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RCS

By Bruna Miranda

Content Marketing Specialist

In digital marketing, RCS (Rich Communication Services) is an advanced messaging protocol designed to replace traditional SMS text messaging with a richer, more interactive experience. RCS allows businesses to send messages that include high-resolution images, videos, carousels, interactive buttons, read receipts, and other features similar to popular messaging apps like WhatsApp or iMessage—all within the native messaging app on Android devices.

For example, instead of sending a plain text message with a link, an airline could send an RCS message with a boarding pass, real-time flight updates, an embedded map, and buttons to check in or change seats—all without requiring the recipient to download an app or click a link.

While RCS is primarily a mobile messaging channel rather than email, it’s increasingly relevant to email marketers as businesses explore multi-channel communication strategies that combine email, SMS, and RCS to reach customers where they are.

Why RCS matters for marketers

RCS represents a significant evolution in business messaging, bridging the gap between the simplicity of SMS and the rich features of email or app-based messaging.

Key advantages include:

  • Richer content and interactivity – RCS supports images, videos, GIFs, carousels, suggested actions, and buttons, making messages more engaging than plain text SMS.
  • Better user experience – Recipients can take action directly within the message—like confirming appointments, browsing products, or making payments—without leaving their messaging app.
  • Verified sender identity – RCS displays your business name and logo, helping recipients trust that the message is legitimate and reducing the risk of phishing or spoofing.
  • Delivery and read receipts – Unlike SMS, RCS provides real-time feedback on message delivery and whether the recipient has read it, similar to email open tracking.
  • Higher engagement rates – Early data suggests RCS messages see higher engagement than SMS due to their visual appeal and interactivity.
  • Fallback to SMS – If a recipient’s device doesn’t support RCS, the message automatically falls back to SMS, ensuring delivery.

How RCS differs from SMS

While both RCS and SMS are sent through the native messaging app, RCS offers significantly more capabilities.

SMS limitations

  • Plain text only (or very limited multimedia via MMS)
  • 160-character limit per message
  • No interactivity or buttons
  • No delivery or read receipts
  • No sender verification

RCS capabilities

  • Rich media: images, videos, carousels, GIFs
  • No character limit (up to 8,000 characters)
  • Interactive buttons and suggested replies
  • Delivery and read receipts
  • Verified sender branding
  • In-message payments and forms

RCS essentially brings email-like capabilities into SMS, making it a powerful channel for customer communication.

How RCS compares to email marketing

RCS and email serve different purposes, but they share some similarities in how they enable rich, branded communication.

Similarities

  • Both support rich media and visual content
  • Both allow for branded sender identity
  • Both can include interactive elements (buttons in RCS, links and CTAs in email)
  • Both provide delivery and engagement tracking

Differences

  • Channel – RCS is delivered through the native messaging app; email is delivered to the inbox
  • Reach – Email works on all devices and platforms; RCS is currently Android-focused (limited iOS support)
  • Length – Email can be much longer and more detailed; RCS is designed for concise, actionable messages
  • Consent and regulations – RCS follows SMS regulations (like CASL, TCPA); email follows email-specific laws (like CASL, CAN-SPAM, GDPR)
  • Use cases – RCS excels at transactional messages, appointment reminders, and quick interactions; email is better for newsletters, long-form content, and campaigns requiring detail

Many businesses use RCS and email together as part of a multi-channel strategy, choosing the right channel based on message type and customer preference.

How to use RCS

RCS is particularly effective for time-sensitive, transactional, or interactive communications.

Appointment reminders and confirmations

Healthcare providers, salons, and service businesses can send appointment confirmations with options to confirm, reschedule, or add to calendar—all within the message.

Order and delivery updates

E-commerce brands use RCS to send order confirmations, shipping updates, and delivery notifications with tracking links and real-time status updates.

Customer support

Businesses can offer interactive troubleshooting, FAQ buttons, or live chat handoffs directly in RCS messages, improving support efficiency.

Promotions and offers

Retailers send product carousels, limited-time offers, and interactive catalogues that let customers browse and purchase without leaving the messaging app.

Two-factor authentication and security

Banks and fintech companies use RCS for secure login codes and fraud alerts with verified sender branding to reduce phishing concerns.

Event invitations and tickets

Event organisers send invitations, ticket confirmations, and event details with RSVP buttons and calendar integration.

RCS adoption and availability

RCS adoption is growing, but it’s not yet universal.

Platform support

  • Android – RCS is natively supported on most modern Android devices through Google Messages and other messaging apps.
  • iOS – Apple announced RCS support starting with iOS 18 in 2024, but implementation is still rolling out and lacks some advanced features.

Carrier and regional support

RCS availability depends on mobile carriers. Most major carriers in North America, Europe, and Asia now support RCS, but coverage isn’t complete. If a recipient’s device or carrier doesn’t support RCS, messages automatically fall back to SMS.

Business adoption

Major brands—including airlines, retailers, banks, and service providers—are increasingly adopting RCS as part of their customer communication strategy. As adoption grows, RCS is expected to become a standard channel alongside email and SMS.

RCS and marketing regulations

Like SMS, RCS is subject to messaging regulations that require explicit consent before sending marketing messages.

In Canada, CASL (Canada’s Anti-Spam Legislation) applies to RCS messages just as it does to email and SMS. This means:

  • You must have express or implied consent before sending commercial RCS messages
  • Messages must include clear identification of your business
  • Recipients must be able to easily unsubscribe from future messages
  • Consent must be documented and renewed as required

Other regions have similar rules, such as TCPA in the United States and GDPR in Europe. Always ensure compliance with local regulations before launching RCS campaigns.

RCS and multi-channel marketing

RCS works best as part of a broader communication strategy that includes email, SMS, and other channels.

  • Use email for – Newsletters, long-form content, detailed product information, and campaigns requiring extensive visuals or copy.
  • Use SMS for – Time-sensitive alerts, urgent notifications, and reaching recipients on any device.
  • Use RCS for – Rich, interactive transactional messages, appointment confirmations, delivery updates, and promotional messages that benefit from visuals and buttons.

By combining channels based on message type and recipient preference, you can create a seamless, effective customer experience.

Challenges and considerations

While RCS offers significant benefits, there are some limitations to be aware of.

  • Fragmented adoption – Not all devices, carriers, or regions support RCS yet. Fallback to SMS is available, but recipients miss out on the rich features.
  • Platform dependency – RCS is heavily Android-focused, with limited and evolving iOS support. This may limit reach depending on your audience.
  • Higher cost – RCS messages typically cost more than SMS, though less than building and maintaining a custom app.
  • Consent requirements – Like SMS, RCS requires explicit opt-in, which can be a barrier compared to email where consent rules vary by region.
  • Deliverability variability – Unlike email, where you control much of the sending infrastructure, RCS delivery depends on carrier networks and device compatibility.

Getting started with RCS

To send RCS messages, you’ll need to work with an RCS Business Messaging provider or platform that offers RCS capabilities. Many SMS and multi-channel marketing platforms now support RCS alongside traditional SMS.

Steps typically include:

  • Registering your business with an RCS provider
  • Setting up verified sender branding (logo, business name)
  • Designing message templates with rich media and interactive elements
  • Testing messages across devices and carriers
  • Monitoring delivery, engagement, and fallback rates

If you’re already using SMS marketing, RCS is a natural evolution that adds more value to your mobile messaging strategy.

Key takeaway

RCS (Rich Communication Services) is an advanced messaging protocol that brings rich media, interactivity, and verified branding to mobile messaging. While not a replacement for email, RCS complements email marketing by offering a powerful channel for transactional messages, customer support, and interactive promotions. As adoption grows, RCS is becoming an essential part of multi-channel marketing strategies that prioritise customer experience and engagement.

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