What Is RCS Messaging? All You Must Know in 2024

Ever since mobile phones were introduced, SMS has been a channel for us to communicate with each other and for businesses to enhance sales engagement by promoting their products. Later, with the development of MMS, we can make our messages more interactive and engaging by attaching images or videos to them. 

After that, the revolution of OTT (Over-the-Top) apps like WhatsApp, iMessage, and Messenger took the messaging world by storm, further improving the quality of our communication. 

However, it’s been a while since a major change has happened in the messaging industry, and Rich Communication Services (RCS) has emerged as the next evolution in mobile messaging, offering enhanced features and a more interactive user experience.

RCS messaging has gained significant traction, with a promise to standardize and enrich the messaging experience across different devices and cellular carriers. 

Having said that, in this comprehensive guide, I’ll delve into what RCS messaging is, its inner workings, key features, how you can use it in your business to scale communications, and how it can change digital communication down the line. So, let’s get into it!

What is RCS messaging?

RCS, or Rich Communication Services, is an advanced messaging protocol developed to take the place of traditional communication channels like SMS and MMS. It was built by the GSMA (Global System for Mobile Communications Association) to offer an interactive, all-round conversation experience to the users. 

The biggest difference between RCS and SMS is that, unlike SMS, RCS is not restricted to simple text and basic multimedia capabilities. It provides modern functionalities, such as sharing HD images, having video calls, getting read receipts, etc.

RCS messaging is primarily designed for people using Android devices to give them the same messaging experience as Apple's iMessage. 

Although it was created with Android users in mind, at the World Wide Developers Conference 2024, Apple announced that its upcoming iOS 18 update will include RCS messaging, allowing for cross-platform messaging. 

How does RCS messaging work?

RCS messaging uses Google’s Messages app but uses Wi-Fi or data connection to send the messages rather than the cellular carrier. These messages are sent to Google’s backed servers, and from there, they are delivered to the recipient’s device.

One thing to remember when sending RCS messages is to ensure that your recipient also has the RCS message feature enabled on their device. Only when both you and the receiver have this feature enabled, can the RCS messages be delivered. 

If the recipient doesn’t have RCS enabled or if their device doesn’t support this feature, then these messages will be delivered as a normal SMS/MMS. 

Although Google has declared that all the RCS messages will go through its telecom provider, Jibe Mobile, in some cases, messages are sent through other carriers. 

Key elements of RCS messaging

After understanding what RCS messaging is and how it works, let’s explore some of the key features of RCS messaging, starting with its enhanced multimedia functionality.

Better multimedia capabilities

The biggest advantage RCS has over traditional SMS is its ability to send high-quality images, videos, stickers, carousels, and GIFs. This is a huge upgrade from the basic feature set of SMS or MMS, which often compress attachments to conserve bandwidth.

RCS messages don’t restrict you from sending large files that you might not be able to send otherwise. Using these messages, you can boost customer engagement and use this engagement to drive sales. 

Typing indicators & read receipts

Read receipts is a renowned feature of other communication applications like iMessage or WhatsApp, which is missing from traditional SMS. In addition to that, when someone is typing a response, you can see their name. 

Using this feature, you can get valuable engagement insights and real-time feedback, telling you when your messages are sent, read, and when someone is typing a reply.

Group chatting features

Similar to WhatsApp Groups, RCS supports group chat capabilities, allowing you to create and manage groups easily. You can create a group, name it, and add or remove participants effortlessly. 

Since Google Message is a native app that comes by default with your Android smartphone, you do not need to download any other messaging app to converse with your friends, family, and customer base. 

Integration with other apps

You can connect RCS with other applications to streamline payment, scheduling meetings, and customer support chatbots. This way, you can unlock new opportunities to get more conversions by guiding them through the sales process smoothly.

RCS messaging compared to other platforms

Although RCS comes with a large range of features that put it a step above traditional SMS and on equal footing with famous OTT apps like Messenger, WhatsApp, and iMessage. That being said, let’s see how:

• Standardization: RCS strives to offer the same experience no matter which Android device or carrier you are using. 
• Built-in application: RCS is native to Google devices, meaning you don’t have to download it like other communication apps from the Play Store. 
• Rich features: RCS provides a mix of features that usually come with third-party apps. These features include high-definition media sharing, typing indicators, read receipts, and more. 
• Compatibility with other apps: RCS messages interact with other apps available on your smartphone, including a browser or Google Maps for sharing different kinds of messages. 
• End-to-end encryption: All your RCS messages and group chats are end-to-end encrypted, ensuring there are no data leaks due to external threats.
• Cross-platform messaging: With the adoption of RCS by Apple later this year, Android users will be able to send messages to iPhones, thereby creating a universal messaging ecosystem.

Why should you get RCS for your business?

RCS allows you to interact with your customers in a much more personalized manner by utilizing various kinds of content to boost sales engagement. This can result in higher conversion rates and drive revenue for your company. 

That said, let’s take a look at why you should consider implementing RCS messaging in your outreach and business communications. 

Improved features for businesses

RCS Business Messaging, also known as RBM, is a suite of features that lets you maximize this communication channel, similar to the WhatsApp Business platform. If you are thinking of using RCS, you can make use of features like: 

• Verified Sender tick on your profile 
• The app will show a “suggested” response button that your customers can click for quick replies
• Using QR codes to perform lightning-fast actions 
• Comprehensive cards to offer complete information about your business or products
• Product carousels that your customers can swipe to check out your offerings

For example, SONIC, a chain of drive-in quick-service restaurants operating in Oklahoma USA, used RCS Business Messaging to market its new food products via carousel cards with each card containing unique interactive buttons. 

Once a customer clicks on a link, they are directed to SONIC’s app, where they can add that product to their carts and place the order to get it from their local SONIC outlet. 

Note: Similar to how SMS and MMS outreach campaigns work, ensure that your RBM complies with local or international telecom laws and data handling policies. Failing to do so might result in your business getting blocked or banned from using this feature. 

Verified senders and secured  to create credibility

Before you can start using RBM, you first need to get verified. Business verification ensures that you are a legit business and will not use the channel to send spam messages. Also, this verification will put your customers at ease, knowing that your company is verified and their conversation is safe.

Furthermore, not so long ago, Google announced that RMB will soon take the place of verified SMS in order to make RCS a standard messaging channel across all Android devices. 

In addition to that, RCS messages are end-to-end encrypted to further safeguard your conversations with customers. In comparison to traditional SMS, which doesn’t offer this kind of security, encrypted RCS messages can be a huge adoption point for your business.

Tailored user experience 

Another aspect that you can take advantage of when using RBM is its intractability. You can tailor your messages to include interactive buttons, product carousels, and CTA links to encourage your customers to take action. 

These features can increase the engagement rate and allow you to compel your customers to take practical actions right from the app, without having them go to a separate app to look up your business or its products. 

By using interactive messaging options, you empower your customers with the ability to easily explore your products or services. For instance, you can send RCS messages consisting of interactive components, such as CTA buttons and swipeable carousels to instantly drive interactions from your customers. 

Enhanced monitoring 

RBM module comes with a native reporting dashboard, where you can track three delivery metrics, sent, delivered, and read messages. These metrics allow you to fine-tune your sales engagement strategies to boost engagement rates. 

In addition to that, if you want to monitor a separate set of metrics to get insights about particular aspects of your business communication. For example, by using Google’s Business Communications Developer Console, you can monitor metrics like:

• Messages sent - Complete information about when the messages are sent and by the message IDs, you can link messages with corresponding replies or actions. 
• User engagement rates - This metric lets you monitor the frequency of responses and how long it takes before a user reads and responds to your messages. 
• Types of interactions - Figure out how customers reply to you. For example the suggested replies buttons. You can also track if they sent any documents, shared locations, or used simple text to respond. 

These metrics serve as a useful tool to provide you with meaningful feedback about how well your RBM campaigns are performing and whether you need to modify them to increase their effectiveness. 

Dependable backup channels

If for some reason, your customers are not connected to the internet or have unreliable connectivity, you can still send them the RBM messages but they will be delivered as traditional SMS or MMS. What this implies is that no matter what, your messages will be delivered to your contacts guaranteed. 

Future trends and adoption of RCS

Even though it has been a decade since RCS was launched, it is in recent years that it started gaining traction within the industry. As of 2024, RCS messages have seen a huge implementation, with numerous large telecom carriers and smartphone manufacturers adopting it in their infrastructure. 

Predicted trends 

With the rapid development of AI and conversational chatbot technologies, the integration of artificial intelligence and chatbots into RCS could transform customer service and automated responses, allowing you to deliver a more interactive and handle common sales objections. 

Moreover, with the rise of the Internet of Things (IoT), RCS can play an important role in managing and communicating with connected devices, offering a unified platform to control other connected solutions like smart home control.

Major industries and locations 

RCS has seen significant adoption in Western countries, especially in the United States and major parts of Europe. The carriers that support RCS include AT&T, Verizon, and T-Mobile in the U.S. and Vodafone and Orange, in Europe. 

On top of that, RCS is also gaining traction in Asia, as carriers like Airtel, Globe Telecom, and Celcom operating in India, the Philippines, and Malaysia respectively, are offering this service to their subscribers. 

Plus, with the adoption of RCS for iOS users in the launch of iOS 18 happening later this year, Apple users would be able to communicate with Android ones using this universal messaging channel. 

Furthermore, for device manufacturers, many Android phones come with pre-installed Google Messages that include RCS support, particularly the devices manufactured by Google (Pixel), OnePlus, and Samsung.

Impact on personal and business communication

RCS has the potential to replace SMS/ MMS by providing a wide range of features, letting you bridge the gap between traditional SMS and OTT apps. If you are running a business, RCS offers new avenues to reach out to your customers directly. 

By leveraging its rich media and interactive elements, you can use RCS to enhance communication and streamline outreach for various business operations, from marketing to customer support, 

Challenges in adoption

Despite its growing support, there are a few hurdles that can slow down the widespread adoption of RCS. For example, one of the biggest issues is carrier fragmentation, where different carriers may implement RCS differently. 

This can lead to inconsistencies in features and performance. Additionally, device compatibility is also a concern, as older smartphones might not support the necessary software updates required for RCS functionality.

Considering adopting RCS for your business communications?

Overall, RCS messaging is a great step in the direction of evolving mobile messaging, providing a richer, more flexible experience compared to SMS and MMS. With features like high-res multimedia sharing, read receipts, and rich text formatting, RCS is a unified platform that can rival popular OTT messaging apps.

Although the adoption rate has been slow in the beginning, as we move further into 2024, the expansion of RCS is expected to continue, driven by increased carrier support and technological developments. 

Having said that, you cannot dismiss the potential of RCS to revolutionize both personal and business. So, if you haven’t thought about adopting RCS into your marketing initiatives to generate sales-qualified leads or provide prompt customer service, now is the time to consider including this channel that has the potential to reimagine the digital communication landscape.