When it comes to digital communication, businesses are constantly searching for tools that improve customer engagement and drive results. Rich Communication Services (RCS) is an enhanced messaging protocol designed to replace SMS by offering richer features like multimedia sharing, read receipts, typing indicators and group chats, functioning more like modern messaging apps but integrated into your phone’s default messaging app.
While traditional channels like email and SMS work, they come with limitations that RCS seeks to overcome. With its rich media capabilities, interactivity, and enhanced security features, RCS offers businesses a powerful way to connect with their audiences more effectively. I spoke with Robert Gerstmann, Co-Founder, Sinch, and Chair of the The Mobile Ecosystem Forum (MEF) Board, to explore the impact of RCS in B2B marketing.
Why Traditional Digital Channels Fall Short
If we look at global marketing, digital channels are essential but they still represent a small slice of the marketing spend. SMS and email dominate mobile marketing efforts but offer limited interactivity and personalization. Email can be effective for certain campaigns, but it often faces delays, with messages being opened hours or even days after they are sent. On the other hand, SMS is widely used but limited to plain text and basic features, restricting its versatility.
For B2B marketers, these limitations are even more pronounced. Communications often involve multiple stakeholders, complex decision-making processes, and the need for high levels of trust. Traditional messaging lacks the tools to meet these demands effectively.
How RCS Elevates the Customer Experience
RCS enhances messaging by integrating rich media such as images, videos, carousels and interactive buttons, directly into the native messaging app. Robert says that unlike traditional SMS, RCS offers a visually appealing and engaging user experience:
“With RCS, the customer experience becomes much stronger. Brands can use interactive features like carousels to showcase products or services, making the communication as robust as an app but accessible within the messaging inbox.”
For B2B applications, this means businesses can tailor their offerings in real time based on recipient responses, creating a dynamic and personalized experience.
The Benefits of RCS for B2B Marketers
1. Enhanced Interactivity
One of RCS’s standout features is its ability to facilitate two-way conversations. Rather than one-directional messages, brands can engage clients in real-time. This opens up possibilities for:
- Conducting surveys or gathering feedback.
- Simplifying onboarding processes with step-by-step instructions.
- Facilitating product demonstrations or consultations through interactive flows.
Robert mentions a construction materials company in India that uses RCS to streamline communication with architects and contractors, providing product information and gathering feedback in one seamless process.
2. Improved Analytics
Unlike SMS, RCS offers read receipts and engagement metrics, providing insights into user behavior. Marketers can see who opened their messages, when they engaged and how they interacted. This data enables businesses to refine their strategies for greater impact. Robert notes, “Knowing when someone has read your message allows you to segment audiences effectively and follow up with tailored content.”
3. Security and Trust
Fraud prevention is critical in B2B communications. RCS addresses this by verifying businesses through mobile operators. Messages come with branded elements like company logos and information pages, ensuring recipients can trust the sender’s identity. “In a world where phishing scams are rampant, RCS’s ability to provide a verified, branded experience is a game-changer for building trust,” says Robert.
Real-World Applications of RCS in B2B
Some industries are already adopting RCS to enhance their communication strategies:
- Finance: Banks use RCS for secure, interactive client communications, such as loan updates or fraud alerts.
- Tech-Enabled Businesses: Companies like iFood in Brazil use RCS to onboard restaurant partners, enabling them to upload menus and manage profiles directly through interactive messaging flows.
- Retail: In France and Brazil, retailers leverage RCS to offer personalized shopping experiences, combining product recommendations with seamless checkout processes.
In Eastern Asia, they have their own channels like WeChat, but Robert says WhatsApp is the most important social channel when it comes to this type of communication:
“Looking at affluent western markets where the iPhone penetration is between 30 and 60%, having a channel that cannot communicate on iPhone is a non-starter. So the fact that Apple is actually turning the switch now and supporting the channel it’s a world of difference. This will become the biggest business messaging channel in western markets within a couple of years.”
Barriers to RCS Adoption
Despite its potential, RCS adoption faces challenges:
- Network Enablement: Mobile operators worldwide must enable RCS, a process that’s ongoing but incomplete in some regions.
- Integration with Existing Tools: Many marketing platforms lack RCS support, requiring businesses to adopt specialist tech stacks or wait for broader integration.
- Device Compatibility: While RCS adoption is growing, penetration is uneven, particularly among iOS users. However, Apple’s recent support for RCS signals a turning point.
To address these barriers, businesses can start small. Robert advises: “Marketers can send text-only RCS messages to dip their toes into the platform before investing in more complex campaigns.”
A Game-Changer for B2B Communication
RCS represents a shift in how businesses engage their audiences. For B2B marketers, it offers a powerful blend of immediacy, interactivity and trust — key factors in driving customer loyalty and conversion. Robert mentions that with the rise of Generative AI, RCS will become much more effective:
Gen AI will make conversational messaging at scale the norm. The combination of rich media, interactivity and AI-driven personalization will redefine customer engagement. In two to five years, RCS will become the biggest business messaging channel in Western markets. It’s a total game-changer.”
By embracing RCS now, businesses can position themselves at the forefront of this transformation, changing the way they connect with clients and stakeholders. Whether you’re looking to refine your customer journey, adopt cutting-edge tactics or simply stay ahead in the competitive B2B landscape, Propolis is your go-to destination for knowledge and growth. Learn how Propolis can transform your marketing approach.
