RCS: definition and advantages


Mobile communication is today an essential component for companies when interacting with their customers. Thanks to the ever-increasing spread of smartphones and constant access to the Internet, companies have the possibility to reach their customers anytime and anywhere. Mobile communication offers an immediate and direct contact channel, allowing companies to send personalised messages, promotions and updates in real time. This quick and targeted approach fosters customer engagement, strengthens business ties and contributes to success in today’s competitive marketplace.

In the ever-changing digital world, brands are constantly looking for new ways to interact and engage with their customers. Rich Communication Services (RCS) is emerging as a potential revolution in corporate communication, offering brands an unprecedented opportunity to connect more directly and interactively with consumers via mobile messaging. In this article, we explore the potential of RCS for brands and how this advanced technology could transform corporate communication.

What is an RCS?

RCS, or Rich Communication Services, is an advanced messaging protocol for devices running Android operating systems that allows users to send and receive advanced multimedia messages, including high-resolution photos, videos, voice messages, stickers and more. Unlike traditional SMS, which is limited to text, RCS comes close to the functionality of instant messaging apps such as WhatsApp and Facebook Messenger.

What are the advantages of using RCS?

RCSs offer significant advantages to brands that want to communicate effectively with their customers. We presented them to you during the NetComm Forum 2023, but we are happy to report on them in this article as well.

Enriched experience

While not new to the business messaging landscape, RCS still represents an innovative communication channel for brands wishing to offer a richer and more engaging messaging experience to their customers. With advanced features including the ability to send rich media, the ticking of verified and company contact information and link previews, brands can create interactive and personalised communication. For instance, they can send promotional offers with images, videos or coupons, making the shopping experience more engaging and immediate for consumers.


mockup rcs message

RCS offers brands the opportunity to interact with their customers in real time. Using features such as the ‘quick answer key’ or ‘interactive menus’, brands can create structured and customised communication experiences. For example, a restaurant could send an interactive menu that allows customers to select their food preferences, reserve a table or even place an order directly from the messaging app.

Enhancing the customer experience

RCS can significantly improve the customer experience by offering a faster, more intuitive and personalised service. For example, customers can receive real-time dispatch notifications, appointment confirmations or deadline reminders directly through the RCS. Moreover, by sharing their location, brands can offer customised location services, such as searching for nearby shops or step-by-step guidance to a specific point of interest.

Trust and security in communication

Corporate messaging via RCS offers a secure environment for brands and customers. Being based on secure communication infrastructures, it guarantees the protection of sensitive data exchanged between brands and customers. Furthermore, the use of official brand identifiers within messages helps to strengthen customer trust and prevent fraud or phishing.

Cost optimisation

RCSs are offered by rdcom at the same costs as a normal SMS, while offering advanced marketing communication features. A not inconsiderable advantage if we consider the ever-increasing costs of advertising, which force companies to find alternative solutions to retain their customers and promote their services.

In conclusion, RCS represents a new frontier in corporate communication, offering brands a more interactive, engaging and personalised way to connect with their customers. Its advanced functionalities make it possible to create unique messaging experiences, improve customer interaction and offer more timely and efficient services.

Currently, its use requires that the recipient’s device is Android and that it is enabled through the installation of the Google Messages app. This can be considered a limitation, as iOS devices, such as the iPhone, do not natively support the RCS protocol.

However, it is important to note that this messaging protocol is rapidly gaining adoption and support from a growing number of mobile phone operators and Android device manufacturers. This means that more and more users will benefit from the advanced functionality it offers.

The long-term goal of RCS is to become a universal communication standard, enabling all mobile device users to communicate with each other in an advanced way, regardless of the operating system or device used. While working towards this goal, RCS is currently most widely adopted among Android users, who represent a large share of the mobile device market.

Want to find out how to integrate RCSs into your communication strategy? Contact us for more!


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