June 12, 2025
In the current enterprise landscape, the challenge is no longer just sending a message; it is ensuring that the message is actually seen and acted upon. We have all felt that specific "notification fatigue" where a cluttered inbox becomes a graveyard for brand communications. For business leaders, this creates a high-stakes puzzle regarding how to cut through the noise without being intrusive.
Choosing between traditional text and modern rich messaging is not just a technical box to tick. It is a strategic pivot that dictates how your customers perceive your brand’s accessibility and modern relevance in a digital-first economy.
Think of SMS as the foundation of communication on mobile. “The old reliable” reaches almost 100% of mobile phone users, irrespective of their internet connection and smartphone. This universality is what makes it most attractive, and it is most commonly used for urgent text notifications. However, with changing customer expectations, there seems to be some limitation in what SMS communication can accomplish.
Along comes Rich Communication Services (RCS). Where a text message is a postcard, an RCS message is an HD digital brochure. It includes elements we expect from a WhatsApp or iMessage metaphor (like full-resolution photos, photo albums, and "typing" notifications) on the operator network.
Even as SMS communicates effectively on the simple, wide reach front, RCS works best on the B2B side, where brand presence and interactivity are key. Here, one needs a mailing service that is not one or the other. This is to know where the "richness" offered by RCS helps resolve an issue that cannot even be resolved with the text message.
There is a lot being told here by the data about why businesses are hardening and focusing on these methods. The fact is that SMS continues to be a complete juggernaut when it comes to grabbing your attention quick. So much so that 95% of all texts are opened within the first three minutes, boasting an incredible 98% open rate.
But when it comes to taking a relationship from "reading" to "engaging," RCS leads the charge. According to industry numbers, RCS has a CTR by as much as 15-30%+, which is significantly higher than SMS’s meager 4-7%. It’s not just about pretty pictures; it’s about performance. “With RCS, a customer can reschedule an appointment or view a product catalog without ever leaving a messaging service,” which has a direct effect on the bottom line.
For an in-depth comparison based on functionalities, adoption rates, and use scenarios, refer to our detailed resource comparison page: RCS vs SMS. By adopting a two-tier strategy in which an enterprise uses RCS for high-value interaction and falls back on reliable and ubiquitous SMS as their primary goal, an enterprise can thus be assured of never losing a connection. This will achieve increased efficiency as well as satisfaction levels.
Strategic adoption requires more than just looking at engagement stats. You must look at the "plumbing" of your organisation. First, there is the compliance hurdle. Enterprises in regulated sectors like finance or healthcare must ensure that their messaging partner meets strict security standards and data residency requirements.
Then, there is the question of compatibility. For a long time, RCS was the domain of Android users, leaving a significant portion of the market in the dark. However, with Apple’s recent move to support RCS in iOS 18, the landscape has shifted dramatically. This makes it a viable "universal" rich channel for the first time in mobile history.
Finally, you have to consider your existing stack. Does your current CRM or CPaaS platform allow for a seamless transition between these channels? A messaging strategy is only as effective as the data feeding it. If your customer profiles are not integrated, you risk sending redundant messages that annoy rather than assist your audience.
To see a real return on investment, which can be as high as $71 for every $1 spent, enterprises must move away from "blast" messaging toward intelligent workflows. A "fallback" strategy is the most common starting point. The system attempts to send an interactive RCS message first. If the device does not support it, the system automatically reverts to a standard SMS. This ensures no one is left out of the loop.
Imagine a logistics company. They could use RCS to send an interactive map showing a driver’s real-time location, allowing the customer to click a button to "leave at front door." If the data connection is poor, a simple SMS alert serves as the backup. This level of segmentation and automation does not just improve the user experience; it reduces the load on customer support centers. Success, however, should not be guessed at.
Enterprises need to monitor granular metrics beyond just delivery rates. Are customers interacting with the suggested reply buttons in your RCS messages? Is the conversion rate on your SMS links justifying the spend? Continuous monitoring is the only way to refine these triggers for maximum impact.
The momentum behind RCS is no longer just industry hype. Projections suggest that 3.7 billion devices globally will support RCS by 2025, with business messaging traffic expected to blow past 50 billion messages. We are entering an era where the "green bubble vs. blue bubble" divide is becoming less relevant for B2C communication. The floor price for what qualifies as a “standard” message goes ever upward.
Looking to the future, the future will see a lot of integration between messaging and chatbots that are powered by AI. The result will be a concierge box. The future will see an omnichannel reality in its entirety. A conversation will start on a website, then go to an RCS service on a transaction, then finish on an SMS receipt.
Companies that do not adopt a forward-thinking approach will soon seem outdated. It is more about what it is not. It is about entering the spaces customers are naturally having conversations in, with the level of sophistication customers demand.
The discussion here isn’t whether RCS will replace SMS, but how the two could function together in order to provide a much more efficient communication system. SMS has the capabilities that are required by every enterprise in terms of reliability and range.
On the other hand, RCS provides the depth of interaction the modern consumer demands. To have to use just one means having a phone with only a right side. It is time for the business world to perform audits of how it is presently using messaging. Do you present a static experience in a dynamic world?
The primary difference is functionality. SMS is a text-only format with near-universal reach, ideal for simple, urgent notifications. RCS (Rich Communication Services) is an upgraded, app-like experience within the native messaging app, supporting high-quality media, branding, carousels, and interactive buttons for a much richer customer engagement.
Using both creates a powerful, comprehensive messaging strategy. You can use RCS for immersive, high-value interactions with customers on supported devices. For those who don't have RCS, an automated fallback to SMS ensures your message is still delivered, guaranteeing 100% reach while improving engagement wherever possible.
Yes. Apple's decision to support RCS in iOS 18 is a significant development. It bridges the gap between Android and iOS users, making RCS a truly universal rich messaging channel for the first time. This allows your business to create consistent, engaging experiences for a much larger portion of your audience.
Beyond open and delivery rates, you should track specific interaction metrics. For RCS, monitor engagement with suggested replies and interactive elements. For both, measure click-through rates on links and, most importantly, the final conversion rate. Continuous monitoring helps you refine your strategy for maximum impact. The experts at Robin Waite Limited can help you set up effective tracking.
A fallback strategy is an automated process where your system first attempts to send a rich, interactive RCS message. If it detects that the recipient's device or network doesn't support RCS, it automatically sends a standard SMS message instead. This ensures message delivery to your entire audience without any manual intervention.
