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Imagine if your texts were more than just words? What if they could showcase products, confirm bookings, track deliveries in real-time and even let customers interact without ever leaving their messaging app?
Well, that's what Rich Communication Services (RCS) brings to the table.
It transforms traditional texting into an engaging, interactive experience. One that feels more like using WhatsApp or iMessage except it’s built directly into the messaging apps your customers use for texting. The future of messaging is technicolour.
In this guide, we'll break down:
What is RCS messaging
How RCS messaging works
Examples of RCS messaging
RCS vs SMS: the key differences
Why RCS matters for businesses
Benefits and use cases
Common questions about RCS
What’s next for messaging (and ClickSend)
What is RCS messaging?
RCS is text messaging on turbochargers. It’s sent via the same channels as SMS but it has an added twist. With RCS, there is a range of different ways you can format your texts. You can add high-quality images or videos, interactive buttons and verified business profiles.
Some experts have called RCS smarter text messaging because it’s more visual and engaging than the humble (but effective) SMS.
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Hot tip: If your phone says “RCS” in text messages, it means your device and carrier support RCS and you’re using RCS instead of SMS.
How does RCS messaging work?
RCS chats let you send messages over mobile data and Wi-Fi, share files and high-resolution photos, see when someone is typing, and track when messages are read.
When you use RCS chats, your messages are sent using the Rich Communication Services (RCS) protocol, an industry standard for carrier messaging.
If you want to switch from RCS to SMS, you can usually turn off RCS chat in your messaging app settings.
It’s important to note that RCS isn’t available in every country and via every type of device — yet. But, its influence is starting to spread.
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Does RCS cost money?
If you’re receiving an RCS, it’s free. However, if you’re a business that is sending RCS — you’re going to have to pay for each message you send (just like with SMS).
It’s important to note that RCS may cost more than the humble text message due to the added features and additional functionality.
RCS vs SMS
Many people are asking; is RCS the future of messaging? Well, here’s the tea.
SMS has been around since the '90s and it’s been a firm favourite for years because it’s reliable, simple and has amazing cut through. RCS on the other hand, will give businesses more functionality.
However, that doesn’t make RCS the best choice for every single type of message.
There is a time and a place for both types of messaging. RCS is great for when you want wow-factor — if you’re sending multimedia like videos, voice notes, buttons and high-quality images.
While SMS still wins for updates, notifications, transactional messages and depending on the campaign — marketing.
To help you choose the right channel for each occasion, below you’ll see the key differences between SMS and RCS.
The difference between SMS and RCS
SMS | RCS | |
Budget | SMS is a low-cost messaging option, with pricing based on each message sent. | RCS can be slightly more expensive per message, but the rich content and higher engagement may offset the cost. |
Reach | SMS is supported on virtually every mobile phone worldwide, making it the most reliable way to reach people instantly. | RCS is still rolling out globally, and not all devices or carriers support it yet — but support is growing steadily. |
Device compatibility | Works on any mobile phone, even older models, and doesn’t require internet access. | Only works on newer Android phones that support RCS and have a mobile data or Wi-Fi connection. iPhones currently don’t support RCS. |
Features | SMS is limited to plain text (and basic images or media via MMS). | RCS supports rich, app-like features — including images, videos, buttons, carousels, typing indicators, and read receipts. |
Adoption | SMS has been around since the 90s and is widely used by businesses and consumers everywhere. | RCS is a newer technology. Adoption is growing, especially on Android, but it's not yet universal. |
Personalisation | You can personalise the text, but there are no interactive or visual customisations. | You can personalise the experience with images, video, and interactive elements tailored to each customer. |
Branding opportunities | Small scale branding through the use of alpha tags. | RCS allows verified sender profiles with brand name, logo, brand colors, and a more visually polished experience. |
Types of messages | SMS is best for simple alerts, reminders, and one-way messages. | RCS supports a wider range of messages — from promotional campaigns and transactional alerts to two-way conversations with quick replies. |
Message length | Limited to 160 characters per SMS. Longer messages are broken into parts and you may be charged per segment. | No strict character limit. You can send longer, more detailed messages. |
Security | Basic. SMS doesn’t include sender verification or encryption, making it easier to spoof. | RCS supports sender verification (so customers know it’s really you) and improved security features like encryption (depending on the carrier). |
Why RCS matters for businesses
In 2023, RCS usage grew by 40%. And as more devices and countries enable and support RCS, its usage is tipped to grow even more.
If you already use SMS or MMS, understanding how RCS can fit into your future messaging strategy is a smart move.
Benefits of RCS
There’s no app required
Some businesses already use WhatsApp or Messenger to send messages with high quality images, buttons and videos to customers. However, these are messaging apps which means the recipient would need to download the app to get the message.
With RCS, customers don’t need to download anything. Just like SMS, if a customer's device supports RCS it will be already activated in their phone’s default messaging app from the day they purchase.
A richer experience
Perfect for those moments when your message needs a little more oomph. With RCS, you can go far beyond plain text. Add images, videos, product carousels, and tappable buttons to your messages.
You can guide customers to take action — like booking an appointment or tracking a parcel — all within the message itself. It feels less like a basic text, and more like a mini app, delivered straight to their inbox.
Real-time interaction
RCS adds the kind of real-time features we’ve come to expect from modern messaging:
You can see when your customer has read your message.
You’ll know when they’re typing a reply.
You can offer fast, two-way conversations through live agents or chatbots
This makes it ideal for customer support, sales conversations, or anything that benefits from a bit of back-and-forth.
Business verification
When customers get a message from an unknown number, it’s natural to be suspicious.
With RCS, you can get verified as a sender. This means your business name, logo, and brand colours will appear on your messages — no random numbers, no question marks. It gives your messages legitimacy, builds trust, and protects your customers from scams or phishing attempts.
Smarter analytics
RCS lets you see how customers interact with your messages. You can track delivery, open rates, button clicks, and more. These insights help you optimise your messaging campaigns and understand what’s working.
Five of the top use cases for RCS
As you know by now, RCS is a flexible messaging machine. And businesses are coming up with a wide range of ways to use it.
1. Marketing and promotions
Interactive marketing campaigns
Businesses can bring their marketing campaigns to life with carousels, videos, and clickable buttons right inside the message. For example, an e-commerce brand could send a swipeable lookbook of products with direct "Buy Now" links, making shopping faster and more immersive.
Personalised Promotions
RCS allows for tailored promotions with rich media like countdown timers or destination images that create a sense of urgency. A travel agency could send limited-time offers for exclusive vacation packages, allowing customers to book directly from the message.
Product catalogues
Instead of simple links, companies can showcase entire product catalogs in a visually appealing way. Electronics stores, for example, could send carousels displaying their latest gadgets, complete with images, descriptions, and purchase links.
2. Customer engagement
Appointment scheduling
RCS streamlines appointment booking, allowing customers to schedule, reschedule, or cancel appointments directly within the message. Dental clinics, for example, can offer an interactive calendar for easy booking, saving time for customers and staff.
Event invitations
Businesses can send sleek, interactive invitations with RSVP buttons, event schedules, and venue maps. Luxury brands can use RCS to invite VIP customers to exclusive product launches or private events, making the invitation experience as captivating as the event itself.
Customer feedback and surveys
Gathering feedback becomes effortless with interactive surveys. Hotels, for instance, could ask guests to rate their stay with emoji-based responses, making feedback collection simple and engaging.
3. Customer Education
RCS messages can include tutorials, FAQs, and video demos to educate customers directly within the chat. Software companies might use this to offer interactive guides for new product features, helping users get the most out of their purchase.
4. Operations
Automated notifications
RCS can send reminders or updates with actionable buttons that allow customers to confirm or reschedule appointments. Fitness studios, for example, could remind members about upcoming classes, with easy options to confirm attendance or reschedule.
Self-service & account management
RCS empowers customers to manage their accounts without having to contact support. Financial services can let customers update payment plans or dispute charges directly via interactive messaging.
5. Customer service
24/7 customer support
Integrating chatbots into RCS allows businesses to provide instant support, resolving customer inquiries efficiently. Retailers can offer automated responses to order-related questions, ensuring customers get quick help, even outside business hours.
Interactive help guides
Share troubleshooting videos or FAQs directly in the RCS message, reducing the need for customers to contact support. Software companies can provide self-help options for common issues, easing the load on customer service teams.
What is the downside of RCS?
While RCS has some advantages, it’s still in the process of global adoption. Not all devices or carriers support RCS yet, and it’s primarily available on Android devices, which can limit your reach.
Plus, RCS messages may cost more to send than traditional SMS, and its rich media features may be overkill for simple notifications.
RCS is coming to ClickSend soon
RCS is a natural next step in messaging. It gives businesses more tools to make their messages feel modern, useful and even a little more personal. With features like rich media, read receipts, and interactive elements — it gives you new ways to communicate.
It won’t replace SMS overnight, and it’s not the perfect fit for every message. But for certain use cases, it’s worth exploring.
Here at ClickSend, we’re currently building our RCS product and we’ll be launching it very soon. Stay tuned.
In the meantime, check out our developer tools and see what you can build today.