Apple is set to embrace the RCS (Rich Communication Services) standard on iOS later this year, marking a pivotal shift for mobile messaging. This move, long anticipated and reported by multiple media outlets, aims to enhance text messaging interoperability between iPhones and Android devices. For marketers, this transition could herald a new era of engagement and interaction with consumers beyond traditional SMS messaging.
RCS, recognized as a more advanced iteration of SMS, has been championed by Google (Android) and major carriers like Verizon, AT&T, and T-Mobile for its capabilities in supporting richer media-sharing experiences. Despite its benefits, Apple’s delay in adopting RCS meant that messages sent to iPhones from RCS-capable devices appeared in the SMS format with green bubbles, rather than the familiar blue bubbles of iMessage—a distinction debated among iOS and Android loyalists.
The adoption of RCS by Apple promises substantial advantages for marketers seeking to enhance their business messaging strategies. By leveraging RCS, marketers can elevate their communications with features such as verified sender badges, high-quality media sharing, and the ability to craft longer, more interactive messages. Unlike SMS, RCS operates independently of cellular signals, offering reliability and expanded functionality.
Molly Gatford, a research analyst at Juniper Research, highlighted the potential of RCS to revolutionize consumer engagement through visually compelling messaging formats. Gatford noted, “Marketers will be able to make communications more visually appealing with rich messaging capabilities of RCS, such as images, video and call to action buttons which can be added to messaging campaigns.”
The adoption of RCS is expected to drive substantial growth in operator revenue from business messaging, with projections indicating a rise from $1.3 billion in 2023 to $8 billion in 2025. This growth underscores the increasing adoption and impact of RCS on global messaging practices.
Vartika Verma, senior director of global marketing at Gupshup, emphasized the transformative potential of RCS for industries like travel. Verma explained, “A lot more of those two-way interactions are now possible [with RCS] within the message window. SMS can definitely send you a short link, but it’s not rich. You get hungry when you see a picture of food — now airlines can do that.”
Clients utilizing RCS marketing have reported significantly higher engagement rates compared to SMS, with some experiencing increases of 30-35%. Moreover, RCS has demonstrated superiority over other channels like email, with notable increases in conversion rates and open rates observed among various industry sectors.
Apple’s forthcoming update to incorporate RCS features will introduce functionalities similar to those found in iMessage, including read receipts and typing indicators. Despite these enhancements, RCS messages on iPhones will continue to display with green bubbles, maintaining a visual distinction from iMessages.
With Apple’s significant presence in the mobile market, the adoption of RCS is poised to resonate strongly with marketers aiming to capitalize on iOS users’ engagement behaviors. Despite Android’s broader market share, Apple users are noted for their higher engagement with mobile apps and in-app purchases, factors that could amplify the appeal of RCS-enabled marketing strategies.
As Apple prepares for the rollout of RCS via software updates, industry anticipation is palpable. The shift promises to redefine mobile marketing standards, offering enhanced capabilities for brands to deliver compelling, interactive messaging experiences to consumers worldwide.
Source: Marketing Dive