Move over SMS: How Rich Communication Services is redefining message marketing

Rich Communication Services (RCS) is revolutionizing how brands connect with consumers, offering capabilities that far exceed traditional SMS limitations. As global adoption accelerates, particularly in India, RCS is setting new standards for brand-consumer communications, with features that enable unprecedented levels of engagement and interactivity.

“RCS is changing the way brands communicate with customers, offering a far more interactive and engaging experience versus traditional SMS,” says Inderpal Singh Mumick, EVP Telecom at Gupshup. “With over 1.5 billion users worldwide, and India leading as the largest market, RCS is on a massive growth spree.”

Mumick projects India's RCS users to exceed 600-700 million in the next two to three years, driven by widespread Android adoption. The landscape is set to expand dramatically with Apple's entry into the RCS ecosystem, expected to add 1.2 billion Apple devices and push global reach beyond 3 billion users by the end of next year.

Rich Communication Services (RCS) was first conceived in 2007 by a group of industry promoters and was formally handed over to the GSM Association (GSMA) for development in 2008. Initially envisioned as a replacement for SMS, the protocol aimed to bring messaging into the smartphone era. However, early adoption was slow due to fragmented carrier support and lack of standardization.

The breakthrough came in 2015 when Google acquired Jibe Mobile, a leading RCS service provider, signalling its commitment to the technology. By 2016, Google had launched RCS messaging through its Android Messages app. However, the real momentum began in 2019 when Google started rolling out RCS directly to Android users in various countries, bypassing carrier involvement. A pivotal moment arrived in November 2023 when Apple announced it would support RCS on iPhones starting in 2024, marking a significant shift in the messaging landscape and promising true cross-platform rich messaging capabilities between iOS and Android devices.

“RCS brings a new life to conventional SMS, unlocking new potential for one of the most trusted mediums for marketers,” explains Jacob Joseph, VP of Data Science at CleverTap. “Companies like Adidas and Subway have used RCS for marketing campaigns that showcase their products with high-quality images, videos, and interactive options. Similarly, airlines and hotels have used RCS to enhance customer support by sharing booking confirmations, flight updates, and weather information, allowing users to adjust their plans with a single tap.”

These enhanced features are delivering impressive results. Mumick reports that RCS messages show engagement rates four times higher than traditional SMS, with a 95% read rate. Success stories demonstrate its effectiveness: a leading eyewear brand achieved a 99.7% delivery rate in their outreach campaigns, while a prominent private bank successfully leveraged RCS through rich carousels and conversational journeys.

“Direct, dynamic, and dependable—that's RCS transforming brand communication,” says Garima Vishnoi, Senior Vice President of Media Alliances & Partnerships at White Rivers Media. “Brands are using RCS to share high-quality images, videos, and interactive elements like clickable buttons and quick replies, making customer experiences more engaging and seamless. This format boosts personalized marketing, enabling brands to send targeted offers, exclusive promotions, and loyalty rewards that make customers feel valued.”

Strategic Implementation and Future Outlook

“RCS really amps up message advertising, turning static texts into something vibrant and engaging,” notes Raghav Upadhyay, Head of Performance Marketing at Roisted powered by Team Pumpkin. “Instead of a standard text link from your favourite sneaker brand, you might receive a product carousel you can swipe through or a quick video showcasing the product in action. It's the kind of connection that traditional SMS could never offer.”

The platform's versatility extends across various sectors. For retailers, RCS enables interactive catalogues that allow customers to browse products directly from their messaging app. In the BFSI sector, banks can enhance customer engagement through rich carousels and conversational journeys. Airlines can send interactive boarding passes, while e-commerce platforms can create immersive shopping experiences.

However, challenges exist. As noted above, “Major telecommunications companies and carriers have not fully embraced RCS, and there is a pressing need for more rapid adoption,” observes Sajid Shaikh, Group Account Manager - Media at SoCheers. “Their principal competitor, WhatsApp, has already implemented a comprehensive end-to-end shopping experience facilitated by chat-based artificial intelligence.”

Success demands a balanced approach. “If brands go overboard spamming or pushing overly aggressive content then it's a quick way to lose consumer trust,” warns Upadhyay. “The key to success is delivering value. By providing relevant, timely, and personalized content, brands can build trust and drive conversions.”

The integration of chatbots further enhances RCS's capabilities. As Joseph explains, “With RCS chatbots, brands can deliver round-the-clock support, create personalized experiences, and simplify tasks such as product discovery and order placement, all of which contribute to increased customer satisfaction.”

Vishnoi adds that while device compatibility and connectivity requirements are considerations, “RCS offers brands a more powerful way to create meaningful connections, foster engagement, and drive conversions.” The platform enables brands to tailor communications based on customer preferences and behaviors, fostering loyalty by making customers feel valued and understood.

For Indian marketers, RCS represents a transformative opportunity to enhance customer engagement strategies. The platform supports real-time updates and personalized messaging, enabling brands to create more sophisticated and effective communication strategies. As Mumick notes, “RCS brings new opportunities to connect with customers in more meaningful, engaging and contextual ways. With features like interactive carousels, image sharing, quick reply buttons, and video messages, it significantly enhances the customer experience.”

With its rich features, impressive engagement rates, and expanding user base, RCS is positioned to become an essential tool in the modern marketer's arsenal. The combination of verified sender identification, interactive elements, and rich media capabilities creates a trusted environment for meaningful brand interactions, setting a new standard for mobile marketing effectiveness in India. As adoption continues to grow and more brands recognize its potential, RCS is set to play a crucial role in shaping the future of brand-consumer communications.