Rich Communications Services (RCS) is like SMS on steroids and offers an excellent retail media channel – if you know how to use it. Jay Hinman, Vibes VP of Marketing, is here to help.
RCS — Rich Communication Services — is fast becoming a key part of every marketer’s vocabulary in 2025. This messaging protocol hit the mainstream in a big way when Apple incorporated it into iOS 18 last year, and now all US carriers and over 85% of devices support RCS, paving the way for it to very rapidly become the standard for messaging.
This definitely means that the days of short message service (SMS) dominance are numbered, yet there’s no need to panic. In fact, marketers should be celebrating this transition, because RCS is already opening up exciting new opportunities and revenue streams, and now is the time to start experimenting to see what works best for your brand or business.
I believe from informed experience that, like everything, there’s a right and wrong way to approach something so new and transformative, and am here to share information about launching RCS in a way that’s impactful on both consumer engagement and on revenue. First, let’s set some context.
What’s the difference between RCS and SMS?
RCS is an enhancement of SMS and multimedia messaging services (MMS) in several ways.
Content: SMS is limited to plain text. MMS allows you to send multimedia content, but it has size restrictions. RCS supports rich media like high-resolution images, videos and large files. Businesses can offer a branded experience with RCS messages, displaying the company’s name, logo and colors. Verified send checkmarks also confirm a brand’s legitimacy, which is especially important as text message scams grow more sophisticated.
Chat features: RCS offers read receipts, typing indicators, advanced group chat capabilities and more. These features are similar to those found in separate messaging apps like WhatsApp, but users can access it without leaving the phone’s native messaging app. RCS also supports two-way communication between brands and customers and delivers an authentic conversational experience.
Interactive features: The interactive opportunities provided by RCS boost customer engagement. Businesses can send multimedia cards and carousels with one-tap call-to-action buttons. Rather than typing out a message, customers can simply tap to initiate their next action, and message elements will dynamically adapt to user responses. The result of these capabilities is an app-like experience within the messaging platform. Customers can browse, pay and even receive customer support without switching applications, removing friction and driving higher purchase rates.
Analytics: SMS provides basic metrics like delivery rates, open rates and response times. RCS offers a broader range of information in real time, such as read receipts, interaction timing, reactions, multimedia element engagement and conversion rates. Marketers know more data means better campaigns.
How does RCS enhance the user experience?
Of course, SMS has proven to be a valuable asset for marketers. SMS messages boast a 97% read rate within 15 minutes, with significantly higher click-through rates than email. Adding multimedia improves campaign performance.
Consider this scenario: You receive an SMS from your favorite store that reads: “This weekend only: 20% off your favorite styles with the code SALE20. Click below to shop now!” No branding, no visuals — just text. It feels generic and impersonal. Clicking the link takes you out of your messenger app to a website or a brand app to continue your shopping journey. Have a question? You can’t ask it in the text thread.
Now imagine you receive an RCS. The message comes from the store’s verified profile, complete with their logo, name and brand colors. The message opens to a visually rich experience. In addition to the 20% off message, you see a carousel of their latest collection with swipeable images, styled looks and prices. Each image has a button: “Buy Now,” “Save for Later” or “Find in Store,” allowing you to interact with — and purchase — an item right in the messaging app. RCS messages can also suggest quick replies, such as “Where is the nearest store?” which the brand can answer.
Which experience is more likely to inspire you to buy something?
RCS for business messaging is still new, but companies have already begun seeing success. Subway promoted a deal on both RCS and SMS, and the RCS campaign’s conversion rate was 140% higher.
On average, Vibes customers are seeing 3x engagement rate from their RCS messages vs. SMS, even when the content is virtually identical, as well a 30% boost in revenues for RCS versus SMS.
What are some challenges to launching RCS successfully?
It’s important for brands to not lean on a “me-too” provider for RCS: one that’s still focused on selling all-in-one, master-of-none platforms in which email is the true and sometimes the only real priority. Look instead for a solution provider who can navigate the complex world of mobile carriers (who themselves are just getting up & running with RCS) and who has standard-setting mobile expertise across device makers, mobile operators, standards bodies and mobile-first brands.
Building and launching an RCS agent and rich, beautiful campaigns with carousels and one-clicks calls to action requires a tool that’s purpose-built for just that purpose, and not one migrating email code over into the RCS experience as a one-size-fits-all hack. You’ll want to experience the same sort of success that Vibes customers are with their initial RCS campaigns, and not wondering why you’re not getting the traction you may have been promised.
What’s ahead for 2026?
RCS will be the standard channel for customer experience in 2026. Brands should prepare accordingly.
Apps cater to your most loyal customers, but what about everyone else? RCS will reduce reliance on apps and allow brands to tap into a broader audience. RCS delivers the same experience without the hassle and commitment of downloading an app. By expanding accessibility and streamlining interactions, RCS opens new opportunities to engage with new customer segments and build meaningful connections.
Incorporating RCS into your marketing campaigns right now allows you to be among the first to deliver this heightened experience to your customers. Your rich content will leave a lasting impression compared to a competitor’s SMS and MMS messaging. Test use cases now to gather data and refine your strategy so your campaigns are optimised when everyone else gets onboard.
RCS is the future of marketing. These three letters are ushering in a new era of dynamic, interactive engagement. Brands that delay adoption will quickly find themselves outclassed by competitors.
