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Customer communication is evolving, and businesses must adapt to new technologies to stay competitive. While SMS remains essential, it now has limitations. This is where RCS (Rich Communication Services) comes in. Offering an interactive experience, RCS enhances customer relationships and optimizes marketing strategies. AI-powered agents further boost its potential by automating exchanges, providing instant support, and personalizing interactions at scale. As a result, RCS becomes a key tool for improving the customer journey and user experience. In this article, we explore how RCS can transform mobile communication for businesses.
Rich Communication Services (RCS), also known as SMS 2.0, is an advanced messaging technology designed to replace traditional SMS and conversational SMS by providing a much more interactive and enriched experience. Built to leverage modern smartphone capabilities, RCS enables users to exchange not only text but also images, videos, documents, and even interactive buttons for direct actions. Unlike third-party messaging apps like WhatsApp or Messenger, RCS stands out due to its native integration with messaging apps on both iOS and Android smartphones, eliminating the need to download additional applications. While conversational SMS allows for effective but limited exchanges, constrained to text and images, RCS goes further by offering an advanced experience with multimedia elements. Additionally, RCS does not rely solely on traditional GSM networks like conversational SMS but instead primarily uses 4G, 5G, or Wi-Fi connections, ensuring smooth and fast transmission of enriched messages.
Initially developed by the GSMA in 2007, RCS has evolved with contributions from major industry players such as Google, which has played a crucial role in its adoption by facilitating deployment through Android Messages.
Today, RCS is supported by most telecom operators worldwide, ensuring greater compatibility across networks and devices. As of December 2024, 87% of mobile phones in France were RCS-compatible, paving the way for large-scale adoption and opening new opportunities for businesses seeking to optimize mobile communication.
With the rise of digital marketing and the need for businesses to create more engaging interactions with customers, RCS is gradually emerging as the future of mobile communication, providing a powerful alternative to SMS and email.
SMS has long been a key tool for businesses looking to engage with customers. However, its limitations in interactivity and content have reduced its effectiveness in meeting modern consumer expectations. Today’s users seek more interactive, personalized, and seamless experiences. RCS, often called "SMS 2.0," addresses these shortcomings by providing a richer and more interactive messaging experience.
SMS: Limited to 160 characters, plain text only, no multimedia.
RCS: Supports images, videos, interactive carousels, and action buttons with no strict character limit.
SMS: Basic messaging with no advanced interaction.
RCS: Dynamic interface with instant reply options and pre-programmed actions.
SMS: No read receipts or typing indicators.
RCS: Read receipts, typing indicators, and two-way conversational capabilities.
SMS: Vulnerable to phishing and spoofing attacks.
RCS: Enhanced authentication for businesses (End-to-End Encryption), ensuring secure exchanges.
SMS: Limited metrics (no tracking for opens, clicks, or interactions).
RCS: Advanced analytics for real-time campaign optimization.
RCS allows businesses to move beyond basic text notifications, offering more engaging and immersive interactions. This marks a major shift in how brands communicate with their customers.
RCS has been available for Android users since 2019, and with the release of iOS 18, iPhones now support RCS across all carriers in France.
Interactive and comprehensive experience: unlike traditional SMS, RCS enables businesses to send images, videos, interactive carousels, and action buttons (rich media). This visual and interactive approach significantly enhances the user experience and allows brands to engage their audiences more dynamically. Messages can include interactive elements such as product links, interactive maps, or call-to-action buttons. With an average click-through rate of 65%, RCS far outperforms traditional SMS in effectiveness.
Higher engagement rate: thanks to advanced features like read receipts and typing indicators, RCS encourages customer interaction. Users are more likely to respond when they know their message has been read and can see when the other party is typing. This transparency creates a smoother and more natural communication flow, increasing the likelihood of conversion and customer retention.
Advanced personalization: brands can offer tailored experiences. With real-time data collection on user behavior, businesses can send more targeted and relevant messages based on individual preferences. Companies can also customize their RCS messaging to align with their brand identity and specific needs by integrating their logo, brand colors, and structured workflows. They can define operating hours to automate responses outside of business hours, ensuring a seamless customer journey.
Reliability and security: RCS integrates advanced security protocols, reducing phishing risks and ensuring the authenticity of communications. Unlike traditional SMS, which can be easily spoofed, RCS verifies that messages sent by businesses are legitimate, providing users with confidence that they are interacting with an official source. With a 99% deliverability rate, RCS ensures messages reach their target audience at a cost similar to traditional SMS. This enhanced security and reliability help build trust between brands and their customers.
Optimized customer support: with interactivity and multimedia options, RCS enhances customer request management and improves satisfaction. It allows the integration of intelligent virtual assistants to answer FAQs and direct users to a human agent if needed. The ability to share files (invoices, documents, screenshots) seamlessly also makes technical support more efficient.
Improved customer journey: by providing more visual and engaging messages, RCS simplifies decision-making and increases conversion rates. Businesses can send enriched order confirmations, interactive appointment reminders, or real-time delivery updates with dynamic maps. This seamless experience enhances user satisfaction and reduces frustration.
Faster response times: with read and typing indicators, businesses can respond more quickly to customer inquiries. Users know when their message has been received and processed, improving transparency and trust.
Intelligent automation: integrated chatbots or AI agents enable instant handling of common requests such as order tracking, booking changes, or returns management. This frees up support agents for more complex issues while ensuring faster response times.
Seamless customer experience: unlike traditional SMS, RCS enables a more natural and continuous interaction without requiring users to switch to another app or platform. Customers can receive complete support directly within their native messaging app.
Implementing RCS or SMS 2.0 requires several key steps to ensure a smooth and efficient transition for businesses looking to leverage its potential. Here’s how to get started:
Check carrier compatibility: ensure that mobile networks in your country and those used by your customers support RCS. In France, most operators, including Orange, SFR, and Bouygues, have already enabled the service.
Choose an RCS provider: to simplify the integration and management of RCS in your strategy, use specialized platforms like DialOnce, which offer advanced customization and automation tools. A good provider should allow you to:
Monitor solution performance
Integrate seamlessly with your existing ecosystem
Benefit from expert customer relationship support
Manage inbound and outbound interactions for a personalized UX design
Define your use cases: identify how RCS can benefit your industry. Whether for customer support, automated follow-ups, or order notifications, RCS enhances engagement and efficiency. Platforms like DialOnce can also digitize calls outside business hours, during peak times, or for self-service requests. This helps direct customers toward digital solutions, reducing call center pressure while improving user experience.
Create and test your campaigns: develop interactive messages using rich media (images, videos, carousels) and integrate clear call-to-action buttons to enhance user experience. Test different versions to optimize performance.
Integrate RCS with your existing marketing tools: connect your RCS platform to your CRM (e.g., Salesforce), marketing automation tools, and customer service systems for seamless interaction management.
Track and analyze performance: leverage RCS’s advanced analytics (open rates, click-through rates, user engagement) to measure campaign effectiveness and make data-driven adjustments for continuous improvement.
RCS represents a major breakthrough in mobile communication for businesses. More engaging, interactive, and efficient than SMS, it opens new opportunities to enhance customer experience and optimize support services. Integrating RCS into your customer service strategy improves responsiveness, provides more precise answers, and streamlines interactions with your audience—ultimately ensuring greater satisfaction and stronger customer loyalty.
