Few other communication tools have as much reach as SMS. Even though we only sporadically check emails and instant messages from our WhatsApp groups and other channels, the simplicity and universal nature of SMS means it offers a wide range of use cases for businesses. Communicating about appointments, reservations or the delivery status of an order, the personal nature of messages – and the fact that we all have a device in our pocket to receive them – have long made them a powerful tool for brand-customer interactions.
Many consumers love SMS because they know it will work on any smartphone their family and friends use. The GSMA estimates that we will see 6.3 billion mobile subscribers by 2030 – and with phones so integrated into many of our lives, that represents billions of opportunities for businesses to interact with consumers wherever they are. ‘they find themselves.
But even though the first text message was sent in 1992, the technology hasn’t changed much since then. Although we had MMS – “multimedia messaging service” – as an evolution of SMS, users couldn’t send these messages cheaply, so it didn’t take off in the same way as their successors online messaging platform. SMS remains decidedly text-oriented and is limited by various restrictions and a limit of 160 characters, hence the name “short messaging service”.
Although SMS messages have very high open rates – up to 98% – they may therefore lack the marketing sophistication of other platforms, impacting their engagement rates. With little room for experimentation, businesses need an alternative to SMS to make these marketing messages more useful, personalized and engaging.
So what happens next?
Vice President of Marketing EMEA at Twilio.
RCS: A revolutionary format
Everything changed with the emergence of RCS – or “rich communications services”. As the name suggests, these advanced messages are packed with additional features, building on the original SMS format. RCS has been around since 2008, but it was only relatively recently adopted by major mobile platforms, finally bringing it into the mainstream.
Apple, for example, adopted RCS in Messages with iOS 18 in September 2024, while Google also supports the technology through Android, even if a user’s phone carrier does not. With already 1 billion RCS users via Google Messages alone, and up to 2.5 billion monthly active users, a figure growing according to Omdia, RCS traffic is expected to increase by more than a trillion messages per year. Now is the time for brands to seriously consider this channel, especially given its advanced capabilities.
Interactive, Shoppable Moments: What differentiates RCS from SMS is its ability to provide more visually appealing content. For example, with RCS you can send much larger media files, such as photos, videos and high-quality GIFs, while the format supports longer messages without the 160 character limit of SMS, nor by dividing them into segmented texts. All of this gives rise to a more extensive form of communication.
RCS Messaging also supports dynamic features like buttons, carousels, and other interactive elements. This includes suggested response options and call-to-action (CTA) buttons that streamline customer interactions. This creates a smooth and seamless shopping experience, with few barriers to purchase, significantly improving customer interaction and conversions. One example of a paint brand that moved one of its SMS campaigns to RCS saw its revenue increase by 115%, while its click-through rate increased from less than 3% with SMS to 21% with RCS.
Security and trust: With scams running rampant, consumers are increasingly skeptical of text messages from random numbers that trick them into clicking on unknown links. This uncertainty and perceived risk is a thing of the past with RCS, thanks to branded messaging – such as adding logos and slogans – and verified sender IDs. In addition to allowing consumers to verify the legitimacy of the sender of a message, RCS also relies on encryption between the sender and recipient. By establishing such high standards of security and privacy, brands can create trust and communication with customers, while building credibility. This in turn leads to higher response rates and better customer engagement.
Broad Reach: With RCS, there are no barriers to entry. Unlike many other forms of digital communication, users do not need to download a new app or create a new account; they can receive an RCS message as they would any other text message. Even if a user’s device does not support RCS, the message will automatically be sent as an SMS.
This allows businesses to upgrade their messaging, refreshing a pre-existing and ubiquitous communications channel, while having the peace of mind that they can still reach the exact same audience.
Improved deliverability: RCS also has improved deliverability compared to SMS. The latter is sent with lower priority compared to other types of traffic that have much lower latency tolerances – such as voice and data – by mobile operators. RCS, on the other hand, can be sent over any Internet connection, meaning much less chance of missed deliveries and delays between messages being sent and users opening them.
Analysis and information: RCS puts marketers in the driver’s seat, providing businesses with detailed delivery and read receipts and other analytics. This means brands can remain agile, allowing them to track and analyze the effectiveness of messages and optimize communications strategies. It also represents another touchpoint – and opportunity – for brands to better understand their customers and their preferences, leveraging first-party data consensually shared by customers.
The next wave of marketing
As a powerful communications tool with an already established audience base, RCS is expected to reshape the current SMS marketing landscape. This effect will only increase as more countries expand their support for the system, beyond the 17 countries currently in place (as of October 2024). According to Juniper Research, 60% of mobile subscribers are already RCS-enabled in 2024. By using RCS, brands can increase engagement, efficiency and trust, while delivering a more dynamic experience that truly leaves an impression on customers . And in a landscape filled with lots of competing digital noise, RCS represents an opportunity to stand out.
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