Apple's iOS 18.1 release expands RCS to include Business Messaging

Apple and RCS Business Messaging

The release of Apple's iOS 18 has drummed up excitement among marketers and developers alike. While the update brings several enhancements, one area of interest is its impact on Rich Communication Services (RCS) in the United States. iPhones and iOS make up about 57% of the US market, making the inclusion of RCS a monumental shift in the way US consumers message. RCS, often dubbed as the next generation of SMS, offers a richer messaging experience with features like high-resolution images, read receipts, call-to-action buttons, quick-reply buttons, and much more. With the new iOS update released in late October, consumers can finally receive RCS messages from businesses. Let's dive into how iOS 18.1 introduces RCS Business Messages to iPhones for the first time and what it actually means for businesses and consumers. 

iOS 18.0 vs iOS 18.1

With iOS 18.0, Apple introduced the world to harmonious messaging between iOS and Android users for the first time. Goodbye to the days of receiving grainy pictures from those that haven’t yet moved over to your mobile operating system of choice. Yes, iOS 18.0 introduced Apple users to RCS for the first time, enabling P2P (Peer-to-Peer) RCS Messaging. However, with iOS 18.1, there’s a feature that will have more of an impact in the United States than the glowing edges of iPhones armed with artificial intelligence. RCS on iOS has now been expanded to include RCS Business Messages, or A2P (Application-to-Person) RCS Messaging. For business owners, marketers, and developers alike, RCS Business Messaging unlocks new capabilities on iOS and Android, including features exclusive to businesses.

Now that iOS 18.1 is available will I be able to engage customers on RCS in the US?

Despite the advancements in device capabilities, the availability of RCS Business Messaging in the US is still evolving and growing. There are a couple of considerations when determining consumer access: Carrier onboarding, iOS adoption over time and the quality of the RCS Business Messaging experience on iOS. While it is exciting that Apple has rolled out the capability for RCS Business Messages, US carriers are required to enable RCS Business Messaging on iOS devices.  

The major US carriers are pivotal in expanding RCS availability, which is essential for businesses to start utilizing this channel effectively. As of November of 2024, only 1 of the 3 major US carriers supports RCS Business Messaging across devices. While we can’t offer a specific date when all of the major carriers will provide their customers access to RCS Business Messaging, we are actively working closely with them so that Twilio customers can hit the ground running as access grows.

The second consideration here is the latest iOS adoption. Not all Apple users update their devices as soon as an update is available. In fact, it can take approximately 10 months for consumers to reach 75-80% adoption of an iOS update. 

Finally, while RCS Business Messaging is technically available with iOS 18.1 and still evolving, there are issues that can degrade performance when compared to the Android experience. Apple is investing in these issues and constantly improving user experience. New products evolve with early releases and may not always meet customer expectations. RCS on Apple devices needs to be tested thoroughly to ensure that performance is better than the status quo with SMS or other OTT channels. 

What can I do today to prepare for full US adoption?

We believe that RCS has the potential to transform business communication with its branded sender and rich content capabilities. Some countries have been faster to roll RCS Business Messaging are able to take advantage of these capabilities today, prior to US carriers adding support. If you are currently messaging your customers  with SMS on a global scale, review the available regions and countries to start engaging with RCS today. For businesses that are only messaging in the US, we are working with the major carriers to influence adoption for broader RCS availability in the US. You can prepare by starting the RCS onboarding process today and will be ready to hit the ground running when the major US carriers launch. 

Another way to prepare for RCS adoption is to incorporate media, links, or rich content into your current messaging engagement. Now is the perfect time to start enhancing and testing your messaging strategies with existing channels like WhatsApp and MMS that allow you to utilize new features and test strategies for the future of RCS. To get started quickly, Twilio's Content Template Builder offers a seamless way to create and scale messaging campaigns across multiple channels. By building proof of concepts now, businesses can effortlessly integrate RCS Business Messages once it becomes widely available, without needing to alter their existing codebase.

The iOS 18.1 update marks a significant step towards RCS integration, but the journey is far from complete. While Apple devices are becoming more RCS-capable, the real challenge lies in achieving widespread carrier support and consumer adoption in the United States. Businesses should remain proactive, leveraging current messaging platforms and preparing for the rollout of RCS Business Messaging. By doing so, they can ensure a seamless transition and capitalize on the rich, interactive experiences that RCS promises to deliver. As the landscape evolves, staying informed and adaptable will be key to harnessing the full potential of RCS in the future.