What is RCS messaging?
Rich Communication Services (RCS) is a new messaging standard that allows for high-resolution images, videos, buttons, carousels, and more.
RCS aims to replace SMS and MMS as a communication protocol standard that combines the universal reach of traditional text messaging with the interactive experience of a mobile app.
RCS has been supported across Android devices for some time, but now that Apple’s iOS 18 supports RCS, the messaging standard is starting to see mainstream adoption.
How RCS messaging differs from SMS and MMS
RCS is an update to SMS and MMS. RCS has a much higher character limit and supports high-resolution images, video, audio, and GIFs. Also, SMS is transmitted via carrier cellular networks, whereas RCS uses cellular data or Wi-Fi like other mobile apps. This means it has more potential for integration with other software such as CRMs and marketing automation platforms.
Here’s a closer comparison of the features of RCS, SMS, and MMS:
| Feature | RCS | SMS | MMS |
| Availability | Limited to RCS-capable devices (Android 5.0 or later and iOS 18 or later) and supported networks | Present on all phones | Present on all phones |
| Regions supported | US, UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, Denmark | Worldwide | Worldwide |
| Network requirement | Data connection (cellular or Wi-Fi) | Cellular network | Cellular network |
| Business verification | Yes | No | No |
| Business branding | Yes (logo, verified badge, website, phone number) | Limited to branded phone number types and contact cards | Limited to branded phone number types and contact cards |
| Character limit | 3,072 characters | 160 characters | 1,600 characters (varies by carrier) |
| Emojis | Yes | Yes | Yes |
| Media support | High-resolution images, videos, GIFs, audio files | Text only | Standard images, videos, audio files, GIFs |
| Interactive elements | Buttons, carousels, etc. | Keyword replies | No |
| File transfer | Yes (larger file sizes) | No | Limited |
| QR code support | Yes | No | No |
| Read receipts | Yes | No | No |
| Delivery receipts | Yes | Yes | Yes |
| Click receipts | Yes | Partial (UTM tracking) | Partial (UTM tracking) |
| Encryption | Yes | No | No |
| Verified and branded senders | Yes (company logo, company information page, etc.) | Partial (brand Name when using a branded service ID) | No |
Key features of RCS
1. Rich media that converts
RCS supports high-resolution images, videos, GIFs, and audio files that display directly within the message thread. This means you can deliver rich, high-converting content rather than limiting promotions to text.
2. Interactive elements that drive action through personalisation
CTA buttons, quick replies, and carousels transform passive messaging into an active conversation that converts.
For example, you may announce a new product drop with an image carousel and a “shop now” button to drive conversions. You may also generate personalised quick replies that reflect real customer preferences, so you’re making it easy for customers to select an action that makes sense for them.
3. Business verification that builds trust
Every RCS business profile includes a verified badge, a brand logo, and business information, which creates immediate recognition and trust. This verification appears prominently with every message, which reduces the risk that customers will mistake legitimate messages for spam.
4. Enhanced analytics for better insights
Read receipts and typing indicators provide real-time data on how customers engage with your messages. Unlike SMS, RCS can tell you exactly when customers read your messages and whether they’re actively engaging.
5. Higher throughput
RCS operates on IP-based data networks (LTE, 5G, or Wi-Fi), enabling higher throughput with faster delivery speeds compared to traditional SMS. This means your time-sensitive messages can reach customers faster, even during high-volume sending periods.
RCS messaging and security
According to Klaviyo’s future of consumer marketing report, strong data protection and security policies are the most important values consumers consider when deciding to shop with a brand they’ve bought from before. RCS messaging delivers a security upgrade that both businesses and customers can appreciate.
With RCS, security is enhanced through:
- Verified business profiles: Verified business profiles are becoming an essential anti-phishing mechanism. When customers can instantly verify that a message is legitimately from your business with a verification badge, they’re much less likely to fall victim to scammers impersonating your brand.
- Fewer compliance issues: RCS could lead to fewer compliance issues in states like Florida, where regulations such as the FTSA require clear sender identification and easy opt-out options. RCS makes it easier for people to opt out without the need for brands to add “Text STOP to unsubscribe” language, which can eat up precious characters. A more intuitive RCS opt-out process can help streamline compliance with various state-level regulations while improving the customer experience.
That said, while RCS offers enhanced security features, businesses still need to follow standard data protection regulations like General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) when collecting and using customer data.
Implementing RCS for businesses
Getting started with RCS messaging doesn’t need to be complicated, but it does require some strategic planning. Here’s how to implement RCS effectively for your business:
1. Set up your RCS business profile
Your RCS business profile is the foundation of your messaging strategy—it’s what customers will see every time you reach out. This typically involves registering with an RCS provider and completing a verification process to establish your brand identity.
When setting up your profile, you’ll include:
- Your brand logo (high resolution for clear display)
- Your business name as you want it to appear to customers
- Your website URL
- Any other identifying information that builds trust
The verification process helps reduce opt-outs because customers immediately recognise your messages as legitimate. This is especially valuable for brands that have struggled with message deliverability in the past.
2. Create effective RCS content
RCS content creation requires thinking beyond text-only messages. Since you can now make use of high-quality images, videos, and interactive elements, consider adapting your content strategy to include:
- Images that show off your products in high resolution
- Shoppable messages that use carousels, buttons, and branded visuals to drive action
- Personalised replies that trigger automated messages or gather additional customer data
You can still send simple texts with RCS, but you can get the most out of the medium with rich media elements like image carousels, interactive buttons, and suggested responses. Still, this flexibility makes it easy to choose the right format for each type of message.
4. Test and optimise your strategy
As with any new marketing channel, testing is crucial for RCS success. Start with smaller segments of your audience and track key metrics to understand:
- Which message formats drive the highest engagement
- Which interactive elements get the most clicks
- How RCS performs compared to your SMS campaigns
- Which types of content benefit most from RCS features
Take advantage of RCS read receipts and click tracking to gather insights that weren’t previously available with standard SMS.
5. Consider regional availability
When planning your RCS implementation, be aware of regional availability. While RCS support is growing globally, availability varies by country and carrier. Initially, focus your RCS efforts on markets with strong support, including the US, the UK, Germany, France, Italy, Spain, Poland, Austria, Sweden, and Denmark.
For markets with limited RCS support, maintain your SMS strategy while monitoring RCS adoption rates. Note that if a customer’s device or carrier doesn’t support RCS, Klaviyo automatically falls back to SMS or MMS, ensuring your message always gets delivered.
RCS for customer service
Customer service is rapidly evolving from a cost centre to a loyalty driver, and RCS messaging can make this transformation even more pronounced. RCS can lead to more two-way conversations between brands and customers, complete with typing indicators and read receipts that make interactions feel more natural.
Here are some ways RCS can be applied to key customer service touchpoints:
- Visual order tracking: Replace basic text notifications with interactive shipping updates showing package location maps, real-time status updates, and delivery management options all within the message.
- Self-service integration: Embed actionable buttons that make it easy for customers to check order status, initiate returns, browse FAQs, or contact support without leaving their messaging app.
- Rich media troubleshooting: When customers send images or videos showing product issues, agents can respond with visual guides or step-by-step instructions, often resolving problems in a single exchange.
- Intuitive automation: Create chatbot experiences with suggested quick replies and visual menus that feel natural rather than frustrating, encouraging simple taps instead of memorised keywords.
The real power of RCS comes from combining these elements into cohesive customer service experiences. Imagine an order confirmation that includes visual tracking, self-service options, product information, and an easy path to human support—all in a single, branded message thread that customers can reference whenever they need to.
RCS for marketing
Marketing in a mobile-first world requires reaching customers where they’re most engaged. RCS messaging creates compelling experiences directly in their messaging inbox, where people already spend much of their time.
Here’s how RCS can elevate some of your existing marketing tactics:
Messages become shoppable experiences
With carousels, buttons, and branded visuals, RCS messages feel more like a mobile storefront than a text. You’re not just sending a message—you’re driving a sale. Create shoppable experiences with:
- High-resolution image carousels showing product details
- Short video demonstrations of the product in action
- Interactive feature exploration
- CTA buttons that drive immediate conversion
- Countdown timers showing when offers expire
- Category browsing buttons for easy navigation
Personalised recommendations gain visual impact
When a customer purchases running shoes, for example, you can send a tailored message featuring:
- Complementary products like socks and shorts in a swipeable carousel
- Weather-appropriate gear based on location
- Items from collections they’ve previously shown interest in
- One-tap add-to-cart functionality
Conversations gather more customer data
Suggested replies turn every message into a learning opportunity. Use replies to improve segmentation through:
- Size preference options
- Product interest selection
- Lifestyle questions
- Shifting preference options
Abandoned cart recovery becomes more effective
Rather than text-only reminders, RCS expands the standard abandoned cart automation with:
- Product images that reignite interest
- Size, colour, and quantity information
- Applied discount reminders
- CTA buttons for frictionless check-out
RCS also enhances event marketing with calendar integration, map functionality, and RSVP buttons, while loyalty programs gain visual engagement through point trackers, reward catalogs, and membership tier visualisations.
The most successful RCS marketing strategies combine multiple elements in coordinated campaigns that guide customers from awareness to purchase with consistent branding and interactive elements throughout their journey.
RCS: the future of mobile messaging
With Apple’s iOS 18 support creating mainstream adoption, RCS messaging has reached a tipping point. Brands that adopt RCS early can gain significant competitive advantages such as:
- Higher conversion rates with interactive elements as shoppable experiences
- Enhanced visual storytelling with high-resolution images and video
- Deeper text analytics with read receipts and interaction tracking
- A trusted brand presence with verified profiles and rich media
RCS messaging is more than just a technical upgrade—it’s a fundamental shift in how brands can communicate with customers through mobile. As RCS becomes a standard way to communicate, more brands will begin to offer elevated customer experiences through the channel.
Early adopters, however, will have an advantage. Brands that get a head start will be in a better position to exceed customer expectations by offering the personalised brand experiences they’ve come to expect. RCS is one of the best ways to offer the kind of experience not many brands are currently creating for their customers.