Essential Information you should be Aware of
With the introduction of RCS (rich communication services) support on iPhones through the iOS 18 update in fall 2024, Apple has expanded the audience for U.S. marketers to engage with new messaging tools.
SMS mobile campaigns can effectively reach customers who trust you enough to provide their mobile numbers. Text messages are commonly used for receiving receipts, shipping updates, appointment confirmations, and now deals.
However, traditional text messages offer a basic experience, even with multimedia attachments. To enhance the messaging experience, marketers are turning to RCS.
Until Apple embraced RCS, only Android devices supported the format, making U.S. marketers hesitant to utilize it. With Apple’s support, the potential reach of RCS in the U.S. has significantly increased.
What is RCS?
RCS is a messaging standard that enables rich features such as high-quality GIFs, videos, and interactive elements within text messages. Marketers can incorporate logos and design elements to create branded messages with engaging content. RCS allows for a more app-like user experience without requiring users to download an app.
Marketers can track user behavior within RCS messages, providing valuable insights for optimizing campaigns using mobile analytics.
How will RCS change SMS?
RCS introduces features that enhance the messaging experience for both enterprises and consumers. It offers better analytics, improved visuals, and a more interactive user experience compared to traditional SMS.
Businesses can send personalized messages, videos, suggested replies, and actions to engage users more effectively. RCS enables two-way conversations and deeper interactions with customers, leading to better results for businesses.
What RCS features should marketers use?
Marketers can leverage various RCS features to enhance their campaigns, including personalized messages, suggested replies, actions, and interactive elements like carousels. Collecting analytics, A/B testing, and driving two-way conversations through generative AI are also key strategies for maximizing the impact of RCS messages.
What is the future for RCS?
With Apple’s support for RCS, U.S. marketers are increasingly exploring the potential of this messaging format. As more brands adopt RCS campaigns, the messaging landscape is expected to shift towards richer, more engaging experiences for users.
Ultimately, the future of messaging may see RCS becoming the default communication method, offering enhanced service, support, and purchasing capabilities for customers. This shift towards a more interactive and personalized messaging experience is likely to drive higher engagement and satisfaction levels among consumers.
Spell Value for Customers and Brands
According to Alex Campbell, co-founder and Chief Innovation Officer for Vibes, marketers have a variety of use cases at their disposal to engage with customers through RCS messaging. It is important to carefully assess which of these use cases align with consumer preferences to ensure successful implementation. The focus should be on enhancing ROI, increasing engagement, and creating a superior customer experience. The key is to determine which possibilities resonate with your specific customer base.
By providing a superior experience and improved customer service, RCS messaging offers customers the opportunity to interact with their favorite brands in a more meaningful way.
Twilio Releases RCS Rich Content Features
With the growing interest in RCS messaging among businesses, martech vendors are developing features to leverage the capabilities of RCS and enhance data-driven customer experiences.
In January 2025, Twilio introduced Rich Content Cards, Media, and Rich Card Carousels to enrich RCS messages and enable personalized, visually appealing interactions with customers using RCS-capable devices.
- Twilio’s Rich Content Cards enable marketers to include images, videos, call-to-action buttons, and quick replies in messages.
- Media integration allows brands to seamlessly incorporate images, videos, and documents into messages for more engaging communications.
- Rich Card Carousels allow users to explore interactive cards within a single message, making it ideal for showcasing products in a visually compelling way.
FAQs
1. How can RCS messaging benefit businesses and customers?
RCS messaging offers businesses the opportunity to enhance customer engagement, improve ROI, and deliver a superior customer experience. For customers, RCS messaging provides a more interactive and visually appealing way to interact with their favorite brands.
2. What are some key features of Twilio’s RCS messaging platform?
Twilio’s RCS messaging platform includes Rich Content Cards, Media integration, and Rich Card Carousels to enable businesses to create personalized, visually rich messages for customers using RCS-capable devices.
3. How can marketers determine which RCS use cases are most effective for their specific customer base?
Marketers can assess the effectiveness of RCS use cases by experimenting with different approaches and analyzing customer engagement and ROI metrics. It is important to tailor RCS messaging strategies to align with the preferences of your target audience.
4. What role does customer experience play in the success of RCS messaging campaigns?
Customer experience is a crucial factor in the success of RCS messaging campaigns. By providing a superior experience and personalized interactions, businesses can build stronger relationships with customers and drive engagement and loyalty.
5. How can businesses leverage RCS messaging to stand out in a competitive market?
Businesses can differentiate themselves in a competitive market by using RCS messaging to deliver visually appealing, interactive messages that resonate with customers. By offering a unique and engaging communication channel, businesses can attract and retain customers more effectively.
