Summary
Rich Communication Services (RCS) is the next generation of carrier-native messaging that goes beyond traditional SMS. It allows businesses to send branded, verified messages with rich media, carousels, suggested replies, and two-way conversations - all directly within the default SMS app. This article explains why RCS is gaining traction, what it enables for businesses, the different types of RCS messages, and practical use cases you can start running today.
Instructions
Why RCS matters
RCS is growing quickly in India and globally, and here’s why it’s worth paying attention to:
Reach your audience where they already are. RCS works natively inside the same inbox as SMS (default Messages app) - no additional downloads needed. With over 1 billion active users and more than 2 billion messages exchanged every month, RCS delivers your messages directly to the same inbox your customers already use for SMS.
Better performance with less friction. Businesses see 4–10× higher read and response rates compared to SMS. With branded verification, carousels, suggested replies, and deep links to apps like Wallet, Maps, Calendar, YouTube, or WebView, customers can take action instantly.
Built-in trust and safety. RCS includes carrier-led verification, SOC2/3-grade controls, URL scanning, and revokable messages—important in markets where fraud prevention is critical.
What RCS enables
Engage your audience
Create visually engaging campaigns with cards, images, GIFs, carousels, and suggested replies.
Customers can interact instantly without switching apps or installing anything new.
Convert more effectively
Use WebView (in full, half, or quarter screen) to complete tasks like identity verification, checkout, bookings, or forms inside the message thread.
Add loyalty cards or passes to Google Wallet with one tap.
Support customers
Offer two-way chat to reduce call volume.
Share and receive documents like invoices or policies.
Use audio messages with transcripts, quick replies, and smooth handoffs to agents - reducing average handling time while improving customer satisfaction.
Measure outcomes
Track every step, including delivery, reads, clicks, button presses, and completed forms.
Get a clear view of return on investment across marketing, commerce, and support.
RCS message types
RCS supports different message formats depending on your use case:
One-way (“Basic/Single”) messages
Use these for alerts, reminders, promotions, or order updates at scale. Examples: payment reminders, sale notifications, and delivery ETAs.
Two-way (“Conversation”) messages
Use these for interactive conversations such as assisted buying, lead capture, onboarding, account management, or returns and exchanges—all inside the chat.
Examples of business use cases
Here are some practical ways businesses across industries are already using RCS:
Acquisition & promotions: Send promo cards with “Quick Buy” or “Book Now” actions, recover abandoned carts, or notify customers when items are back in stock.
Onboarding & KYC: Share step-by-step checklists, short videos, and policies in PDF. Collect identity details securely via WebView and capture consent directly in the thread.
Transactions at scale: Send proactive updates for orders, deliveries, or services. Let customers reschedule with buttons, share maps for locations, or issue Wallet passes for tickets and loyalty programs.
Customer support: Deflect calls by enabling chat-first options for FAQs, claim status checks, OTPs, secure links, or statement downloads. Customers can still escalate to a call if needed.
RCS gives businesses a direct, reliable, and engaging way to reach customers without requiring them to download a new app. By combining trust, interactivity, and broad reach, it helps improve marketing, sales, and customer support all in one channel.
Frequently Asked Questions (FAQs)
General questions
1. What is RCS?
Rich Communication Services (RCS) is the next generation of carrier-native messaging that enhances traditional SMS. It allows businesses to send branded, verified messages that include images, carousels, suggested replies, and two-way conversations - all within the phone’s default SMS inbox (Messages app).
2. Why is RCS becoming popular among businesses?
RCS is gaining traction because it combines the wide reach of SMS with rich, interactive features like media sharing, buttons, and deep links. It delivers 4–10× higher read and response rates compared to SMS while requiring no additional app installation.
3. Is RCS secure and verified?
Yes. RCS includes carrier-led verification, SOC2/3-grade security controls, URL scanning, and revokable messages. These features help prevent fraud and build trust between businesses and customers.
RCS features and use cases
4. How can businesses use RCS to engage customers?
Businesses can use RCS to send visually rich campaigns, share carousels and quick-reply buttons, or enable two-way chats for support - all without customers leaving the default Messages app.
5. What types of RCS messages are available?
RCS supports two main types of messages:
One-way messages for alerts, reminders, promotions, and order updates.
Two-way messages for interactive conversations like onboarding, lead capture, or returns.
Business benefits
6. Does RCS require customers to download an app?
No. RCS works natively inside the same inbox as SMS (the default Messages app), allowing customers to receive rich, branded messages without installing anything new.
10. What industries benefit most from RCS?
Industries like retail, e-commerce, finance, logistics, and travel use RCS to send promotions, order updates, confirmations, and customer support messages - all in a secure and engaging way.