Apple’s recent announcement to support Rich Communication Services (RCS) messaging on iPhones starting in 2024 marks a pivotal moment for mobile communication. 

So what is RCS messaging all about? Introduced in 2007, RCS will replace SMS and MMS as it enhances traditional text messaging with richer capabilities such as high-resolution image sharing and read receipts. 

For businesses, RCS isn’t just an upgrade; it’s a revolution. Expected to generate $8 billion in revenue by 2025, RCS opens new avenues for customer acquisition and engagement. This article explores RCS technology, its business impact, and the superior solution for elevating customer engagement: AI-powered agents.

What Is RCS Messaging? 

Rich Communication Services (RCS) messaging is a protocol designed to enhance traditional Short Messaging Services (SMS) and Multimedia Messaging Services (MMS) by providing richer communication features. With Apple’s adoption of RCS in 2024, RCS’s projected number of active users will increase by 900 million, reaching 2.1 billion globally.

RCS is built on the IP Multimedia Subsystem (IMS) network, which is a standard for delivering IP multimedia services. RCS uses Universal Profile—a set of features and technical specifications so it can work uniformly across different devices and networks. 

RCS vs. SMS vs. MMS

RCS is a significant leap from SMS and MMS due to several key enhancements: 

1. Protocol and network: SMS uses the circuit-switched network designed for voice (limited to 160 characters). MMS extends SMS capabilities to include multimedia content, but still relies on the older signaling system. By contrast, RCS is built on the IP Multimedia Subsystem (IMS) network, using packet-switched data services to enable messages to be sent over both mobile data and Wi-Fi. 
2. Universal Profile: RCS uses a standardized set of features known as Universal Profile to ensure consistent functionality across different devices and networks. This addresses the fragmentation issues seen with MMS.
3. Security: SMS and MMS messages are not encrypted, which means significant security risks. By contrast, RCS offers end-to-end encryption potential, which improves trust and authenticity. 

Key Features of RCS Messaging: What They Mean for Businesses and Consumers

Adopting RCS messaging allows your business to connect with customers in more interactive ways, thereby presenting an unprecedented opportunity for customer acquisition and engagement. Indeed, Google’s data indicates that brands using RCS see a 75% engagement rate, with 35% more individuals interacting with RCS messages compared to email.

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How Does RCS Impact User Experience? The Case of Best Buy

Best Buy used RCS messaging to improve its promotional strategies. By sending high-resolution images and videos to its customers, the campaign saw a 40% increase in click-through rates and a 20% improvement in customer satisfaction scores compared to SMS and email campaigns. 

Best Buy’s example highlights the business opportunities associated with the adoption of RCS Business Messaging: 

• New revenue streams: Brands can use RCS as a new channel for revenue generation. According to McKinsey, companies that effectively use RCS can see a substantial increase in their top-line revenue due to improved customer acquisition and retention.
• Operational efficiency: RCS can help businesses reduce operational costs associated with customer service. For example, Google Messages has already introduced the “Magic Compose” beta, though still in a limited capacity, it allows generative AI integrations that can automate replies to provide timely and accurate responses.
• Enhanced engagement: Features like rich media, read receipts and interactive buttons are similar to over-the-top (OTT) messaging apps integrated directly into the carrier’s infrastructure and allow brands to send promotional offers, facilitate purchases, and provide customer support, all within the same thread. 

How Can I Enable RCS On My Device? 

Enable RCS on Android 

To enable RCS on Android, open the Google Messages app, tap on the three vertical dots in the upper right corner to open the menu, go to “Chat Features”, and toggle the switch to enable them.

Enable RCS on Apple (Anticipated in 2024)

Apple has announced that it will support RCS messaging on iPhones starting in 2024. As of now, the specifics of enabling RCS on iPhones are not fully detailed.

AI-Powered Assistant Is the Superior Way to Engage Customers and Drive Business Growth

While RCS enhances traditional messaging with richer features, AI-powered assistants truly take customer engagement and business growth to the next level. AI agents, especially those created with tools like Voiceflow, offer unmatched personalization, are available 24/7, and integrate seamlessly with other business systems like CRM, ERP, and marketing automation platforms. This integration ensures all customer data is unified, providing critical insights that can drive growth. In fact, businesses that incorporate AI into their customer engagement platforms can boost operational efficiency by 25%.

For businesses looking to leverage AI-powered assistants, Voiceflow offers the most comprehensive platform to design, prototype, and deploy conversational AI experiences. Voiceflow's intuitive interface allows for the easy creation of complex conversational flows, ensuring that businesses can quickly adapt to customer needs and market changes. Get started today, it’s free!

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Frequently Asked Questions 

How do CPaaS providers integrate RCS messaging?

CPaaS providers add RCS messaging by offering tools that let businesses send rich, interactive messages to their customers, such as images, videos, and interactive elements.

Which devices support RCS messaging? 

RCS messaging works on many Android phones, especially from Google, Samsung, LG, and OnePlus​.

Which carriers support RCS messaging? 

Major carriers like Verizon, AT&T, T-Mobile, Vodafone, Orange, Deutsche Telekom, Telefonica, Airtel, and Globe Telecom support RCS messaging​.

What is the current status of RCS implementation worldwide? 

RCS is widely used with over 800 million monthly users, but it still faces challenges like working seamlessly across different networks and not being available on iPhones yet​.