# RCS Compliance Guidelines

Airship supports RCS compliance for consent, opt-in and opt-out, content restrictions, and recordkeeping.

Rich Communication Services (RCS) is an advanced messaging protocol that enables interactive, media-rich communications. RCS messages automatically fall back to SMS/MMS when not supported.

> **Important:** Please note that this content is provided for information purposes only and is not intended to be nor should be relied on as legal or compliance advice.
> 
> Different locations may have varying legal and privacy requirements for SMS/MMS/RCS notifications, so please verify with your legal or regulatory compliance team that your SMS/MMS/RCS usage, proposed use cases, and messaging configuration are compliant with applicable local laws and regulations.

<p>The Airship Service provides customers with a platform for building successful SMS marketing programs by supporting compliance with laws and industry best practices as summarized in this document. These guidelines represent our current understanding of common compliance requirements generally applicable to Airship and our customers and do not constitute legal advice.</p>

## General Requirements

You must obtain consent and provide disclosure.

- All rules applicable to SMS/MMS also apply to RCS. Review the [SMS Compliance Requirements document](https://www.airship.com/docs/developer/api-integrations/sms/compliance/requirements/) and the [Airship Acceptable Use Policy](https://www.airship.com/legal/acceptable-use/).
- Obtain explicit, documented consent from each recipient before sending RCS messages. Consent must clearly indicate the types of messages the recipient will receive and must not be bundled with other consents.
- Consent must be specific to the brand and campaign and cannot be transferred, bought, sold, or obtained from third‑party lists.
- Maintain records of consent — including timestamps, consent method, and scope — for at least four years or as required by local law.
- If you do not send the first message within a reasonable period after consent is obtained, reconfirm consent in the initial message.

## Consent and Opt‑In

Consent must be obtained via a clear call to action, for example a website form, app, SMS, or other digital means. Do not use pre‑checked boxes or require consent as a condition of purchase. The call to action must:

- Identify the brand
- Specify the recipient’s phone number
- Describe the types and frequency of RCS messages
- Disclose that messages may be sent using automated technology
- State that consent is not required for purchase
- Provide links to Terms of Use and Privacy Policy
- Include [opt‑out instructions](#optout-and-revocation-of-consent)

## Sender Identification

Every RCS message must clearly identify the sender, which is the party that obtained consent, except for follow‑up messages in an ongoing conversation thread.

## Opt‑Out and Revocation of Consent

Regarding consent:

- Recipients must be able to revoke consent at any time by replying with standard opt‑out keywords such as STOP, UNSUBSCRIBE, CANCEL, END, QUIT.
- The initial RCS message must include opt‑out instructions, such as "Reply STOP to unsubscribe."
- When a recipient opts out, you may send one final confirmation message. No further messages may be sent unless new consent is obtained.
- Opt‑out requests must be processed promptly and applied across all recurring RCS messaging programs.

## Content Restrictions

Do not send RCS messages containing:
* Counterfeit goods
* Dangerous products or services
* Products, services, or content that enable dishonest behaviors
* Dangerous or derogatory content
* Shocking content
* Capitalizing on sensitive events
* Animal cruelty
* Adult or sexual content
* Tobacco
* Political content
* Unauthorized content
* Gambling or gambling-related activities
* Firearms/weapons
* Cannabis
* Prescription drugs/medications
* Alcohol

For additional information, see Google's [Acceptable Use Policy](https://developers.google.com/business-communications/rcs-business-messaging/terms-and-policies/aup) in their *RCS for Business* documentation.

## Country‑Specific Requirements

Always review and comply with country‑specific RCS messaging requirements, which may include additional consent, content, or technical restrictions.

## Recordkeeping and Reporting

Maintain records of opt‑in and opt‑out status, including timestamps and consent method, for at least four years or as required by local law. Be prepared to provide proof of consent and compliance upon request from Airship or regulators.

## Enforcement and Violation Handling

Violations of these RCS requirements may result in suspension or removal of messaging capabilities by Airship or its providers. Report suspected violations to Airship immediately by contacting your account manager or [Airship Support](https://support.airship.com).