Billions of text messages are sent annually, but Rich Communication Services (RCS) offers a more advanced messaging experience. But what is RCS chat, and how does it function?
RCS is designed as an upgrade to SMS, aiming to provide Android and Apple users with features comparable to rich messaging platforms like Apple iMessage or WhatsApp. Conceived over 16 years ago, RCS has seen increased adoption, boasting over a billion monthly active users and global coverage from mobile carriers. With RCS message support potentially coming to Apple devices, seamless cross-platform communication is becoming a reality.
How can your business benefit? Let’s explore how to use RCS to improve engagement, drive sales, and foster customer trust.
Table of contents
- What is an RCS message?
- RCS chat for Android & iOS?
- Where RCS is being used?
- RCS vs. SMS, MMS, and OTT Apps
- RCS Features
- RCS: A Game-Changer
- How RCS Grows Your Business
- Building an RCS Strategy
- Getting Started with RCS
What is an RCS message?
RCS is a modern messaging protocol for both Android and Apple devices that provides rich features, including videos, high-quality images, and interactive elements. With RCS messages, users can send and receive high-resolution media, create group chats, view typing indicators, and see read receipts.
RCS chats enable live interactions with multimedia, such as webpages, maps, and images, directly within the user’s native mobile inbox (like Android Messages).
SMS use is still high, and its key advantage is its availability on nearly every mobile phone. However, SMS has limitations. In response, the GSM Association (GSMA) initiated the development of RCS in 2006 as the next evolution of SMS.
RCS upgrades SMS with modern features, providing more options, enhanced media support, and better security.
Sinch’s Robert Gerstmann suggests that RCS’s potential lies in its ability to potentially replace apps. Common app functions like balance checks and order placement can be handled through rich messaging. Additionally, the security verification required for businesses builds consumer trust, encouraging engagement.
RCS chat is Google’s communication protocol for Android devices that provides users with features such as read receipts, typing indicators, high-quality media sharing and more. It is a versatile, secure option for modern messaging.
RCS chat for Android & iOS?
After initial testing by iOS 18 beta users with carriers like AT&T, T-Mobile, and Verizon, Apple introduced RCS chat in iOS 18 for person-to-person (P2P) messaging in select markets in September 2024. This means that RCS messaging is now supported on both Android and Apple devices. If you use iOS 18 and your carrier supports RCS, you can enable it in your iPhone’s Message Settings.
An Apple spokesperson stated in 2023 that RCS offers better interoperability for cross-platform messages.
“We will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association. We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS. This will work alongside iMessage, which will continue to be the best and most secure messaging experience for Apple users.”
Apple spokesperson 9to5Mac, November 16, 2023
Sinch’s Robert Gerstmann discussed how quickly RCS chats could be adopted by iPhone users now that RCS is available in iOS 18.
“For previous versions of iOS, we have seen over 50% of all iPhones having the newest iOS version by winter, with that number increasing to 80% by the subsequent summer. If the adoption speed of iOS 18 matches that of previous iOS versions, this would translate to over one billion additional RCS users by summer 2025 thanks to Apple coming onboard.”
Robert Gerstmann Chief Evangelist and Co-Founder at Sinch
Apple is expanding support for the application-to-person (A2P) version of RCS, called RCS for Business (formerly “RBM”). With iOS 18.1, Apple introduced RCS for Business in certain markets with specific operators. As more carriers adopt RCS, its growth should accelerate.
Where RCS is being used?
RCS offers full coverage in Canada, Mexico, Brazil, the U.K., Germany, France, Spain, Italy, and India. Other countries offer support via Google’s RCS services, or partial support, with local mobile operators providing RCS.
Android has over 70% of the global market share, meaning engagement via highly interactive messaging is a smart move.
RCS vs. SMS, MMS, and OTT Apps
To understand the differences between an RCS message and text messaging, it might be helpful to first understand the differences between MMS and SMS.
MMS enables multimedia attachments, while RCS offers a more interactive experience. RCS messages work with other smartphone functions like web browsers, maps, and other apps to create more engaging experiences.
Will RCS replace SMS? Possibly not entirely. While designed to replace SMS, RCS messages require a mobile data connection. This enables RCS to provide similar features to OTT messaging platforms like Facebook Messenger or WhatsApp. However, unlike OTT apps, RCS does not require users to download an app or create a new account. RCS is integrated directly into the native messaging app on different devices.
SMS is still sent over a mobile network, making it a valuable fallback when Wi-Fi is unavailable or a data plan isn’t in place. The Google Messages app utilizes this by defaulting to SMS when RCS isn’t available, similar to how iMessage uses SMS when texting an Android device without RCS support.
Here’s a comparison chart outlining common factors between SMS/MMS and RCS:
| SMS/MMS | RCS |
|---|---|
| Network | Uses cellular network infrastructure. |
| Content | Limited to text (160 characters/SMS msg) and basic media (MMS). |
| Features | Basic; no typing indicators or read receipts. |
| Complexity | Universally supported, but lacks advanced features. |
Exciting Rich Communication Services (RCS) features
What does RCS do better than SMS texting? In short, almost everything.
- Higher text limits: SMS messages are limited to 160 characters, while RCS messages don’t have a character limit.
- High-resolution images and videos: Capture attention with gorgeous high-resolution photos and videos, gifs, carousels, and other dynamic features right in the native messaging app.
- Larger files: Send images up to 2 MB and videos up to 10 MB in size.
- Read receipts: If the recipient has their read receipts enabled, you’ll see the word “Read” along with the time they read your RCS message.
- Typing indicators: RCS messages on Android and iOS devices show when someone else is typing.
- Cross-app connectivity: Send messages that open in browsers, maps, and other applications.
- Easy, one-tap replies: RCS messages offer suggested replies customized to your brand.
- Group chats: Connect securely in group messages with friends, family, and team members without requiring another chat app.
- Google Wallet integration: Provides a quicker and easier way to access everyday essentials.
Why RCS chat is a game-changer for your company and your customers
RCS lets you build more engaging content and provide a better CX for those with RCS-enabled devices. Time and time again, RCS has been proven to lead to higher cart values, more conversions, and higher engagement than any other type of mobile messaging.
User Benefits
What does RCS mean for users? A better customer experience, more options, and increased security when messaging.
Here are a few more benefits of RCS to user experience:
- No extra downloads: All new Android devices have built-in RCS, so messages from verified businesses can go to the native messaging inbox instead of needing a separate app.
- Message reactions, read receipts, and typing indicators: These features were once only found in Apple’s iMessage ecosystem, but now they’re available on Android, too.
- Larger file sharing: Sending different kinds of files is easier when you don’t have to use email or send it through another system.
Verification for Trust
Businesses must be verified to send RCS messages, reducing spam and increasing trust in verified senders. Google is replacing Verified SMS with RCS for Business, further establishing RCS as the new standard.
Google prioritizes spam detection in RCS to maintain it as a trusted channel. At Mobile World Congress (MWC) in March 2025, Josh Pepper, Google’s Head of Product for RCS for Business, said that Google uses insights from its Gmail spam protection teams to enhance RCS security and minimize unwanted messages.
Customers can trust verified messages from businesses.
Enhanced Engagement
Interactive and personalized features, along with multimedia messaging, lead to better engagement. Rather than linking to a product or directing customers to an online portal, complete the action within the message.
Simplified processes increase user interaction. For example, RCS messages with action buttons streamline the process. Carousels of images with individual CTAs are also valuable for product discovery or appointment scheduling.
“One of the cool things about RCS is that you can do so much with it. A lot of businesses start with fairly simple messages, by converting their existing SMS over. That works well for improving security with the sender verifications, the branding, and the delivery receipts. And once you start seeing it working, you start to move on to more advanced use cases.”
Miriam Liszewski RCS Commercial Product Manager at Sinch
Improved Reporting
Built-in analytics provide insights into message engagement. Handset delivery receipts, open rates, and read rates offer in-depth message status information. This data helps track campaign performance.
Data from multiple campaigns allows for analysis and improved A/B testing opportunities.
Personalized User Experience
Personalizing messages is now attainable. Using chat histories, analytics, and other data enables better customer profiles. These profiles improve targeted messaging for automated responses or designing better marketing materials.
Reliable Fallback Options
If a customer’s service or Wi-Fi is insufficient for RCS, messages are delivered via a fallback protocol, such as SMS, MMS, or WhatsApp. This ensures that messages reach customers.
How RCS messaging can grow your business
Like other marketing and support tools, RCS’s potential to grow your business is limited only by budget and imagination. Consider the power of these messages, as text inboxes are an integral part of daily routines.
Promotions and Specials
Offer timely sales and promotions tailored to customer preferences. RCS functionality allows for directing customers to your website or providing directions. They can even make selections and place orders directly from the message!
For example: Macif, an insurance company in France with over 5 million policy holders, used RCS for two-way conversations.
Macif’s campaign re-engaged contacts and increased campaign click-through-rate by 100%!
Real-Time Updates
RCS enables customers to use conversational services (live support or AI chatbots) to schedule or change appointments. Provide directions, sports scores, and shipping updates in real time.
Account Alerts
RCS can be used to send account alerts. Fraud alerts, payment confirmations, and service reminders can be sent directly to the customer’s inbox with actionable links.
Personalized Recommendations
Personalization enhances communication and marketing strategies. Rich messages built around unique customer profiles boost engagement and sales. Develop profiles based on past purchases and behavior to provide relevant recommendations.
Picard used an RCS campaign to increase sales and build customer loyalty. They created a conversational experience helping customers plan holiday menus based on preferences, budget, and cooking desires.
The campaign resulted in a 42% increase in customer engagement and 10% more clicks to the website than Rich SMS.
3 tips to build a great RCS strategy
A good RCS strategy is similar to SMS, push notification, and other mobile strategies. However, it also combines many features from other channels into one.
Define Communication Goals
Send RCS messages with a purpose, whether it’s providing access to a sale or sending an account alert. Utilize advanced features to create powerful CTAs. Segment messages by type:
- Informational messages: Include fraud alerts, account balances, 2FA messages, or other important communications.
- Marketing or transactional messages: Invite customers to sales, follow up on abandoned carts, or assist with purchases or returns.
Leverage Past Successes
Enhance effective messages. An RCS campaign is a souped-up version of SMS or email, taking advantage of new features.
Utilize Customer Data
Combine CRM data, chat and order histories, and customer survey results to build detailed customer profiles. This information can then be used to implement marketing and support strategies.
Getting Started with RCS messaging
How can you start strong with this new channel?
- Research how others in your field are using RCS. If your competitors aren’t using the channel, get in on the ground floor of what’s likely to become one of the most powerful tools in the coming years.
- Build a strategy. Use your data and previous messaging use cases to build better support, marketing, and sales processes. Sinch makes it easy to automate customer care and conversations for improved efficiency and better CX.
- A/B test your strategies. Test implemented strategies, starting with a small group to identify issues before expanding. Capture data to inform future decisions.
- Roll them out and refine them. Improve strategies with experience and customer feedback.
As RCS messaging grows, great strides can be made with this channel.
