In a world where real-time digital communication has become the norm, customer expectations of companies are also rising: quick responses, personalised content and a smooth user experience are no longer optional extras, but a must. While messenger services such as WhatsApp, Telegram and Signal have already taken over many areas of customer communication, RCS messaging is a new technology in the starting blocks that has the potential to replace traditional SMS and even some messenger tools.
RCS stands for ‘Rich Communication Services’ – an advanced mobile communications standard that enables multimedia communication directly via the messaging app on Android smartphones. With RCS messaging, companies can not only send text messages, but also integrate images, videos, buttons, product catalogues or even entire booking processes – all in compliance with GDPR and without the need for an additional app.
In this article, we show why RCS messaging is a game changer for business communication, how it compares to other channels, and which areas of application it is particularly suitable for. We also take a look at how RCS messaging fits into existing communication strategies – and what challenges still exist.
Table of Contents
What is RCS messaging?
RCS messaging – short for ‘Rich Communication Services’ – is a modern mobile communications standard that revolutionises the classic SMS function. Unlike SMS, which is purely text-based and offers few features, RCS enables much richer communication: images, videos, interactive buttons, location sharing, file attachments and even carousel views with multiple products are possible – all directly in the native messaging app on Android devices.
The big advantage: RCS is not an over-the-top service like WhatsApp or Telegram, but a network operator-based solution. This means that no additional app, external registration or separate account is required. Users receive content directly in their smartphone’s standard messaging app – provided that their network operator supports RCS and their device is compatible.
RCS is particularly widespread on Android, as Apple does not (yet) support this standard. The technical infrastructure is often provided by Google, for example via the ‘Google Messages’ service, which enables RCS-enabled communication by default.
For businesses, RCS messaging opens up a whole new dimension in mobile communication: they can send campaigns that feel like mini apps – with built-in buttons, direct replies, call-to-action functions and integrated tracking. This makes RCS particularly suitable for e-commerce, customer service, appointment bookings or any kind of direct customer interaction.
Overall, RCS messaging is the logical next step in the evolution of mobile communication – powerful, interactive and fully integrable into modern marketing and service processes.
Why RCS messaging is superior to traditional SMS
For a long time, SMS was the standard means of communication on mobile devices – but it has now had its day. In an era in which users are accustomed to the convenience of messenger services, multimedia content and immediate interaction, SMS seems almost archaic. This is exactly where RCS messaging comes in – taking mobile communication to a whole new level.
While SMS only transmits 160 characters of plain text, RCS offers a variety of modern features: images, videos, animated content, interactive buttons, appointment functions and direct product displays. For companies, this means they can not only convey content, but also stage it in a targeted manner – like in a mini web app, without the user having to open an external application.
Another major difference lies in the interaction. Classic SMS does not allow for structured user guidance – with RCS, on the other hand, companies can offer predefined response options such as ‘Yes/No’, ‘Learn more’ or ‘Order product’. This reduces the bounce rate and improves conversion.
In addition, RCS is technically more secure and transparent: companies that use RCS are marked as ‘verified senders’ – similar to a verified WhatsApp Business Account. This creates trust and prevents phishing or spam.
A change in thinking is also noticeable on the operator side: major mobile phone providers and Google are actively promoting the RCS infrastructure. This brings us closer to a reliable, uniform communication standard that is not dependent on third-party providers – as is the case with WhatsApp, which is owned by a private company.
In short: RCS messaging is the logical successor to SMS – more powerful, more attractive and much more interactive. For companies that want to reach modern and mobile target groups, it is a tool with real future potential.
Advantages for businesses: personalisation, multimedia, interaction
RCS messaging offers businesses a wide range of advantages that go far beyond traditional communication channels. Three aspects are central to this: personalisation, multimedia content and direct interaction – exactly what modern customers expect today.
Real-time personalisation
With RCS, content can be tailored specifically based on customer data: names, locations, previous purchases or preferred products can be incorporated into the message in real time. This creates a dialogue-based character that ties in with the advantages of modern CRM systems – but directly in messenger format.
Multimedia content for a better user experience
Whether product photos, videos, animated graphics or interactive carousels – RCS transforms the messaging app into an experience space. Customers do not need to be redirected to a website, but receive all relevant information immediately and in a visually appealing way. This is an unbeatable advantage, especially for e-commerce or product launches.
Direct and controllable interaction
With RCS messaging, companies can integrate predefined response options. These range from simple ‘Buy now’ buttons to complex workflows such as appointment bookings or service requests. The user only has to tap, not type and think – which significantly increases conversion.
Further advantages:
- Trustworthiness: Verified senders ensure credibility
- Automation: Can be combined with AI chatbots for scalable communication
- Statistics and KPIs: Open rates, clicks and interactions are measurable
- No app required: Use directly in the standard messaging app
RCS is particularly exciting for industries with many touchpoints with customers: Banks, insurance companies, retailers, logistics companies and the public sector can benefit greatly from the interactive format. RCS also makes marketing campaigns with high visual demands much more effective – with open rates that far exceed those of traditional channels.
RCS vs. WhatsApp Business: Competition or complement?
At first glance, RCS messaging and WhatsApp Business are similar in many ways: both enable rich, interactive communication via smartphone. But a closer look reveals clear differences – and, above all, potential for strategic complementarity rather than direct competition.
1. Technological basis
RCS is based on the mobile communications standard and is directly integrated into the native messaging app on Android smartphones. WhatsApp, on the other hand, is an OTT (over-the-top) service that runs over the internet and requires its own app. While WhatsApp usually requires an existing user relationship (through prior opt-in), RCS can also be used proactively, depending on the country and provider.
2. Reach and platform dependency
WhatsApp is widely used in Europe, but communication is limited to users who actively use the app and have agreed to be contacted. RCS, on the other hand, relies on the pre-installed messaging app and works without an additional app – but not (yet) on Apple devices, which limits its reach.
3. Branding and trust
With RCS, companies can appear as verified senders with their logo and company name – similar to WhatsApp Business, where the green tick creates trust. Both channels therefore enable professional brand communication, but differ in terms of technical and regulatory handling.
4. Use cases in comparison
WhatsApp is ideal for reactive communication, i.e. customer service, chatbots and subscribed newsletters. RCS, on the other hand, plays to its strengths in proactive and visually oriented communication – for example, for new products, campaigns, booking processes or service reminders.
5. Costs and infrastructure
The cost models differ: WhatsApp Business is based on conversation windows (session fees), while RCS depends on the respective network operators and partner platforms – here, prices vary depending on the country and provider.
RCS Messaging and WhatsApp Business are not an either/or question. Rather, they are complementary tools that cover different target groups and communication strategies. Those who think across channels combine both solutions for a consistent and effective customer journey.
Practical examples: How brands are already using RCS
Even though RCS messaging is not yet in widespread use, there are already pioneers who have recognised the potential of the technology and successfully integrated it into their communication strategies. These practical examples show how diverse the possible applications are – from retail and the travel industry to banks and telecommunications providers.
Vodafone: Contract management via RCS
Vodafone UK is one of the early adopters of RCS. Customers receive regular notifications via RCS about contract renewals, data usage or bills. The highlight: with a single tap on the message, customers can renew their contract, book more data or chat with an advisor – all without changing apps or logging in.
Subway: Interactive menus and vouchers
The fast food chain Subway ran an RCS campaign in the USA, where customers could receive personalised offers and interactive menus via RCS. Users could scroll through new products directly in the message and view a digital voucher – with high conversion rates and above-average customer loyalty.
Deutsche Bank: Security and confirmation
Financial institutions such as Deutsche Bank have also tested RCS – e.g. for transaction notifications and security queries. For certain bookings, customers receive an RCS message with a security button (‘Was this your transaction?’) that sends feedback directly to the system.
Travel industry: boarding passes and check-in
Airlines and travel providers use RCS to send check-in reminders, seat reservations or digital boarding passes. The advantages: everything comes directly to the messaging app – without customers having to go to a customer portal or app. This ensures a better travel experience and at the same time reduces the burden on customer service.
Telecoms: Product advice and appointment booking
Some telecommunications companies are testing RCS as a sales channel. Customers receive notifications about new tariffs, can navigate through product options and arrange a consultation appointment directly – all fully integrated into the RCS message with calendar function.
These examples show that RCS is more than just a technical upgrade of SMS – it is a communication channel with real economic added value. This is especially true when content is designed to be appealing, interactive and appropriate for the channel.
Challenges in introducing RCS messaging
From a technological perspective, RCS messaging is ready for the market – but the path to widespread adoption is more complex than it appears at first glance. Companies that want to integrate RCS into their communications strategy quickly encounter structural, technical and market-related hurdles that require careful planning.
One of the biggest obstacles is limited reach: Apple users are left out. While Android users are in the majority in many markets, the lack of iOS support significantly restricts cross-channel communication. Anyone wishing to use RCS must therefore always work with hybrid communication strategies – for example, a combination of RCS, WhatsApp and traditional SMS.
The infrastructure on the part of mobile network operators is also not equally mature everywhere. Although many network operators now support RCS, coverage varies depending on the market, region and tariff model. Inconsistencies in delivery can occur, particularly with prepaid offers or international campaigns.
Another obstacle is the lack of expertise. Many marketing and IT teams are not yet familiar with RCS messaging. There is a lack of best practices, standardised tools and, above all, a strategic understanding of how RCS differs from existing channels – and where synergies can be found.
In addition, RCS campaigns cannot simply be ‘sent out’. They require a certified messaging platform, a technical connection to the CRM system and well-thought-out use cases that really leverage the added value of RCS. Those who simply want to send text messages are better off sticking with SMS.
In short, RCS messaging is not a plug-and-play tool. It is a strategic channel that unlocks potential when it is carefully planned, professionally implemented and integrated into existing systems. However, companies that address these challenges early on will secure a real competitive advantage – because the market for interactive business communication is still in its infancy.
Integration into existing communication strategies
RCS messaging should not be viewed as an isolated channel, but rather as part of a holistic communication strategy. RCS truly comes into its own when it is specifically integrated with existing systems and processes – both technically and strategically.
Omnichannel instead of isolated solutions
Modern customers expect cross-channel communication – seamless, personalised and in real time. RCS fits perfectly into an omnichannel model in which websites, email, WhatsApp, SMS and social media are interlinked. Especially in combination with tools such as WhatsApp Business or email campaigns, RCS can be used in a targeted manner to deliver visually strong content or follow-up communication that generates attention.
Technical integration into CRM and marketing systems
In order for RCS to scale efficiently, it is crucial to connect it to existing systems: CRM, campaign management, chatbots, data analysis. Specialised messaging platforms can be used to set up automated routes – for example, reminder campaigns, abandoned purchase follow-ups or upselling offers that are played out directly in the RCS dialogue. A clean data strategy is important here in order to play out content in a targeted and GDPR-compliant manner.
Use case orientation instead of a scattergun approach
Not all content is suitable for RCS – and that is precisely the opportunity. Instead of broad push communication, targeted use cases can be set up, such as:
- Interactive product presentations
- Feedback requests after a purchase
- Reminders of pending contract signatures
- Service automation following customer enquiries
RCS works particularly well when content is relevant, visual and interactive. That’s why content production should be designed specifically for this channel – ideally in close collaboration between marketing, UX design and sales.
Introduction with pilot projects
Precisely because RCS is not yet established across the board in the market, it is advisable to start with clearly defined pilot projects. This allows the technical setup, target group acceptance and conversion rates to be tested under real conditions – before a rollout takes place.
Those who understand RCS messaging not as a stand-alone tool but as a strategic component of networked customer communication can use it to set new standards in mobile brand interaction – and position themselves as an innovative company at an early stage.
Conclusion: Is switching to RCS worthwhile?
RCS messaging is more than just a technical upgrade of traditional SMS. It is a highly interactive, multimedia communication channel that opens up new ways for companies to connect with customers in real time, personally and visually – without the need for additional apps or platforms.
However, switching to RCS is not a short-term decision. It requires strategic planning, technical integration and a clear understanding of your own target groups. Companies that already rely on mobile communication – for example, in e-commerce, customer service or event marketing – can particularly benefit from the expanded possibilities: whether through automated booking processes, personalised offer communication or visually appealing campaigns with measurable interaction.
Despite the current limitations in terms of reach (mainly due to the lack of iOS support), it is clear that RCS messaging is here to stay. Major network operators, Android manufacturers and Google itself are investing heavily in the expansion of the standard. Those who pilot it now and gain initial experience will be prepared when RCS becomes widely established.
The switch to RCS is particularly worthwhile for companies that think strategically about mobile communication and want to set new standards – not sometime in the future, but now.
