5 ways marketers can master RCS for mobile messaging

Apple’s iOS 18 replace is right here, and maybe misplaced among the many firm’s flashy unveilings was its much-antipicated adoption of the Wealthy Communication Providers (RCS) messaging commonplace.

RCS, sometimes called a extra sturdy model of SMS, is supported by main cellphone carriers together with Verizon, AT&T and T-Cellular. The usual permits for better media-sharing capabilities and stronger communication performance. Nonetheless, as a result of Apple for years had rejected the usual to as an alternative promote iMessage, an RCS message despatched to an iPhone would beforehand default to SMS format and be displayed with a inexperienced textual content bubble.

With iOS 18, RCS is now supported for person-to-person messaging between iPhone and Android customers (although these inexperienced textual content bubbles aren’t going wherever). Apple’s choice to assist the usual, a transfer introduced in November, additionally presents a possibility for entrepreneurs seeking to ship extra sturdy and customized messages.

“Advertising and marketing occurs to be, at this stage, the biggest use case of RCS, and an enormous success story for RCS,” mentioned Inderpal Singh Mumick, CEO of Dotgo, an organization that payments itself because the world’s largest RCS enterprise messaging hub. 

RCS for enterprise messaging, a protocol often known as RBM, permits entrepreneurs to entry a lot of the identical performance that makes RCS stronger than SMS. Nonetheless, RBM isn’t but supported amongst main U.S. carriers right now together with AT&T and T-Cellular, although that’s anticipated to vary within the coming months, in accordance with Alex Campbell, co-founder and chief innovation officer at cellular engagement platform Vibes.

For manufacturers seeking to make the swap from SMS to RCS, Advertising and marketing Dive has compiled 5 key insights that entrepreneurs ought to know based mostly on info shared by Mumick and Campbell, together with key concerns round use circumstances, testing and the present messaging panorama. 

Apple didn’t flip the ‘on’ swap for RBM

Although Apple’s assist of RCS is new, the potential itself is over a decade previous. The RCS commonplace was chosen for adoption by the GSM Affiliation (GSMA) in 2008 and meant to interchange SMS. Google has supplied main assist for the usual, providing it by way of Google Messages whereas pressuring Apple to undertake RCS by way of cheeky campaigns. 

Apple’s adoption of RCS will enable for smoother communication between Android and iPhone units, provided that the usual is already supported by main cellphone carriers. Nonetheless, the power for entrepreneurs to leverage RBM can be depending on the carriers. Some smaller gamers like Spectrum and Xfinity already assist RBM, in accordance with Mumick. 

Main carriers are at the moment working along with Google round their assist for RBM to find out particulars like pricing and “how all of the plumbing goes to work,” Campbell mentioned. From working with the carriers, the exec expects RBM adoption will roll out service by service across the Q1 to Q2 2025 timeframe. 

Notably, whereas Verizon was additionally amongst those that hadn’t but adopted RBM, Vibes’ inside testing indicated the service lately enabled the performance, although its scope is unclear. Advertising and marketing Dive reached out to Verizon to verify whether it is at the moment providing RBM and had not acquired a response as of press time.

“It’s not sudden, we’ve all been speaking about RBM being obtainable within the coming months,” mentioned Campbell in a follow-up interview surrounding the Verizon information.

Early RBM outcomes present promise

Whereas RCS instructions a smaller market within the U.S., the potential is outstanding in areas together with India, Mexico and Brazil, Mumick mentioned. Assist by choose smaller carriers for RBM within the U.S. has additionally provided entrepreneurs a possibility to check how key analytics examine to SMS messages.

In advertising use circumstances spanning a number of markets, together with visitors from the U.S., RCS has confirmed advantageous over SMS, Mumick defined. Amongst totals, the usual has seen a mean supply price of round 99%. Moreover, RCS messages have seen common learn charges of round 50% — or 30%-40% in rising markets — and a response price of round 6%-9% on common.

Android at the moment instructions a a lot bigger share of the worldwide cellular market than iOS, although iPhones maintain the bigger market share within the U.S., which might assist clarify why the market has been slower to undertake RBM. Nonetheless, this has been altering since Apple’s announcement, Mumick mentioned. 

“With the 50-60% iPhone share, everyone [in the U.S.] was on the fence with simply Android supporting RCS,” the exec mentioned. “Now … we’re seeing lots of the huge guys, lots of the manufacturers, testing in order that they’ve an understanding.” 

Verified IDs might get customers to open texts

One key to RBM is the power for entrepreneurs to acquire verified sender identification, which might enable a model to show a verified checkmark to assist customers distinguish in opposition to fraudulent exercise.

The method of verification for entrepreneurs begins with registering for what is known as an “agent,” or the messaging software that makes use of the RCS protocol to ship messages on the model’s behalf, defined Vibes’ Campbell, whose firm will probably be serving to manufacturers register.

By turning into verified, manufacturers can supply customers a worthwhile layer of belief as they make the choice to have interaction with a message. With RBM, the “cryptic” 10 or 5-digit short-code marking an incoming message would additionally get replaced with the model’s title and brand, Mumick mentioned, which might make a distinction in shopper response charges. 

“As a substitute of getting a 2-3% — typically in some markets [a] half p.c — response to the SMS, you get a 5%-10% response price,” Mumick mentioned.

RBM might shorten the trail to buy

A number of options of RBM have the potential to shorten the trail to buy and will assist fill gaps left by different channels. For instance, with RBM, customers focused on putting an order at a restaurant might assemble their total order by way of the message chain as an alternative of getting to obtain an app, Campbell defined. 

“In the event you discuss to entrepreneurs, the great/fortunate ones, 10-15% of their prospects have downloaded their app, and that’s quite a bit,” Campbell mentioned. “The app doesn’t essentially attain numerous your viewers, and that’s the place one thing like SMS is available in, the place now we have prospects the place the SMS database might be 70% of their prospects.” 

Different benefits for manufacturers contain the power to ship follow-up messages to those that learn an preliminary message, insert picture carousels, deploy generative AI and ship localized responses while not having to enter a ZIP code, Mumick mentioned.

‘Simply because you’ll be able to does not imply it is best to’

For entrepreneurs trying to make use of RBM, Campbell recommends utilizing the primary half of 2025 to experiment, check and be taught. Nonetheless, as entrepreneurs usually should bear in mind each time a shiny new software arises, “simply because you’ll be able to doesn’t imply it is best to,” the exec mentioned. Whereas RCS provides entrepreneurs various methods to personalize messages to customers, the aim of simplifying the procuring journey ought to stay entrance of thoughts. 

“We at all times say that your cellphone is a mission-driven gadget, and so issues that get in the way in which of the mission are dangerous,” Campbell mentioned. “If I say right here’s your deserted cart, and listed below are 17 different shirts that match that … No, I simply need to purchase what’s in my cart.” 

Entrepreneurs must also bear in mind there’s a lag time within the adoption of Apple’s software program updates, with solely round 70% of customers having up to date their telephones by six months out, per the exec. Whereas entrepreneurs shouldn’t really feel hesitant about RCS, in addition they shouldn’t neglect in regards to the people who find themselves nonetheless getting a typical textual content message.

“In the long run, SMS will eat RCS up simply due to the performance,” Campbell mentioned. “However on the identical time, we discuss in regards to the huge three, however we’re linked to 68 carriers within the U.S., so there’s much more on the market… the hybrid world of RCS and SMS goes to be round for years.”