The landscape of mobile messaging seems to undergo a massive shift with the entry of RCS into the iOS domain. Although, Apple took time to embrace  the rich communication services, its eventual support to protocol marks an over pivotal moment.

But why was there a delay? Maybe Apple wanted exclusivity to rich messaging features with it’s iMessage after all, 56% of the U.S. market is currently using iOS but then the demand for cross-platform communication grew too loud to ignore. The antitrust case against Apple and illegally maintaining a monopoly over smartphones, gave Apple the thrust to the adoption of RCS.

WhatsApp: The Prime Pulse

Before going further into the RCS territory, let’s talk about the current real estate of WhatsApp. The app has over 2.7 billion users worldwide, and will surpass 3.14 billion by 2025, which hints at its strong roots and ubiquity that has made it indispensable. Be it video calls, voice messages, document sharing, HD images sharing, group chats - it handles everything with ease and precision. Not to miss, every second person makes phone calls via WhatsApp.

If we see the business side of its story, the app saw 200 million monthly active users last year, which is a 4x increase from 50 million reported in July 2020. Another stats show that over 40 million users use WhatsApp business catalogues monthly to shop for products from their favourite brands.

Not only this, a study by Juniper revealed that WhatsApp chat-bots saved over 2.5 billion hours by taking care of queries which were repetitive in nature. And the chat-bot performed the task without the assistance of any technical expertise. The entire exercise resulted in a cost-saving of $11 billion.

According to Business Messaging Consumer Survey, 2024 WhatsApp is first in 10 of the 15 markets, with Facebook Messenger in 3 (USA, Canada and France). The same report suggests, China has the highest penetration of rich messaging usage, that is, 66% where WeChat is by far the most used channel, followed by:

• Brazil (63% and WhatsApp)
• Indonesia (62% and WhatsApp)
• South Africa (61% and WhatsApp)
• India (54% and WhatsApp)
• Mexico (53% and WhatsApp

So, now every commercial organizations are beginning to take note of user preferences for WhatsApp over a Voice call.

RCS: Redefining Messaging with Tech and Telco Synergy

Looking at these trends, it’ll be no denying to say that WhatsApp is like a digital coffee hub, where users across age and profession meet and interact with their peers. And with its end-to-end encryption, the conversations seem to take place in a soundproof arena, a place which is totally secure and private.

WhatsApp’s appeal to users globally and its business-savvy features have made it an undisputed heavyweight champion of messaging - for now. But what if a rookie comes in? The pixie dust of innovation sprinkles over the digital messaging landscape, and we see the multimedia makeover of SMS in the form of RCS!

No doubts, WhatsApp has a bigger chunk of consumer world, but RCS is working ceaselessly in accumulating a collab of tech giants, telcos and brands, aiming to redefining messaging by delivering a seamless, multimedia-rich communication experience. According to the projections, RCS business messaging traffic is expected to grow 50% in 2025 alone.

The Avengers of RCS

So, who are the key players of RCS. Let’s say, Rich Communication Service is like a cool, high-end sports car of messaging! And someone is behind the wheel? Let’s give a shout-out to those big names in the game:

• First and foremost, Google. Android messages have evolved with RCS. Users now experience richer and more interactive messages in their SMS space. Features like, high quality media sharing, read receipts and typing indictors are common practice now.
• Google Messages has the de facto messaging platform for Android devices.
• Apple too has joined forces to integrate the RCS protocol.
• Big players in the mobile world, like T-Mobile (in 2020), AT&T & Verizon (in 2021), and Vodafone have teamed up through the GSMA Universal Profile. Together, they're rolling out an RCS network that connects 90 Operators in 60 countries, covering regions like North America, Europe, APAC, Latin America, Middle East & Africa.
• As per Market Data Forecast, the Asia-Pacific region is expected to be the leading market for these services, followed by European nations.
• Brands, such as Subway, Club Comex, Bodemer Auto, Ease My Trip to name a few have already leveraged RCS for personalized conversational adds with offers and customer support. And the results were very positive.

Like Avengers, the main players in RCS  - Google, telcos, and brands - are bringing-in their share of uniqueness and specialization to the table.

RCS vs WhatsApp: Who is the Lord of the Messages?

Communication trend shows a significant shift in terms of how users are interacting with each other. And the availability of internet has redefined the way we connect and communicate. Smartphones also gave wings to the users, who are now totally seeped into the rich interactive interface of communication.

In this landscape, two heavyweights dominate the conversation: WhatsApp and RCS.

WhatsApp, is like a well structured and polished “private” road with its own rules and boundaries. While RCS is an open highway, with endless possibilities. To make things clear, let’s go through the following distinctions:

Takeaway: A Budget-Friendly Messaging solution for Enabled Regions

When it comes to picking between WhatsApp and RCS for your business, it really boils down to what matters most to you in a messaging platform. For instance, if you’re looking to upgrade your SMS communications and are okay with its regional limitations, RCS could be a fantastic option with its cool features like:

• Sharing high-quality media
• Interactive elements

Carrier support, regulatory issues, and platform adoption are some of the geographic constraints that can affect the accessibility and functionality of RCS.  USA, Japan, and parts of Europe are regions with active RCS network, hence these countries can have better functionality.

Therefore, choosing the right platform for business, distills down to two parameters:

1. Demographics - If the users are in RCS-enabled regions, RCS can surely enhance engagement through interactive features.
2. Cost - If saving some bucks is on priority then WhatsApp’s API can get a bit pricey.  RCS could be a friendlier option for your budget.

A combined approach utilizing both RCS and WhatsApp could be an excellent way to go forward. RCS provides impressive features and cost-effective options for fostering meaningful customer connections, while WhatsApp's extensive user base enhances the ability to reach a wider audience effectively. By integrating the strengths of both platforms, you can create a more comprehensive strategy for your customer engagement.

If you’re excited to explore how Conversive can really benefit your business, don’t hesitate to reach out. We’d love to help you navigate this journey and make the most of the amazing technology. Let’s team up and take that next step together!

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