The role of RCS in Mobile Messaging: What’s next for business communication

Brands are always looking for new ways to connect with customers on a deeper level and for years, SMS was the chosen communication channel. There are a now a wealth of options when it comes to business communication—one of the most notable being Rich Communication Services (RCS). 

RCS takes the simplicity of SMS, combining it with rich features of app-based messaging. This creates an unique opportunity to deliver multimedia content straight to your customer's messaging app—a powerful way to get products, services and promotions in front of the right people. Here, we’ll explore what RCS messaging is, its compatibility across devices, and how it can help drive your business to success.

What is RCS on mobile?

RCS (Rich Communication Services) is an advanced messaging protocol that offers a more holistic, rounded approach than traditional SMS. It’s built as a modern communication tool, allowing users to send and receive high-quality images, videos, real-time typing indicators, read receipts, and interactive buttons. These are all features that previously required separate apps like WhatsApp or Facebook Messenger.

One of the key benefits of RCS is that it functions directly within the user’s native messaging app (such as RCS on Android devices through Google Messages). This means there is no need for any additional downloads. 

RCS also provides a rich functionality through an app-like experience, where customers can browse images, watch videos, book appointments, or make purchases within the message. Stand out from your competition using highly personalised, interactive messaging that drives engagement and boosts your sales.

Is RCS Android the only option available?

RCS Android initially launched as the only messaging solution. Since then, RCS Apple has emerged with the rollout of iOS 18, meaning person-to-person messaging through carriers like AT&T, T-Mobile, and Verizon is available in select regions. However, this feature is not yet available in Australia. Despite Apple’s slow approach, this still represents a significant step forward in cross-platform messaging compatibility.

For brands, this cross-platform support offers the potential to connect with a larger audience, bridging the gap between RCS on Android and RCS on Apple devices. Although RCS Apple is in the early stages, many industry experts believe this will accelerate RCS’s global reach, eventually making it a standard for messaging across devices.

Another strong messaging tool for brands is RCS Business Messaging (RBM). This takes RCS to the next level. Create branded interactions with logos and colours, through enhanced features such as quick-reply buttons, advanced call-to-action options like “Buy Now” or “Book Appointment,” and more.

Where is RCS on mobile used?

RCS messaging currently has full support in several key markets, including Canada, Mexico, Brazil, the U.K., Germany, France, Spain, Italy, and India. In these regions, mobile carriers or Google’s RCS platform ensure that users can access all the features RCS on mobile has to offer.

Other countries may have partial support, where RCS services are available through Google or local operators. RCS Android currently holds more than 70% of the global mobile market share, meaning customers using RCS Android offer businesses a valuable opportunity for a richer messaging experience. As more carriers adopt RCS worldwide and Apple gradually supports the technology, businesses can expect to reach even broader audiences with RCS capabilities.

How RCS on mobile can grow your business

RCS on mobile is about so much more than enhanced visuals; it's about impactful, interactive experiences that drive business growth. Adopt an RCS messaging strategy for your business and reap the rewards:

Maximise your customer engagement

Share high-quality images, videos, and interactive elements such as action buttons to dramatically improve your engagement. For example, a retail brand might send their new visually appealing catalogue of new arrivals, where customers can browse items and make purchases directly from the message. 

With RCS’s multimedia features, you turn simple messages into immersive, interactive experiences. Capture the attention of your customers and get them to take action faster than ever before.

Improved customer support

RCS on mobile simplifies customer support by allowing brands to incorporate real-time typing indicators, multimedia troubleshooting guides, and location sharing into conversations. For instance, a logistics company can share real-time location updates or video tutorials on tracking shipment—a great way to make their customer service smoother and much more informative.

Boost conversion rates

RCS enables customers to take immediate actions with built-in “Buy Now,” “Book Appointment,” or “Get Directions” buttons. Reducing the number of steps required to complete a transaction keeps your customer journey seamless—a surefire way of increasing conversions. For example, a financial services company can send a message reminding a customer of a pending payment, complete with a “Pay Now” button that lets them settle the balance then and there.

3 tips to build a great RCS mobile strategy

RCS messaging is powerful, but only if it’s used in the right way. Make the most of RCS by laying out a comprehensive strategy that harnesses its interactive features effectively. Here are three tips to try:

• Understand your objectives: Always define clear goals for each RCS campaign. Whether it’s promoting a sale, sending an account alert, or providing support, you need to know what it is you want to achieve. RCS’s rich features allow for more powerful CTAs, so make each message actionable. Ensure each message has a distinct purpose and segment them into categories like informational, promotional, or support-focused.

• Leverage personalisation and branding: RCS on mobile supports branded messaging with logos, colours, and customised content. Use this to your advantage by personalising messages with the recipient’s name, tailoring promotions based on customer preferences, or maintaining brand consistency across interactions. Personal touches go a long way in driving better results, making your RCS messages feel more relevant and engaging.

• Use rich media for greater impact: RCS allows you to incorporate high-quality visuals and interactive carousels into your messages. For instance, a property management company might choose to use RCS to send a virtual tour of available apartments with an interactive button to book viewings. This keeps customers informed and pushes them to take the next step.

Set your business communication up for success with RCS on mobile

Implementing RCS is straightforward—especially with the support of a messaging provider like Kudosity. Our tools offer seamless integration alongside a huge range of features to help you improve customer experience, skyrocket engagement, and drive growth in a competitive digital world.

Contact Kudosity today and see how our services can set your business communication up for long-term success.