What is an RCS Message?

Rich Communication Services (RCS) is the next evolution of Short Message Service (SMS). First developed in 2008, RCS transforms simple text messaging into a more interactive experience by integrating multimedia features, enabling more engaging communication.

As an alternative to traditional SMS and multimedia messaging (MMS), RCS offers a richer communication experience. Unlike SMS, which is limited to text of 160 characters per message, RCS supports high-quality media. And unlike MMS, which also supports audio and visual media, RCS supports read receipts, typing indicators, and more, offering functionalities similar to popular messaging apps like WhatsApp or Facebook Messenger.

The state of RCS in 2024

Apple's adoption of RCS in 2024 is a major reason the technology is gaining significant attention this year. For a long time, the lack of support from Apple was one of the main barriers preventing RCS from becoming a universal standard for messaging. With iOS reinventing their relationship to RCS, the world of mobile communication is shifting, making it more relevant for businesses, developers, and consumers alike.

Apple’s move to include RCS in iOS enhances cross-platform communication between iPhone and Android users. Anyone who has ever texted to or from an iPhone knows there have been longstanding issues like low-quality media sharing, lack of read receipts, and absent typing indicators in mixed-device conversations.

The update from Apple brings several improvements to cross-platform communication. However, while RCS enhances messaging between iPhone and Android users, iMessage remains the default for communications between Apple devices, continuing to offer end-to-end encryption and exclusive features. RCS messages are not end-to-end encrypted at this time in iOS, while they are in Google.

Thanks to these recent changes, RCS is becoming a more compelling alternative to traditional SMS and MMS, drawing more interest from companies looking to upgrade their messaging strategies. With increased attention on how this can impact business communication, customer engagement, and marketing strategies, interest is growing in how companies can integrate RCS into their existing platforms.

For now, the service is not without its issues, including interoperability, platform compatibility, and privacy concerns. Unlike the universal support for SMS, RCS implementation varies across carriers and devices. This inconsistency means that not all users will experience the full range of RCS features, as messages can revert to SMS/MMS when sent to unsupported devices or networks.

RCS vs. SMS

RCS stands out in its capabilities when compared to traditional SMS and MMS. SMS is limited to basic text with a character cap of 160, and MMS allows for multimedia attachments but lacks real-time interactivity.

RCS brings modern features like high-quality images, videos, read receipts, typing indicators, carousels, and interactive buttons, making it more akin to app-based messaging platforms such as WhatsApp and Messenger. These upgrades enable richer communications and help senders foster more engaging customer interactions that go beyond static text and images.

Key features of RCS

RCS comes equipped with features that make it a powerful tool for messaging campaigns:

Rich media support: Send high-quality images, videos, and audio files without compromising quality.

Interactive elements: Include carousels, rich cards, and buttons that enable users to take actions directly from a message.

Real-time interactions: Typing indicators and read receipts provide immediate feedback on user engagement.

Group messaging: Manage interactive group chats that go beyond basic text chains.

Automated responses: Implement chatbots to answer common questions and support customer interactions seamlessly.

Comparing RCS features to SMS and MMS

Benefits of RCS and upgrading SMS campaigns

RCS can breathe new life into traditional SMS campaigns by offering advanced features that improve user engagement. With opportunities for branding, senders can engage with customers in innovative ways that go beyond what traditional SMS and MMS offer.

Through RCS, brands can create immersive, interactive experiences directly within a native messaging app. Here’s how RCS supports branding and leverages its interactive features:

Enhanced branding

RCS messaging allows for branded communication that includes company logos, color schemes, and customizable messaging layouts, providing a consistent brand presence. Unlike traditional SMS, where the sender ID is often just a phone number, RCS enables businesses to use verified sender profiles that include their logo and official brand name. This builds trust with recipients by clearly identifying who the message is from.

Rich media content

As the name suggests, RCS has the ability to send rich media content, such as high-resolution images, videos, and GIFs, directly within the message. Brands can leverage this feature to showcase products with high-quality visuals, share promotional videos, or send personalized messages. This transforms simple text campaigns into more vibrant, interactive communications that instantly capture attention.

Interactive elements and call-to-action buttons

RCS supports suggested actions and interactive buttons, which are powerful tools for guiding customer behavior. Senders can create messages that include clickable buttons for making a call, visiting a website, viewing a product catalog, or making a purchase directly from the messaging interface. These interactive elements reduce friction and encourage immediate action.

For example, a retail brand could send an RCS message with a carousel of featured products, each with a button that says “Buy Now” or “Learn More.” Customers can easily browse through the offerings and complete purchases without leaving the chat, improving the convenience of shopping experiences. This level of interactivity helps brands drive conversions and boost customer engagement in a way that traditional messaging cannot achieve.

Two-way communication for personalized engagement

With RCS, brands can implement two-way communication that feels conversational and personalized. This includes features like chatbots and automated replies that can handle frequently asked questions, provide product recommendations, or facilitate appointment scheduling. Personalized interactions build stronger relationships with customers by addressing their specific needs and preferences.

A travel company, for example, could use RCS to confirm bookings, provide itinerary updates, and suggest additional services, such as hotel transfers or tour packages, via clickable response options.

Rich messaging for marketing and support

RCS also takes business communication to the next level for marketing campaigns, customer support, and transactional messages.

Brands can create tailored campaigns that blend visuals, buttons, and text to deliver personalized promotions and updates. The interactive nature of RCS allows businesses to build better relationships with customers, who can respond directly within the chat, ask questions, and get immediate answers.

Real-time engagement and metrics

RCS also provides insights into user behavior, including read receipts and click-through rates. This data allows brands to track engagement levels and optimize their campaigns based on real-time feedback. For marketers, this means better measurement of ROI and the ability to adjust strategies to improve outcomes.

Overall, for businesses looking to modernize their communication strategies, RCS provides a practical blend of visual appeal, interactivity, and integration into native messaging apps.

The future outlook for RCS

The key difference between RCS and channels like iMessage, WhatsApp, and Facebook Messenger is that RCS is built to be an open standard that carriers and device manufacturers can support natively, without requiring users to download separate apps.

This positions RCS as a direct successor to SMS/MMS, integrated into default messaging apps on devices. However, this broad, carrier-based approach comes with its own challenges, such as inconsistent global adoption and a lack of support from Apple, which limits RCS presence in markets where iPhones are predominant.

While platforms like iMessage, WhatsApp, and Messenger offer rich communication experiences, they remain confined to their individual platforms, forcing app downloads and user accounts. RCS aims to provide a universal solution, offering SMS-like simplicity paired with rich communication features natively on mobile devices. Its potential lies in communication across different networks and devices without needing additional apps.

While RCS has made significant strides, overcoming its current challenges will be crucial for widespread adoption. Continued efforts by industry leaders to standardize implementation and push for broader platform support, including potential advances in encryption and privacy measures, will help solidify RCS as the future of business messaging.

For now, businesses considering RCS need to tailor their strategies to specific markets and consider fallback options like SMS and MMS where RCS isn't fully supported.

If you’re looking ahead to the future of the messaging landscape, keep up with SignalWire. Join our community on Slack, Discord, or our forum, and keep an eye out for RCS updates coming soon.