RCS for marketing: everything B2C marketers need to know

RCS marketing campaigns will look different from SMS and MMS marketing campaigns because of some fundamental differences in functionality. Here’s what you need to know to keep going with your SMS marketing strategy while starting to experiment with RCS:

• SMS (Short Message Service) operates on cellular networks with a strict 160-character limit per message. 
• MMS (Multimedia Messaging Service) also operates on cellular networks but includes images, GIFs, and longer texts. 
• RCS (Rich Communication Services) uses cellular data and Wi-Fi to send high-resolution media, interactive buttons, brand verification, and read receipts.

Here’s a closer comparison of the features of RCS, SMS, and MMS:

With RCS, customers can respond quickly with suggested replies, engage with CTA buttons rather than links, and swipe through product carousels to view multiple offers.

For example, let’s say a customer’s browsing behavior shows they’re interested in a whole product category on your website. With RCS, you can send them a carousel of products from that category with quick replies that gather sizing information. Through two-way conversations, your brand can collect more customer data and sell through natural customer interactions.

RCS messages arrive with the full weight of brand identity. With RCS, your company logo, a verification badge, brand name, and complete business contact information come as part of the message. These elements make sure the recipient knows right away that the message is coming from your brand.

Verified business profiles are a security measure that can prevent phishing scams. When customers can easily recognize a text message from your brand, they’re much less likely to engage with fake profiles. In the long run, these extra security measures build brand trust and preserve your reputation.

RCS has seen mass adoption, but its reach isn’t yet universal. Some recipients may still not be able to receive RCS, but that shouldn’t mean you should shy away from creating RCS campaigns. It just means you’ll need a marketing automation platform that can auto-fallback to SMS and MMS for recipients who need it. 

This adaptive delivery system solves one of the biggest challenges in mobile marketing: fragmentation. With the right marketing platform, marketers don’t need to create separate campaigns or flows for different message types. Instead, a message adapts to each recipient’s device OS, ensuring universal reach while maximizing engagement potential.

RCS makes it easier to grab attention when promoting new products, limited-time sales, or seasonal discounts. Unlike traditional SMS, RCS supports rich cards, carousels, and images—so you can showcase product visuals directly in the message thread. With suggested replies and quick actions like “Shop now” or “View more,” brands can guide recipients seamlessly from message to mobile site or app, boosting conversion rates.

Use RCS to show your cart abandoners exactly what they left behind––the product image, the price, and a clear button to click to pick up their checkout process where they left off.

Order confirmations and shipping alerts don’t have to be one-way notifications. With RCS, you can include suggested replies—like “Track my package” or “Contact support”—so customers can engage instantly. Verified sender status and branded visuals like your logo and colors build trust while making every message feel seamless, helpful, and on-brand.

After the sale, RCS lets you go beyond “thanks for buying.” You can share how-to videos, care instructions, or complementary product suggestions using rich cards and carousels. RCS also supports suggested replies, making it easy for customers to indicate interest in future content or get more help—an interactive experience that strengthens customer retention and lifetime value.

RCS messaging can simplify feedback requests with tappable response options, in-message surveys, and star ratings—making it more likely that customers will respond. Brands can send these after a purchase or service experience to gather insights and improve customer satisfaction. Unlike email surveys that often go ignored, interactive messages feel quick and personal.

RCS lets you create a truly elevated loyalty experience—right inside the message thread. Let your top customers set preferences with interactive buttons (like product categories or drop times), then deliver curated early access content as image carousels or videos that feel like a personal reveal. Suggested replies like “Remind me” or “Buy now” make it easy for VIPs to act fast—no extra apps or emails required.

Whether it’s a product giveaway or a brand challenge, RCS helps increase participation through rich visuals and interactive prompts. You can use carousels to show prizes, suggest reply options to enter, or link to social platforms—all within the message.

Flows like welcome series, price drop, or back-in-stock messages are high-value opportunities—and RCS gives them extra impact. With richer visuals, brand authentication, and real-time interactions, these automations become personalized journeys. Klaviyo’s best practices for flows pair perfectly with RCS, ensuring you reach the right person at the right time—with the right format to drive action.

We recommend auditing your existing SMS and MMS campaigns to see which ones are already performing well. If any of those could benefit from interactive elements or high-resolution visuals, optimize those for RCS first. 

For example, maybe your product launch announcements would pop with high-resolution product shots, or your shipping notifications could be more helpful with quick replies.

Here’s where RCS gets fun—and where you’ll need to think differently than you do for SMS. With RCS, you’ll be designing entire experiences that combine visuals, text, and interactivity into something that drives action. Here are a few tactics to consider:

• Create high-quality visuals that are on brand. Use high-resolution product photos or video clips that are under 30 seconds and include captions.
• Limit yourself to 2–3 buttons per message to avoid overwhelming your audience. Make sure your CTAs use action verbs like “shop now” or “track order” so the desired action is clear.
• Since RCS offers two-way conversation, plan for customer responses. If someone taps “check order status,” for example, implement logical next steps to fulfill the request.

Your first step is registering a verified business profile, which includes your: 

• Company name
• Logo
• Website
• Other identifying information

Most messaging platforms guide you through this process, which typically takes a few business days for approval. If you already have an account with Klaviyo, this process is even simpler.

After you’re done creating the campaign, use the preview tools to see how your messages look on different devices. Test the RCS version and the fallback version (SMS/MMS) to make sure it’s working.

RCS unlocks some new performance metrics, such as:

• Read receipts to see when messages are opened
• Engagement with specific buttons or carousels
• Conversation completion rates

Use this data to run A/B tests, see which interactive elements work best, and improve your RCS campaigns over time. You can also integrate RCS with other email and push notification strategies to create a more cohesive experience.