Introduction to RCS Business Messaging

RCS Business Messaging (RBM) is transforming how brands and businesses communicate with their customers. It combines the reach of SMS with the rich features of modern messaging apps, all within the native messaging application on users' phones.

With RBM, businesses can create interactive, engaging experiences without requiring customers to download additional apps, significantly lowering barriers to engagement while increasing effectiveness.

Example of RCS Business Messaging interface

Fig 1: Example of an RCS Business Messaging interaction with rich cards and action buttons

Key Business Benefits

Brand Verification

Businesses can send messages with verified branding, including logos and custom colors, enhancing trust and reducing the risk of phishing.

Rich Media Capabilities

Share high-quality images, videos, GIFs, and other rich media to showcase products and services in a compelling way.

Interactive Elements

Include buttons, suggested replies, and other interactive components that make it easy for customers to take action directly within the message.

Analytics and Insights

Gain detailed insights into message delivery, read rates, button clicks, and other engagement metrics to optimize campaigns.

RCS Business Features

Rich Cards and Carousels

Rich cards allow businesses to present information in a visually appealing format, including images, text, and buttons. Multiple cards can be combined into carousels, enabling users to swipe through different options, perfect for showcasing product catalogs or multiple offerings.

Suggested Replies and Actions

Businesses can include suggested replies that customers can tap to respond quickly, streamlining interactions. Action buttons can direct users to websites, initiate phone calls, add calendar events, or open maps—all with a single tap.

Typing Indicators and Read Receipts

These features provide businesses with real-time feedback on customer engagement, helping to gauge interest and optimize follow-up timing.

Business Use Cases

Customer Service

  • Interactive service menus with tap responses
  • Visual troubleshooting guides with images/videos
  • Appointment scheduling with calendar integration
  • Real-time order tracking with maps

Marketing and Promotions

  • Product showcases with image carousels
  • Limited-time offers with countdown timers
  • Loyalty program updates with visual rewards
  • Interactive surveys and feedback collection

Transactional Messaging

  • Order confirmations with product images
  • Shipping updates with package tracking
  • Reservation details with maps and directions
  • Payment confirmations with receipt downloads

Case Study: Booking.com

Booking.com implemented RCS Business Messaging to enhance their customer communication throughout the booking journey. By using rich media capabilities and interactive elements, they achieved:

  • 25% higher engagement rates compared to traditional SMS
  • Improved customer satisfaction through visual confirmation details
  • Streamlined check-in processes with map integration and suggested responses
  • Increased upsell opportunities through rich media showcasing of room upgrades and additional services

This implementation demonstrated how RCS can create a more seamless, engaging customer experience while delivering measurable business results.