Rich Communication Services (RCS) Brings Powerhouse Features to your Messaging

Whether you’re looking for a way to build on the success of your SMS marketing strategy, unlock new opportunities for message-based customer service, or simply upgrade your internal communications, you’ve probably heard of RCS: Rich Communication Services.

RCS allows smartphone users to access a variety of rich messaging features, like read receipts, multimedia content, and more, without the need to download an external app.

Although RCS was initiated way back in 2008, adoption of this messaging protocol has surged in recent years (particularly now that Apple now offers support for RCS messaging). So, what exactly is RCS, how does it work, and what are the benefits it can offer your business? Let’s find out.

What is RCS Messaging? The Basics

It allows users to send and receive high-quality multimedia messages, without the same limitations and restrictions as SMS or MMS, create group chats, and access typing indicators and read receipts.

In a lot of ways, RCS offers a similar experience to many OTT messaging apps, like WhatsApp. RCS also leverages internet connections, rather than carrier networks to transmit messages between users, but it doesn’t require users to access an over-the-top app. Instead, users can have rich conversations using the native messaging apps on their smartphone.

Perhaps the most significant underlying “technology” behind RCS is Session Initiation Protocol (SIP), which it uses to establish and maintain communication sessions, alongside the Message Session Relay Protocol (MSRP).

The History and Evolution of RCS Messaging

Rich Communication Services was first introduced as a messaging protocol back in 2008. It was intended to eventually replace the need for MMS and SMS in business and peer-to-peer communication, and compete with OTT apps like WhatsApp.

Although people could already send “rich” content with MMS, like pictures, videos, emojis, and audio, RCS allows for higher-quality, larger multimedia files. It’s also more interactive and user-friendly than MMS, allowing users to send alerts to contacts with links, maps, forms, and more.

However, this technology wasn’t always as accessible as it is today. In the past, users needed to have a specific type of phone (primarily an Android device), and choose a carrier that supported RCS, such as Verizon, or AT&T. However, this changed when Google announced it was making the protocol available to all users on Android devices.

For some time, RCS remained an Android-first protocol, while Apple users only had access to iMessage. However, recently, Apple introduced support for the protocol for users on iOS 18. This lead to a rapid increase of adoption, with more than one billion users worldwide now using RCS.

RCS Messaging Features: Elements of RCS Chats

So, what makes Rich Communication Services unique? As mentioned above, unlike SMS and MMS, RCS uses internet protocols to send and receive content. It also includes support for message encryption (helping companies to bypass issues with SMS regulations)

On a broad scale, however, this messaging protocol allows for more interactive, engaging, and versatile conversations through smartphones, with unique features like:

• Multimedia capabilities: RCS, compared to MMS, offers greater support for rich media. Users can send and receive videos, images, and audio clips up to 100MB in size, as well as filles like PDFs, JPGs, and GIFS.
• Higher text limits: Standard SMS messages only support up to 160 characters – RCS can support up to 250,000 characters in a single message – making it a more valuable option for longer, in-depth conversations.
• Read receipts and typing indicators: RCS shows typing indicators and read receipts by default. This enables a more intuitive experience for users, and also offers great benefits to companies using conversational messaging strategies to engage customers.
• Group chats: While MMS, SMS, and OTT can support “group chats”, RCS chats allow for bigger groups of up to 100 participants.
• Interactive features: Alongside images, videos, and audio clips, RCS text messages can include real-time location data, links, forms, virtual tickets, and countless other components, allowing for more interactive messages.

Business Applications for RCS Texting

With a wide range of advanced features compared to standard SMS or MMS, RCS texting is ideal for a broad range of business use cases. Companies can use this messaging protocol to send highly interactive, engaging, and personalized text messages to customers for a wide range of purposes. For instance, you could use RCS chats for:

Customer Service

If you’re already using a business texting service to support customers through SMS and MMS, RCS could take your strategy to the next level. The great thing about RCS text messages is that they facilitate stronger connections. Features like typing indicators and read receipts let customers know their message has been seen, and help businesses to monitor engagement.

The multimedia capabilities of this messaging protocol make it easier to deliver excellent customer service too. For instance, customer service reps can share instructional videos, step-by-step guides and more with customers. You can even integrate RCS with an AI text message assistant, to ensure that you can deliver 24/7 multimedia support to your audience.

Marketing Campaigns

The Rich Communication Services protocol is fantastic for marketing strategies. Rather than just sending text-based alerts to customers when you introduce a new product to your lineup or launch a sale, you can share images of new items, videos, and even links to product pages.

Companies using RCS for marketing can personalize content with dynamic elements, such as unique offers based on a customer’s previous purchasing behavior or preferences. You can even use RCS to boost your chances of conversions. For instance, you can allow customers to make a purchase in real-time through their smartphone with a payment link, or provide them with directions to a local store.

Real-Time Reminders

A2P messaging applications are already excellent for sharing reminders with customers through SMS and MMS. You can use these tools to automatically remind customers about upcoming appointments or events, with scheduling capabilities. However, RCS takes reminders a step further.

With features like suggested replies, for instance, customers can quickly confirm an upcoming appointment or add it to their calendar. Plus, you can add extra information to your reminders – such as maps to a location for an appointment, or images of products going on sale. You can even share virtual tickets for events with customers through RCS.

Instant Updates

RCS chats are fantastic for transactional messaging too. When customers place an order with your business, they want constant insights into where their package is and when it’s going to arrive – around 91% of customers track their orders regularly.

With RCS you can share updates on where orders are with maps and links to tracking websites. You can also use conversational AI services to answer any questions customers might have about shipping delays, or return policies. You’re not limited to just keeping customers up-to-date on orders either, you can share real-time alerts about new products, items coming back in stock, and more.

Collecting Customer Feedback

Another great way to use RCS business messaging tools is to collect feedback and insights from your customers. Instead of just sharing a link to a review website, customers can send polls and surveys to customers directly through RCS – using them to learn more about customer preferences and priorities.

With an intuitive business messaging tool, you’ll also be able to automatically thank your customers for their insights, or share rewards (like discount codes and vouchers) with your audience.

The Benefits of RCS Messaging for Businesses

On a broad scale, the Rich Communication Services protocol has a lot of benefits to offer businesses. It allows companies to create more engaging content to share with customers during marketing and sales strategies, and deliver more intuitive customer service.

In any industry, from finance, to healthcare, RCS can revolutionize your messaging strategy with:

• User-focused features: RCS makes it easy for customers to send and receive rich, multimedia messages, without the need for any extra downloads or apps. It also makes messaging more interaction, with read receipts, typing indicators, and more.
• Improved trust: With Rich Business Messaging applications, companies can create verified “sender profiles” that help to build trust with customers. These profiles improve compliance with industry standards, and help to put customer minds at ease.
• Increased engagement: Interactive, personalized features boost customer engagement. With RCS text messages, companies can increase their chances of sales and conversions with immersive media, direct links to product pages, payment options, maps and more.
• Better reporting: With built-in analytical features, companies can gain deeper insights into customer engagement levels, open rates, and more. You can even access insights into deliverability rates, which can help you to optimize your messaging strategy.
• Reliability: Even if a customer can’t receive an RCS message, you can still reach them thanks to fallback methods. If an internet connection isn’t strong enough, your message will simply be sent through SMS, MMS, or a connected OTT app instead.

RCS Messaging vs SMS and MMS

So how does RCS compare to standard communication protocols, like SMS and MMS. In the RCS versus SMS or MMS debate, the most important thing you need to know is that these protocols use different technologies. SMS and MMS rely on carrier connections and specific business numbers, like 10DLC or short code numbers.

Companies need to register their number with The Campaign Registry to use SMS or MMS for marketing and sales practices, and they rely on carriers to deliver messages to users. With Rich Communication Services, messages are sent through internet connections, although the protocol still needs to be supported by a user’s phone carrier.

When a message can’t be sent through RCS, due to a poor connection or incompatibility with a device or carrier, that message reverts to SMS or MMS.

Beyond that, SMS and MMS primarily support text-based messages, with various limitations. While MMS does support multimedia attachments, RCS allows for bigger attachments and more unique types of media, like long-form videos.

Here’s a quick overview comparison of RCS vs SMS and MMS.

Rich Communication Services vs OTT Messaging Apps

So, how does RCS compare to over-the-top messaging apps like WhatsApp and Facebook Messenger? If you’ve read our guides on RCS vs iMessage, or RCS vs WhatsApp, you’ll know that there are a lot of similarities between these messaging options.

RCS and OTT apps both leverage internet connections to send and receive messages, and they both support advanced features, like multimedia content, read receipts, and typing indicators. The main difference is that “Over-the-Top” (OTT) apps require users to download and install a separate app.

With RCS, users can access rich messaging features through the native messaging applications built into their phones, such as the Android Messaging app.

The Challenges of RCS Text Messages

Given all the unique benefits RCS has to offer, you might be keen to rush out and start looking for ways to add it to your messaging strategy straight away. However, it’s worth remembering there are a few potential “drawbacks” to relying on RCS.

Most significantly, RCS texting still suffers from issues with:

• Accessibility: Although there are now more than 1 billion RCS users worldwide – this messaging protocol still isn’t as accessible as SMS or MMS. Anyone with a mobile phone can send and receive standard text messages, but not every phone manufacturer or carrier supports RCS. This means you might not be able to interact with all of your SMS leads through RCS.
• Technical complexity: While any end-user can easily access RCS on a compatible device, adding RCS to your messaging strategy can be more complicated. You’ll need to find a mass text messaging service that supports the protocol, and you’ll need to spend a lot more time creating campaigns with multimedia elements and components. You might even need to spend time mastering integrations between RCS tools and AI customer service apps.
• Security and compliance concerns: Although RCS has a few great features that can help companies worrying about TCPA compliance and security standards, it’s not inherently secure. For instance, RCS supports end-to-end encryption and user authentication, as well as verified business profiles. However, those features aren’t enabled by default – security features can vary between service providers and carriers.

These challenges are the main reasons why RCS probably won’t replace SMS and MMS entirely for companies using messaging-based communication strategies.

RCS Implementation Strategies: Tips for Success

Even though there are a few downsides to RCS messaging, it’s still worth exploring the benefits the protocol has to offer modern businesses. All you really need to boost your chances of success is the right strategy. Just as you need a comprehensive plan for adding SMS or email marketing to your roadmap, you also need to think carefully about how you’re going to implement RCS.

Here are our top tips for success:

Identify Clear Use Cases for RCS

First, figure out exactly what you’re going to be using Rich Communication Services for. Are you going to be leveraging this protocol alongside AI for customer service to improve customer support experiences? Or will you be using it to send information messages to customers, such as order update notifications, or messages with two-factor authentication passwords?

If you’re going to be using RCS to update B2C or B2B SMS marketing strategies, keep in mind that you’ll need more than just an effective promotional plan. You’ll also need a strategy for gaining consent to message your customers, to avoid non-compliance with industry regulations.

Choose the Right Technology

Once you’ve identified your use cases, you’ll need to find a business messaging platform that supports RCS. A mass text messaging service will allow you to distribute engaging multimedia messages to thousands of customers at once, while giving you access to valuable features and tools.

Look for a platform that comes with access to things like:

• Templates for convenient blast text messaging.
• Security features, such as multi-factor authentication, and encryption for data.
• Segmentation tools so you can create more personalized campaigns.
• Support for AI-powered assistants and conversational messaging apps.
• Reporting and analytical tools to track the success of campaigns.
• Additional messaging capabilities, such as support for OTT apps like WhatsApp, Application to person 10DLC SMS messaging, and more.

Integrate RCS with Existing Tools

Finally, make sure you can integrate your RCS solution with the platforms and tools you’re already using for collaboration, customer service, marketing, and sales. The right messaging platform should make it easy to connect to your Customer Relationship Management (CRM) platform, so you can track customer profiles, create personalized campaigns, and monitor opt-in and opt-out rates.

You should also be able to integrate your messaging strategy with other valuable tools, such as archiving tools (for securely storing data in industries like healthcare), and internal business communication apps, like Microsoft Teams.

Build and Test your Strategies

Use the data you’ve already collected about your customers, and their responses to your messaging strategies to build RCS into your customer support, marketing, and sales processes. When you’re developing strategies, focus on improving personalization, enhancing customer experiences, and increasing conversions with the unique features RCS can offer.

However, make sure you’re staying compliant with industry standards – such as ensuring you don’t include any sensitive information in group texting campaigns. Use the analytical and reporting tools in your messaging platform to track the success of your efforts, paying attention to engagement, conversion, and customer retention rates – and make regular updates over time.

Embrace the Future of RCS Messaging

Ultimately, Rich Communication Services messaging has a lot to offer today’s businesses. It can help you to more effectively engage, convert, and support customers through mobile channels, give your business an edge over the competition, and significantly increase your profit margins.

Going forward, RCS will only become more powerful, as more carriers and device vendors adopt the protocol, and new opportunities emerge to integrate RCS with AI in telecommunications, payment systems, and emerging technologies.

If you’re ready to discover for yourself what RCS has to offer organizations in countless industries, Clerk Chat offers the perfect solution. As an all-in-one platform for SMS, MMS, RCS, and OTT messaging, Clerk Chat makes it easy to built omnichannel sales, marketing, and customer support strategies that drive measurable results.

With built-in tools for segmentation and reporting, integrations with leading CRM and archiving systems, and even intuitive conversational AI capabilities, Clerk Chat can help you unlock the benefits of RCS for countless use cases.

Take your messaging strategy to the next level with Clerk Chat today.