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Introduction
With the gradual arrival of the RCS on iPhone (iOS 18 then iOS 18.1 for RCS Business), brands finally have a native, enriched and secure channel for interacting with their customers. RCS, the successor to SMS, transforms mobile messaging into an interactive, engaging and 100% integrated experience... without the need for a third-party app.
But where to start? There are three RCS Business message formats, each adapted to specific use cases.
Content: text up to 160 characters + link preview
SMS fallback possible : if terminal not compatible
Advantages :
- Fast implementation, from a simplified RCS API
- Message billed only if delivered
- Ideal format for simple notifications, OTP or alerts
- Shipped from a verified profile, displaying company name and logo
- No major changes to processes or technical infrastructure
It's the perfect format for testing RCS with minimum effort, before moving on to richer messages.
Typical use cases :
- Verification and authentication codes (e.g. banks, insurance companies, secure platforms)
- Intervention alerts (e.g.: technician on route)
- Reminders for medical appointments, beauty salons, garages
- Order or delivery confirmation
- Status updates (e.g. package in delivery)
2. Single Rich Message
Contenu : image, texte long (<1000 caractères), carrousels, CTA (boutons cliquables)
Objectif : créer un message visuel, interactif et orienté conversion
Advantages :
- Rich media
- User experience far more engaging than a traditional SMS
- Click-through rates generally doubled
- Shipped from a verified profile, displaying company name, logo and branding
Ideal for one-off marketing campaigns and seasonal promotions.
Panda Tea was able to double its conversion rate during a Christmas campaign.
Use cases :
- Promotional offers: Sales, Black Friday, discount codes (e.g. Emma Store, Panda Tea)
- Product launch with visual highlight
- Invitations to events (open houses, trade fairs)
- Make appointments (e.g. technical inspection, table reservation)
- Abandoned cart reminder with visual of product(s)
- Recruitment or post-purchase NPS survey
3. Chat messages (RCS Chat)
Content: two-way conversation integrated into the messaging app, with all the enriched elements of RCS (video, PDF, links, carousels, forms).
Two modes:
- A2P (Application to People): the company initiates the conversation (24-hour exchange window)
- P2A (People to Application): the customer initiates the discussion via a link, QR code or button
Advantages
- Real-time interaction and large-scale personalization
- Integration with conversational agents (chatbot, tree structure or human advisors)
- Seamless customer journey, 100% in the mailbox
To be coupled with AI or a CRM for ultra-relevant exchanges
Use cases :
- Complete shopping tunnel: product selection, add to cart, checkout
- Enhanced customer support: visual FAQs, live assistance
- Personalized recommendations: suggestions based on customer history (e.g. Picard)
- Dynamic appointment scheduling with choice of time slot
- After-sales service (product returns, follow-up)
- Online form or quote abandonment recovery
How do I choose the right RCS format?
Things to consider when choosing your RCS message type :
Cost :
RCS Basic and Single Rich Message are significantly more expensive than SMS. RCS Chat, on the other hand, costs on average twice as much as a Single Rich Message. And it's worth noting that a reply to your message triggers a session (RCS Chat).
A basic RCS is not intended to trigger a conversation, so you can be sure of its price.
A Rich Message can become an RCS Chat if the recipient responds with text (free text or quick reply), whereas a click on a button is not considered a response.
RCS Chat is billed by the session (24 hours sliding scale) and is therefore often more profitable for longer exchanges/conversational commerce.
Depending on your use case and the way you formulate your message, you can ensure that you are (and remain) in a specific type of message.
Technology :
The Basic format can be sent by API, in a very similar way to SMS APIs. API SMS. So there's no need for heavy development or drastic changes to your sending process.
Target audience :
Are your customers looking for quick information, a special offer or a complete conversational experience? Each use case has its own dedicated message type.
Sensitive content :
Certain sectors (politics, health, alcohol...) may be subject to restrictions (just like SMS). Paradoxically, these are also the sectors where a verified profile can be most beneficial.
We're with you every step of the way: format selection, message creation, API integration, RCS agent registration.
Where to start?
Starting with RCS Basic is often the best entry point: simple, fast, effective. Then let your KPIs and customer feedback guide you as you move towards more engaging formats.
Whatever your strategy, RCS lets you reinvent your mobile communications with :
- More perceived value
- A seamless experience
- And record engagement rates
Now's the time to get started!
Try out our SMS platform and benefit from 20 free test credits, with no obligation.