People still receive SMS, sure. But let’s be honest—most of us glance at them, then move on. It’s basic. Text-only. No buttons, no previews, no visuals. And that’s the problem. In a world full of app-like experiences, SMS just feels… dated.
That’s where rcs messaging features quietly come in. Not as a replacement right away, but as a clear evolution. For businesses, it’s a shift that feels subtle at first—but carries weight. The kind of shift that starts affecting open rates, response times, and the customer’s overall sense of being heard.
It Feels Like Messaging, But Smarter
At its core, RCS still looks like messaging. It doesn’t ask the user to download a new app or change how they interact with messages. But the moment you receive one—let’s say it has a product image, a “Buy Now” button, and a map to your nearest pickup point—it stops feeling like a message.
And more like an interaction.
That’s not a coincidence. RCS was designed for this. Think of it as SMS reimagined for users who expect more but don’t want to be forced into using yet another chat app.
Features That Actually Make a Difference
Let’s not overcomplicate this. What makes RCS different isn’t just the ability to show a picture. It’s how that image, the CTA button, and the delivery status come together in one space.
A few notable capabilities:
- Carousel messages: Users can swipe through multiple items, but not click multiple links.
- Suggested replies: Pre-built responses like “Yes” or “Call me later” simplify engagement.
- Brand verification: The sender’s logo and name are visible upfront, reducing doubt.
- Rich cards: Text, image, action button—all in one frame. Clean and efficient.
- Typing and read indicators: Like a chat app, but through native messaging.
None of these are new in the app space. But seeing them appear in your standard message thread? That changes expectations.
It’s Not Just a Marketing Tool
A lot of people assume RCS is mostly for campaigns. Promotions, discounts, product drops. That’s part of it, yes—but it’s just a slice.
RCS actually works better in operational or support contexts. Picture this:
- A logistics update that includes real-time location sharing
- A service booking confirmation with a “Reschedule” option
- An order issue was resolved directly inside the message thread
- A utility bill alert that opens into a payment portal, without switching apps
That’s the quiet power here. Not big, flashy messages, but small, useful ones that remove friction.
But Not Everyone’s Onboard
There’s a catch. Or rather, a few of them.
For one, Apple hasn’t embraced RCS (yet). That limits reach. Also, RCS messages often require backend setup—APIs, compliance steps, and infrastructure that many teams aren’t ready for. And let’s be honest, some businesses still haven’t moved past plain SMS or even email-only strategies.
Another issue? Fragmentation. Carriers don’t all behave the same way. Delivery metrics vary. Testing can be inconsistent.
That’s why fallback strategies are so important. If a customer’s device doesn’t support RCS, the system should automatically drop back to SMS. It’s not ideal, but the message still gets through. This is where becomes more than a buzzword—it’s a business safeguard.
You’ve Probably Seen It Already
Maybe you booked a flight, and the confirmation came with seat selection inside the message. Or you got a delivery notification that lets you reschedule without opening an app. It felt smooth, right?
That was likely RCS in action.
Even if you didn’t know the tech behind it, you noticed the difference. Messages that look alive. Threads that don’t feel like alerts, but actual conversations.
Businesses that figure out how to tap into this are usually the ones whose customers remember them, not just for what they say, but how they say it.
Adoption Is Growing. Quietly, But Surely.
Early users include airlines, banks, eCommerce brands, and even telecom providers. The results? Higher open rates. Better interaction. Lower drop-off.
But it’s not about being first anymore. It’s about not being late.
There’s an odd discomfort that comes from sending a plain-text “50% OFF” message when your competitor sends a rich media carousel with clickable product cards. Users notice—even if they don’t say it aloud.
The Role of Infrastructure
Behind the scenes, all of this runs on platforms like Jibe Hub—Google’s RCS backbone. It handles routing and standardisation across carriers, making sure your message looks and performs the same everywhere it can.
For developers or messaging leads, understanding how Jibe fits in can reduce time spent debugging and dealing with inconsistent delivery issues. It’s not visible to users, but it definitely matters.
Is It Time to Move On from SMS?
That depends. If your audience still responds to plain texts, fine. But know that the bar is moving.
People want messages they can interact with. That doesn’t feel like popups or outdated alerts. They want speed, context, and clarity.
You don’t need to reinvent your entire messaging strategy overnight. But maybe, just maybe, it’s worth exploring what one RCS-based use case could do. Whether it’s customer support, a feedback survey, or a shipping update, start small. Watch how users react. That usually tells you what to do next.
And if the response is better? You’ll know SMS isn’t enough anymore.
