MMS vs RCS: What’s the difference and which one should you use?

When it comes to the ever-evolving digital landscape, mobile messaging is the key for brands to reach, engage, and convert their audiences. If you're exploring how to level up your communication strategy, you’ve likely come across two key formats: MMS and RCS.

Both offer multimedia messaging capabilities, but when it comes to interactivity, branding, and customer experience, MMS vs RCS which is preferred channel depends on your strategy. This guide breaks down the differences between MMS vs RCS, highlights their strengths and limitations, and helps you decide which format is best for your business goals.

What Is RCS (Rich Communication Services)?

RCS (Rich Communication Services) is widely recognised as the next generation of SMS. It was developed to modernise mobile messaging by offering features typically only available in chat apps like WhatsApp or Facebook Messenger, without requiring a separate app download.

With RCS, brands can deliver:

• High-resolution images, videos, and GIFs.

• Interactive carousels with multiple frames.

• Branded elements like logos, colour themes, and verified sender names.

• Real-time engagement features such as typing indicators and read receipts.

• Suggested reply buttons and call-to-action prompts like “Buy Now,” “Call,” or “Get Directions”.

RCS can create an immersive, app-like messaging experience directly within the user’s native messaging app. These features are delivered over mobile data or Wi-Fi, rather than relying on the cellular network. Currently, RCS is supported primarily on Android devices via the Google Messages app, with Apple’s iOS 18 update expected to introduce RCS compatibility in the near future—although not yet available in Australia.

RCS also enables advanced business messaging capabilities, often referred to as RCS Business Messaging, which is built specifically for brands looking to personalise and scale their communication.

Explore Kudosity’s RCS Messaging

What is MMS (Multimedia Messaging Service)

MMS (Multimedia Messaging Service) is a long-standing upgrade to SMS. Through standard carrier networks, it allows users and businesses to send rich media such as static images, audio clips, short videos, and animated GIFs.

For businesses, MMS remains a trusted and widely compatible format for reaching audiences across virtually all devices and carriers. Since it doesn’t rely on mobile data or specific apps, MMS can be sent and received by anyone with a mobile phone.

However, MMS comes with a few constraints that businesses need to consider:

• File size is typically limited to under 450KB.

• It does not support buttons, interactivity, or read receipts.

• Branding options are limited to what appears visually within the media content itself.

• Delivery can be inconsistent with some devices compressing files or adjusting formatting.

Despite its limitations, MMS is ideal for campaigns that rely on eye-catching visuals and need to be delivered universally, especially in regions or demographics where smartphone or data access may be limited.

Learn More About MMS Messaging

MMS vs RCS: What’s the real difference?

While MMS and RCS both support multimedia, their functionality and potential for engagement are fundamentally different.

RCS offers a more interactive, branded, and data-rich experience. A typical RCS message might feature a full-screen carousel of products, clickable buttons that direct customers to purchase, make an enquiry or book, and a conversation thread that shows whether the message has been read or is being replied to. Customers receive messages from a verified sender name that includes your logo and business colours, giving a seamless, trustworthy experience.

MMS, by comparison, offers simpler delivery. A business might send a promotional image or animated GIF to thousands of contacts, knowing it will be viewable on nearly any device. However, that message will appear as a standard text with an image attachment without the dynamic elements or business verification that RCS provides.

In summary:

• MMS is more accessible and universally supported but limited in features.

• RCS provides a modern, app-like experience with far greater functionality, but it depends on carrier and device compatibility.

Real world examples: MMS vs RCS in action

Consider a retail campaign for a new product launch. Using MMS, your brand could send a single image or animated GIF showing off the new product, accompanied by a short message and a link to the shop.

Using RCS, that same campaign could include:

• A branded carousel featuring multiple products.

• Embedded action buttons like “Shop Now” and “See Details”.

• A verified sender ID showing your logo and business name.

• Read receipts and delivery confirmations.

• A follow-up message if the customer doesn’t respond.

The result? A more engaging, seamless, and interactive experience that can drive higher click-through rates and customer satisfaction.

How to choose between MMS and RCS messaging for your business

Choosing between MMS vs RCS depends on your audience, goals, and current messaging capabilities.

You may want to consider MMS if:

• Your audience includes older devices or users in areas with limited data access.

• You want to send one-way promotional messages with images or short videos.

• You're sending in a region or to an audience that doesn't have access to RCS business messaging.

• You’re running simple, visual campaigns and want maximum reach.

You may want to explore RCS if:

• Your audience is Android-dominant and open to rich mobile experiences.

• You want to incorporate interactive buttons and personalised journeys.

• Branding, read receipts, and campaign tracking are priorities.

• You’re planning to scale and evolve your messaging over time.

  Feature	MMS	RCS
  Rich media	✅ Images, GIFs, videos	✅ Images, GIFs, videos, carousels
  Branding	❌ Basic	✅ Verified sender, colours, logo
  Interactivity	❌ None	✅ Buttons, quick replies
  Delivery	Carrier-based	Internet-based (Wi-Fi, mobile data)
  Device compatibility	All phones	Android (iOS pending)
  Read receipts	❌ No	✅ Yes

Kudosity currently supports MMS and offer a Register your interest for Beta testing RCS to explore what it can do for your business. RCS business messaging is not yet available in Australia. 

Frequently Asked Questions

Should I use SMS, MMS, or RCS?

Use SMS for plain text alerts such as appointment reminders, one time passwords, promotions with no visual elements. MMS for visual messages such as promotions, branding, launch events, and RCS when you want interactivity, branding, and higher engagement. The best solution often includes a mix of all three, depending on your goals and audience.

What is the downside of RCS?

The primary limitation is availability. RCS currently requires an Android device, a compatible messaging app, and carrier support which is not yet available in Australia. iPhone support is coming, but it isn’t available.

Should I turn off RCS?

Unless you’re experiencing performance issues or sending to users without RCS compatibility, there’s usually no need to disable it. Businesses using a platform like Kudosity benefit from fallback systems that default to SMS or MMS when RCS isn’t supported.

How do I change from RCS to MMS?

In most modern platforms, messages are delivered based on compatibility. If the device or network doesn’t support RCS, the message is automatically sent as MMS or SMS. If you’re sending manually, you can disable RCS in your phone’s messaging settings.

Explore SMS Messaging Solutions

Kudosity makes it easy to deliver the right message

Whether you’re building rich conversational experiences or sending media-rich promotions, Kudosity helps you get your message across clearly, effectively, and at scale. Our messaging platform supports SMS, MMS, WhatsApp and RCS, allowing you to tailor campaigns based on your customers’ preferences and capabilities.

Explore the possibilities of modern messaging, and see how Kudosity can help you build stronger customer connections across every format. Let us help you choose the right path for smarter, more engaging mobile communication.