The RCS protocol, or Rich Communication Services, represents the next evolution of mobile messaging. It makes it possible to integrate rich and interactive content, such as images, videos, carousels, interactive buttons, and quick replies, directly into the default messaging apps on mobile devices.
Unlike traditional SMS, RCS allows businesses to use verified brand profiles displaying their name, logo, and contact details, strengthening consumer trust and delivering a much more engaging experience.
Why is RCS attracting so much interest from businesses?
RCS transforms mobile messaging into a true conversational channel. Unlike traditional SMS, it allows businesses to create much more interactive, visual, and conversion-driven experiences directly within the phone’s native messaging app.
Through the integration of rich content such as:
- images,
- videos,
- carousels,
- action buttons,
- and quick replies,
businesses can create much more engaging and seamless mobile experiences for their customers.
This evolution has a direct impact on marketing performance.
According to CM.com, RCS campaigns generate click-through rates up to 7.5× higher than traditional SMS. Source: CM.com — RCS Statistics for Marketers.
But beyond clicks, it is mainly the impact on conversions that captures businesses’ attention.
Also according to CM.com, the average SMS conversion rate generally ranges between 3% and 5%, while RCS campaigns reach average rates of 20% to 40%. — RCS Statistics for Marketers.
In other words, RCS can generate conversion rates approximately 4× to 13× higher than traditional SMS.
A verified and trustworthy brand profile
One of the greatest advantages of RCS is the integration of a brand profile verified by Google and mobile operators.
Unlike SMS, where the sender is often limited to a simple phone number, RCS allows businesses to display:
- their official name,
- their logo,
- their contact details,
- as well as their visual identity.
These brand profiles are verified by Google and mobile operators before being activated, which significantly reduces the risk of fraud, impersonation, and phishing.
For consumers, this validation provides a much higher level of trust. Recipients immediately know they are interacting with a legitimate and recognized business. And that trust has a direct impact on engagement.
RCS vs. SMS: what are the differences?
Although RCS and SMS both use mobile messaging, their capabilities are very different.
| Feature | SMS | RCS |
|---|---|---|
| Maximum number of characters | 160 characters | 2,000 characters |
| Media support | Text and emojis | HD images, videos, GIFs and audio |
| Interactive carousels | No | Yes |
| CTA buttons | No | Yes |
| Verified brand profile | No | Verified profile, logo, and company contact details — website, email, phone number |
| Read receipt KPI | No | Yes |
| Click tracking | Partial | Native |
| Compatibility | 100% of phones | Android + iOS 18+ |
| Internet connection required | No | Yes |
| Reach | Universal | Growing — Android 5.0+ and iOS 18+ |
| Conversational experience | Limited | Advanced |
| Automatic fallback to SMS | N/A | Yes — automatic fallback to SMS if not converted via RCS |
| Average click-through rate | 4 à 7 % | 15 à 30 % |
| Average conversion rate | 3 à 5 % | 20 à 40 % |
As indicated, SMS activation is necessary since an automatic fallback logic redirects messages to SMS when RCS cannot be sent, particularly due to the device type, user permissions, or the recipient’s country.
A few concrete examples of how RCS can be used
RCS can be used in several marketing and customer relationship contexts.
Retail
- Present a new collection in an interactive carousel
- Send personalized product recommendations
- Follow up on an abandoned cart with images and purchase buttons
- Promote an exclusive offer directly within the messaging app
Services
- Send payment or renewal reminders
- Simplify appointment booking with an advisor
- Share personalized offers based on the customer profile
- Send clearer and more secure transactional notifications
Tourism and events
- Highlight packages or seasonal promotions
- Send rich booking confirmations
- Share tickets, schedules, or practical information
- Promote an event with a quick booking CTA
Conclusion
Thanks to its enriched content, verified brand profiles, and strong marketing performance, RCS is becoming an essential lever for companies looking to strengthen their omnichannel strategy.
With the rapid growth of global adoption and the integration of the protocol on both Android and iPhone, RCS now represents a major opportunity for organizations seeking to improve mobile engagement, trust, and conversions.
