RCS Basics
1. What is RCS for Business?
RCS (Rich Communication Services) is the next generation of SMS, built into default messaging apps on Android and rolling out on iPhone with iOS 18.1. It combines SMS reach with chat-app style features like brand verification, buttons, carousels, and rich media to increase engagement and conversions directly in the native inbox.
2. How is RCS different from SMS and WhatsApp?
RCS works in the native SMS/RCS inbox with verified brand senders, supports rich UI (images, video, cards, carousels, suggested replies/actions), and provides enhanced analytics, all while maintaining telco-grade trust.
Dimension | RCS | SMS | |
Reach (India) | Large Android + iPhone base (app required) | Native in Messages on Android; iPhone support via iOS 18 + carrier enablement. No app needed | Universal reach on any handset |
UX / Richness | Templates, media, lists, buttons, catalogs | Rich cards, carousels, high-res media, suggested replies/actions, verified brand | Text only; links; MMS rarely used |
Pricing model | Per-message (varies by category & country) | Per-message; varies by operator/aggregator and market | Per-SMS; varies by operator; generally cheapest |
Opt-in / Policy | Strict opt-in + template rules | Opt-in and sender verification via aggregator; template review varies | Opt-in per local regulations; DLT registration & headers in India |
Security | End-to-end encrypted | Encrypted in transit; RBM is not E2EE today | No E2EE by default |
Identity / Trust | Official Business Accounts; green check | Verified business sender with brand name, logo, colors | Alphanumeric sender IDs (DLT required in India) |
3. Does RCS work on iOS?
Yes. iPhone users must opt in to receive RCS messages by enabling it on their devices.
4. Which carriers support RCS in India?
RCS works across major Indian carriers like Airtel, Jio, and Vi. Currently, senders can only be created on Jio and Vi networks.
5. Is RCS secure and brand-safe?
Yes. RCS messages are verified by carriers and Google, include URL scanning, support message revocation, and meet SOC2/3-grade security standards. You can also track interactions for accountability.
6. What happens if a user doesn’t have RCS?
You can configure automatic fallback to SMS to ensure messages reach all users.
7. How much development is required to start using RCS?
Minimal backend is needed for simple one-way messages. You can gradually add light journeys using Run and expand to WebView and integrations using Fly.
8. How long does it take to register?
Registration usually takes 6 to 8 business days.
9. Can businesses use RCS to market in the US?
Yes, with conditions: minimum 100,000 messages per month, and brand approval by US carriers is not guaranteed.
Reach, Devices & Availability
10. Who can receive RCS?
Any Android device on 5.0+ supports RCS. On iPhone, it’s available on iOS 18.1+ with adoption increasing as users update their devices.
11. Will my entire audience get RCS messages today?
Not completely. Some users may be on older Android versions or haven’t updated to iOS 18.1+. A multi-channel strategy (WhatsApp + RCS) is recommended.
12. What impacts deliverability?
OS version, device age (pre-Android 5.0 not supported), and network connectivity. Consider multi-channel strategies to avoid wasted messages.
13. How do I enable RCS on devices?
On Android: enable “RCS chat” in Google Messages.
On iOS: enable RCS Messaging (iOS 18.1+). No separate app is needed.
Features & UX
14. What rich features does RCS support?
Branding & verification (logo, name, colors, verified sender)
Suggested actions/replies (open URL, deep links, dial, add to wallet, share location, calendar add)
Rich media (images, video, PDFs), cards & carousels, URL preview, and WebView journeys
15. Can RCS keep users inside the conversation flow?
Yes. WebView allows users to browse, choose, and convert without leaving the chat. Payments can also be supported in-chat where enabled.
16. Does RCS support app deep linking?
Yes. Buttons can deep link directly to in-app screens for reactivation and retargeting.
Message Types & Billing
17. What message types are available?
Basic (up to 160 chars, URL preview)
Single/Rich (up to 3072 chars; media, cards, carousels, suggested replies/actions)
Conversational (two-way; per-message billing applies where pricing isn’t finalized)
Compliance, Policies & Content
18. What are the Acceptable Use basics?
Google’s AUP defines allowed verticals, content, and agent behavior. Restricted verticals (e.g., alcohol, gambling) may have limits; prohibited verticals are blocked. Misrepresentation or sending for unregistered brands can lead to agent blocks. Spam reports trigger reviews.
19. Are there market-specific rules?
Yes. For example, Brazil’s gambling/games require government registration and licensed .bet.br domains.
Best-Practice Design & Content
20. How should I structure rich cards and carousels?
Use 3:2 media with 16:9 safe area (25:9 for carousels)
Keep titles/descriptions concise (iOS truncation applies)
Prefer single CTA and up to 3 suggested replies
Use 1:1 media for horizontal cards; keep text short
Test large-text accessibility
21. What are the hyperlink rules?
Use one link per message, place it last, and provide Open Graph tags for previews. Use suggested actions for URLs.
22. How do I write high-performing notifications/first messages?
Keep messages lean, visual, and value-focused. Use power words, scarcity/exclusivity cues, and clear CTAs. Avoid ALL CAPS and clutter. Treat the first sentence like an email subject line.
23. What are video guidelines?
Prefer vertical 9:16 MP4 videos ≤ 100MB, with concise copy (e.g., 1-line title, ~100-char description) to ensure media and actions are visible above the fold.
Journeys & Entry Points
24. Can customers start the conversation (P2A)?
Yes. Message Ads (select markets), Google Search entry points, and QR codes allow user-initiated RCS with full tracking.
25. What use cases fit RCS best?
Promotions, product discovery, cart nudges, loyalty perks, travel/appointment updates, support escalations, wallet passes/tickets, and document sharing—where rich UI and trust drive engagement, conversions, and lower costs.
Policy, Opt-Outs & User Trust
26. How do unsubscribes and spam reports work?
Users can unsubscribe or report spam in the native inbox. High spam rates trigger audits, and AUP violations lead to agent blocks. Maintain clear value, frequency control, and easy opt-outs.
27. Is there any extra guidance to stay compliant?
Don’t deviate from the registered use case
Avoid deceptive design; get proper consents
Confirm local carrier rules per market before launch
Troubleshooting
28. Why was my agent rejected or blocked?
Common reasons: prohibited vertical, misrepresentation/content drift, or high spam reports. Align registration, content, frequency, and relevance.
29. Why don’t some links preview or click?
On iOS, only the last URL in text previews/clicks reliably; use Open URL actions otherwise. On Android, multiple links won’t preview.