Implementation Overview

Implementing RCS can be approached from different perspectives depending on whether you're a carrier, device manufacturer, or business looking to leverage RCS messaging capabilities. This guide focuses primarily on business implementation of RCS Business Messaging (RBM) and technical considerations for developers.

For Businesses

Integrate with RCS Business Messaging to engage customers through rich, interactive messaging

For Carriers

Deploy RCS infrastructure to offer enhanced messaging services to subscribers

For Device Manufacturers

Implement RCS support in messaging clients on mobile devices

For Developers

Build applications and services that leverage RCS capabilities

Business Implementation: RCS Business Messaging

Implementation Approaches

There are three main approaches to implementing RCS Business Messaging:

1. Direct Integration

Develop a direct integration with RCS platforms like Google's Jibe or other Mobile Network Operators (MNOs). This approach provides the most control but requires significant technical resources.

Best for: Large enterprises with dedicated development teams

2. RBM Partners

Work with certified RBM solution providers who offer platforms that simplify the integration process. These partners handle the technical complexities of RCS integration while providing tools for campaign management.

Best for: Mid-sized businesses seeking faster implementation with managed services

3. CPaaS Providers

Utilize Communications Platform as a Service (CPaaS) providers that include RCS as part of their omnichannel messaging solutions. This approach allows for unified messaging across multiple channels (SMS, RCS, WhatsApp, etc.).

Best for: Businesses looking for omnichannel messaging capabilities

Implementation Steps

  1. Partner Selection

    Choose an RBM partner or platform that aligns with your business needs, volume requirements, and geographic coverage.

  2. Agent Registration

    Register as an RCS Business Messaging agent with your chosen platform. This typically involves verifying your business and brand identity.

  3. Brand Verification

    Complete the brand verification process to ensure your business can send messages with verified branding (logo, colors, etc.).

  4. Technical Integration

    Integrate with the RBM API provided by your partner. This typically involves:

    • Obtaining API credentials
    • Implementing API calls for message sending
    • Setting up webhooks for message status updates and replies

  5. Message Design

    Design your RCS messages including rich cards, suggested replies, and call-to-action buttons using the partner's tools or API.

  6. Testing

    Test your integration in a sandbox environment to ensure messages are displayed correctly and interactive elements function as expected.

  7. Analytics Setup

    Configure analytics tracking to measure engagement metrics such as delivery rates, read receipts, button clicks, and conversions.

  8. Launch and Optimization

    Deploy your RCS messaging campaigns and continuously optimize based on performance data.

API Integration Example (Google's RBM API)

Below is a simplified example of sending an RCS message with a rich card using Google's RBM API:

// Example of an RCS API request for sending a rich card
POST https://rcsbusinessmessaging.googleapis.com/v1/phones/+1234567890/agent:sendMessage
{
  "contentMessage": {
    "richCard": {
      "standaloneCard": {
        "cardContent": {
          "title": "Product Announcement",
          "description": "Check out our new product line!",
          "media": {
            "height": "TALL",
            "contentInfo": {
              "fileUrl": "https://example.com/product-image.jpg",
              "forceRefresh": false
            }
          },
          "suggestions": [
            {
              "action": {
                "text": "View Details",
                "postbackData": "view_details_action",
                "openUrlAction": {
                  "url": "https://example.com/product-details"
                }
              }
            },
            {
              "action": {
                "text": "Add to Cart",
                "postbackData": "add_to_cart_action"
              }
            }
          ]
        }
      }
    }
  }
}

Technical Considerations

Fallback Mechanisms

It's essential to implement proper fallback mechanisms for users without RCS support. When RCS is unavailable, messages should gracefully degrade to SMS/MMS with alternative content that conveys the core message.

RCS Message

Example Store

Your order #12345 has shipped!

Track your package or modify delivery options.

→

SMS Fallback

Example Store: Your order #12345 has shipped! Track your package here: https://ex.com/track/12345 or call 555-123-4567 for delivery options.

Performance Optimization

To ensure optimal RCS message delivery and performance:

  • Optimize images to load quickly (recommended below 200KB)
  • Keep rich cards simple and focused for better engagement
  • Limit the number of suggested replies/actions (3-4 maximum)
  • Test rich media display across different device types

Security and Privacy

When implementing RCS, it's important to consider:

  • User consent mechanisms for RCS messaging
  • Data storage and retention policies for customer interactions
  • Protection of API credentials and authentication tokens
  • Compliance with local regulations (GDPR, CCPA, etc.)