RCS Chat

Rich Communication Services (RCS) is a modern messaging protocol that offers more features over traditional messaging services. Learn how this messaging standard works and its business use cases.

What Is RCS Chat?

RCS is a messaging protocol provided by Google for Android devices. It offers richer and more interactive experiences over traditional services like Short Message Service (SMS) and Multimedia Messaging Service (MMS).

RCS messaging was developed by Global System for Mobile Communications Association (GSMA), a global organization that represents mobile network operators.

As the name suggests, RCS provides better support for the features typically seen in messaging apps like WhatsApp and Facebook Messenger, such as read receipts, typing indicators, and group chats. The difference is that these features are available natively; users don’t have to log in and use the same app to use them.

The caveat is that RCS chat is currently limited to Android devices with Google Messages. Users must also enable RCS on their devices for it to work.

How Does RCS Chat Work?

RCS chat sends messages via mobile data or Wi-Fi through Google’s RCS backend infrastructure. However, it only works if it’s enabled on both supported devices (Android 5.0 or higher). If you send an RCS message and the recipient’s phone doesn’t support it (or it’s not enabled), it’ll be sent as a regular SMS message.

One of the underlying technologies behind RCS is Session Initiation Protocol (SIP), which it uses to establish and maintain communication sessions. It also uses the Message Session Relay Protocol (MSRP) to transmit instant messages and maintain their integrity.

Previously, users had to be on a mobile carrier that supported RCS, such as Verizon, AT&T, or Sprint. However, that’s no longer the case. Google announced it was making RCS available to all global users through their carrier or Google Messages. Google’s messaging platform is powered by Jibe Mobile, which it acquired in 2015 to provide RCS support to more devices.

RCS chat was limited to Android devices, but Apple announced its Messages app will support RCS in iOS 18. If iOS users message a contact that doesn’t have an Apple device, they’ll still be able to use RCS-enabled features like group calling.

RCS Messaging Features

Traditional SMS messaging has been a staple of mobile communications for decades. However, the underlying technology hasn’t changed much.

Here are some of the features that make RCS a compelling alternative.

High-Quality Images and Multimedia

SMS is limited to text-only messages. With RCS, you can share images and multimedia (like videos) up to 100MB in size to other users. Google Messages recently added support for High Dynamic Range (HDR), allowing users to share high-quality images with enhanced colors and better visual fidelity.

Higher Text Limits

Another limitation of SMS is it can only support up to 160 characters, including spaces and punctuation. If you send an SMS message with Unicode characters (e.g., emoji or symbols), the text limit is 70 characters before it needs to be split up. In contrast, RCS allows you to send up to 250,000 characters in a single message.

Read Receipts and Typing Indicators

RCS shows read receipts and typing indicators by default. Read receipts let senders know when the recipient has read their messages. Typing indicators are typically indicated with animated ellipses that show recipients are composing a message in real time.

File Transfers

SMS is limited to plain text, meaning you can’t use it for file transfers. RCS messaging supports various media types, including:

• PDF
• GIF
• JPEG
• H263 video
• MP4 video

Group Chats

SMS is limited to one-on-one messaging, but RCS can support group chats of up to 100 people. However, everyone in the group must also be using RCS to use this feature.

Geolocation Sharing

RCS includes the ability to share real-time locations, making it much easier to coordinate meetups. You can share your location for a preset time or permanently. You can also share your trip and ETA with someone.

Video and Audio Calling

Unlike SMS messaging, RCS supports both video and audio calling. RCS also supports features like high-definition video and voice calling, as well as the ability to switch between the two even in the middle of a call.

Cross-App Connectivity

RCS allows for cross-app connectivity, meaning you can send messages that open in other apps. For example, customer service reps can share product pages or store locations that open in apps like web browsers or maps.

RCS vs SMS: What’s the Difference?

RCS and SMS are similar in that they can be used to send and receive messages. However, there are a few key differences between the two technologies.

Availability

RCS is only available on Android devices running 5.0 (Lollipop) or higher. It was previously only available from select carriers, but Google has since rolled out support for RCS through its Google Messages app. There’s no need to download a third-party messaging app.

There are more than 1.1 billion active RCS users — a figure that will continue to increase as more users upgrade to RCS-enabled devices and more carriers support the protocol. With Apple supporting RCS in iOS 18, we can expect RCS to become more widely adopted.

In contrast, most mobile devices already have native support for SMS. With over 7.1 billion mobile users, SMS has a much wider reach than RCS.

Network Requirements

RCS utilizes data and cellular networks for messaging. It can work over Wi-Fi, which isn’t possible with SMS. There’s no cost to use RCS over Wi-Fi, but using mobile data may incur extra costs depending on the carrier.

SMS uses the cellular network, which relies on cellular towers to provide data. The cost to send and receive SMS depends on a user’s mobile carrier.

Supported Formats

The underlying technology and infrastructure behind RCS enable it to support a wide range of formats, such as images, videos, audio, and “rich cards” — a card that combines media and text into a single message:

On the other hand, SMS is limited to text-only messages. It doesn’t support formats like images, videos, and audio.

Security

RCS is end-to-end encrypted using Transport Layer Security (TLS) — a cryptographic protocol that secures communications sent over the Internet. It turns messages into scrambled or unreadable text that can only be decrypted with a secret key. You can tell when conversations are encrypted when you see a blue lock on the send button.

SMS messages lack end-to-end encryption. This means any messages sent over the network are in plain, readable text, making them susceptible to interception.

RCS Messaging Use Cases

RCS chat is an invaluable tool for businesses, as it can boost engagement and make messages more relevant and targeted to customers.

Here are a few use cases.

Customer Service

RCS chat allows for real-time communication. For example, features like typing indicators and read receipts let customers know that their messages have been viewed. Meanwhile, multimedia sharing allows customer service reps to share information like helpful infographics or instructional videos.

Marketing Campaigns

Customers have their own unique preferences, and they’re willing to reward companies that get personalization right. Over half (56%) of consumers say they’ll become repeat buyers after receiving a personalized experience.

Businesses can use RCS in their marketing campaigns to send rich-media content with personalized offers based on customers’ preferences or shopping behavior. This can increase conversions and generate repeat sales.

Appointment Reminders

Businesses such as health clinics, salons, or service providers can use RCS to send appointment reminders. With features like suggested replies, customers can quickly confirm an appointment and even add it to their calendars. By automating appointment reminders and confirmations, businesses can save time and streamline their processes.

Order Updates

When customers place orders online, they want the most up-to-date information. A whopping 91% of consumers actively track their packages and nearly a fifth (19%) track the status of their orders multiple times a day. RCS can provide customers with real-time updates on order statuses and estimated arrival times.

Customer Surveys

Finally, another excellent use case for RCS messaging is to send surveys and polls to customers to gather feedback. This can help businesses identify areas for improvement and use those insights to make their products or services even better.

RCS Messaging Challenges

Despite the benefits and features that RCS brings, it’s certainly not without its drawbacks. Here are some of the challenges and obstacles that RCS faces.

Adoption Rates and Interoperability Issues

The adoption rate of RCS has been relatively “low” compared to other messaging apps that offer many of the same features it’s starting to introduce. For example, WhatsApp has almost 3 billion active users while Facebook Messenger has over 2.1 billion users. In contrast, there are 1.1 billion active RCS users.

One reason for its low adoption rates is the fact that not all carriers or devices support it. However, Google has made recent strides to make it more widely available, and Apple plans to support the protocol with iOS 18.

Security Concerns

RCS supports end-to-end encryption and user authentication, but the protocol itself is not encrypted by default. Security implementation can also vary between service providers. In addition, RCS may fall back to SMS if a reliable RCS connection isn’t established.

Technical Complexity

End-users can easily enable RCS on a compatible device. However, implementing RCS chat requires more technical expertise to set up and maintain, making it difficult for small businesses to use this protocol for their communication needs.

Frequently Asked Questions