RCS (Rich Communication Services)
Rich Communication Services (RCS) is the next-generation messaging protocol that upgrades traditional SMS with rich media, interactive buttons, branded sender profiles, read receipts, and typing indicators. It delivers app-like messaging experiences directly in the native phone messaging app without requiring a separate download. For businesses, RCS enables more engaging, branded customer conversations that drive higher response and conversion rates than standard text messaging.
What Is RCS?
RCS is a messaging standard designed to replace SMS with a richer, more interactive experience. Instead of plain text limited to 160 characters, RCS supports high-resolution images, video, carousels, quick-reply buttons, and branded sender profiles with verified business names and logos. Messages appear in the recipient's default messaging app with a modern, app-like interface. Plura supports RCS as a native channel alongside voice and SMS within its omnichannel communication platform.
How RCS Differs From SMS and MMS
SMS and MMS have served business messaging for decades but carry significant limitations. RCS addresses these gaps with modern capabilities:
- Rich media support including high-resolution images, video, audio, and document attachments
- Interactive elements like suggested replies, action buttons, and carousels that drive engagement
- Verified sender identity with business name, logo, and brand colors displayed in the message header
- Read receipts and typing indicators that provide real-time visibility into message delivery and engagement
Why RCS Matters for Business Owners
SMS open rates are already high, but engagement with plain text is limited. RCS transforms business texting into an interactive experience where customers can browse products, confirm appointments, make selections, and take action without leaving the messaging app. Early adopters report significantly higher engagement and conversion rates compared to SMS-only campaigns. Are you still relying on plain text SMS for customer engagement? Could interactive messaging with buttons and media improve your response rates? How would branded, verified messaging affect customer trust in your communications?
How Plura Fits This Category
Plura's omnichannel platform includes native RCS support, enabling AI agents to send rich, branded, interactive messages alongside voice and SMS within unified conversation workflows. Key capabilities include:
- Rich media messaging: Send images, video, carousels, and documents directly within AI-driven conversations
- Interactive buttons: Include quick replies, call-to-action buttons, and navigation options that drive customer engagement
- Branded sender profiles: Verified business identity with logo and brand colors displayed in the message header
- Omnichannel integration: RCS works seamlessly alongside voice, SMS, and webchat within the same AI workflow
FAQs related to
RCS (Rich Communication Services)
What is the difference between RCS and SMS?
SMS is limited to plain text messages of 160 characters with no media, branding, or interactive features. RCS supports rich media, interactive buttons, branded sender profiles, read receipts, and typing indicators. RCS messages appear in the native messaging app with a modern interface similar to popular messaging apps.
Do recipients need to install an app to receive RCS messages?
No. RCS messages appear in the recipient's default messaging app on supported devices. There is no separate app to download or install. If a device does not support RCS, the message automatically falls back to standard SMS or MMS, ensuring delivery regardless of device compatibility.
Which carriers and devices support RCS?
RCS is supported by major carriers including AT&T, Verizon, and T-Mobile in the United States, and is available on Android devices through Google Messages. Apple added RCS support to iPhones with iOS 18, significantly expanding the addressable audience for business RCS messaging.
How does RCS improve business messaging performance?
RCS increases engagement through interactive elements like buttons, carousels, and rich media that make messages more actionable. Verified sender profiles build trust and reduce spam perception. Read receipts provide delivery confirmation. Together, these features drive higher response rates, click-through rates, and conversion rates compared to plain SMS.
Can AI agents send RCS messages?
Yes, on platforms that support RCS as a native messaging channel. AI agents can send rich media, interactive buttons, and branded messages through RCS as part of automated conversation workflows. This enables more engaging AI-driven interactions that feel modern and interactive rather than limited to plain text responses.