RCS vs SMS: Why the New Messaging Format Matters for Marketers

Messaging apps, social media, push notifications, and other communication channels are gradually replacing the once-popular SMS format that has been around since the 1990s. Both personal and business conversations have long migrated to platforms like Telegram, WhatsApp, and others, where there’s no need to pay for every message sent.

Additionally, SMS cannot deliver media files or voice messages, which have become an integral part of online communication culture. This is why SMS is losing ground to other formats, though it is still used in marketing campaigns.

However, SMS technology is not disappearing; it is evolving into a more advanced form — RCS.

In this article, we will explain how Rich Communication Services (RCS) messaging works, its advantages and disadvantages, and the unique features and future of this type of online communication.

What is RCS?

RCS is an advanced messaging standard that combines the functions of SMS and messaging apps. In addition to text, RCS messages can include media files, share locations, and even create group chats. They also allow the addition of buttons and other interactive elements to facilitate quick communication without the need to switch to external platforms. Sending RCS messages is essentially like sending SMS over the internet, but with the added capabilities of modern messaging apps.

The new standard was introduced back in 2008. The switch to a different protocol was necessary to gradually replace SMS. The first RCS messages were sent in 2012, but the implementation and widespread adoption of this format have been slow and are still ongoing. This slow rollout is due to the complexity of integrating data from different mobile carriers. If a mobile network doesn’t support the standard, the smartphone won’t be able to receive messages from other users, as RCS chats will not be available on that device.

Source: MessageDesk

Despite these challenges, Google continues to support the idea of promoting an alternative to SMS in order to compete with messaging apps and Apple’s iMessage technology.

According to Google, RCS chat is now possible between iPhone and Android devices. However, end-to-end encryption, which ensures full data privacy, is not yet available when sending messages between the two systems. This raises concerns among users.

RCS vs SMS: what’s the difference?

RCS service is the successor to SMS, but there are important differences between the two formats.

As you can see, RCS is a more interactive option for users as it enables interaction with smartphone elements such as maps and browsers. This provides more opportunities for communication and user engagement.

Advantages and disadvantages of RCS

Advantages

• Universality, similar to SMS (in the long run). With RCS, messages can be sent to any user. Currently, business communication through messengers is limited by deciding where to message: Telegram, WhatsApp, Viber, etc. The plan is to migrate all devices, except button phones (which still exist), to the RCS protocol. Then, no additional apps will be needed for receiving messages, aside from the default ones.

• Marketing opportunities. Since media files can be sent, brands can create vibrant marketing campaigns in their messages, increasing engagement and conversions.

• Real-time communication. Message status updates make interactions dynamic and transparent, which is essential for fast marketing communications. Therefore, RCS offers more analytical capabilities than SMS. It's easier to track conversions after campaigns, perform A/B testing, and make better decisions.

• Cost savings through a larger audience reach. While SMS charges for each message sent, RCS group chats allow sending messages to large groups with charges only for internet traffic or a fee to the telecom provider.

• User verification for those who can send messages. This increases trust in brand communication channels and the messages themselves, as this security approach helps protect against spam.

Disadvantages

• Internet dependency. RCS messages won’t be sent without Wi-Fi or mobile connectivity, so you'll need to rely on SMS or MMS, which can be less convenient and more expensive than using internet traffic.

• Technological limitations. First, the standard doesn't work on all smartphones. Second, not all mobile operators support RCS. In Russia, for example, only MTS and Samsung phones with the latest OS versions currently support it. In the U.S., RCS is supported by AT&T, Verizon, T-Mobile, and Sprint. India, Canada, and some European and African countries have also adopted the standard. For iPhones, this feature is available only with iOS 18. RCS works on Android, so Google provides information on how to enable RCS chats on their devices.

The future of RCS

While the advantages of the protocol are clear, it remains uncertain when RCS will work universally and stably, and whether it will be able to reach the same audience as SMS messages. The widespread use of messengers hinders the popularization of this format, as users are already accustomed to communicating through various channels.

However, there is another side that makes this alternative to SMS a promising communication option for marketers. With RCS, users won’t need to juggle multiple channels, focusing on one application. Accordingly, they will receive offers from brands in one place.

Will RCS be able to completely replace SMS? Such an outcome is unlikely. Most likely, SMS will remain a backup option, as the ability to send information without an internet connection is a significant advantage that new technologies have yet to surpass.

RCS for marketing

Any new communication channel presents an opportunity to promote products and services. And the sooner you start mastering advanced tools, the better your chances of success. Although RCS is not yet widely popular, there are already users actively utilizing this messaging format. Therefore, marketers should pay attention to this new technology while competition in this area remains low.

Marketing strategies through this format can follow those of Push, SMS, and email campaigns. However, RCS messages include additional features: visual, textual, and interactive elements.

To create an RCS campaign, you need to:

1. Identify the audience that uses this message transmission protocol.

2. Segment the audience to offer the most relevant offer for each customer type. A CDP platform, which consolidates all user information from various sources—activity, target actions, and other data — can help with this.

3. Develop a strategy: what type of messaging, for whom, and when it will be sent. A data-driven approach allows for personalized offers (this is how the marketing automation platform CDP Altcraft Platform.

4. Create ad creatives and other elements that support the RCS standard (the transmission of high-quality media content is possible).

5. Conduct A/B testing and select the best offers for clients.

6. Launch the campaign.

7. Draw conclusions for future strategies.

Summary

RCS is an enhanced version of SMS messaging that includes the ability to send media files, geolocations, interactive elements (this is what sets it apart from MMS), as well as voice and video calls. These messages are sent over the internet and do not require additional apps, simplifying and reducing the cost of communication.

However, the RCS standard is not as widespread as SMS. Not all devices and mobile operators support advanced messages. Rich Communication Services are available on Android smartphones and on iPhones only with iOS 18.

The implementation of the technology is slow, but if successful, RCS could replace multiple messengers and consolidate communication into one channel. This would be convenient for both users and marketers, who could promote brand products and services through a channel with a wide audience reach.