What is RCS Business Messaging? The Future of Customer Engagement

Mobile messaging communication has gone through an exponential technological progress in the recent years. Short Message Service (SMS) was its initial step. It consists of a text based message of 160 characters, exchanged between phones. This was followed by Multimedia Messaging Service (MMS), a combination of text, picture, video & emoji. Eventually, MMS, graduated to Rich Communication Services (RCS), the rich and interactive messaging interface that we experience today.

In case, you’ve been hearing about RCS and wondering what it’s all about, here is a breakdown designed to help you understand it better.

What is RCS?

RCS, short form for Rich Communication Services is a powerful upgrade of SMS as it not only incorporates the messaging features of SMS but also enhances it with advanced capabilities like:

• Multimedia exchange - high resolution photos & file sharing
• Typing indicators - show when someone is typing
• Read receipts - show when messages are read
• Location sharing - ability to share real time location data
• End-to-end encryption - communication is fully secure as no one can read messages are they travel from one point to another
• Group chats - it open doors for collaborative communication as users can create groups and participate in group chats

In short, RCS would work like WhatsApp and iMessage but doesn’t require any downloads from external party. The messaging tool will come with native integration. It’s like a built-in camera in your smartphone. Just like you don’t need to install a separate camera in your mobile device, RCS is embedded right into your phone’s messaging app.

To boost adoption of RCS Business Messaging (RBM), the industry created three types of RBM message, each with a varying level of richness.

1. Basic messages: These are plain text messages up to 160 characters. They are like SMS but with better metrics and verified sender.
2. Single messages: They contain rich features but are not designed for conversation.
3. Conversational message: Used for complex two-way conversations.

Juniper Research forecasts a significant decline in SMS revenue, projecting a decrease from $70 billion in 2024 to $47 billion by 2029. In response, businesses are seeking more effective methods to engage with their audience. This is where Rich Communication Services (RCS) comes into play.

RCS is a game-changer Compared to SMS/MMS

RCS is a game changer as it offers numerous advantages over SMS (Short Message Service) and MMS (Multimedia Messaging Service) in terms of functionality, features and overall user experience. Following are the main advantages of RCS:

• Rich media support: RCS supports rich media features like high-resolution photos, videos, audio files, GIFs and stickers. Thus, it transcends not only the text based limitations of SMS but it also surpasses MMS, which has limited multimedia capabilities.
• Higher character limits: SMS is limited to 160 characters per message, whereas RCS has no practical character limit.
• Interactive features: RCS offers interactive features such as read receipts, typing indicators and message reactions, they are not available in either SMS or MMS.
• Group messaging: RCS allows for efficient participant management, as it supports group chats, which means, a functionality with which groups can be managed, by adding or removing participants. While SMS has basic group messaging capabilities.
• File sharing: RCS allows users to send and receive larger files (up to 105MB in some cases) with higher resolution compared to the blurry and limited file sizes of MMS.
• Branding and verification: RCS supports branded messages with logos and verified sender IDs, which helps build consumer trust and reduces spam and phishing risks.
• Improved security: Unlike SMS, which offers no encryption, RCS includes security components like Transport Layer Security (TLS) and end-to-end encryption in some apps.
• Business-centric features: RCS supports a range of features for enterprises, such as branded messaging, customer-support tools, custom reply actions, rich information cards and QR codes. A major upgrade, which was not available with SMS. Along with these, RCS can also provide real-time order confirmations and updates.
• Seamless integration: RCS is already built-in devices, within a phone's native messaging app, which means, external installation is not required unlike OTT messaging services.
• Interoperability: RCS is designed to be an open standard, allowing interoperability across devices with RCS support. The GSMA is already working behind the scenes on integrations with telecommunications networks globally.
• Fallback to SMS: When an internet connection is not available, RCS can fall back to SMS to ensure basic messaging is still possible.

As technology evolves, so do consumer expectations and the ways they navigate the market. RCS with its advanced features, gives an upper edge to modern communication, the tool which the users expect to collaborate and interact.

Functionality and User Experience

RCS is the next generational messaging protocol, which has the power to revolutionize both P2P and A2P interactions. It will redefine how users will interact with native messaging app. Below are its key  functionality and user experience highlights:

• Integrate with phone functionalities: RCS can seamlessly integrate with other phone functionalities, including web browsers and mapping services, thereby enhancing the overall user experience.
• Dynamic interactions: It enhances the messaging application by offering suggested replies and actions, thereby making interactions more dynamic and efficient.
• App based  messaging experience: RCS offers a more contemporary, application-based messaging experience in contrast to the traditional text-based communication provided by SMS.
• All-in-one: RCS has the potential to consolidate various common functions, such as balance inquiries and order placements, reducing the need for multiple separate applications.
• Comprehensive solution: With RCS, customers can efficiently perform tasks such as browsing through the product images one at a time, making purchases, tracking orders  and submitting reviews. They can even participate in feedback polls directly within the messaging application.

RCS can not only streamline communication, but the messaging app can also become a hub for collaboration. The progress will reduce reliance on various other apps.

Technical Differences between two Communication Methods

Rich Communication Service offers advanced capabilities that cater to modern communication needs. While SMS is constrained by its basic text and limited multimedia support, RCS leverages internet-based protocols to provide a richer, more interactive messaging experience. Below are the key technical differences between RCS and SMS that highlight this evolution:

• SMS functions over the cellular telephone network, whereas RCS utilizes a data network, which may include cellular or Wi-Fi connections.
• RCS utilizes Internet Protocol (IP) for message transmission, enabling enhanced features and integrations.
• RCS messages may be complimentary for consumers, aside from data usage fees, whereas carriers often impose charges for SMS.

In summary, RCS significantly enhances messaging through the incorporation of rich media, interactive elements, improved security measures and enhanced business capabilities. In contrast, SMS and MMS are constrained by their reliance on basic text, lower media quality and a limited set of features.

What Next!

The future of customer engagement focuses on establishing meaningful and impactful interactive communication experiences, with RCS leading the way in this transformation. It encapsulates comprehensive features including rich media capabilities, real-time interactivity and enterprise-ready functionalities, that are redefining the ways in which businesses engage with their customers.

Stay ahead in this evolving landscape by partnering with Conversive to fully leverage the potential of RCS and take a leadership role in modern customer engagement. Learn how we can assist you in shaping the future, today. The clock is ticking!

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