Summary
This article explains the different types of RCS templates available in Wati. It helps customers understand which templates they can use, how they work, and which Wati plans support them, so they can effectively create rich and engaging messaging experiences for their customers.
Instructions
What is RCS and why does it matter?
RCS (Rich Communication Services) is an upgraded version of SMS. It makes texting more interactive and engaging by adding features such as:
Multimedia: Share high-quality images, videos, and files.
Interactive content: Use buttons, carousels, and other elements for quick actions.
Real-time indicators: See when someone is typing or has read your message.
Internet-based: Messages are sent over Wi-Fi or mobile data, not just through your mobile carrier.
Smart fallback: If RCS isn’t available for both parties, messages automatically switch to SMS or MMS.
Backed by Google, RCS works through your phone’s default messaging app and is being adopted by both Android and Apple, offering a richer, app-like messaging experience directly in your SMS inbox.
Comparing RCS, SMS, and WhatsApp
Choosing the Right Channel for Your Business: WhatsApp, RCS, or SMS?
As a business, effective communication with your customers is key. With various messaging channels available, understanding their unique strengths helps you choose the best fit for different engagement strategies. Here at Wati, we specialize in enabling powerful customer conversations, and this guide will walk you through WhatsApp, RCS, and traditional SMS to help you make informed decisions.
Feature | WhatsApp Business Platform | RCS (Rich Communication Services) | SMS (Short Message Service) |
Reach in India | Massive & Engaged: Leveraging the vast installed base of WhatsApp on both Android and iPhone (requires the app). Customers are already accustomed to using it. | Growing Potential: Native in Android's Messages app. iPhone support is expanding via iOS 18 + carrier enablement (e.g., Jio). No separate app install needed for customers. | Universal: Supported by virtually every mobile phone, ensuring maximum reach for basic messages. |
Customer Experience | Rich & Interactive: Engage customers with customizable templates, media, lists, quick-reply buttons, and product catalogs. Ideal for dynamic conversations and customer support. | Modern & Enhanced: Offers rich cards, carousels, high-resolution media, suggested replies/actions, and a branded experience within the native messaging app. | Basic & Direct: Primarily text-based (160 chars GSM / 70 Unicode) with links. MMS for media is rarely utilized effectively in India. |
Pricing Model | Per-message (Category-based): Pricing, effective from July 1, 2025, varies based on message categories (e.g., utility, marketing, authentication) and country. Talk to us for details! | Per-message (Operator/Market-driven): Costs vary depending on the operator, aggregator, and market conditions. | Per-SMS (Generally Cheapest): Typically the most cost-effective option for simple, high-volume alerts. |
Opt-in & Policy | Strict & Secure: Requires explicit customer opt-in. Adheres to stringent template rules and enforced message categories to ensure high-quality, relevant communication. | Verified & Controlled: Opt-in and sender verification managed via aggregator platforms. Template review policies can vary by operator. | Local & Regulated: Opt-in typically governed by local regulations. In India, DLT registration and approved headers are mandatory for all business messages. |
Security | End-to-End Encrypted (E2EE): All business messages are secured with industry-leading end-to-end encryption, ensuring customer privacy and trust. | Encrypted in Transit: Messages are encrypted during transmission. Important: RBM is not E2EE today (though consumer RCS has it, and cross-platform E2EE is coming via GSMA spec updates). | No E2EE by Default: SMS is not inherently end-to-end encrypted. |
Brand Identity & Trust | Official & Verified: Establish strong brand presence with Official Business Accounts (green checkmark), building high customer trust. | Verified & Branded: Send messages from a verified business sender, displaying your brand name, logo, and brand colors within the messaging interface. | Basic Identification: Uses alphanumeric sender IDs. In India, DLT registration is crucial for sender ID validity. |
Why Choose Wati for Your Messaging Strategy?
At Wati, we empower your business to leverage these channels effectively:
WhatsApp Business Platform: Your Primary Channel.
Unleash unparalleled engagement. WhatsApp, with its rich features and security, is your go-to for interactive support, dynamic marketing, and building lasting customer relationships. It's the powerhouse for direct, personalized connections.
RCS: Your Powerful Secondary Channel.
Struggling with WhatsApp due to bans or other issues? RCS is your robust alternative. Elevate traditional messages with rich media, branding, and interactive buttons – delivering an enhanced experience without a new app.
SMS: Your Universal Fallback.
For absolute certainty. SMS remains vital for critical, time-sensitive alerts and ensuring universal reach, regardless of device or app usage. It's the reliable safety net for all your essential communications.
Our Recommendation:
We recommend WhatsApp as your primary channel for rich, engaging customer interactions. Should you face challenges, RCS provides a strong, feature-rich alternative. SMS ensures universal reach for critical alerts, making it the ultimate fallback for both.
Who Uses RCS?
Brands and enterprises use RCS for things like order updates, promotions, customer support, and product recommendations. Industries that benefit most include retail, e-commerce, finance, logistics, and travel.
End users are mostly on Android devices, and some iOS users (iOS 18+) - for example, RCS is currently supported on iOS only through Jio in India.
RCS is ideal for:
Businesses targeting emerging markets.
Brands that are looking for more engaging messaging than SMS.
Companies that are transitioning from plain SMS to rich, interactive messages.
Common use cases for RCS
RCS (Rich Communication Services) can be a powerful addition to your messaging strategy. Here are some of the most common scenarios where businesses choose to use RCS:
Fallback option if WhatsApp fails
If a WhatsApp message cannot be delivered (for example, due to bans, rate limits, or customer restrictions), RCS can serve as a backup channel to ensure your message still reaches the customer.
Broadcast messaging
RCS allows you to send bulk messages to your audience, making it useful for marketing campaigns, promotions, or important updates.
Sales and customer support
With rich media support and two-way messaging, RCS can be used to handle sales inquiries and provide customer support directly in a chat-like experience.
For businesses with high messaging volume or high WhatsApp failure rates
Companies that send large volumes of messages may face delivery failures or restrictions on WhatsApp. RCS provides an additional, reliable channel to maintain communication.
Targeting US-based customers
Since RCS is widely supported by major mobile carriers in the US, it’s a strong option for businesses looking to reach and engage American audiences effectively.
Handling WhatsApp rate limits or bans
If your business experiences temporary restrictions on WhatsApp, RCS can act as an alternative channel to keep communication going without interruption.
Team inbox with automation
RCS can be integrated into a shared team inbox, allowing multiple operators to manage customer conversations. Combined with automation, it helps streamline responses and improve efficiency.
Frequently Asked Questions (FAQs)
General questions
1. What is RCS?
RCS (Rich Communication Services) is an upgraded version of SMS that enables interactive and engaging messaging. It allows businesses to share high-quality media, use interactive buttons or carousels, and see delivery or typing indicators—all within the customer’s default messaging app.
2. How is RCS different from SMS and WhatsApp?
Compared to SMS, RCS offers rich media, branding, and interactive features. Unlike WhatsApp, it doesn’t require a separate app - messages are delivered directly in the SMS inbox (native Messages app). However, WhatsApp currently offers stronger end-to-end encryption and broader adoption across both Android and iPhone.
3. Does RCS work on iPhone?
RCS support is expanding to iPhones starting with iOS 18, but availability depends on carrier enablement. In India, for example, Jio currently supports RCS on iOS.
4. Who can use RCS?
Brands and enterprises can use RCS for order updates, promotions, customer support, and product recommendations. It’s most effective for businesses targeting Android users or markets where RCS is supported by mobile carriers.
RCS usage and benefits
5. Why should a business consider using RCS?
RCS offers a richer customer experience than SMS, combining branding, interactivity, and media sharing. It’s ideal for businesses looking to engage customers with visually appealing and action-oriented messages.
6. What are the main benefits of using RCS with Wati?
With Wati, businesses can use RCS as a powerful secondary channel—especially when WhatsApp messages fail or face rate limits. Wati helps you create branded, interactive experiences through RCS templates integrated into your existing workflow.
7. When should I use RCS instead of WhatsApp or SMS?
Use WhatsApp as your primary channel for interactive and secure messaging.
Use RCS when WhatsApp delivery fails, you are struggling with Meta account bans or any other issues.
Use SMS as a universal fallback to ensure message delivery across all devices.
RCS templates and use cases
8. What kinds of templates are available for RCS in Wati?
Wati offers RCS templates that support multimedia, quick replies, buttons, and carousels. You can create simple text templates, file based templates, rich card templates or even carousel templates. These templates help businesses create rich, branded experiences similar to WhatsApp’s message templates.
9. What are common use cases for RCS messaging?
Businesses typically use RCS for:
Broadcast messages and promotions
Sales or customer support chats
Order updates or service notifications
Fallback when WhatsApp messages fail
Managing conversations through a team inbox with automation
10. Can RCS handle two-way conversations?
Yes. RCS supports real-time, two-way messaging, enabling businesses to chat with customers directly, share media, and guide them through actions using interactive elements.
Technical details
11. Is RCS messaging secure?
RCS messages are encrypted in transit, which protects them during transmission. However, business RCS (RBM) is not currently end-to-end encrypted. The GSMA is working on introducing full E2EE in future updates.
12. What happens if RCS is unavailable for a customer?
RCS includes smart fallback to SMS. If a customer’s device or carrier doesn’t support RCS, messages are automatically sent as regular SMS, ensuring reliable delivery.
Wati recommendations
13. What is Wati’s recommended messaging strategy?
Wati recommends using WhatsApp as your primary channel for interactive customer engagement, RCS as a secondary channel for rich messaging when WhatsApp is unavailable, and SMS as the universal fallback for guaranteed delivery.