The mobile messaging world is abuzz right now after the highly anticipated iOS 18 release. On September 16, Apple shared the introduction of Rich Communication Services (RCS) to its latest version of iOS. Apple’s endorsement of RCS could see widespread adoption, particularly for the US and UK, making RCS an exciting part of the future of mobile engagement. But let’s take a step back – what exactly is RCS, and why is it poised to revolutionize the way we communicate?

RCS: The new frontier of rich messaging

RCS is the next generation of rich messaging, set to replace SMS and MMS. Sending an RCS message gives you a richer, more interactive ‘in-app’ experience—similar to what we see in popular apps like WhatsApp and Facebook Messenger—but within your default message app where your SMS live on your smartphone. SMS is great and has been around for a long time, but it only gets you so far when it comes to engaging with your audience. If attracting your audience’s attention and interacting in a two-way conversation is something your organization aims for, then RCS is a game-changer. 

Key features of RCS

RCS helps you to use your branded presence to send interactive, verified messages.

Rich Media: Drive meaningful action with an app-like experience, without the app

• Multi-media messages: RCS supports high-quality images, videos, audio, links, and QR codes. You can also send and receive documents, PDFs, and other files. Another impactful rich media feature is carousels. This makes for a more engaging experience as brands can showcase multiple products in a single message, allowing users to swipe through options with ease.
• Read receipts & typing indicators: RCS will show when your message has been read and provides real-time typing indicators.
• Suggested replies and actions: RCS can provide quick reply options and suggested actions, making it easier for customers to respond or take action from within your message. If automated messages are your thing, you can also integrate chatbots with RCS to handle common queries and provide instant responses.

Verified Sender: Create a more secure experience for your audience

• Legitimacy: Send messages from your Verified Sender ID so your audience knows your messages can be trusted. Verification includes your brand’s official name, logo, and a secure checkmark.
• Trusted brand recognition: Sending an RCS message provides consistent and recognizable branding across your messages as they show you are a verified business.
• Reduced fraud: Being verified helps your audience know who is messaging them, which is important for sending secure messages like two-factor authentication. Plus, RCS is secured with end-to-end encryption.

Why is RCS important for brands?

As we’ve covered, RCS represents a significant leap forward from traditional SMS. RCS is set to be, regardless of your carrier or device, more widely adopted than ever. This means you can benefit from the same high-quality features in today’s messaging apps, but without the extra app. So, the ultimate question is, should your brand be using RCS?

If you’re still not convinced, take a look at brands already using RCS:

• Comex (the fourth-largest paint manufacturer and distributor in North America) increased their revenue by 115% with 10x higher click-through rate from using RCS instead of SMS.
• Subway (the global restaurant chain) increased the uptake of promotional offers by 140% (compared to SMS) by sending an interactive sandwich offer.
• Sonic (largest chain of drive-in quick-service restaurants) drove 5x more downloads of their app compared to MMS.

These results show the efficacy of RCS as an engagement tool between your brand and your consumers. In fact, 74% of customers say RCS would make them more likely to want to communicate with a brand (source: Google, p.11).

So, should your brand be using RCS? If you want to increase your conversion rates, generate higher response rates, and provide a better customer service – then yes.

If you’re a current user of SMS, consider trying RCS. We truly believe it will revolutionize the way you, as a business or brand, communicate with your audience.

A final word from us at Upland: mobile messaging is a cornerstone of the Upland product portfolio, and we are excited to build the cutting-edge capabilities that put our customers in a position to drive greater engagement. Speak to our team today, or directly with your Customer Success Manager, about how you could benefit from using RCS at Upland.