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.

‍

‍

‍

Back in 2007, most retailers didn’t sell on mobile. 

Fast forward to today, and smartphones now drive 78% of global retail traffic and generate 68% of online orders. To match this shift in behavior, your messaging needs to meet customers where they are and how they prefer to engage.

SMS still delivers results with extremely high open rates and a 90-second average response time. However, it lacks the interactive, visual experience modern users expect. 

Apps, meanwhile, offer rich functionality—but most users abandon them quickly, with 77% uninstalling or going inactive within three days. That’s where RCS comes in.

RCS (Rich Communication Services) combines the reach of SMS with the rich features of apps with images, buttons, and video without needing a download.

In this blog, we cover how RCS compares to traditional SMS and other messaging platforms, along with 14 practical use cases your business can start using today.

RCS vs traditional SMS: What’s the difference? 

To put it simply, SMS is rudimentary, whereas RCS is built for modern mobile users.

For example, with SMS, you’re limited to 160 characters of plain text. It doesn’t have any branding, media, buttons, or delivery insights. It works, but doesn’t stand out.

RCS messaging changes that. It lets you send messages that look and feel like mini apps within the default messaging app on Android. 

Think images, videos, product carousels, quick reply buttons, and more with your business name and logo.

Here’s how they compare:

RCS compared to other rich messaging channels 

If you’ve used WhatsApp, Facebook Messenger, or Apple Business Chat to engage customers, you’re already familiar with rich messaging: images, buttons, and fast replies. 

But each of these platforms comes with limitations around reach, access, and control.

Benefits of using RCS for businesses 

With over 1.4 billion global users and nearly 30% smartphone penetration, RCS gives you the scale of SMS with the functionality of an app. If you’re aiming for higher engagement, stronger branding, and quicker conversions, these benefits show why RCS deserves your attention.

‍

Higher engagement than SMS

We are visual creatures. With rich visual elements and interactive content, customers are more likely to engage, explore, and act. This makes your messages harder to ignore and easier to convert.

Better branding with verified sender and media support

RCS messaging lets your business appear with a verified name, logo, and brand color. You can include product images, promo banners, and even videos directly in the message. This builds trust instantly and reinforces brand identity across every customer touchpoint.

Increased interactivity 

With RCS, you’re not limited to static text. You can add buttons for checkout, support, or store locator, or display a carousel of products right inside the message. You can guide the customer journey step by step with no external links or confusion.

Frictionless experience 

Unlike WhatsApp or mobile apps, RCS doesn’t need an app install or account login. It works natively in the Android messaging app, meaning your customer can view, interact, and buy without leaving the conversation. 

The result? Lower friction, faster action, and better results.

14 RCS messaging use cases

Here are some top practical ways you can use RCS to improve communication, boost conversions, and enhance the customer experience:

1.Order confirmations and delivery updates

RCS helps you send interactive, real-time order confirmations and delivery updates that look and feel like app notifications without requiring your customers to download anything.

That means, instead of plain SMS like “Your order #1234 has shipped,” you can send an RCS message with your brand logo, product image, estimated delivery date, a “Track Package” button, and even live updates if the status changes.

2.Appointment reminders and rescheduling

RCS lets you send appointment reminders that go beyond basic SMS alerts. You can include branded visuals, dates, times, and quick-reply buttons like Confirm, Reschedule, or Cancel within the same thread.

This not only reduces no-shows but also streamlines the rescheduling process without needing a phone call or a separate app.

‍

3.Product promotions and flash sales

Grab attention during sales periods with RCS messages that feature product images, discounts, limited-time banners, and tappable CTAs like “Shop Now” or “Add to Cart.” 

Rich media helps offers stand out and drive faster conversions. 

‍

4.Cart abandonment recovery

Recovering abandoned carts is easier with visuals and interactivity. RCS allows brands to send reminders with product thumbnails, prices, and direct checkout buttons. This also removes extra steps and brings users back into the buying journey, instantly reducing friction and increasing recovery rates.

5.Customer support follow-ups

Instead of email back-and-forth or disconnected phone calls, RCS enables support teams to send follow-ups in the same conversation thread. You can include options like “Issue Resolved,” “Still Need Help,” or “Talk to Agent,” allowing for faster resolution and better customer experience.

6.Feedback and reviews collection

Asking for reviews or feedback becomes more effective when it’s quick and interactive. With RCS, you can send star-rating prompts, multiple-choice questions, or open-text feedback forms within the message. 

This increases response rates and helps gather insights without redirecting users to external sites.

7.Event invitations and RSVP management

Drive participation in events by sending visually rich invites through RCS. You can also include event images, time, location, and quick actions like RSVP Yes or Add to Calendar. 

With reminders in the same thread, you can boost attendance while keeping the experience friction-free.

8.Loyalty program updates

Keep your most valuable customers engaged by sharing point balances, rewards status, or tier upgrades through RCS. You can even embed CTA buttons to redeem offers, view rewards catalogs, or join challenges. This keeps customers informed while enhancing their overall experience with the brand.

9.Real-time order tracking

Deliver live updates on your customer orders directly via messages. Real-time order tracking provides customers with live information about their order status, including exact location, estimated delivery times, and direct tracking links. 

‍

This not only streamlines operations by minimizing the volume of customer inquiries but also reduces customer anxiety about their purchase.

‍

‍

10.Product recommendations based on behavior

Send personalized product suggestions using browsing or purchase history. RCS supports carousels with product images, prices, and CTA buttons, making it easy to go from message to purchase. Behavioral targeting combined with rich messaging leads to higher engagement and upsell potential.

11.Interactive payment processing 

Enable your customers to make secure payments directly via a chat interface. RCS can integrate with various payment gateways, allowing a smooth transaction experience without redirecting users to external sites or apps. You get to offer a more integrated and efficient service while reducing cart abandonment rates.

12.Feedback & surveys

RCS lets you send short, visual surveys right inside your customer’s messaging app. You can include star ratings, multiple-choice options, or a quick text box that requires no redirects or logins. 

It makes giving feedback feel effortless, so you’re more likely to get honest, timely responses.

13.Retargeting 

Think of the last time you got a discount code via text from a store you visited months ago. Now imagine that message with your name, product images, and buttons to claim the offer instantly.

That’s where RCS Business Messaging stands out. It brings together the visual appeal of display ads, the customization of email, and the reach of SMS in one message. 

14.One-time passwords (OTPs) 

Security and speed matter when you’re verifying a user. One-time passwords are essential for actions like logging in, making payments, or updating account info. But plain-text SMS OTPs often blend in with other messages and don’t always feel secure or user-friendly.

RCS makes OTP delivery clearer and more trustworthy. You can brand the message, verify the sender, and include visual elements like your logo or a status icon. The message appears in a trusted thread, reducing the risk of phishing.

Start creating richer conversations with Plivo 

Whether you’re sending order updates, promoting products, or collecting feedback, RCS is a better way to reach your customers where they already are

Plivo makes it simple to get started. It is an all-in-one AI-powered cloud communication platform that helps you send verified, rich messages at scale. 

Plivo’s RCS turns plain texts into branded, two-way conversations.This drives stronger engagement and better business results. It gets even better when paired with Plivo’s AI agents and unified customer data platform CDP, becoming a powerful tool for personalized, automated, and scalable marketing.

Here’s what you get with Plivo:

• Real-time personalization: AI agents dynamically adjust RCS conversations based on unified customer profiles and real-time behavior triggers resulting in higher engagement, better conversion rates
  
  
• Multi-channel fallback: When RCS isn’t supported by the user’s device or network, messages automatically switch to SMS guaranteeing message delivery and maintaining consistent communication across all devices
  
  
• Conversational automation: AI agents seamlessly handle FAQs, process orders, schedule deliveries, and escalate complex queries, all within RCS. This reduces support costs, improves response times, and ensures a smooth, always-on customer experience

• Comprehensive omnichannel Platform: Manage SMS, WhatsApp, Voice, Chat, and RCS from a single dashboard streamlining operations and reducing vendor complexity.
  
  
• Enterprise-grade reliability: With 99.99% uptime and global infrastructure, Plivo ensures your campaigns and conversations are always on.
  
  
• Built-in security and compliance: Stay protected and compliant with support for GDPR, HIPAA, and SOC 2, ideal for businesses in regulated industries.
  
  
• Plug-and-play integration: Easily connect Plivo to your existing CRMs, marketing automation tools, and support systems to get started quickly without heavy development effort.
  
  
• Future-ready capabilities: Stay ahead of the curve with a platform built for evolving customer engagement needs positioning your brand as an early mover in conversational commerce.

Ready to go beyond basic SMS and reach customers at speed and scale?

Book a demo now.

‍

You may wonder: “We’re already running SMS campaigns, why switch?”

Well, 70% of users are more likely to communicate with brands through interactive messaging.

Clearly, customers crave something richer than bland text. That’s where rich communication services (RCS) come in. RCS chat features combine the trust of SMS with the interactive messaging your customers expect.

Let’s look at how RCS message features go beyond “rich messaging.”

Why RCS?

A plain text message can inform or ask, but it rarely engages. And today’s customers expect visual stimulation. No surprise, then, that 73% of businesses considered this rising need and boosted their budgets for visual communication platforms in the past year.

RCS messaging turns those standard texts into a fully branded experience with product images, quick-reply buttons, appointment confirmations, and even order tracking.

Sam Jacobs, the Head of Marketing at Ammo, on switching from SMS to RCS, says, “Our audience is visually driven, and with RCS, we send them images of our new collections and restocks. The 160-character limit on SMS limited how well we could tell a brand story and share features of our products.”

Apart from the 160-character limit, SMS falls short as:

• It supports only basic text and lacks interactivity or branding options.
• There’s no way to know if a message was read, and to track customer engagement beyond delivery.
• No sender verification means a higher risk of fraud and reduced customer trust.

SMS and RCS: How do they compare?

Before we dive into the RCS chat features, here’s a side-by-side breakdown of RCS vs. SMS to help you see how these messaging technologies differ and why RCS might be the smarter pick for your business.

Now that we know how these compare, let’s dive into RCS chat features and their benefits.

Key RCS features that boost customer engagement

Customers want rich media, two-way communication, and interactive branded texts. But how do these features benefit your business?

Rich media support that keeps your brand top of mind 

With rich media support, you can engage customers with images, videos, carousels, and GIFs directly in the message, making campaigns visually compelling and memorable. 

So a retailer can showcase new arrivals with product images and videos, rather than just a plain text link.

How does this benefit your business?

• Grabs attention instantly
• Boosts engagement and click-throughs
• Improves product discovery
• Strengthens brand recall
• Reduces friction in the buying journey
• Ideal for mobile-first shoppers

If your business has visual appeal, frequent promotions, or products/services that benefit from being “seen,” this feature helps.

Typing indicators and read receipts to optimize campaigns 

Unlike traditional SMS, you’ll know if your offers have been read, so you can fine-tune your send times and messaging strategies for maximum impact.

For example, if you see most customers read your message in the evening, you can schedule future offers to hit inboxes at that peak time for better results.

How does this benefit your business?

• Follow up at the right moment
• Get clear visibility into customer engagement
• Reduce response time with proactive support
• Refine campaign timing based on user behavior

Any business with a strong need for customer service, fast issue resolution, or timely decision-making benefits from this feature.

Suggested replies and quick actions for a smooth buying journey  

You can make it easy for customers to respond or take action with a single tap, boosting conversion rates and reducing friction.

For example, a bank can send a payment reminder with actionable buttons like “Pay Now” or “Contact Support,” while a sports facility can let users confirm or reschedule turf bookings — all through Plivo’s RCS messaging.

How does this benefit your business?

• Speed up customer responses
• Guide customers toward desired actions
• Reduce support workload
• Gather better data

Verified sender and branding to foster consumer trust

With verified business profiles, logos, and colors directly in the chat, users are more likely to trust your business. Plus, when they see your logo and a verified badge, it reduces fraud risk and increases open rates.

How does this benefit your business?

• Build immediate trust with customers
• Increase open and engagement rates
• Protect brand reputation against spoofing
• Enhance message consistency across campaigns
• Reinforce brand identity in every interaction

Any business that wants to minimize fraud and prevent spoofing benefits from this feature. 

Two-way interactivity to decrease wait times

RCS message features enable real-time, dynamic conversations where customers can ask questions, get support, or make purchases without leaving the chat.

For example, an airline can handle booking changes or customer queries instantly instead of relying on slow SMS replies or call centers. Passengers can even browse flight options, seat upgrades, or travel add-ons without leaving the chat.

How does this benefit your business? 

• Increase customer engagement through personalized messaging
• Resolve queries faster with back-and-forth messaging
• Reduce support wait times with instant communication
• Improve satisfaction by making customers feel heard

Delivery and engagement analytics

How can you be sure customers are even seeing, let alone clicking, your messages?

RCS messaging features include access to detailed analytics on delivery, reads, clicks, and engagement to maximize delivery and empower data-driven marketing. The data helps you see which promotions drive clicks and optimize future campaigns. (something SMS simply can’t provide!)

How does this benefit your business?

• Gain visibility into message delivery and read status
• Optimize send times and content based on real engagement data
• Reduce guesswork in campaign performance
• Improve ROI by doubling down on what works
• Track user behavior to personalize future campaigns

This feature helps marketing teams across industries analyze key success metrics and optimize strategies based on data.

End-to-end encryption (where supported)

This feature assures customers' privacy and security, especially for sensitive transactions or personal information. Industries like healthcare providers or banks can communicate securely, unlike with unencrypted SMS.

How does this benefit your business? 

• Protect sensitive customer data in transit
• Build trust by ensuring message privacy
• Comply with industry regulations and standards
• Reduce liability from data breaches

Any business handling sensitive information, like patient data protected under the Health Insurance Portability and Accountability Act (HIPAA), financial transactions, or compliance-regulated customer details, can benefit greatly from this feature.

Interactive messaging functions to increase open rates

A travel agency that lets customers swipe through a carousel of dreamy destinations right inside their chat is far more likely to secure a booking than one that sends a plain text list.

With interactive messaging functions, you can use carousels, rich cards, and buttons to create immersive, actionable experiences within chat.

For example, Elizabeth Lawrence, Managing Editor at American Military News, shares how using RCS for state‑specific polling initiatives boosted customer engagement and helped them build more precise, targeted strategies.

“We sent a message that had the poll link, a short issue summary, and two reply buttons: 'I Support' or 'I Don’t.” Once clicked, the respondent got follow-up content based on their answer, like tailored videos, quotes, and even links to community events.”

On talking about how it helped them segment their audiences better, she said:

“Instead of shouting at everyone with the same message, we let them direct the conversation with one tap. That gave our analytics team cleaner segments and gave users content they wanted.”

How does this benefit your business?

• Improve engagement by delivering location-relevant content
• Increase conversion rates through personalized messaging
• Gather more accurate customer insights and preferences
• Reduce campaign waste by avoiding irrelevant outreach
• Support A/B testing based on region or segment behavior

Engage smarter with Plivo’s RCS features

With rising expectations for faster support, more personalization, and app-like messaging experiences, you can't rely on basic SMS alone. Plivo’s RCS messaging capabilities make a significant difference here. It brings the power of rich, interactive communication to your existing systems to drive engagement, automate conversations, and build trust at scale.

Plivo easily plugs into your existing communication stack via intuitive APIs, so you can start using RCS without overhauling your infrastructure. You can also pair it with AI Agents to automate FAQs, drive personalized recommendations, and resolve queries 24/7.

Whether you’re a retailer promoting a product drop, a bank confirming transactions securely, or a healthcare provider following up on appointments, Plivo’s RCS solution ensures your message is timely delivered, seen, clicked, and remembered.

Get started for free to see it in action!

SMS has helped businesses with a wide reach for decades, but its limitations are clear: no branding, basic text only, and zero interactivity.

With rich communication services (RCS) business messaging, you’ll never have to choose between rich features or universal reach. It offers both and transforms standard texting into an interactive experience without requiring customers to download a third-party app.

Today, over a billion users have access to RCS across major platforms. So it’s high time we moved past the “should you use RCS” to “how quickly you’ll capitalize this unified messaging ecosystem” ones.

Here’s everything you need to know about RCS business messages, their types, capabilities, and use cases to streamline customer engagement.

What is RCS business messaging?

RCS messaging is a protocol that upgrades text messaging beyond the basic limitations of SMS. It adds features like high-resolution images, typing indicators, read receipts, and interactive buttons — all delivered directly to a mobile phone's native messaging app.

Simply put, RCS is SMS with superpowers.

While SMS limits you to 160 characters of plain text, RCS lets you send videos, offers suggested replies, and includes branded messages to help recipients take action right from the message.

Here’s an in-depth SMS vs. RCS discussion to catch up on their differences and benefits.

Barclays used RCS for business to reduce branch visits by guiding customers to their mobile app.

Their messages asked if customers knew they could make payments themselves, included a "See how" button that played a tutorial video, and provided a direct download link. This self-service approach improved customer experience while reducing operational costs.

Capabilities that RCS provides your business with

Here are the key features that make RCS better than traditional SMS.

Verified sender profiles

Trust drives purchasing decisions, and 87% of customers will pay more for products from brands they trust.

Every RCS business message comes from a verified sender profile that displays your business name with a verification badge. This tells recipients they're receiving legitimate communications, not spam or phishing attempts.

Branded messages

Your logo, brand colors, and business name appear at the top of every RCS communication. 

Studies show that 86% of consumers made two or more purchases in the previous year directly from branded text messages. When customers see your logo and signature colors in their messaging app, they're already primed to engage.

Modern interactive features

RCS supports a range of interactive elements that static SMS can't match.

Rich cards combine media, text (title and description), and calls to action (CTAs) in a single message. These cards can link directly to products, allowing customers to go from message to purchase with one tap.

Further, carousels let customers swipe through multiple products or offers without leaving the messaging app.

Cross-platform support

Apple's iOS 18 update, which introduced RCS support, has significantly reduced the communication gap between Android and iPhone users.

With both Android and iOS supporting RCS, you can now reach virtually all smartphone users with rich, interactive messages. There’s no need for separate strategies for different devices.

Advanced analytics

RCS provides detailed engagement metrics beyond simple delivery reports.

You can access read receipts, typing indicators, and click-through rates (CTRs) for every interactive element. This data shows which cards, buttons, or documents drive the most campaign engagement.

You can monitor read reports, customer actions, and identify trends to adjust your campaign strategies.

RCS vs. SMS vs. MMS: What's the difference?

You've used all three at some point: SMS for basic text, MMS for image transfer, and maybe RCS without even realizing it.

But what makes them fundamentally different? Let’s see.

Types of RCS for business messaging

Moving beyond the technical differences, let's look at how businesses apply RCS messaging in practice. Unlike SMS, RCS gives you three distinct message formats to match your communication needs.

Basic messages

Basic messages work much like SMS but with verification. They contain text-only content within 160 characters and include URL previews that recipients can tap to visit your website.

What sets these messages apart from SMS is that they come from verified business profiles with a brand logo displayed. This verification immediately creates trust, even though the message itself is simple.

Basic messages work best for:

• Authentication codes and one-time passwords
• Appointment reminders
• Order confirmations
• Service updates

The biggest advantage is that you can often use your existing SMS API and pricing structure. Many providers automatically "upgrade" SMS to Basic RCS messages on compatible devices, making this a zero-effort enhancement.

Single Rich messages

Single Rich messages break free from text-only limitations by adding visual and interactive elements. Here’s what you can include with these messages:

• High-resolution images and videos
• Interactive buttons for direct actions
• Rich cards displaying product information
• Carousels showcasing multiple items
• Location data with map previews

For example, take a travel company sending a booking confirmation as a Single Rich message. They add the hotel image, display the check-in date, and use action buttons to "Add to Calendar" or "View Reservation Details."

The result is high engagement with minimal backend efforts.

Conversational messages

Conversational messages enable real-time, two-way discussions between brands and customers.

They come in two forms. Brand-initiated (A2P) starts when a customer responds to your Basic or Single Rich message within 24 hours. On the other hand, user-initiated (P2A) begins when a customer messages you first or responds after the 24-hour window.

With these messages, your business can:

• Handle customer service inquiries
• Provide personalized recommendations
• Guide customers through complex processes
• Qualify leads before transferring to sales

The messages require more backend work but deliver the full RCS experience.

Say a travel company could help a customer select vacation packages, add excursions, and complete the booking, all without leaving the message thread.

RCS business messaging use cases

Now that you know the different types of RCS, it’s time to see them in action. Here are some ways businesses use RCS messaging and drive results.

Marketing campaigns

With RCS marketing, it’s easy to create immediate connections through visual content that customers can act on directly. You send product showcases with embedded purchase buttons, surveys with tappable answers, and promotions with instant booking options.

For example, EaseMyTrip used RCS for a post-COVID travel survey with quick-tap answer options and a thank-you coupon.

The campaign achieved a 4x higher CTR than email and 10x more survey completions, resulting in a 2.7% increase in conversion rate.

Holiday promotions

Holiday shopping periods demand special attention. RCS makes your seasonal promotions stand out with visual product showcases, limited-time offer countdowns, and immediate purchase paths.

Nespresso used RCS for their holiday campaign to showcase their lesser-known accessory collections as gift options.

Their messages featured product carousels with direct purchase links. Making the experience interactive and circular (allowing users to replay or explore more) facilitated a 25% increase in purchase intentions.

Payments and transactions

RCS streamlines financial transactions with secure, interactive payment flows. Banks can send payment requests with verification buttons, fraud alerts with immediate action options, and bill reminders with one-tap payment capabilities.

Take Axis Bank, which implemented RCS for loan, credit card, and fixed deposit management.

Their interactive banking chatbot activated over 2,000 users, enabled 45% cross-sell opportunities, and processed 6.5% of service requests directly through RCS messaging.

Customer engagement and loyalty

Loyalty programs often fail because they're forgettable. Instead of sending a static "You have 250 points" message, RCS creates interactive experiences.

Here, customers swipe through reward options, play mini-games to earn bonus points, or receive personalized recommendations based on their preferences.

ENGIE tackled its inactive loyalty program with an RCS Advent Calendar. Each day revealed new surprises, educational content about their "Mon Programme pour Agir," and opportunities to earn and immediately redeem points, transforming a forgotten program into a daily habit.

Travel check-in and boarding passes

RCS streamlines travel experiences by combining reservation management, check-in, and digital boarding passes in a single conversation.

Airlines can walk passengers through seat selection, meal choices, and safety information with visual guides and simple taps, then deliver a scannable boarding pass directly in the messaging thread.

Google's RCS integration with Google Wallet lets travelers save their boarding pass with one tap. Once saved, the pass updates automatically with gate changes or delays, ensuring travelers always have accurate information without searching through emails or downloading airline apps.

RCS for business messaging is the future

As we've seen across these use cases, RCS is not an emerging technology anymore; it’s become a communication standard. But where is this technology headed?

According to Juniper Research, RCS business messaging will grow from just 3% of operator messaging revenue in 2024 to 18% by 2029. Total revenue will jump from $1.8 billion to $8.7 billion — a 370% increase in just five years.

What's driving this growth? Trust.

As SMS becomes increasingly compromised by scams and phishing attempts, businesses are migrating to RCS, where brand verification comes standard. 

Market penetration is another factor. With Android holding over 70% of the global mobile market share and Apple's adoption, RCS now reaches every smartphone user. This universal reach without requiring app downloads gives RCS a significant advantage over platforms like WhatsApp or Facebook Messenger.

The integration of AI with RCS will further accelerate adoption.

Smart chatbots that understand customer intent can handle routine inquiries and provide a personalized experience. Unlike traditional chatbots, RCS bots can share rich media, walk customers through complex processes with visual guidance, and seamlessly transfer to human agents when needed.

For your business, this transition represents an opportunity to get ahead. Companies that adopt RCS now will build familiarity with the platform while developing communication strategies that take full advantage of its capabilities.

Simplify your customer engagement with Plivo RCS API

With RCS positioned to transform business messaging, you need the right tools to capitalize on this opportunity.

Plivo's RCS API helps you bridge the gap between current SMS capabilities and the personalized, advanced experiences customers now expect. The platform's pay-on-delivery model means you only pay for messages that reach customers.

You also get valuable engagement metrics, including read receipts and button click data that traditional SMS can't provide. Plus, there are intelligent chatbot flows to help with instant issue resolution.

With RCS expanding its user base and showing engagement rates 35x higher than email, Plivo's API gives you a direct path to this growing audience. If your customers are among the 70% more likely to engage with brands through RCS, Plivo gives you the tools to meet them there.

Get started for free and build better customer conversations today.

‍

SMS has long been the workhorse of business messaging—but there’s a new show pony in town. 

Rich Communication Services, or RCS messaging, offers a powerful upgrade that goes beyond plain text to transform business-to-customer communications.

In this guide, we’ll detail how RCS is different from OTT, SMS, and MMS, the advantages RCS can offer your business, and some tips to help you leverage its full potential for your business.

What is RCS messaging?

RCS, which stands for rich communication services, is a revolutionary protocol that upgrades traditional SMS and MMS text messages with a host of advanced features. These features include images, read receipts, suggested replies, group chats, and e-commerce integrations, making RCS messaging more engaging and informative. 

Many of these features are already familiar to consumers who use chat tools like OTT services like Facebook Messenger and WhatsApp. The big difference is that RCS messaging builds these features directly into Android and iOS; it will inevitably replace SMS altogether. 

Does RCS work on Android and Apple devices? 

Most major carriers in the US offer RCS messaging on Android devices. However, Apple only recently announced that it will adopt RCS with the release of iOS 18 in the fall of 2024.

"We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS. This will work alongside iMessage, which will continue to be the best and most secure messaging experience for Apple users,” said an Apple spokesperson. 

Apple has started testing RCS messaging with iOS 18 developer beta 2, suggesting a wider release is imminent. 

Where is RCS messaging used?

The use of RCS messaging is contingent on two factors: carrier support and device compatibility. Currently, RCS messages are only compatible with newer Android phones, such as the latest devices from Samsung and Google. 

Carrier support is comparatively more common. Most major carriers in North America support RCS messaging, including AT&T, Verizon, T-Mobile, and Sprint. The map below shows where RCS messaging is available and in use in more detail. 

While RCS isn't universally available yet, it's being adopted by more and more carriers and becoming increasingly common on newer devices.

How does RCS messaging compare to MMS, SMS, and OTT?

RCS, MMS, SMS, OTT — these acronyms can quickly become confusing. SMS and MMS are legacy systems from which RCS has evolved. Let’s go through the key differences between different messaging protocols to understand why RCS messaging is so promising.

SMS (Short Message Service)

SMS messages are the most basic types of text messages. These texts can be up to 160 characters and text-only, meaning you can’t send images or video over SMS. SMS messages are compatible with virtually every mobile phone on the market and do not require an internet connection.

MMS (Multimedia Messaging Service)

MMS messages are an extension of SMS designed to send multimedia content, including images, video, audio, and text. MMS allows for more text than SMS, up to 1,600 characters. These messages are compatible with most mobile phones, but there are sometimes issues with formatting between different devices and carriers. MMS messages work over cellular networks but often benefit from an internet connection to transmit media content. 

OTT (Over-the-Top Services)

OTT messages use your phone's internet data connection rather than your mobile carrier's traditional SMS/MMS network. Apps like Facebook Messenger, WhatsApp, Telegram, and WeChat are all OTT messaging services. OTT messaging apps tend to offer more features than SMS, such as sending photos and videos, voice and video calls, group chats, and read receipts. These apps aren’t native to iOS or Android devices and must be downloaded by the user before OTT services can be accessed. 

RCS (Rich Communication Services)

RCS messages are an upgrade to MMS. These texts support text, high-resolution images, videos, audio messages, file transfers, location sharing, and more interactive elements like group chats and read receipts. However, RCS requires both the sender and recipient to have RCS-enabled devices and carriers that support RCS. 

RCS messaging offers the best set of features and security compared to legacy text messaging protocols. The only drawback is the lack of market penetration — something we expect will change with Apple’s new iOS launch. 

The future of RCS messaging for your business

The potential of RCS messaging hasn’t been fully realized, but early analysis has forecasters excited about what RCS texting can do for businesses of all sizes. “New feature-rich messaging apps, such as those built on the RCS platform, offer businesses powerful new opportunities for successfully interacting with consumers,” wrote the experts at Harvard Business Review. 

Brands such as Citi, UnoTV, Overstock, and Subway are early adopters of RCS. These companies provide case studies of how other businesses can make the most of RCS messaging. For example, Overstock uses RCS texting to send purchase, shipping, and delivery confirmations. Subway used RCS messages to send promotions with high-quality images; the campaign saw a 144% increase in its coupon redemption rate compared to the same promotion sent via SMS.

The analysts at Juniper forecast significant growth in RCS usage, expecting the user base to surpass 2 billion by 2028 — a prediction that seems well within reach given Apple’s planned release to its customers. Here’s what the mobile market could look like over the next few years. 

Given that RCS is poised to make MMS and SMS campaigns obsolete, let’s dive into why RCS can make such a big difference for your business. 

The advantages of RCS chat for your company and customers

The adoption and popularity of OTT apps signal how RCS will work for your company. Let’s break down in more detail how RCS messaging can strengthen your customer relationships. 

Deliver a better customer experience

Like WhatsApp and other OTT messages, RCS is packed with features that improve the user experience. Here are a few media capabilities built into RCS chat that can upgrade the customer experience. 

• Quality images, video messages, and GIFs
• Delivery and read receipts
• Video-calling capabilities
• Suggested replies
• Suggested actions
• Location sharing
• In-message payment options
• Sender verification
• QR codes

“With RCS, which has the richness of OTTs but is universal, consumers will get graphically branded messages from a verified sender, which may include suggested action buttons quick button replies, along with high-definition images and video,” wrote Harvard Business Review. “Survey respondents emphasize the importance of these messaging capabilities, with 81% saying that the ability to offer verified sender information is highly important.” 

Boost trust with sender verification

Brands that use RCS texting can be verified by a Verification Authority—a specialized entity, Mobile Network Operator, Chatbot Platform provider, etc. Once verified, your brand’s logo will appear at the top of the conversation along with your brand name and status badge (such as a checkmark).  

Verified sender information is among the most promising features of RCS messaging. By becoming a verified sender, your brand avoids being marked as spam and can build customer trust. Today, 70% of consumers have worried brand texts pose a data security risk; sender verification helps mitigate that anxiety.

Build strong customer communication

The many features available in RCS messaging enable brands to boost engagement and create a meaningful channel for two-way communication with customers. Interactive messaging lets customers take action directly, reducing admin for your brand while making it as easy as checking a text for customers to engage.

Imagine sending messages enriched with buttons that trigger specific actions. Customers can click a button to view product details, book an appointment, or initiate any relevant action – all within the same message thread. This ability saves customers time and frustration by eliminating the need to navigate through separate platforms.

Learn more from your data 

RCS messages generate better data and analytics from which your brand can learn. UnoTV’s RCS pilot gave the brand useful information that can trigger smarter, more targeted future campaigns. 

“With SMS, we don’t even know if the message was delivered to the user, but with RCS

we can see if it was delivered, if it was opened, and if it was interacted with,” said Violeta Rosales, UnoTV digital development lead. “It gives us a much better understanding of interactions.”

Leverage a more targeted UX 

RCS's rich multimedia experience lets your brand leverage chat history, analytics, and other customer data to build rich customer profiles. These detailed profiles become the key to crafting highly targeted messages – whether for automated responses or marketing campaigns. Tailoring compelling content that resonates with individual customers becomes much easier with this protocol. 

Use RCS messaging to grow your business

RCS messaging can supercharge your sales, marketing, and customer service. Here are a few ways to make the most of RCS’s advanced features to grow your business. 

Send captivating promos and specials

RCS messages allow brands to create eye-catching promos with image carousels, media cards, and GIFs. Many brands are already using WhatsApp to do this. Showcase multiple products at once with a call-to-action that takes the viewer straight to the shopping page, streamlining checkout. 

Early data suggests that media-rich promos significantly outperform traditional mobile campaigns. BodemerAuto, a car dealer, launched a Black Friday campaign using RCS to increase customer engagement. The campaign delivered a 17-fold clickthrough rate (CTR) improvement compared to a concurrent, text-only SMS campaign.

Manage appointments and reservations

Healthcare and hospitality companies can use RCS texting to manage appointments, send reminders, and sell event tickets. Live support, suggested actions, and AI chatbots can all be used in RCS texting to help customers manage their relationships with your business without tangling up customer service channels. 

How does this work? A salon could prompt a customer to set up an appointment with a “schedule now” button. The client would schedule their appointment directly through the text conversation. Suggested actions could also include a “reschedule” autoresponse. 

Automate account alerts 

Citi has traditionally used SMS to ask customers to verify account information, receive alerts on their spending, and get notified immediately of suspicious transactions. With RCS messaging, Citi can do more. 

“This RCS functionality allows customers to message Citi through the standard Android Messages app on their device and to access information such as their current balance and payment due date,” Wooters notes. “Our customers can also escalate their inquiry to a live agent, to address additional servicing needs.” 

Not only can Citi customers get real-time account alerts, but they can also take action directly in the message. 

Beat the competition with a great RCS strategy: 3 tips

Now is the time to start developing an RCS strategy. As this messaging protocol grows, brands that are prepared will have a competitive advantage over those that continue to rely on SMS or MMS. 

Treat your RCS text campaigns like e-mail. 

The features of RCS messaging allow you to be more sophisticated in your mobile marketing strategy. RCS messages can deliver powerful, specific CTAs, so customer segmentation is imperative. Set campaign goals, segment your contact list, and measure results the same way you would an email campaign. 

Please note that we do not suggest writing RCS messages that are as long or detailed as your e-mail campaigns. RCS messages should be used to augment your other communications channels in a more targeted, impactful way.

Start developing content on OTT apps.

More brands are signing on to use this messaging protocol every day. But, in the meantime, develop an OTT strategy that can help hone in on what content works and doesn’t. Plivo’s WhatsApp Business API allows users to effortlessly deploy WhatsApp for customer engagement while keeping costs low. 

WhatsApp for Business allows brands to send images, videos, and documents, making the messaging experience richer and more engaging. Plivo makes it easy to use the WhatsApp Business Platform to showcase a new product through a video, share a brochure as a PDF, or simply update customers on their latest transactions.

[Read more: Get Started with Plivo's WhatsApp API – Quick Onboarding Guide]  

WhatsApp for Business gives you a way to test different content and see what resonates. Try different campaigns to learn best practices and understand how customers respond to these richer messages. 

Utilize your customer data. 

Finally, remember that RCS messaging is simply another channel in an omnichannel approach to the customer experience. Like any tool, it’s best utilized with customer data from across your company — sales, customer service, marketing, and operations. Integrate RCS messaging with your other systems and channels to get the best results.  

Conclusion

RCS messaging is poised for explosive growth. Preparing your business for this messaging protocol now is a smart way to build customer loyalty and trust in the future. Learn more about RCS and how Plivo can help your business engage customers by getting in touch with sales.