What exactly is RCS?
RCS (Rich Communication Services) is, in short, the SMS that grew up.
Where a classic SMS is limited to 160 characters of plain text, RCS lets you send images, videos, carousels, clickable buttons, and even read receipts — all directly in the phone's native messaging app, with no download required from your customers.
Google pioneered the standard, and in 2024, Apple joined the party with iOS 18.
The result: RCS is now compatible with almost every smartphone.
RCS vs WhatsApp: what's the difference?
At first glance, RCS and WhatsApp look a lot alike. Both allow you to send rich, interactive messages. But the real difference lies in the user experience — and it's a big one.
WhatsApp requires your customers to have the app installed and an active account.
RCS, on the other hand, lands directly in the phone's native Messages app, just like a text. No friction, no installation.
For you, that means a broader audience, a potentially higher open rate, and most importantly: your messages show up with your brand's verified name and logo. No more unknown numbers.
That said, WhatsApp isn't going anywhere! The two channels simply don't serve the same needs.
WhatsApp shines in two-way conversations, customer support, and engaged communities — where users already have an active relationship with the app.
RCS, meanwhile, is built for large-scale marketing messages, with zero barrier to entry.
In the long run, the best-performing brands will likely play both sides: RCS to reach wide, WhatsApp to deepen the relationship.
What are the concrete use cases for your campaigns?
RCS fits naturally into the key moments of the customer journey:
Order confirmations & delivery tracking: a message with the order summary, a product image, and a "Track my order" button — all in one.
Promotional campaigns: a carousel of sale products with direct CTAs to your site. Think of it as a visual email, but in messaging.
Abandoned cart reminders: a personalized nudge with a photo of the item left behind and a "Complete my purchase" button.
Loyalty programs: send point balances, an exclusive offer, and a link to the customer account — all in one engaging message.
And much more...