Rich Communication Services: What Developer Need to Know

Rich Communication Services: What Developer Need to Know

Rich Communication Services (RCS) has been growing for many years and we at Twilio believe it will become the premium global messaging channel of the future. Its recent arrival on Apple devices with iOS 18 has amplified interest from developers worldwide. This post will distill the insights Twilio has learned from rolling out RCS and address the common questions raised by developers.

Do you want to join the public beta and start testing RCS today? No problem, visit Twilio’s RCS Business Messaging page and click Get started. The requests should be approved within a few days.

Understanding RCS

RCS is not a new concept; instead, it represents a sophisticated evolution in messaging envisioned by the Global System for Mobile Communications Association ( GSMA). It was introduced in 2008 but really took off in 2019 after Google rolled it out in its Android ecosystem. And the adoption is huge, there are currently more than 1.5 billion monthly active users of this service and the number of users is still growing. Especially since iPhones started supporting it in November 2024. Juniper Research estimates this number to hit 3.6 billion by 2026.

The service has been designed to bring the robustness and features of Over-the-Top ( OTT) messaging apps—like WhatsApp and Facebook Messenger—into the native messaging app on mobile devices. This allows all RCS-enabled users to seamlessly send messages to one another – across countries and across mobile OS. One of RCS’s standout features is its ability to deliver rich messages that go far beyond what we know from SMS. After all, SMS has been around since 1992 and never added modern features such as read receipts. Moreover, RCS can operate over both mobile networks and Wi-Fi, ensuring reliability across diverse network conditions. Imagine being able to send messages that include integrated buttons, which recipients can tap to take direct action, browsing a product catalog, or completing a transaction. These capabilities turn messaging into a dynamic and interactive experience, significantly enhancing user engagement.

It’s worth noting there are two “kinds” of RCS communication: Standard RCS used for peer-to-peer (P2P) interactions and RCS Business Messaging (RBM) tailored for application-to-person (A2P) communications. The P2P option comes with consumer features such as end-to-end encryption while RBM allows businesses to communicate with customers through rich, branded messages—an extension of traditional communication strategies providing enhanced interactivity and engagement. RBM is for all sorts of businesses and is especially appealing to large brands who want to establish a modern and trusted communication channel to their customers’ handheld devices.

Comparing Communication Channels

When it comes to modern messaging options, RCS stands out by offering unique advantages over both SMS/MMS and OTT messaging apps like WhatsApp.

Rich messaging experience

Unlike traditional SMS, which is text-only, and MMS, which is limited in size, RCS supports multimedia content, making it possible for businesses to include rich media such as images, videos, and interactive elements directly within their messages. This alone gives RCS an edge, as it allows developers to create far more engaging experiences without requiring users to switch to a separate app. This inherent versatility makes RCS a powerful channel for delivering enhanced brand messaging that goes beyond what’s possible with SMS or most OTT solutions.

Verified sender profiles

SMS/MMS is a universally available messaging channel, but it is often seen as impersonal. Messages appear as anonymous text with sender information limited to a phone number or alphanumeric ID in some regions. This approach leaves users unable to distinguish between legitimate and potentially spammy messages, creating challenges for brands that want to build trust with their audience. Alphanumeric Sender IDs have made slight improvements by allowing brands to use recognizable names, but they still fall short in offering a true sense of brand identity. RCS changes this dynamic by enabling verified sender profiles, complete with brand logos and a badge such as Google’s "Verified by Google" shown in the graphic below. This feature provides users with clear visual cues about message authenticity, helping brands stand out and foster trust more effectively than they can with SMS.

Features of branded RCS senders

High throughput

Throughput capabilities also differ significantly between channels. SMS and MMS throughput depends on the type of sender ID: standard numbers may be limited to a few messages per second, while short codes can handle up to 100 messages per second. However, these limits are subject to overall network traffic, which may slow delivery speeds further. WhatsApp, on the other hand, has a tier-based system that allows businesses to send between 250 and 100,000 messages per day depending on their verification level, with high-reputation senders potentially having unlimited throughput as long as they avoid spam flags. RCS offers flexibility in its throughput, allowing for high delivery speeds and bypassing the limitations seen with SMS traffic.

Built-in fallback options

Since RCS requires specific carrier and device support, some users may not be able to receive RCS messages at this time. To address this, Twilio offers fallback solutions that allow developers to seamlessly deliver messages via SMS if RCS isn’t supported on the recipient’s device. This ensures message delivery consistency without requiring developers to manually detect user capabilities. While OTT channels like WhatsApp offer broad coverage in most countries, they are subject to app requirements and occasional government restrictions, whereas SMS maintains near-universal reach. Explore Twilio's regional availability for RCS here.

Competitive pricing

Pricing varies across these channels as well, with RCS generally aiming to remain competitive with SMS/MMS in most markets, though exact rates depend on local carrier pricing structures. OTT apps like WhatsApp similarly offer competitive rates for messaging, though they operate under different pricing (the link requires you to be logged in after and your account needs to be RCS enabled)  models. Twilio provides resources to help businesses compare RCS, SMS, and WhatsApp pricing across different regions to find the most cost-effective solutions for their messaging needs.

Engagement tracking

RCS sets itself apart from traditional channels by offering comprehensive tracking that drives superior engagement. From delivery status and read receipts to interactive rich content, every step of the user journey is measurable. Twilio's testing reveals that RCS improves key metrics, such as a measurably higher success rate for One-Time Password (OTP) verifications compared to SMS. By leveraging interactive features, brands can not only increase engagement but also track the exact touchpoints where users interact, enabling data-driven optimization. This makes RCS a compelling alternative to SMS for businesses seeking to boost interactivity and achieve measurable outcomes.

Conversation funnel of an RCS campaign of a UK-based industry company

In summary, RCS combines the familiarity of SMS with the robust functionality of modern messaging applications – all in the default messaging application. With its trust-enhancing features, multimedia support, and high engagement rates, RCS represents an evolution in messaging that can meet the needs of today’s mobile-first users.

Implementing RCS with Twilio and NodeJS

Twilio makes it easy to explore and implement RCS using the sandbox environment. Follow the step-by-step instructions to set up an RCS sender, create a messaging service, and send your first RCS message using NodeJS. If you are already using a messaging service today, there are no code changes required:

Closing Thoughts

RCS shows the path towards more engaging and interactive customer communications. Its advantages over conventional channels—highlighted by higher customer engagement and satisfaction—provide compelling reasons to explore and implement RCS.
Whether you’re a startup pushing the boundaries of innovation or an established enterprise seeking to upgrade your customer's brand perception, RCS offers the ability to craft communications that resonate with today’s digital-savvy audience.

As a developer, you have the opportunity to start using it today. Go to the RCS Business Messaging page and click Get started. Additional resources, such as the documentation, are readily available. 

Feel free to reach out with questions. I can’t wait to see what you build with RCS.