RCS marketing: find out everything you need to know abo

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RCS (Rich Communication Services) is a new messaging protocol that aims to be a more modern alternative to SMS. It makes it possible to send enriched messages , including multimedia content .

For a few years now, RCS messaging has been much talked about. Mobile operators and SMS platforms are on the lookout for the slightest information and opportunities on the market. But the market is slowly evolving, because as innovative as RCS is, it also has characteristics that make it much less accessible than SMS.

Rich Communication Services is an enriched messaging protocol, a sort of SMS 2.0
Let’s learn a little more about this new messaging system!

tem is supported by the GSMA , an association bringing together nearly ing system is therefore a global standard in the telecoms world. In 2019, RCS was already deployed in 76 countries . It has been available in France since July 15, 2019 on Android.


To send an RCS, you just need to have internet access , whether via Wi-Fi or 4G. However, the speed quality varies depending on the type of connection.

Google's Jibe Cloud Platform enables operators to launch and manage the RCS protocol.
However, to date, not all manufacturers are yet ready to launch this new protocol. Apple's reluctance to adhere to this new protocol greatly complicates its development, since it remains completely inaccessible to the 24% of the country and area code philippines world's population who own an iPhone , still dependent on iMessage.

People whose Android phones already have the service must update their smartphone , others will have to wait a little longer or even change their model to a more recent one that is compatible with this protocol.

Finally, brands must also appropriate the tool to use it for professional purposes. RCS marketing remains for the moment a very little used communication tool.



RCS Infographic



RCS and SMS
If RCS is a new messaging protocol, what is its place compared to SMS?

For both services, the mobile number is the only identifier for dialog. They both allow exchanges between different operators, and this at no extra cost. It is mandatory to have the explicit consent of its recipients to send professional RCS , as for sending SMS campaigns .

The biggest evolution that RCS marketing offers compared to traditional SMS is the possibility of broadcasting enriched messages , which we will detail in the next point of this article.



As previously stated, RCS is only available on Android smartphones, and older smartphones are not compatible either. Conversely, SMS is available on all phones, smartphones or not, regardless of the brand. It is estimated that in France, 30 to 40% of mobiles are now RCS-compatible ! A great figure when you consider that 24% of mobiles are iPhones, incompatible with this protocol, at the time of writing this article in any case.

The recipient must also have activated RCS chat on their mobile (there is a small manipulation to do on all compatible smartphones). Good to know! If RCS is activated but the phone is not connected to the internet, the recipient will receive a standard SMS .