How RCS Pricing Works For Business Messaging

If you're used to the clear-cut pricing of SMS or email, rich communication services (RCS) will throw you a curveball.

There’s no universal rate card or neat pricing table for RCS.

Frustrating? Maybe. Is it worth it? Absolutely.

While businesses lose millions on ineffective channels, RCS is projected to generate $8.7 billion in revenue by 2029, and for good reason. It transforms plain text into rich, branded conversations with buttons, carousels, verified business profiles, and more — all inside your customer’s default messaging app.

This guide breaks down how RCS message charges work, why it’s worth navigating the complexity, and ways to make smart, cost-effective decisions for your business messaging strategy.

What is RCS pricing?

RCS pricing refers to the cost businesses pay for implementing RCS messaging services. The structure depends on three main factors: how many messages you send, which features you activate, and your carrier's rates.

Providers charge businesses based on messages delivered or offer bundled packages with different pricing tiers. RCS costs more than SMS because it includes rich media features, such as read receipts, suggested replies, and branded elements.

The higher costs often pay off through increased engagement and better user experiences.

RCS pricing reality

You won't find a standard RCS price list like you would for SMS or email. RCS doesn't work that way.

Mobile carriers control RCS pricing individually. That means, costs vary wildly between regions, operators, and even message volumes.

Your RCS campaign in the US might cost a completely different amount than the same campaign in Europe or Asia. Each carrier sets its own rates based on local market conditions, infrastructure costs, and competitive positioning.

What does this fragmented approach mean? You can't budget RCS like SMS. Each market requires separate cost analysis and carrier negotiations.

The 3-tier architecture determines RCS messaging costs

Mobile carriers use a three-tier system that directly impacts your costs based on message complexity and user engagement patterns. Let’s go over these tiers below.

Tier #1: Basic messages - Text-only communication

Basic messages are text only, limited to 160 characters — think SMS, but with RCS-style branding and verification. You pay per message sent, regardless of whether customers respond. Here’s what they work best for:

• One-time passwords
• Delivery notifications
• Quick alerts
• Simple promotional offers

The cost stays predictable. Send 1,000 basic messages, pay for 1,000 basic messages.

Tier #2: Single messages - Rich content and extended text

Single messages include multimedia content, rich cards, or text exceeding 160 characters. You still pay per message under non-conversational billing. These messages are ideal for:

• Product catalogs with images
• Video demonstrations
• Rich media announcements
• Detailed promotional content

Tier #3: Conversational messages - Session-based pricing

Conversational messages enable back-and-forth exchanges within 24-hour windows. When a customer replies to your message within 24 hours, a conversation session is initiated. During this session, you can exchange unlimited messages for one flat rate.

Carriers track these interactions as A2P (application-to-person) events when you send messages and P2A (person-to-application) events when customers reply. Under conversational billing, these events get bundled into conversation sessions rather than being charged separately.

You'll use conversational messaging for:

• Customer support interactions
• Product discovery and recommendations
• Booking processes requiring multiple steps

This creates the most complex pricing structure but offers the best value for extended interactions. If customers don't respond within 24 hours, you pay per individual message. However, if they do respond, you pay one conversation rate covering all messages in that 24-hour window.

TL;DR: RCS business messaging pricing

Here’s a quick summary to make RCS charges easier to understand.

What influences RCS messaging costs?

Your RCS costs come down to five main factors, each with a different impact on your total bill. These include:

1. Service provider and platform costs: Some RCS providers offer lower per-message rates but charge setup and maintenance costs. Others may charge higher but provide advanced features and customization options.
2. Cross-border messaging rates: International RCS costs more than domestic messaging. Rates change based on the recipient's location and your provider's carrier agreements.
3. Content complexity and media features: Rich media like images and videos may incur additional costs depending on file size, format, and quality. Features like read receipts, location sharing, or appointment scheduling can also add up.
4. Message volume and sending frequency: Providers charge per message or by monthly rates. More messages mean higher costs. Frequent sending (outside of the 24-hour window) also increases your bill.
5. Compliance and regulatory requirements: Regulations like the General Data Protection Regulation (GDPR) increase provider costs, which get passed to you. Some countries require providers to offer messaging services at specific prices, limiting pricing flexibility.

RCS vs. SMS vs. MMS vs. OTT: Which offers the best value for your investment?

You need to understand how RCS stacks against other messaging channels to make smart budget decisions. Here's the breakdown.

Take a look at what RCS brings to the table:

• RCS chat features work seamlessly in customers' default messaging apps without the need for additional downloads.
• Verified business branding replaces anonymous phone numbers.
• Interactive elements and rich media generate higher engagement than text-only SMS. 
• The platform reaches more people than fragmented OTT apps.

So, the real value here is that RCS combines app-level features with SMS's universal reach.

Choosing the right RCS business messaging provider

Brands are expected to spend $52.5 billion on RCS, equivalent to around 16% of the total digital ad spend. The opportunity is massive, but capitalizing on it starts with the right partner.

Here’s how you choose your provider wisely to capture this opportunity.

Calculate your message volume first

Count your expected monthly messages. Include promotional messages, order updates, and appointment reminders, and consider how often you'll send each type.

Your volume determines which pricing model costs less. Providers charge per message or offer flat monthly fees for unlimited messaging.

If you send over 10,000 messages monthly, subscriptions typically cost less; Or if you send fewer than the subscription break-even point, choose pay-per-message.

Compare pricing models and features

Evaluate what each provider includes in their base plan. Some offer basic message delivery. Others include chatbots, CRM integration, and analytics dashboards.

Match your business needs with the provider’s capabilities. For example, a simple notification service doesn't require advanced analytics. Nevertheless, if the purpose behind RCS is customer service operations, you’ll benefit from chatbot integration and detailed reporting.

Compare RCS and SMS returns

Calculate the return on investment (ROI) for both channels.

RCS costs more but offers engaging, interactive experiences, and you can track customer behavior with conversational analytics. On the other hand, SMS costs less and works for simple messaging, but it only provides basic delivery reports.

Consider multimedia content creation costs for RCS. If these costs exceed your expected returns, RCS may not be a suitable option for your business.

Ultimately, the choice depends on your business needs and goals. Assess your messaging requirements and evaluate returns for each option before moving forward.

Get started with Plivo for custom RCS pricing

Starting with RCS is simpler than you think, especially if you already use SMS marketing.

The key is picking the right messaging partner and focusing on use cases that align with your needs. Start with basic RCS messages before moving to conversational campaigns.

Plivo's RCS API integrates directly into your existing communication stack. You can start sending interactive, branded messages that boost engagement and drive conversions without overhauling your infrastructure. When RCS isn't available, messages automatically fall back to SMS at standard SMS rates.

You can pair RCS with AI Agents to automate FAQs, deliver personalized recommendations, and resolve queries around the clock. Our no-code solution lets you launch AI Agents quickly across multiple channels.

Talk to us to get a custom RCS pricing quote.

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