RCS (Rich Communication Services) is a new communication protocol and is set to replace SMS as the industry standard. This opens up exciting opportunities to reach customers in an innovative and interactive way, particularly in the B2C sector. In this article, we shed light on the most important aspects of the topic: What exactly is an RCS message? Why do we talk about “RCS chats”?
Where does RCS messaging come from?
Rich Communication Services (RCS) was developed in 2007 by the GSM Association (GSMA) as the successor to the classic SMS. The aim was to replace the outdated standard of short messages with a modern and interactive communication option. RCS offers users similar functions to messenger apps such as WhatsApp or iMessage—but directly in a smartphone’s standard messaging app.
A decisive breakthrough was achieved in 2016 when Google collaborated with mobile phone providers worldwide to establish RCS across the board. Today, RCS is available in over 60 countries, including Austria and Germany, and is supported by more than 500 mobile networks.
RCS functions: More than just text messages
When comparing RCS and SMS, the significantly greater range of functions offered by RCS is a decisive advantage. SMS only allows you to send text messages and links, whereas RCS offers many more options:
- Multimedia content: RCS allows you to send images, videos, GIFs, and audio and PDF files.
- Interactive messages: Companies can integrate buttons, QR codes, and links to encourage customer interaction.
- Group chats: RCS supports group chats, which can be managed more easily and clearly.
- Branding opportunities: Businesses can incorporate their logo, colors, and personalized messages directly, which strengthens brand perception.
Unlike SMS, RCS is IP-based, meaning it is sent over the internet, not the mobile network. Since RCS campaigns offer many opportunities for personalization—such as recommendations based on previous actions or purchases by customers—there are many advantages for RCS messages in the B2C sector, as RCS provides detailed analytics of every action.
What is an RCS chat?
With RCS, we talk about chats because they are similar in many ways to modern messaging chats in apps, including:
- Real-time conversations for quick exchanges
- Group conversations capability
- Real-time display when someone is currently writing
- Read receipts
These advantages make RCS chats a quick and easy way to exchange information and enable the personalization of marketing messages and overall communication with customers.
Security: How secure is RCS?
RCS has had end-to-end encryption since 2021 (introduced by Google), which makes messages much more secure than SMS. At the same time, companies that use RCS Business Messaging must be verified for use, which reduces the risk of spam and phishing. Read more on this topic in our article “How secure is RCS?”.
Conclusion: RCS—a communication standard for the future
RCS offers a powerful alternative to conventional messengers. With functions such as multimedia content, interactivity, and branding options, it opens up completely new opportunities for companies in the B2C sector. Companies that adopt RCS at an early stage benefit from a clear competitive advantage and stronger customer loyalty.