RCS on the rise: What Google and other UK engagement leaders are learning

As businesses look to enhance customer engagement, Rich Communication Services (RCS) is emerging as a pivotal player in the messaging landscape. With increasing support from companies like Google and Pendula, RCS is poised for broader adoption in the coming months. We previously covered what you need to know about RCS, as well as a timeline on the history of RCS. This article explores the key developments, benefits, and future prospects of RCS messaging based on recent insights from industry experts.

The global landscape of RCS

With 1.5 billion users globally already, RCS is rapidly gaining traction, particularly in Europe. The UK, France, and Spain are currently leading the way in the EU, while North America is following closely. The largest markets globally for RCS are India, Brazil, and Mexico, which predominantly use Android devices. This growth is largely attributed to RCS's higher ROI and engagement rates, as illustrated by compelling case studies highlighting impressive user engagement even with limited delivery rates.

Opt-in dynamics and competitive edge

One of the significant advantages of RCS is the streamlined opt-in process. According to Google, customers who opt in for SMS are automatically considered opted-in for RCS, a notable distinction from OTT (over-the-top) messaging platforms like WhatsApp. Another major benefit of RCS over other OTT channels is that RCS automatically begins to work on the customer’s phone once enabled via the carrier. They do not need to download a third-party app to receive rich media messages. This ease of access could lead to more brands adopting RCS for customer communications. With Apple continuing to grow its support of RCS, the messaging landscape will likely shift dramatically over the coming months.

Use cases and engagement strategies

RCS messaging enables brands to engage customers in innovative ways. The potential use cases include sending tickets for events, loyalty cards, and even two-way document sharing. The ability to provide rich media and interactive content is a game-changer for customer engagement.

For instance, campaigns in Brazil have successfully utilised RCS for gig and concert ticketing, while new regulations in France are steering businesses away from traditional email and postal flyers towards RCS. These shifts indicate a growing recognition of RCS as a viable alternative to apps, especially given that many users delete apps to save space but are unlikely to remove their default messaging applications.

Future trends and early proven results

Looking ahead, the messaging landscape will likely evolve to user-initiated conversations becoming more prevalent. By 2025, all customers should be able to scan QR codes to open RCS conversations, enhancing discoverability and creating opportunities for brands to connect with customers in moments of need. This builds on what tools like Pendula are already able to do with SMS today. 

Recent campaigns have also shown early signs of the effectiveness of RCS. For example, a dual SMS and RCS campaign for a large clothing retailer in the UK achieved click-through rates significantly higher than traditional SMS. Similarly, a campaign for a global tech giant’s pre-orders revealed that while only 28% of messages were sent via RCS, they accounted for 68% of sales due to enhanced engagement.

How Pendula supports RCS business messaging

As a leader in customer engagement, Pendula is well-positioned to help businesses leverage the power of RCS for seamless two-way communication. Pendula’s platform enables brands to implement automated, personalised RCS messaging across channels—allowing them to engage in real-time conversations and offer interactive experiences.

By incorporating RCS into their communication strategy, businesses can benefit from higher engagement rates, measurable ROI, and increased customer satisfaction. Pendula also simplifies the integration of RCS with existing SMS channels, ensuring a smooth opt-in process and compliance with global standards. This ensures that brands can start using RCS easily, without the complexity of managing multiple carrier requirements.

To learn more about how you can incorporate RCS into your offering today, get started here.