What kind of RCS messages for your company?
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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? Which format should I use?
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
Panda Tea triples its Christmas conversion rate with an RCS Single campaign
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
Find all the different types of content and buttons offered by RCS, integrated into your customers' native messaging system
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 long 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.
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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.
Want to try RCS but don't want to deal with the technical setup?
Our experts will assist you from message creation to campaign performance analysis.
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!
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