Learn all about RCS, what it is, and why it is important. 

RCS 101: the channel turning texts into conversations

SMS has done a lot for us. Appointment reminders, delivery updates, the long-awaited ‘your table is ready’ message received while lurking outside the restaurant like a hangry goblin. But as customer expectations evolve, plain-text messaging can only take us so far.

Today, people expect digital experiences to be faster, richer, and more intuitive; we want to browse, choose, respond, and take action without unnecessary friction. And that’s where RCS comes in.

What is RCS?

RCS, or Rich Communication Services – or RCS Business Messaging if you want to be ultra specific – brings more interactive, branded experiences into the native messaging app. It allows brands to send messages with rich visuals and real-time updates without asking customers to download another app or switch to a separate environment. It also offers stronger metrics for measurement, including read status to complement campaign performance tracking.

Unlike SMS, which is largely limited to text and links, RCS can support branded sender profiles, rich cards, images, videos, suggested replies, call-to-action buttons, and conversational flows. 

All this results in a much more guided experience. Instead of receiving a short message and being pushed elsewhere, customers can interact directly in the message thread – whether they’re choosing a product, answering a question, or finding the next best step.

In simple terms, RCS takes the immediacy of SMS and gives it the functionality of an app-like experience. It looks prettier than SMS and works harder.

Why is RCS emerging now?

You’ve undoubtedly heard about the channel a lot recently, and that’s not just because the marketing industry loves a buzzword. It’s because mobile behaviour has changed. 

Customers are used to interactive, personalised, and conversational experiences across platforms like WhatsApp, iMessage, and even social platforms. Static messages still have their place, but they don’t always match up with how people now expect to engage with brands.

According to research by McKinsey, 89% of people want conversational, two-way brand experiences – and 51% of customers engage more with interactive mobile messages. That’s on top of the 80% expecting personalised communications from brands. 

RCS meets those expectations in a space people use every day: our messaging inboxes.

It also gives CRM teams a helpful middle ground; email still works for depth and storytelling, SMS still handles urgency and visibility, and push can still serve timely prompts. RCS completes the picture by adding an interactive layer that helps customers make decisions and take action in the moment. Used well, it strengthens the entire CRM mix.

How can brands use RCS?

We’re currently seeing the biggest opportunity for RCS in moments where customers need clarity, inspiration, or a signposted next step. 

This could mean anything from product recommendations through to onboarding journeys; feedback surveys to appointment bookings; loyalty updates, customer support, or personalised offers. 

The list is far from exhaustive, and in more complex journeys, RCS can help to reduce friction by guiding users through options with rich cards, chip lists, and suggested replies. Think of it as your strategic support channel.

Where is RCS going next?

While the channel is still emerging, in the near future, we expect brands to move beyond single-message campaigns and start building more connected conversational journeys. These will be highly personalised experiences that respond to customer intent, adapt based on behaviour, and sit more intentionally alongside other mobile CRM channels. Goodbye forever, batch and blast!

The strongest RCS programmes will be built around purpose over novelty – watertight use cases, strong creative principles, fallback journeys, and clearly defined channel roles. Less ‘can we send this?’ and more ‘will this make the customer journey better?’

For CRM teams, the opportunity is to design better moments that are more timely, helpful, and connected to what customers actually need.

How can we help?

If you’re ready to explore where RCS could fit into your CRM strategy, get in touch with us. We’re here to support you from initial thinking through to education, and real, customer-ready use cases – see you in the future.