Rich Communication Services (RCS) expand on the functions that you would find in standard SMS or MMS, which is the most well-known multimedia texting system.
How rich communication services work and hit on some of its strengths and weaknesses.
General understanding of RCS
Rich communication services (RCS) is a type of text-based protocol for mobile devices that was designed as a replacement for SMS and MMS messaging. RCS allow users to create group chats with friends, send images and videos, get read receipts, and have support for end-to-end encryption. Also, there’s no 160-character limit as with regular SMS.
Rich communication services first appeared in 2007 and was adopted by the Global System for Mobile Communications (GSMA) in 2008. It is available to Google Android users, and in December 2019, several U.S. carriers, committed to supporting the protocol.
RCS messaging works via mobile data or Wi-Fi, so if the recipient doesn’t have cell service but they are on a wireless network, you still have the ability to send them messages without a problem.
What Makes Rich Communications Services Unique?
Rich Communications Services (RCS) don’t use the same file formats as SMS or MMS. Besides the text transmission features, RCS messaging protocol allows users to send multiple data types such as pictures, videos, location data, pdf files, and even Microsoft Word documents. Customers can also complete transactions within the messaging app.
While it does have some security concerns, one feature that a business will find valuable is sender verification. With this feature, any texts a business sends will have to be verified first. That way, customers won’t have to worry about being spammed by third parties pretending to be their favorite brands. When a message is sent, the recipient will see the verified sender’s information – not just the phone number.
Business Benefits of Rich Communication Services
Rich communication services are convenient for the average user, but how does it provide new opportunities for your business?
One of the best benefits of rich communications services is the file size. Unlike SMS and MMS, RCS messaging has a file size limit that spans into megabytes, not kilobytes. This means that you will be able to send more multimedia content to your customers, such as audio and video.
Consider this: with traditional messaging, you can send a small .jpeg or .gif image to your customers, perhaps with a link, but is this enough to engage them? With RCS, your messages can have high-definition images, clickable buttons, and branding, which will create a more browser-like messaging experience. Rich communication services provide a much more detailed user experience, which results in better engagement.
One-App Functionality
Rich communication services also bring the ability to complete entire transactions right inside the messaging app. Instead of providing a link that opens in a mobile browser, RCS messaging handles all of the functionality on their own. Without the need to change software, this creates a universal profile for users.
While browsing through an app like Samsung Messages, the customer can select different color options for the product and click various sizes. Once they’ve selected the variation of the product that they want, RCS app allows them to complete the transaction by providing their payment and mailing details.
This is another way of increasing engagement by making things more convenient for customers. Instead of waiting for pages to load on their browser app, they can complete a transaction inside their rich communication services-enabled applications.
Easy Feature Integration
You’ll be able to integrate various features into your software easily. For example, chatbots are useful for helping customers navigate through menus. They also save money because there’s no need to involve your agents when self-service is enough. It’s easy to implement inside RCS software, and you can use a FAQ-style setup or incorporate AI to help your customers receive resolution.
Additionally, since this messaging easily sends location data, brands send information to the customer through the messaging app that will tell them how to reach their nearest brick and mortar location. This is also useful for those receiving deliveries since purchasing, shipping, and delivery confirmation are all possible with the messaging application.
Better Verification
With features like branding and sender verification, customers will know it’s your business that’s sending them communications/offers. That’s because once the sender is verified, branding will be consistent across the board. That’ll make for a better all-around customer experience.
Read receipts also help businesses better keep track of messages sent to customers. For example, you can use it for collection activities. When you send a message about a late payment, you will always know that the customer received and read it — that’s because RCS messaging offers rich analytics capabilities comparable to web analytics tools.
CPaaS Providers with RCS Messaging APIs
Communications platform as a service (CPaaS) providers help your developers add messaging APIs to your applications so you can extend your communications channels. This lets your customers reach your brand in ways that they find convenient. Remember, modern customers typically use more than three touchpoints to reach a brand. This means that you have to find the one with the best messaging features to meet your customers’ needs.
RCS Messaging vs SMS vs MMS
To give you a better idea of what rich communication messaging offers, take a look at this comparison chart so you can decide whether to use SMS, MMS, or RCS messaging.
Is RCS Messaging a Valid Successor to SMS?
RCS isn’t perfect – Apple’s iMessage has yet to really embrace the technology, which may be a major roadblock for some businesses that are looking to adopt. Also, RCS doesn’t currently provide end-to-end encryption. This type of encryption makes it very difficult for third parties to access messages, and without this encryption, VoIP security can be compromised. Fortunately, there were several hints that Google will soon be adding this feature.
This advanced messaging provides you with a key feature that helps you reach customers where they are most comfortable – in their favorite messaging app. Looking for additional ways to connect with your customer base? Check out our breakdowns of the best call center software solutions on the market.
