Why RCS is the Next Big Thing in Messaging

Whether you’re a business seeking better customer engagement or simply curious about what comes next in messaging, this guide provides everything you need to know about Rich Communication Services (RCS) and RCS Business Messaging (RBM).

RCS: The New Era in Mobile Communication

Given the recent buzz surrounding it, you might think Rich Communication Services (RCS) is new technology. But this communication protocol actually made its debut back in 2007, developed by the GSM Association. Its adoption, though, has been inconsistent. Until now, RCS chat has mainly operated on Android devices, where Google’s Messages app serves as the default messaging application.

But all this is about to change with Apple’s recent support for RCS in its latest iOS 18 update. This move is likely to add 900 million active RCS users over the next two years, bringing the global total to 2.1 billion.^[1] This shift signals the universal adoption of Rich Communication Services across all devices, including both iPhones and Android phones.

But what exactly is RCS—and why is it considered transformative?

Bringing Messages to Life

How often do you find yourself frustrated by the limitations of traditional SMS? Sometimes likened to 'SMS on steroids', RCS represents the next generation of mobile messaging. And it's set to revolutionize how we connect and communicate. In short, RCS messaging is the evolution of text messaging. It transforms standard text messages into more interactive, visually appealing, and responsive experiences. Most importantly, it adds a layer of security that SMS lacks.

Unlike SMS, which limits users to plain text, RCS introduces powerful app-like features (think WhatsApp or iMessage) into your standard messaging interface. It unlocks a world of communication potential, offering dynamic new ways for engagement and creating seamless, immersive experiences. Users can share high-quality images, videos, and interactive elements, enriching their messaging interactions. With features like read receipts, typing indicators, and actionable buttons, RCS transforms messaging into a far more engaging and versatile tool. Ultimately, RCS messaging brings mobile communication into the modern age, empowering users to connect in ways that were once thought inconceivable.

RCS Business Messaging (RBM): A Game-Changer for Brands

RBM takes RCS innovation a step further for business-to-consumer (B2C) communication, ensuring a more dynamic and secure communication experience. While SMS has long been a go-to for marketers due to its ability to reach a wide audience fast and reliably, RBM provides businesses with a more interactive and branded experience. It not only engages consumers, but also leads them through every stage of their journey—from initial contact to purchase and beyond.

Without the need for a third-party app, businesses can send branded interactive messages directly to consumers, boosting customer engagement and delivering seamless support, all within the user’s default messaging app.

Imagine your travel company sending flight updates with actionable buttons for check-in, or your retail brand offering product recommendations with an image carousel and direct purchase options. RBM makes these experiences possible, creating personalized and frictionless interactions between businesses and their consumers.

Along with its advanced messaging features, Rich Communication Services offers enhanced security measures that far surpass those of SMS, making it indispensable for B2C communications.

RCS and Enhanced Security

RCS's heightened security helps build trust and confidence with customers from the very first interaction. It addresses many of the weaknesses inherent in SMS, which has long been vulnerable to spoofing, phishing, and other forms of fraud.

RCS encrypts messages in transit, providing a critical layer of protection as they travel between sender and recipient. This ensures that sensitive information isn’t easily intercepted. Additionally, RCS’s verified sender feature allows businesses to authenticate their identity, giving consumers confidence that the messages they receive are from legitimate sources.

While RCS chat doesn't yet offer end-to-end encryption, there are ongoing efforts to improve its security, especially for business messaging. These improvements position Rich Communication Services as a safer and more reliable alternative to SMS for both individuals and businesses.

The Consumer Benefits

A richer conversational experience

From the consumer perspective, RCS offers a wealth of advantages. It enhances traditional text messages with visually rich media and interactive elements, creating a more streamlined communication experience.

Accessible on any device

The beauty of RCS lies in its integration. Consumers won’t need to download or install an app on their smartphones or tablets, as RCS will be accessible on any device, regardless of the operating system. They can engage effortlessly with brands, make purchases, schedule appointments, and track deliveries—all from a single interface.

Better security

This convenience, coupled with enhanced security and verification measures, significantly boosts consumer confidence in the protection of their personal information. They can navigate their interactions safe in the knowledge that their data is secure and their experiences are streamlined.

Deeper engagement and satisfaction

As a result, this fosters trust and encourages consumers to engage more deeply with brands. This enhancement not only increases customer satisfaction but also empowers brands to cultivate lasting relationships, ultimately driving loyalty and repeat business in an increasingly competitive market.

RCS vs OTT Messaging Apps

While RCS messaging brings powerful capabilities to the messaging world, it still faces stiff competition from OTT (over-the-top) messaging apps such as WhatsApp, iMessage, Facebook Messenger, and WeChat. These apps have carved out massive audiences for themselves while offering similarly rich messaging experiences, complete with media sharing and security features.

But it's RCS's integration with the default messaging app on phones that sets it apart. And that's because it eliminates the need for users to adopt yet another platform. For businesses, this means the potential to reach a wider audience through the default messaging service on both Android and iOS, bypassing the crowded OTT app market.

On top of this, RCS is carrier-supported, meaning it doesn’t rely on Wi-Fi or data like OTT apps. This allows users to stay connected even in areas with poor internet access. As a result, RCS chat has a significant reliability advantage where other messaging apps might fail.

What Lies Ahead

As RCS continues to evolve, its future is brimming with potential. Upcoming features and enhanced security will strengthen its competitive standing against OTT apps. In the coming years we are likely to see further integration of AI and chatbots into RCS, enabling brands to provide smarter and more personalized customer support. Enhanced integration with e-commerce platforms will also allow users to complete sophisticated transactions directly within their default messaging apps.

The scope of RCS could extend beyond smartphones to encompass other connected devices like smartwatches and vehicles. As adoption spreads, RCS is on track to redefine the standards of mobile messaging, merging the simplicity of traditional texting with the rich functionality that today's consumers expect from their communication tools. However, there is still significant progress to be made before RCS can fully realize this vision.

RCS vs SMS at a Glance

[1] Juniper Research