What is RCS marketing?

What is RCS?

RCS stands for Rich Communication Services. It's a messaging protocol developed by the GSMA (the global mobile industry association) as the successor to SMS.

Think of it as SMS 2.0: same native messaging app, but with the features you'd expect from modern messaging platforms.

Where SMS is limited to 160 characters of plain text, RCS supports:

• High-resolution images, videos, GIFs, and audio
• Interactive buttons and quick replies
• Product carousels for browsing within the chat
• Verified sender profiles with brand logo and badge
• Read receipts and typing indicators
• In-chat web views for seamless browsing and checkout
• AI-powered agents for automated conversations, customer support, lead qualification, and more
• No character limits

For users, RCS messages appear in the same messaging app they already use for texts. For brands, it opens up a more engaging, app-like experience without requiring customers to download anything.

A brief history of RCS

RCS development began in 2007, but early versions lacked features and interoperability between carriers. The breakthrough came in 2016 when the GSMA introduced the Universal Profile specification, which standardised RCS features across carriers and devices.

Google became the primary driver of RCS adoption, rolling it out through its Messages app on Android. By 2024, RCS was available on most Android devices globally.

The biggest shift came in September 2024 when Apple added RCS support to iOS 18. This was a pivotal moment: RCS was no longer an Android-only channel. With both operating systems now supporting the protocol, RCS can reach virtually all smartphone users natively.

In March 2025, Apple and Google announced support for Universal Profile 3.0, which includes end-to-end encryption. This addressed one of the last remaining concerns about RCS security for business communication.

What is RCS marketing?

RCS marketing refers to using the RCS channel for promotional, transactional, and conversational communication with customers.

It combines the reach of SMS (native to the phone, no app download) with the engagement capabilities previously only available in messaging apps like WhatsApp.

For marketing teams, RCS offers capabilities that SMS simply can't match:

• Verified sender identity Every RCS business message comes from a verified sender with your brand logo and name. This builds trust immediately and reduces the spam perception that plagues SMS.
• Rich, visual content Send product images, promotional videos, and interactive carousels directly in the message. Customers can browse your offerings without leaving the chat.
• Interactive elements Add buttons for quick actions: "Shop now," "Book appointment," "Track order," or "Talk to support." Reduce friction between seeing a message and taking action.
• Two-way conversations Unlike SMS blasts, RCS supports real conversations. Customers can respond, ask questions, and complete actions within the chat.
• AI-powered automation Deploy conversational AI agents to handle support, qualify leads, recommend products, and guide purchasing decisions at scale. You don't need to manually answer chats, send links, or book appointments. AI handles it for you.
• Google Ads integration Leverage Google Ad Manager to run RCS Message Ads. Guide high-intent users from Google Search directly into an RCS conversation where AI-powered agents can collect subscribers, answer questions, recommend products, and book appointments. This outperforms static landing pages for many use cases.
  
  

How RCS marketing compares to SMS

SMS has been the default for business messaging for decades. It works on every phone, requires no internet, and has near-universal reach. But it's also limited: plain text, no branding, no interactivity, and no way to know if a message was read.

RCS keeps the native messaging experience but removes these limitations:

• Verified sender with branding: your logo, company name, and verification badge build trust instantly
• Rich, interactive content: product images, carousels, and action buttons drive higher engagement than plain text
• Two-way conversations: customers can respond, ask questions, and complete actions within the chat
• AI-powered automation: deploy conversational AI agents to handle support, qualify leads, and guide purchasing decisions at scale
• Google Ads integration: capture high-intent traffic directly from search and bring users into conversations instead of static landing pages
• Measurable engagement: read receipts, button clicks, and conversation analytics give you visibility that SMS can't provide
• No app download required: unlike WhatsApp, RCS works in the native messaging app with zero friction

For brands already using SMS, RCS isn't necessarily a replacement. Many use both: RCS for marketing and engagement campaigns where rich content drives results, with SMS as a fallback when RCS isn't available for a particular region, carrier, or device.

The key difference for marketers: RCS turns messaging from a broadcast channel into a conversation channel.

How RCS marketing compares to WhatsApp

WhatsApp is the dominant messaging app in many markets, with over three billion users globally. It offers rich media, verified business profiles, and two-way conversations. So why consider RCS?

• No app download required RCS works in the phone's native messaging app. WhatsApp requires users to have the app installed. In markets where WhatsApp isn't universal, this matters.
• Native to the device RCS messages appear alongside regular texts. There's no separate app to open, no notification settings to configure. For users, it's seamless.
• In-chat web views RCS supports web views directly within the chat window. Customers can browse products, review their cart, and complete checkout without switching tabs or leaving the conversation. This convenience boosts conversion rates and improves the customer experience.

That said, WhatsApp has deeper market penetration in regions like Latin America, India, and parts of Europe. WhatsApp also offers click-to-message ads within Facebook and Instagram, which many brands don't fully leverage yet. Combined with AI agents, these ads can automate conversations, collect leads at low CPLs, and achieve higher conversion rates than static landing pages.

For many brands, RCS and WhatsApp complement each other as part of an omnichannel messaging strategy.

Google Ads and RCS: from search to conversation

One of the most compelling aspects of RCS for acquisition-focused marketers is its integration with Google Ads.

There are two ways customers can enter an RCS chat from Google Search:

• Organically Customers searching for support or information can start a conversation with your brand directly from search results. No landing page, no contact form, just immediate chat.
  
  
• Via paid campaigns Set up RCS Message Ads through Google Ad Manager. Instead of directing users to a static landing page, bring them straight into a conversation where AI-powered agents can answer questions, recommend products, qualify leads, or guide purchases.

This model outperforms traditional landing pages for many use cases because it reduces friction. Customers get immediate, personalised responses instead of navigating a website. For brands, it means higher conversion rates and the ability to capture first-party data within the conversation.

RCS marketing use cases

RCS works across industries, but it delivers the highest impact where customer decisions benefit from visual content, personalisation, and real-time interaction.

In e-commerce and retail, brands use RCS to recover abandoned carts with product images and direct checkout buttons, send personalised product recommendations as swipeable carousels, announce flash sales with rich media, and keep customers informed with order confirmations and shipping updates.

Travel and hospitality companies send booking confirmations with interactive itineraries, upsell upgrades and experiences, provide real-time flight or reservation updates, and collect post-trip feedback.

Insurance and financial services use RCS for interactive product selectors, policy documents and renewal reminders, claims status updates with action buttons, and AI-guided conversations for lead qualification.

For lead generation, brands capture prospects from Google Search via RCS Message Ads, qualify them through automated conversation flows, book appointments or demos directly in chat, and hand off to sales when the lead is ready.

What you need to get started with RCS marketing

RCS isn't something you can set up on your own. Unlike email or web chat, it requires working with carriers and being verified by Google. Here's what's involved:

1. Verified sender registration Your brand needs to be verified to send RCS business messages. This includes submitting your brand logo, name, and business details for approval.
2. Carrier connectivity RCS messages are delivered through mobile carriers. You need a provider that has agreements with the carriers in your target markets.
3. Messaging platform You'll need a platform to create, send, and manage RCS campaigns. Look for a provider with experience in conversational AI and CRM integration, not just bulk message delivery.
4. Fallback to SMS or WhatsApp Not all devices support RCS yet. A good platform will automatically fall back to SMS or WhatsApp (depending on what's available for the user) when RCS isn't supported, ensuring your messages always reach customers.
5. AI and automation capabilities To get the most out of RCS, you'll want AI-powered agents that can handle conversations at scale: answering questions, recommending products, qualifying leads, and routing to human agents when needed.

Is RCS marketing right for your brand?

RCS is particularly well-suited for:

• Brands with visual products where images and carousels drive engagement
• Businesses with complex products where product configuration or explanation is much easier with an interactive chat
• Companies investing in Google Ads who want to bring search traffic directly into conversations
• Teams focused on customer experience who want verified, trusted messaging over anonymous SMS
• Organisations looking to automate customer interactions with AI while maintaining quality
• Brands who want to take customer retention seriously and build lasting relationships through conversational engagement

If you're already doing SMS marketing, RCS is a natural evolution.

If you're using WhatsApp, RCS can extend your reach to customers who prefer the native messaging app.

Get RCS-ready with charles

RCS is maturing quickly. With Apple and Android support, Google Ads integration, and growing carrier coverage across Europe, the channel is ready for brands that want to move beyond plain-text SMS.

If you're exploring RCS as part of your marketing mix, we can help you evaluate the opportunity, set up verified sender profiles, and build automated conversation flows that drive results.

charles is an AI-native platform for conversational marketing and commerce. We help consumer brands automate, personalise, and monetise customer conversations across WhatsApp or RCS. Official Meta Partner and verified Google RCS partner. Made in Berlin.