In 2024, Twilio introduced Rich Communication Services (RCS) messaging in public beta. A year later, it’s generally available, allowing all of the platform’s nearly 350,000 customer accounts to use it to craft and distribute branded and interactive messages easily.
“Building engagement with your customers should be as seamless and trusted as possible,” Twilio’s Chief Product Officer and Head of R&D, Inbal Shani, says in a statement. “RCS makes this a reality by delivering richer interactions, improved deliverability, and increased trust in your brand, without changing a single line of code.”
RCS is a communication protocol specific to instant messaging and acts as a replacement for the more traditional SMS and MMS on cell networks. It operates over the internet or through mobile data, doesn’t have character limits (goodbye 160 characters), and supports high-resolution file sharing, device synchronization, enhanced group chats, and more.
One of the more familiar examples of RCS involves Google hammering Apple for months over the iPhone maker’s reluctance to adopt RCS. Apple would ultimately add support for the protocol in iOS 18. Many of the major telecommunications companies in the U.S. and worldwide are also supporting it. Twilio’s embrace means developers and marketers can deliver enhanced messages through branded channels, complete with call-to-action buttons, interactive carousels, location sharing, and rich media content—all within a native messaging app.
“The US [sic] market is projected to reach around 70 percent RCS capability as the final major carriers come online, representing a massive shift in how businesses can communicate with customers,” Twilio’s Senior Product Marketing Manager, Will McKenzie, explains in an email.
Developers can access RCS messaging through Twilio’s Programmable Messaging and Verify APIs. The company claims no code changes will be needed.
In addition to the public launch, Twilio is also announcing new updates to RCS:
- RCS can be used more globally across more than 22 countries and 55 global carriers
- With automatic SMS fallback, any RCS message that fails due to a lack of data or Wi-Fi will instantly be converted back to SMS
- Non-RCS capable devices will have RCS messages automatically reverted to SMS, MMS, or WhatsApp
- With WebView integration, all links will keep users in the native messaging app environment instead of redirecting them to the browser
- A streamlined onboarding process promises to reduce the time-to-market for businesses
Companies may embrace RCS messaging because the protocol offers them the ability to create branded conversations and build more customized experiences with their customers. Previously, with SMS, those messages may have felt flat and generic. Now, RCS enables organizations to foster greater brand loyalty. “As 89 percent of customers want ot connect with businesses over messaging, RCS provides the branded, interactive experience that builds trust and drives engagement without requiring customers to download additional apps,” McKenzie asserts.
He shares that over 200 brands have signed up for RCS messaging since Twilio added it last year, delivering over 50 million messages with “double-digit month-over-month growth.”
“We’ve seen customers like Lowe’s achieve a 20 percent reduction in trip redelivery rates by using RCS for advanced delivery notifications with two-way communication options, translating to significant cost savings by avoiding repeat delivery attempts,” he declares. “Fresha, a beauty and wellness booking platform, has seen RCS drive 40 percent read rates—significantly higher than SMS—with six percent more customers confirming appointments via RCS and five to seven percent more engagement through trusted, branded messaging.”
Featured Image: Credit: Twilio
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