Rich Communication Services Explained

What Is Rich Communication Service (RCS)?

In a text message, RCS stands for Rich Communication Services. RCS is the next generation of mobile messaging, offering users more advanced capabilities than traditional SMS. It allows users to:

Send high-quality images and videos.
See when a recipient is typing.
Exchange messages with secure end-to-end encryption.

For businesses, RCS offers more intuitive, branded conversations without requiring users to download an app. Unlike short message service (SMS) and multimedia message service (MMS), which rely solely on cellular networks, RCS is internet-powered and can default to SMS when a data signal is unavailable.

The Evolution From SMS to RCS Messaging

SMS has been around for decades, giving users a simple way to communicate without needing to make a phone call. However, SMS messages are limited to 160 characters, and the support for multimedia is minimal. MMS added some media capabilities, including images, GIFs and video, but messaging remained limited.

As mobile experiences evolved, brands and consumers needed a richer and more interactive way to communicate directly with smartphone users, which led to the development of RCS.

Developed in 2008 by the GSM Association (GSMA), RCS goes beyond plain text and provides high-quality, real-time experiences. In 2012, RCS was introduced to mainstream users and was later acquired by Google in 2015. Since then, Google has collaborated with GSMA and carriers to develop interactive messaging experiences for Android users. In 2024, Apple joined the effort, rolling out RCS with iOS 18.

RCS Adoption Timeline

2008: GSMA develops RCS
2012: RCS is rolled out
2015-2018: Google acquires RCS for Android users
2024: Apple introduces RCS with iOS 18, enabling cross-platform messaging
2025: End-to-end encryption added to improve security

The advancements of RCS have led to cross-carrier compatibility, end-to-end encryption and the ability to default to SMS, providing businesses with new opportunities to engage with customers. In fact, 74% of consumers are more likely to engage with brands through RCS, making it a critical messaging tool for marketers.

How Does RCS Work?

RCS takes mobile messaging one step further by working directly in users’ default messaging apps. Messages are sent over mobile data or Wi-Fi and adhere to a universal profile, ensuring messages reach anyone, regardless of their carrier. If users can’t connect to Wi-Fi or have a poor data connection, RCS can automatically switch to SMS as needed to ensure a message is delivered.

For users, RCS provides a smooth, app-like experience. They can:

See when someone is typing.
Receive read and delivery receipts.
Send voice recordings.
React in real-time.

For businesses, RCS opens the door to more personalized messaging, enabling them to meet customers at the right moment while delivering a cohesive customer experience across devices.

Essential RCS Features and Capabilities

RCS brings richer messages to both businesses and users, helping conversations feel more interactive, timely and personalized. By combining the simplicity of SMS with the capabilities of mobile messaging apps, RCS opens up new opportunities for customer engagement that SMS and MMS can’t.

Rich Media Sharing and File Transfers

One of RCS’s strongest capabilities is that it lets users and brands share content in more engaging ways, making messages interactive and visually appealing. RCS enables:

High-resolution media sharing: Distribute high-quality images and videos to visually represent products, updates or marketing campaigns directly within the messaging app.
Audio messaging: Send voice notes directly to share more context and personality.
Document transfers: Share files up to 100MB, including contracts, receipts and detailed product information.
Interactive attachments: Include quick replies, clickable carousels and clear call-to-action buttons to drive conversions.

Enhanced Communication Indicators

RCS enhances messaging with real-time insights, creating a more dynamic and personalized exchange between users and brands. Some of the most common indicators of RCS include:

Typing indicators: See when the other party is actively typing a response, helping conversations feel immediate and natural.
Read receipts: Confirm when a message has been read to optimize follow-ups.
Delivery confirmations: Know when a message has been successfully delivered to the recipient.
Online status visibility: Check when a user is available to send more timely and contextual information.

iOS RCS vs. Android RCS

RCS is supported for iOS and Android users, but each offers a different interactive experience. Android users experience full RCS functionality through Google Messages, while iOS users enjoy core features like rich media, read receipts and typing indicators starting with iOS 18.

Cross-platform support ensures that messages remain interactive, regardless of whether they’re sent between Android or iOS devices. This unified experience opens the door to reach more users with timely, interactive and branded messages without worrying about device limitations.

RCS vs. SMS vs. WhatsApp: Key Differences

SMS, RCS and WhatsApp all connect users and brands, but they differ in their cross-platform capabilities and features.

SMS is a quick and straightforward way to reach users and has proven to be a successful marketing channel with a 98% open rate — but it’s limited to plain text.
WhatsApp delivers rich media and strong encryption, but users must have the app installed on their devices.
RCS bridges the gap between SMS and mobile messaging by delivering interactive messages directly to a user’s default messaging app, without requiring a single app download.

What sets RCS, SMS and WhatsApp apart is their features, capabilities and cost.

Comparing SMS, MMS and RCS Features

Feature	SMS	MMS	RCS
Character Limit	160	160	Unlimited
Media Sharing	None	Basic images/videos	High-resolution images/videos
Read Receipts	No	No	Yes
Group Messaging	Limited	Limited	Advanced
Typing Indicators	No	No	Yes
Internet Required	No	No	Yes
Encryption	No	No	Available
App Required?	No	No	No
Cost	Per-message fees	Per-message fees	Data-based, easy-to-scale for campaigns

How to Set Up and Use RCS Messages

The RCS message setup process varies depending on your device, carrier and messaging app. RCS works behind the scenes, giving users more access to richer messaging features without the hassle. Here’s how to set up RCS on iOS and Android.

1. Enabling RCS on iOS Devices

Apple introduced RCS support with the release of iOS 18, so users could enjoy a more interactive experience in their mobile messaging app. To allow RCS to work on an iOS device, you’ll need to:

Open the Messages app
Go to Settings > Messages > Chat Features
Turn on RCS/Chat Features

Once enabled, you can send interactive messages to users, see read receipts and send rich media without downloading an app.

2. Enabling RCS on Android Devices

Most Android users can enjoy full support for RCS with Google Messages. To enable RCS on Android:

Open Google Messages
Go to Settings > Chat Features
Turn on Enable Chat Features

After chat features are enabled, Android users can view typing indicators, see read receipts and share high-quality images and photos with other Android users.

3. Google Messages Configuration

Google Messages automatically manages many RCS settings, but it’s always a good idea to check the configuration settings to ensure the best experience. To make sure your device is properly set up, check the following:

Keep Google Messages up to date with the latest version.
Confirm read receipts and typing indicators are turned on.
Verify Universal Profile support to ensure consistent messaging across all carriers.

Proper configuration helps businesses deliver reliable, branded messaging experiences.

4. Carrier Settings Verification

RCS relies on carrier support to prevent delivery issues. Check if your carrier supports RCS on your plan by reviewing your network connection to avoid messages from defaulting to SMS.

5. Troubleshooting Activation Issues

If RCS isn’t working correctly on your device, try the following:

Restart your device to reset messaging connections.
Turn airplane mode on and off.
Update Google Messages/iOS Messages and carrier services.
Contact your carrier if needed.

Following these steps ensures users and businesses can rely on RCS for interactive and time-sensitive communications.

Is It Better to Have RCS On or Off?

RCS offers a more interactive experience when enabled, providing users and businesses with additional capabilities and insights to enjoy a dynamic conversation. When RCS is turned off, you miss out on real-time communication indicators and are limited to sending plain SMS messages.

Benefits of RCS Messaging for Customer Engagement

Beyond plain text messages and limited MMS capabilities, RCS messages transform the way users engage with each other through:

Interactive group chat features: Users can now reply to a specific message and initiate a new group thread to keep track of the conversation.
Enhanced messaging capabilities: With RCS, users can read receipts, see when someone is typing and respond to messages without typing a reply.
Seamless media sharing: RCS enables users to send large image, audio and video files, ensuring seamless delivery of media.

Device Compatibility and Carrier Support

Not only are rich communication services compatible with Android and iOS devices, but they also rely on broad carrier support to deliver interactive messaging to users worldwide. RCS automatically detects whether a recipient can receive RCS messages and seamlessly falls back to SMS when needed, ensuring no message is lost.

RCS also enables cross-platform messaging across carriers, providing a consistent and engaging experience for every user. For example, marketers can send a rich media promotion with a carousel of interactive product images featuring a “Shop Now” button, allowing users to navigate directly to the mobile app from an Android device. Meanwhile, an iOS recipient on a different carrier will receive the same content without any loss of functionality.

What Is the Downside of RCS Messaging?

Every messaging tool comes with trade-offs, and RCS is no different. Understanding the potential downsides of RCS messaging can help brands refine their strategies and deliver personalized, meaningful content to each user.

Current Limitations and Challenges

RCS messages rely on mobile data or Wi-Fi, making users more dependent on a stable network connection; otherwise, messages may be delayed. Device compatibility and cross-platform synchronization can also affect the user experience, as certain features may not function properly.

Additionally, sending and receiving high-resolution media, documents or interactive attachments can lower battery life and device storage. Knowing these factors can help brands plan and ensure their content reaches the audience effectively, even when interactive features are limited.

Why Do People Turn Off RCS?

Despite the advanced features available with RCS, some users turn off these capabilities due to common technical issues, including:

Poor connection: Unstable network connections can prevent messages from being sent or updated in real time.
Message delivery delays: When a user has a poor connection or the recipient’s device doesn’t fully support RCS, messages may fall back on SMS or take longer to deliver.
Battery preservation: While RCS messages don’t directly drain your battery life, the background processes like syncing and rich media transfers can.
Saving storage space: Large attachments can consume a significant amount of storage space, especially on older iOS and Android devices.
Poor cross-device synchronization: Users with multiple devices may experience delays or inconsistencies in their messaging history, prompting them to revert to SMS as a default.

Still, for many users, the benefits of rich interactions outweigh these drawbacks.

Business Applications and the Future of RCS

The future of RCS marketing is here, and many companies are now incorporating RCS into their customer engagement strategies. As businesses strive to create more personalized and timely experiences, RCS provides features and applications that surpass traditional messaging.

Interactive RCS Business Messaging Features

RCS takes mobile messaging one step further, enabling brands to design messages that feel like a mini-app experience, and keeping customers engaged without leaving their messaging app. With RCS, businesses can leverage:

Branded messages: Incorporate logos, colors and messaging headers to create a cohesive brand identity.
Interactive carousels and buttons: Design interactive carousels and call-to-action buttons that allow users to view different product offerings and take desired actions.
Direct purchase capabilities: Encourage customers to make a purchase directly in their default messaging app.
Appointment scheduling features: Let users book, reschedule or confirm appointments directly to avoid missed appointments.
Customer service integration tools: Provide real-time support with customer service tools, including FAQs, status updates and chat options.

RCS Marketing ROI and Success Stories

RCS campaigns outperform traditional SMS, delivering higher customer engagement and conversions. For example, Subway ran a promotional campaign using both SMS and RCS, and the RCS campaign achieved a 140% higher conversion rate than SMS alone.

Not only are fast food brands seeing results, but the retail industry is also experiencing gains, with nearly 29.7% of RCS messaging revenue attributed to more streamlined experiences within the messaging app. By combining interactive features with direct measurement, RCS allows brands to see precisely how each message contributes to sales and long-term customer value.

The RCS Implementation Costs and Pricing

The cost of implementing RCS messages varies depending on platform setup, message volume and campaign complexity. Airship’s customer experience platform allows businesses to orchestrate personalized RCS marketing campaigns, schedule messaging and track performance.

Once the platform is in place, messaging pricing comes into play. Pricing varies depending on the type of message sent:

Message Type	Price per Message
SMS	$0.01-$0.05
MMS	$0.05-$0.15
RCS	$0.01-$0.10

The best way to measure the ROI of an RCS marketing campaign is to track core engagement and revenue metrics, including:

Read rates: How many messages were actually seen
Response rates: How many users interacted with the message
Click-through rates: How many users clicked on the desired action
Revenue per message: How much revenue each message generates
Cross-channel revenue: How RCS drives results across email, push and other marketing channels

After capturing these metrics, brands can calculate the total ROI by comparing incremental revenue and engagement against the campaign costs, providing a comprehensive view of the campaign’s impact.

Global Adoption of RCS

RCS adoption is growing worldwide, with the market projected to reach around $9 billion by 2030. As RCS continues to grow, new features are being rolled out to enhance messaging interactivity, security and cross-platform functionality.

Industry standardization: Messaging layer security (MLS) is being implemented across platforms, enabling end-to-end encryption for Android and iOS devices.
Enhanced security protocols: RCS is exploring advanced spam detection and enhanced unsubscribe features to prevent unwanted messages.
Cross-platform plans: With Apple supporting RCS and carriers adopting universal profiles, Android and iOS users can both enjoy interactive group chats with real-time message reactions and high-quality media exchanges.
Additional enhancements: Google is rolling out dual-SIM RCS support, allowing users with dual Android devices to send and receive messages simultaneously.

Transform Customer Engagement With Rich Communication Services

Rich Communication Services enable brands and users to send interactive and visually engaging messages directly within the messaging apps. Leveraging RCS business messaging, brands can move beyond SMS and MMS, driving more conversions through rich media, actionable buttons and real-time engagement insights.
Ready to implement RCS into your mobile messaging strategy? Book a meeting with Airship today to learn how we can help you create personalized RCS messaging campaigns.