RCS vs SMS: what brands need to know

Why this comparison matters now

For years, SMS was the only native messaging option for brands. It worked - and still works - but it's limited: plain text, no branding, no interactivity. Meanwhile, messaging apps like WhatsApp raised the bar for what customers expect from brand communication.

RCS changes the equation.

With Apple adding RCS support in iOS 18 (September 2024), the channel now reaches both Android and iPhone users natively. For brands already using SMS, the question isn't whether RCS exists - it's whether it makes sense to add or switch.

This guide helps you answer that question.

SMS: the baseline for business messaging

SMS (Short Message Service) has been the standard for mobile text communication for over 30 years. It works on every mobile phone with a cellular connection - no internet required - making it one of the most reliable ways to reach customers.

Key characteristics of SMS:

• Limited to 160 characters per message

• Text-only (no native support for images or videos)

• Works without Wi-Fi or mobile data

• Universal compatibility across all devices

• No verified sender identity (messages come from short codes or phone numbers)

For transactional messages like order confirmations, appointment reminders, or authentication codes, SMS remains a solid choice due to its reliability and reach.

What you get with RCS

RCS (Rich Communication Services) is a communication protocol designed to modernise mobile messaging. Unlike SMS, which is limited to plain text.

RCS supports:

• Cross-platform support: works natively on both Android and iOS (since iOS 18), reaching virtually all smartphone users
• Rich media: images, videos, GIFs, and audio files
• Interactive elements: quick reply buttons, suggested actions, product carousels
• Two-way conversations: customers can respond, ask questions, and interact - not just receive
• AI agent integration: automate conversations with AI-powered chatbots for support, recommendations, and lead qualification
• Verified sender profiles: branded business identity with logo and verification badge
• Read receipts and typing indicators: real-time engagement visibility
• No character limits: longer, more detailed messages
• Native app experience: works directly in the phone's default messaging app
• In-chat web view: users can browse products, review their cart, and complete purchases without leaving the chat - web views overlay at 25%, 50%, 75%, or 100% of the screen for a seamless in-thread shopping experience

For businesses, this means you can send product recommendations with images, let customers browse options via carousels, and drive actions with clickable buttons - all within the messaging experience your customers already use.

RCS vs SMS: feature comparison 

The Apple factor: RCS now works on iPhone

For years, RCS was limited to Android devices - a significant barrier for brands targeting audiences with high iPhone usage. That changed in September 2024 when Apple added RCS support with iOS 18.

This means RCS messages can now reach both Android and iPhone users natively, significantly expanding the channel's potential reach. In markets like Germany, RCS can now reach approximately 57 million devices - surpassing WhatsApp's 44 million users in the same market.

Key carriers in Germany (Deutsche Telekom, Vodafone, O2), the UK (Three, O2), and other European markets already support RCS for business messaging on both Android and iOS.

Google Ads integration: from search to conversation

One of RCS's most compelling advantages for performance marketers is its native integration with Google Ads. Google is connecting its RCS push with the full power of Google Ad Manager - bringing conversational commerce directly into the search experience.

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

1. Organically (for support) Customers searching for help or information can start a conversation with your brand directly from search results - no landing page, no contact form, just instant chat.

2. Via paid campaigns (for lead gen / conversion) Set up RCS Message Ads like any other Google Ads campaign. Instead of sending users to a static landing page, bring them directly into a conversation where they can explore products, get personalised recommendations, qualify themselves, or complete a purchase - all powered by AI.

Why this outperforms traditional landing pages:

• Conversational experiences reduce friction and move customers from intent to action faster

• AI-powered chat can qualify leads, answer objections, and guide purchasing decisions in real-time

• You capture subscribers and first-party data within the conversation

• Chat-based interactions feel personal, not transactional

Why RCS makes sense over SMS

While SMS remains a reliable fallback, RCS offers significant advantages for brands focused on engagement, conversion, and customer experience:

• Verified sender with branding: your logo, company name, and verification badge build trust instantly - reducing the spam perception that plagues SMS
• 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 - not just receive one-way broadcasts
• 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 - zero friction for customers
• Automatic SMS fallback: if a recipient's device doesn't support RCS, the message falls back to SMS automatically
  
  

With charles, you can set up automatic fallback from RCS to SMS, ensuring messages always reach your customers regardless of their device or carrier support.

Use cases where RCS outperforms SMS

RCS shines brightest in industries where customer decisions benefit from visual content, personalisation, and real-time interaction. 

Here are some high-impact industry & use case examples:

E-commerce and retail

• Send abandoned cart reminders with product images and a "Complete purchase" button

• Share personalised product recommendations as swipeable carousels

• Enable in-chat product browsing and checkout

Travel and hospitality

• Send booking confirmations with interactive itineraries

• Offer upgrades or add-ons with one-tap buttons

• Provide real-time flight or reservation updates with rich cards

Insurance and financial services

• Guide customers through product selection with interactive decision trees

• Share policy documents and quotes as downloadable files

• Enable quick actions like "Speak to an advisor" or "Get a quote"

Lead generation and qualification

• Use RCS Message Ads to capture leads from Google Search

• Qualify prospects through automated chat flows

• Hand off to sales when the lead is ready

Pricing considerations

RCS pricing varies depending on country, carrier, and message type. The pricing model is competitive, and some regions already offer MAU (monthly active user) pricing - especially when you factor in the higher engagement and conversion rates that rich, interactive messages can deliver.

The key consideration isn't just cost per message, but cost per conversion and overall business impact. RCS enables:

• Better customer experience: rich media, interactive elements, and verified branding create a more professional, trustworthy interaction
• Performance marketing capabilities: advanced segmentation, automation flows, and AI agents let you target the right customers with the right message at the right time
• Revenue-generating use cases: abandoned cart recovery, product recommendations, appointment booking, and upselling - all within the conversation
• Reduced manual effort: AI-powered customer support automation handles routine queries, freeing up your team for higher-value interactions
• Retention and re-engagement: bring customers back with personalised campaigns that feel like conversations, not broadcasts

Getting started with RCS

If you're considering RCS, here's what to look for in a provider:

1. Proven track record in conversational AI and CRM: look for a partner with experience building automated, personalised messaging journeys - not just bulk message delivery
2. Verified Google RCS partner: ensure your provider is officially certified and can support the full range of RCS capabilities
3. Range of use cases: from acquisition (Google Ads integration) to retention (abandoned cart, re-engagement) to support (AI-powered automation) - choose a partner that covers your needs

“charles has demonstrated strong expertise in Conversational AI and CRM. We’re excited to have them as a strong RCS partner and look forward to working closely together.”

Fabian Hielscher

RCS Market Lead Germany

RCS

Next steps

Want to understand whether RCS makes sense for your business?

We'd be happy to walk you through the channel, discuss your specific use cases, and help you evaluate whether RCS - alongside SMS or WhatsApp - fits your customer communication strategy.

charles helps consumer brands automate, personalise, and monetise customer conversations across WhatsApp, RCS, and other messengers. As an official Meta Partner and Google Partner with years of experience in conversational commerce, we help brands turn messaging into a revenue channel.