Rich Communication Services (RCS) is an evolution of SMS that allows for sending richer and more engaging messages. While SMS is limited to text, RCS introduces a more visual and interactive experience, with the ability to integrate images, videos, GIFs, or even action buttons directly into the message.
This channel meets current customer expectations, as they are increasingly accustomed to personalized and dynamic experiences. RCS thus improves the quality of communications, whether for notifications, marketing messages, or transactional messages. It complements SMS by offering a new way to capture attention and drive engagement. Another important advantage of RCS is the level of trust it inspires.
Each message is sent from an official agent, whose identity is clearly visible through their name, logo, and brand information. This more secure framework reduces the risk of fraud and reassures recipients. RCS provides more detailed data than SMS, particularly regarding message reads. This offers better visibility into sending performance and helps optimize communications over time.
Limitations
- Available for clients with a beta access on the France platform.
- Requires the SMS channel (for the fallback).
- The agents are non-conversational.
- Limit of one agent per project.
- Not available with web services.
- Single sendings are possible using an automated campaign.
Requirement and Implementation
To activate the RCS channel, SMS channel configuration is also required. SMS plays a crucial fallback role: if the recipient's network or device does not support RCS, the message is automatically sent as an SMS to ensure deliverability.
Our team will assist you in setting up these two channels. This setup also requires budgeting for the purchase of a phone number and for sending RCS messages. You will need to create an agent, which serves as the sending identity for your messages, by defining your brand information (name, logo, contact details). This agent is then submitted to Google and the carriers for validation to verify your identity and compliance before being activated to enable the sending of RCS messages.
How It Works
Agents
RCS relies on an agent-based sending system. Unlike SMS, which uses a simple phone number, each RCS message is sent on behalf of a brand through this official agent.
An agent is your brand's RCS sending profile. It is validated by Google and approved by carriers before activation. Once in place, it represents your business to recipients, with the name, logo, and brand information clearly displayed, which strengthens trust and message recognition. This validation process ensures that only legitimate senders can use the RCS channel. When sending the message, it is first transmitted via RCS if the recipient's device is compatible. Otherwise, a fallback to SMS is automatically applied to ensure delivery.
In your configuration, only one RCS agent is allowed per project, and it is non-conversational, meaning recipients cannot engage in free-flowing discussions. Interactions are limited to specific actions, such as unsubscribing.
Types of Messages
RCS offers 2 types of messages: standard and enriched.
RCS offers two main types of messages. Standard (basic) RCS is similar to SMS in form, as it contains only text. Its main difference is that it is sent via an authenticated agent, which allows for the display of a branded envelope confirming the sender's identity. This format can, for example, be used to send verification codes or other simple, transactional messages.
The enhanced RCS (single) allows for a more advanced user experience. It supports two formats: the enhanced card and the carousel. Both options allow for the addition of visual content and action buttons, making messages more interactive and engaging for recipients.
Differences with SMS
| SMS | RCS |
|---|---|
| Only text | Enriched content (images, videos, GIFs) |
| Clickable links | Action buttons |
| No visual identity | Displayed brand (name, logo, verified profile) |
| Limited data | Enriched data (reads, clicks) |
RCS Campaign Creation
Creating an RCS campaign is done directly in the campaign calendar by selecting the RCS channel option and the agent associated with your project. This agent represents your brand and must already be configured and validated in order to be used in mailings.
Then, you can build your message by choosing the desired RCS type: standard RCS for simple text messages, or rich RCS to integrate visual elements, such as a map or carousel. You can then add content (text, media) and action buttons according to the chosen format, to guide the user toward a specific action.
Finally, the message can be used in an automated campaign or a regular campaign. During creation, it's also necessary to include an alternative SMS option, which will be used automatically if RCS is unavailable on the recipient's device or network. Upon sending, the platform automatically manages distribution via RCS when possible, or switches to SMS if the device or network is incompatible.