The Dawn of a New Marketing Era: RCS Delivers the Modern Messaging Experience Consumers Crave

The next big marketing communication channel is here — rich communications services (RCS). This messaging protocol has the potential to replace the SMS (short message service) format marketers have grown to know and love.

Though many Android users already had access, Apple accelerated the transition by introducing RCS messaging support in its latest iOS update, quickly driving large-scale adoption and setting the stage for a new era of brand communication. Many users may view this new format as simply a bridge over the iPhone/Android divide, with convenient new features like read receipts and rich media sharing. However, RCS is so much more. It’s actually the best thing that’s happened to brand messaging.

What Makes RCS Good for Brands?

Many brands have tapped into the value of SMS for marketing. Text messages have a 97 percent read rate within 15 minutes of being received, and the clickthrough rate is significantly higher for SMS than email. RCS unlocks even more potential from these mobile campaigns with capabilities including:

• Two-way communication: Features like tap-backs, read receipts and typing indicators mimic how people communicate with their friends and family, creating an authentic conversational experience. Users can respond to brands via quick-reply buttons, carousels, and even videos or pictures, and brands can promptly reply to maintain engagement. Verified sender checkmarks for brands also eliminate concerns about phishing.
• Rich media: While SMS relies on text, RCS messages offer interactive elements such as images, videos, buttons and chat-like features (e.g., emoji reactions) that bring a marketing campaign to life. This functionality feels more modern and aligns with consumer expectations.
• App-like functionality: With RCS, users get app-like features without the hassle of downloading something. RCS supports shopping, ordering, payments and other functions within the messaging platform, making it a game-changer for brands. Seamless customer journeys encourage users to follow through with purchases.
• Robust data insights: Data is the foundation of successful marketing, and RCS delivers insight beyond what SMS can provide. Brands can gather data such as read receipts, interaction timing, reactions, multimedia element engagement and conversion rates. This information enables hyperpersonalized messages for more effective campaigns.

Brands should expect RCS to be the standard channel for customer experience by the end of 2025. There’s no time like the present to implement RCS in your marketing campaigns.

Get a Head Start on RCS Marketing

Brands using RCS can offer superior, interactive customer experiences that set them apart from competitors. It won’t be too long before everyone is doing it.

Early adopters have the opportunity to leave a lasting impression by being among the first to deliver these innovative messages. These brands also demonstrate their understanding of customer preferences, which builds loyalty. Early implementation allows brands to test use cases, gather data and optimize campaigns before RCS becomes universal. Experimenting now will put them way ahead of the competition.

The transition will require marketing teams to rethink traditional key performance indicators. The focus should shift from clickthroughs and app downloads to messaging-driven metrics such as response rates, media consumption and tap-back reactions.

Successfully leveraging RCS’s robust engagement data requires systems to collect and analyze the information. Marketers must start integrating RCS data into CRM and analytics tools. Incorporating AI unlocks even more powerful insights, allowing brands to deliver individualized experiences.

RCS isn’t just another messaging platform — it’s the future of marketing. Consumers are ready for more meaningful and interactive interactions. With this innovative technology at your fingertips, you can deliver this experience now. There’s no time to waste.

Alex Campbell is one of Vibes' co-founders as well as chief innovation officer. For over 20 years, Alex has helped shape mobile marketing both within the company as well as the industry.