5 Principles for Navigating the RCS Evolution

For decades, the Short Message Service (SMS) was the undisputed leader of mobile outreach for brands, but as organizations navigate today’s communications landscape, messaging has reached a defining tipping point. The limited 160 characters of plain text, low-quality MMS attachments, and the often-untrustworthy anonymity of short codes and long codes have been replaced by a new standard: Rich Communication Services (RCS).

The impact is clear: 75% of consumers trust RCS branded messaging because the sender is verified, and they are significantly more likely to make a purchase through these secure channels. Ultimately, RCS is a vital upgrade that can leverage 3-7x higher engagement with customers that brands must adopt. 

To successfully navigate this evolution, brands should follow these five core principles.

1. Establish Immediate Trust with a Verified Sender Profile

The primary challenge of legacy SMS is the sender’s anonymity. When a customer receives a text from an unrecognized short code or long code, there is an immediate sense of friction and suspicion. In an RCS-first world, brands must replace these codes with a verified RCS agent.

Enterprises must ensure the official brand name, logo, and verification badge are present from the very first touchpoint to differentiate the thread from potential spam. When a customer sees brand colors and a verified checkmark, the psychological barrier to engagement disappears, creating a “safe space” for commerce to happen right within the native messaging app.

1. Move from “Push” Alerts to Two-Way Dialogue

SMS is a challenging channel to establish two-way dialogue and to scale with automation. RCS, however, is designed for two-way engagement that blends convenience with verification. By turning a one-way notification into a customer service or sales opportunity, a business moves from being a “sender” to being a “partner” in the customer’s journey.

 One-way communications can still see performance improvements by way of verified RCS agents. However, the full spectrum of RCS features offers immensely more net value.

1. Embrace “Design-First” Messaging

Just as email templates and landing pages are meticulously designed, RCS messages now require the same level of attention. While SMS is limited to 160 characters and relies on outdated MMS capabilities for additional rich delivery, RCS enables rich media content like high-resolution images and carousels that let users scroll through products natively in an inbox.

If a business is sending a promotional deal to five million users, the template needs to be professional and high-impact while still being personally engaging with custom context per message. The goal is to build an “app-like” experience that leverages the “swipe” and the “tap” to drive conversions.

1. Use Rich Content to Automate at Scale

To get the most out of RCS, brands need a smart way to manage the “rich” parts of the message. Unlike a simple text, an RCS message might include scrolling images or interactive buttons, which are difficult to manage manually at scale. Brands can handle this by using a mix of pre-set templates and AI.

Templates act as a reliable blueprint for common tasks, like sending an order update or a store map, ensuring a professional experience every time. For more complex, back-and-forth conversations, AI steps in to help guide the customer in real-time. By combining these two methods, businesses can provide a smooth, “app-like” experience that responds instantly to a customer’s needs without needing a human to type out every reply

1. Leverage Conversational Analytics to Optimize

RCS provides a level of transparency that SMS never could. There is no need to wonder if a message was delivered or seen. To navigate this evolution, brands must monitor key metrics:

• RCS-capable device reach: Knowing exactly how much of the audience is ready for rich messaging.
• Delivered, Opened, and Response Rates: Real-time data to help optimize messaging campaigns.
• Engagement Rates: Real-time data showing user engagement with suggested actions defines how the end users appreciate the provided experience

At scale, the best way for a business to receive customer feedback is through the data. Higher engagement means success. When the customer feels confident in their interactions, it means a better outlook on your business.

Looking to the Future

The transition to RCS ultimately leads toward transparency and engagement. By following these five principles, brands can move beyond the limitations of SMS and build a communication strategy that is as rich, secure, and intelligent with RCS.

The brands that thrive will be those that: 

• Prioritize authenticated brand identity
• Pivot from one-way notifications to two-way dialogue
• Adopt a design-first approach
• Use rich content to improve user experience
• Utilize deep analytics

The transition to RCS represents the new digital handshake. By embracing this authenticated and intelligent standard, brands can finally turn every notification into a meaningful, two-way bridge to their customers.