Why RCS Marketing Matters for Modern Business Success

TL;DR: RCS marketing is replacing plain SMS with interactive, branded, media-rich texts that work across Android and iPhone. The article explains how features like verified sender IDs, in-message payments, analytics and quick replies boost engagement, trust and conversions across e-commerce, loyalty and customer support use cases. 
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Rich communication services (RCS) are finally here for Apple users! In late 2024, Apple added RCS to its iOS platform capabilities. While RCS has been available on Android smartphones since 2018, this move finally made the service available on Apple devices as well.

Why is this such a big deal? Think of business RCS marketing as the future of text. It introduces a host of exciting features that enhance marketing campaigns. These features include sharper image quality, improved analytics and brand authentication. Say goodbye to short codes and character limits, as RCS messaging gives you the tools to craft more engaging marketing texts.

Understanding RCS Marketing

RCS messaging is the newest evolution of text. It builds upon the capabilities of the short message service (SMS) and multimedia messaging service (MMS), introducing new features to improve engagement.

What Is RCS Marketing?

RCS marketing uses rich communications texts to communicate with subscribers. These messages can include interactive features such as buttons, branded content and high-quality images. Brands can effectively manage their subscribers and messaging through a dedicated RCS platform like Airship.

Airship powers your brand’s RCS mobile marketing strategy with a user-friendly, no-code solution that supports RCS messaging across both Android and Apple devices.

From SMS to RCS Evolution

Each text evolution has introduced new features to make texting more enjoyable. 

• SMS: In the beginning, SMS messages dominated. These messages have a 160-character limit and are sent via a cellular connection. They are text-only and don’t support pictures or videos.
• MMS: MMS was the next step. It supports up to 1,600 characters per message and can include videos, audio files and images. MMS texts are sent with a data or cellular connection.
• RCS: RCS is the latest advancement. Like MMS, it can handle all types of media, including images, audio and video, but it also offers high-resolution graphics and supports read receipts and brand verification. This means organizations can attribute their logo and contact details to their contact card. Messages appear directly from the brand instead of a random short code.

What Kind of Business Uses RCS?

Any business can benefit from RCS messaging. If your organization has a subscriber list and regularly sends texts, it’s worth upgrading. Doing so can enhance the visual appeal of messages and improve client engagement.

Core Features and Capabilities of Rich Communication Services

RCS messaging offers advanced features that build on SMS and MMS.

• Branded Messaging: Establish trust with a verified logo and contact details.
• Rich Media Support: Enhance message appeal with high-resolution images, videos, audio, QR codes and carousels.
• Interactive Elements: Boost message engagement with quick-reply buttons, suggested replies, read receipts and in-app payments.
• Analytics and Tracking: Track sender reputation score, message delivery, open rates, read receipts and user engagement types.

RCS Marketing Business Benefits and Applications

Opening up a new marketing channel is a big deal, requiring advanced planning and a fresh content strategy. However, while there is some upfront work involved, you will enjoy several major future benefits of RCS marketing.

Enhanced Customer Experience

Think about the last time you received an SMS text from a brand. It likely displayed a shortcode number you didn’t recognize. That may have led you to question its authenticity, especially if it was the first time you received a message from the organization. 

• Trust & Security: RCS offers brands a way to authenticate their text messages. Instead of text appearing from a five- or six-digit number, it will come from your own contact card. The card can include your brand logo, phone number and email address. Best of all, those details are verified by Google, the creator of RCS. Anyone who receives a message from your brand will instantly know it’s a real text, not spam.
• Real-Time Engagement: RCS messages should feel like a genuine text message conversation between friends. When you or the recipient initiates a reply, the three-bubble ellipses appear as they would in a regular text thread. Instead of a one-way conversation, where you send a blast message to your entire subscriber list, you have options to personalize content. For example, you could pre-design a text journey based on customer responses.
• Convenience Features: While older text message protocols didn’t support in-app payments or digital loyalty cards, RCS does. With RCS, customers can purchase using payment methods stored in their smartphone digital wallets. Brands can track loyalty points and share loyalty card details within RCS messages. Those features reduce friction during payment, providing a seamless buying experience for customers.

Interactive Elements

Interactive elements make your RCS messages feel like a real conversation. Buttons, menus and quick replies guide users to take action while giving you valuable feedback to improve engagement. 

• Action Buttons: RCS messages also include action button functionality. Buttons can redirect recipients to specific URLs and automatically dial your business. Recipients can also use buttons to book and confirm an appointment.
• Menu Options: Brands can create an entire menu of button options. This is useful for in-depth, personalized conversations. For example, say your retail store has an ongoing clearance sale. Set up a dialogue menu that lets recipients browse products by type and price directly within the RCS chat.
• Quick Replies: Quick reply buttons keep conversations flowing with minimal effort. Customers can tap a button instead of typing a full reply. The buttons also allow you to structure text conversations based on typical customer queries.
• Click-Through Tracking: Every time a recipient clicks on an interactive RCS element, it leaves a trail of data that’s useful for future marketing campaigns. You can track visits to your website, response times and similar behaviors. Other messaging protocols lack the comprehensive data analytics of RCS.

Personalization Features

Users don’t want generic experiences; they want personalized ones. RCS business marketing takes personalization one step further through: 

• Dynamic Content Delivery: With RCS, you can send more attractive texts that capture attention. Instead of boring, text-based messaging, you can include visual and audio elements that showcase your products and services. RCS supports all multimedia content, including images, video, carousels and audio files.
• Customer Segmentation: As you learn what content recipients respond to, you can use that to inform future, more personalized messages for each of your customer segments. Data gleaned from RCS campaigns can improve customer segmentation significantly.
• Behavioral Targeting: RCS also supports behavioral targeting, where brands create customized messages based on a user’s recent interactions. For example, if a customer recently browsed a specific product, you could follow up with an RCS text that describes its benefits or recommend other related products to a customer who just made a purchase.

Practical Applications of RCS Marketing

How do brands use mobile marketing technology in practice? Let’s take a look at a few examples.

E-commerce Solutions

Some retailers may have hundreds to thousands of products to choose from. As you might imagine, that’s a lot for one person to sift through. 

• Product Catalogs & Rich Media: With the help of RCS messaging, you can provide recipients with an in-depth look at a product they might like, using images and video.
• Real-Time Inventory Updates: RCS supports real-time inventory updates, so if you have a product that regularly sells out, you can conveniently notify recipients when it’s available again. You can automate the alert so they receive it as soon as you refresh your inventory.
• Secure Payment Processing: RCS messages offer secure payment processing using Android and Apple wallets. Customers can approve payments using saved card data or manually enter it within their native texting app. This eliminates friction in the payment process, allowing customers to purchase items they want quickly.
• Order Tracking: Brands can create automated messages that share order updates. This keeps customers informed of shipping and delivery progress, improving the shopping experience.
• Abandoned Cart Recovery: Customers who opt into RCS business marketing messages may also receive abandoned cart notifications. Brands send these messages to clients who actively browse their website and select products but fail to finalize the purchase. An abandoned cart RCS message may be the difference between a sale and lost revenue.

Loyalty Program Integration

Many brands offer a loyalty program to entice customers to purchase regularly. RCS includes built-in functionality for loyalty cards and can save card details in the customer’s smartphone wallet. You can also configure RCS to display your client’s current points balance and available rewards.

Brands that offer personalized or loyalty card rewards can notify customers through RCS. If you provide customers with special loyalty benefits on their birthday or anniversary, you can also distribute those rewards through RCS. Clients can redeem them when they shop in person or visit your online store.

Customer Support Systems

A unique feature of RCS is its customer service capabilities. 

• AI-Powered Chatbots & Live Agent Handoff: With RCS, it’s possible to create an AI-powered chatbot that understands natural language and can share responses based on preset rules. As an example, your chatbot could respond to basic customer queries about shipping costs or fees. Brands can configure chatbots to automatically transfer more complex queries to a live customer service agent.
• FAQ Automation: You can build FAQs directly into your RCS platform so customers can find answers to common queries about your brand right away. For example, a restaurant could include FAQs about its opening hours, location and reservation policy.
• Service Ticket Tracking: RCS is also useful for service ticket tracking. Brands can include interactive links to track ticket status or take specific actions. This makes it much easier to see where a ticket is in the resolution process and streamlines communication between clients and the business.
• Satisfaction Surveys: Some brands use RCS messaging for customer satisfaction surveys. Clients can easily share feedback about their experience directly from their phone without leaving the messaging app. Reduced friction in the process may boost survey response rates.

Appointment Management

Calling to book an appointment is so 2005. RCS transforms appointment management into a simple, convenient experience for both your business and clients through: 

• Interactive Scheduling: With RCS messaging, clients can view your available openings and book a time that fits their schedule. There’s no need for a phone call — the entire booking process occurs via text.
• Automated Reminders: RCS can also automate appointment reminders. You can schedule reminders at least 24 hours before the actual appointment, so clients have a chance to cancel if they can no longer make it. Appointment reminders may reduce no-shows that take up your staff’s valuable time.
• Real-Time Rescheduling: If a client can’t make an appointment, they can also use your RCS system to reschedule. As with regular appointment scheduling, clients can view your availability and pick a time that suits them.
• Follow-Up Communications: Some businesses use RCS for follow-up communications before or after an appointment. For example, a doctor might share pre-visit instructions before a medical procedure, or a vet could share care guidance after a pet’s wellness visit.

Whatever your communication needs are, RCS can fill in gaps and provide clients with the first-rate service they expect from your business.

Implementing RCS in Your Marketing Strategy

Adding RCS to your marketing arsenal offers clear benefits. These steps can make for an easy implementation. 

Getting Started

1. Choose an RCS platform that offers the functionality you need, such as: interactive messaging, brand verification tools and support for Android and iOS devices. Compare data analytics features, as you want a platform that supports customer segmentation and provides clear user insights.
2. After selecting a platform, create an RCS user profile. The profile should include your brand logo, display name and contact information. Recipients will see these details if they click on your message contact card.
3. Be sure to get a customer’s written consent before sending mobile RCS marketing messages, and follow any local marketing and data privacy laws that apply to your business. If you already have an SMS or MMS messaging list, you can easily transfer your contacts to your new RCS marketing platform. 

Measuring Success

Most platforms include built-in key performance indicators (KPIs) to track RCS message performance. Standard metrics include open rates, read rates and click-throughs. These are must-haves to track message engagement with clients.

As your RCS marketing campaigns gain traction, measure the profits generated from text marketing compared to its costs. If text marketing is new for your brand, give yourself time to build a subscriber base before focusing on ROI. Try A/B testing to optimize message elements and wording. To perform an A/B test, switch out different elements of a text and send the variations to a small segment of subscribers. Use the text that gets the most engagement with your broader audience.

As you get more comfortable with RCS marketing, you can implement more advanced techniques.

The Future of RCS Marketing

RCS isn’t new, but its future is bright. Mordor Intelligence reports the market for RCS messaging will reach $8.89 billion by 2030, up from $2.87 billion in 2025. That’s a 25.37% compound annual growth rate (CAGR). Brands that seize the opportunity today will have a first-mover advantage. They can adopt the technology and develop a robust RCS marketing strategy that captures their subscribers’ interest.

Airship is the platform that can power your brand’s business RCS marketing success. Our no-code tools let you design a professional-grade RCS campaign without developer support. With Airship, you can validate your RCS profile, manage subscribers and track campaign performance. 

To learn more, schedule a demo with Airship today.