: Branded messaging allows a business to attach its name, brand logo, a tagline, and a verified badge to every text it sends, which means customers instantly recognize and can verify who’s reaching out.

• Enhanced media support: With RCS, you can send large media files, such as high-quality photos, videos, and GIFs. This surpasses the limited media capabilities of SMS and MMS.

• Interactive elements: RCS messaging supports dynamic features like buttons, carousels, and other interactive elements. This includes options for suggested replies and call-to-action (CTA) buttons that streamline customer interactions.

• Longer messages: RCS messages can support longer messages without splitting them into segmented texts. SMS usually limits messages to 160 characters.

• Encryption:  RCS Business Messaging supports encryption between the sender and Google, as well as Google and the end user, which enables Google to inspect messages for compliance. This makes RCS more secure.

In addition to these features, what truly sets RCS apart is its integration within the existing messaging framework of mobile phones. This means users don't need to download a new app or set up a new account. They receive an RCS message just as they would any other text message. 

Your business can reach customers with RCS on a platform they already use and trust. There will be no app fatigue.

The history and evolution of RCS messaging

RCS messaging was first proposed in 2007 as a way to upgrade the traditional SMS protocol, which had remained largely unchanged since the 1990s. Initially developed by the GSM Association (GSMA) in collaboration with various mobile network operators, RCS was envisioned as a more interactive and multimedia-rich alternative to SMS and MMS.

RCS messaging was slow to catch on in its earlier years due to technical challenges, lack of widespread carrier support, and competition from OTT services like WhatsApp, which were providing rich messaging features over the internet. However, in 2016, Google gave RCS a big push by integrating it into its Android Messages app. This significantly boosted the adoption of RCS since Android holds a large share of the smartphone market. 

Then, in an effort to standardize RCS messaging across carriers and mobile devices, the GSMA established a common set of features and standards that all mobile operators and phone manufacturers could implement, ensuring that RCS messages would be compatible across different networks and devices.

Since 2016, major carriers in the US have rolled out RCS support and international carriers are following suit. And now, RCS messaging is available with the release of Apple’s iOS 18. This move will bridge the gap between iOS and Android users and bring RCS closer to becoming the default messaging standard globally.

RCS messaging on Android and iPhone

RCS is fully supported on Android, meaning any user with an Android phone and carrier that supports RCS (which is most major mobile carriers) can enjoy these enhanced features, right from their native messaging app.

The RCS landscape just got more inclusive. Apple, traditionally known for its closed ecosystem with iMessage, released iOS 18 which now supports RCS. This should improve the interoperability between iOS and Android devices, making RCS a truly universal standard for rich messaging across platforms.

RCS vs. SMS vs. MMS vs. OTT: A brief rundown

To really understand the innovation that RCS messaging brings to the table, let’s take a brief look at the main messaging technologies used today and how they differ.

• Rich Communication Services (RCS): Similar to SMS/MMS but supercharged. RCS supports many of the features of OTT apps, such as read receipts, high-quality media sharing, and more—all without installing a separate app.

• Short Message Service (SMS): The foundational form of text messaging, allowing users to send messages up to 160 characters long. SMS is universally supported on mobile phones but lacks support for rich media, limiting its use in modern interactive marketing and customer service.

• Multimedia Messaging Service (MMS): Allows for sending multimedia content such as images, videos, and audio. MMS supports longer text messages than SMS, making it more suitable for slightly richer communications.

• Over-The-Top (OTT): A messaging service that runs over the internet rather than traditional phone networks. Specific OTT platforms tailored for businesses include WhatsApp Business Platform and Facebook Messenger. These services offer extensive features, such as end-to-end encryption, video calls, and file transfers.

Although each of these technologies has a unique role in digital messaging, RCS stands out by combining the reliability and universal reach of SMS and MMS with the rich, interactive features of OTT platforms.

So, will RCS fully replace SMS? Not likely. RCS requires a mobile data connection. That’s what allows it to provide interactive exchanges similar to OTT. SMS, on the other hand, does not require Wifi or a mobile data plan. If Wifi or a mobile data connection is unavailable, SMS should be the fallback option for messaging.

Who can send RCS messages?

Any consumer who can receive RCS messages can also send them. The transition from SMS to RCS happens behind the scenes, enhancing the native messaging experience with richer features.

If a business wants to use RCS to send A2P messages, it must use a communications platform, like Twilio, that supports RCS capabilities. Twilio makes this easy by bringing RCS to our existing messaging APIs, so customers won’t have to utilize a new API or fully re-architect their messaging solution to utilize this new, rich engagement channel . 

As RCS continues to roll out globally for consumers, more carriers and regions are offering support, gradually expanding the reach of RCS messaging for businesses.

Where can businesses start using RCS messaging?

As stated above, RCS capabilities have been gradually rolling out to consumers on a global scale with the update to Apple’s iOS; however, this does not mean that A2P messaging is available in all countries. Carriers around the world are beginning to implement A2P RCS messaging at a slower rate than P2P. While countries like Brazil and the UK have rolled out A2P capabilities, other countries like the United States have not. 

But why aren’t all carriers and countries enabling A2P messaging on RCS? The simple answer is that with every new channel (like WhatsApp, Messenger, etc.) that is added to the messaging ecosystem, more opportunities are created for bad actors and spam to infiltrate and dilute the trust and safety of messaging. The goal of RCS is to have a rich communication channel that is built on trust, and carriers globally are prioritizing launching this channel safely and efficiently.

As of October 2024, 17 countries have launched RCS for A2P messaging and that number will continue to grow in the coming months.

The future of RCS messaging

So what does the future of RCS look like? Well, the good news is that even though RCS for A2P texting may not be available on a fully global scale, you can still start planning how to implement an RCS engagement strategy. In preparation, let’s discuss the benefits of RCS messaging you can expect, business use cases to think about, and tips for creating your RCS messaging strategy.

Benefits of RCS messaging for business

As RCS reshapes the business communication landscape, it provides your business with several transformative benefits. Becoming a verified sender enhances trusted communications with your customers. Let’s take a look at some of the benefits of RCS messaging.

1. Enhanced branding and trust

RCS allows you to send messages with your company’s brand name and logo, creating a more professional appearance in your customer's message inbox. Branded communication helps increase brand recognition and trust, making each message feel more personal and secure.

2. Increased customer engagement

With rich media sharing and interactive chat elements like quick reply buttons and carousels, RCS enriches the customer experience. As your customers enjoy engaging communication, the likelihood of conversions from messages increases.

3. Boosted read and response rates

Because RCS chats are more interactive and appealing, businesses often see higher read and response rates compared to standard SMS. The immediacy and richness of content in RCS messages can lead to more effective promotions, faster customer service resolutions, and higher customer satisfaction.

4. Elevated analytics and insights

RCS provides businesses with detailed delivery and read receipts, allowing you to track and analyze message effectiveness. This data can be crucial for optimizing communication strategies and understanding customer preferences.

5. Uninterrupted customer experience

Because RCS messages are delivered right to the user's default messaging app, the adoption rate for RCS messaging will be high, especially in countries where major carriers support RCS

As RCS becomes more widespread, adopting this technology early on could give your business a significant competitive advantage. RCS provides your business with a powerful opportunity to connect with customers in more meaningful ways.

RCS messaging use cases for business

There are many ways for businesses to implement RCS messaging for greater benefits. Let’s take a look at some business use cases for RCS.

Enhanced customer service

RCS allows businesses to offer a more interactive and richer customer support experience. Features like rich media, typing indicators, read receipts, and quick reply suggestions can streamline customer service interactions. For example, a customer can send an image of a product issue, receive a video tutorial to troubleshoot the problem, and use quick-reply options to schedule a service appointment if the issue is not resolved.

Promotional campaigns and offers

Businesses can use RCS to create visually appealing and interactive marketing campaigns that go beyond plain text SMS. This can include high-resolution images, QR codes, videos, and carousel images of products. For example, a retail business could send a promotional text message to subscribers with a carousel of new products. 

Personalized recommendations

Businesses can create unique customer profiles with data like purchase history, browsing history, and preferences to send personalized recommendations. For example, a clothing retailer can use customer insights like purchase history and browsing behavior to send personalized product recommendations and style tips.

Real-time updates

RCS can facilitate real-time updates for order shipping, appointments, and more with conversations between either AI bots or live support agents. For example, a customer can receive a RCS message confirming their order with a clickable button to track the shipment in real-time. In another example, a customer receives an appointment reminder and wants to reschedule the appointment; they can do that directly within the RCS chat.

Event reminders and updates

For businesses that organize in-person events, RCS can provide a more interactive way to send reminders, updates, and relevant information to participants. For example, the event organizer can send a message with a Google Maps link to the event venue, speaker bios, and real-time updates about event changes or announcements.

Customer feedback and updates

Businesses can use RCS to gather customer feedback or conduct surveys in a more engaging way. The ability to incorporate rich media and interactive elements can increase response rates.

For example, a customer receives a message after completing a purchase that invites them to complete an interactive feedback survey. The survey gives them the option to rate their experience with stars or emojis.

RCS offers businesses a powerful tool to enhance the customer experience, and drive more effective communication through richer and more interactive messaging. By capitalizing on these capabilities, businesses can drive higher engagement rates and conversions.

Tips for creating a RCS messaging strategy

Creating an effective RCS messaging strategy requires thoughtful planning and execution. Here are six tips to help you craft a successful RCS messaging strategy.

1. Understand your audience 

Understand what problems you’re trying to solve for your customers by using insights from customer data. Use segmentation to divide your audience into meaningful segments based on demographics, purchase behavior, and engagement history. Then, personalize messages to fit the needs and preferences of each segment. For example, frequent shoppers might appreciate exclusive early access offers, while new customers might need a welcome message or guide to shopping with your business.

2. Create engaging content

Take full advantage of RCS’s rich media capabilities to provide the best interactive experience for your customers. Based on the segmented audience, you can opt to use high-resolution images, videos, or carousels to engage with them. Additionally, you should leverage interactive elements like quick-reply buttons, suggested actions, and embedded forms. For example, a quick-reply button for "Learn More" can send users a link to a video tutorial. 

3. Use inspiration from past campaigns

Take inspiration from past SMS marketing or email campaigns that have performed well. Enhance those campaigns with new RCS features that look and perform better with customers. Additionally, ensure that your RCS messaging aligns with your wider marketing strategies, providing a consistent brand experience.

4. Focus on the customer experience

Ensure that the RCS messaging experience is intuitive and user-friendly, resulting in seamless interactions. Make sure that live agents and AI bots use conversational flows that guide the customer through different stages of the interaction naturally. You should also use RCS’s capabilities for real-time communication to offer immediate customer support.

5. Analyze and optimize

Determine and monitor key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates regularly. This will help you understand what works and what doesn’t. Use the data to continuously optimize your RCS campaigns. Consider running A/B tests to determine the most effective message formats, timing, and rich media variations.

6. Ensure compliance and security

Ensure that your RCS messaging strategy complies with relevant federal marketing regulations and other local data privacy laws. Always obtain explicit opt-in consent before sending messages and provide an easy way for customers to opt-out, too. Implement strong security measures to protect your customers’ data. While RCS messaging provides end-to-end encryption, it’s still essential to follow data storage and management best practices.

By following these tips, your business will be well positioned to use all the rich features of RCS messaging to enhance growth, sales, and engagement.

RCS messaging strategy example

Let’s look at an example of how you can implement a RCS messaging strategy using the above tips.

Say you’re an online clothing retailer launching a new clothing line, specifically for women. Here are the steps you would need to take:

• Understand your audience: Using customer data, focus on the customer base that has noted their preferences for women’s clothing. Then, segment that customer base into frequent buyers, occasional buyers, and new customers.

• Create engaging content: Design rich media content showcasing the new products with high-quality images and videos. Use carousels to show new shirt options and videos of models trying the clothes on.

• Use inspiration from ast campaigns: In past campaigns, you noticed that a specific style of video converted more. You create that video for this RCS campaign.

• Focus on customer experience: Use quick-reply buttons for “View details” or “Buy now” to streamline the purchasing process.

• Analyze and optimize: Track the performance of your initial messages and refine your strategy based on those metrics. Tweak the messaging, media, and timing as needed.

• Compliance and security: Ensure the campaign is compliant with messaging regulations. Provide users an easy opt-out option, such as a quick-reply button “STOP” to unsubscribe

This is a high-level overview of how a business may implement a RCS strategy that leverages its unique capabilities.

How Twilio enables businesses to use RCS

As a leader in business communication platforms, Twilio provides solutions that enable businesses to leverage RCS. Here’s how:

• Simplified integration: Integrate RCS messaging seamlessly into existing communication strategies. Twilio’s straightforward integration of RCS requires minimal changes to your existing setup, empowering businesses of all sizes to jump on board.

• Scalable solutions: From small startups to large enterprises, Twilio's infrastructure ensures that as your business grows, your ability to communicate with customers via RCS grows with it.

• Enhanced customer interactions: Twilio provides you with a suite of tools to enhance RCS chats with rich media and interactive elements, creating personalized and dynamic experiences to increase customer engagement.

• Global reach: By leveraging Twilio, your business can use RCS to reach customers worldwide. This global reach is vital for enterprises looking to maintain a consistent communication experience across different regions.

• Reliability and compliance: Twilio’s messaging services and tools equip you to achieve compliance with industry standards and regulations. This compliance is crucial for maintaining trust and ensuring that communications are secure and effective.

• Analytics and insights: Access to detailed analytics on RCS campaigns will provide your business with valuable insights into message performance, customer engagement, and interaction patterns.

A smooth transition to the next level of customer messaging

If your business already uses Twilio to communicate with your customers via SMS, you’ll soon upgrade to RCS at no additional cost. This upgrade won’t require any code changes on your part. Ordinarily, migrating from SMS/MMS capabilities to RCS requires significant technical changes, but Twilio has worked with all major carriers to lay the groundwork for this transition. Twilio makes your transition to RCS seamless by doing the heavy lifting for you.

Take the next steps for your business with Twilio APIs

So, what’s next for your business as you open up this whole new world? Start by checking out Twilio’s Programmable Messaging API. If your business uses transactional messaging with customers—such as account alerts, promotions, and notifications—you’ll soon be able to take advantage of RCS in your communications.

Next, explore the Conversations API, which is Twilio’s solution for conversational messaging with your customers. Whether you use it to drive sales, provide customer care, or maintain customer relationships, Twilio’s Conversations API will soon empower you to do this with RCS.

Finally, look into Twilio Verify, which uses RCS to facilitate customer verification flows like onboarding, two-factor authentication, and one-time passwords.

RCS messaging is here, and most of your customers are already positioned to receive it. When you’re ready to make RCS a part of your customer communication strategy, Twilio will be there to journey with you and equip you with the APIs, infrastructure, and tools to make it happen.

Sign up today to get started for free.