Types of RCS for Business messages and how to use them

You’ve probably heard the buzz: Apple is gradually rolling out Rich Communication Services (RCS) messaging in select markets. With RCS arriving in iOS 18 and RCS for Business (previously called “RBM”) launching in iOS 18.1, brands now have a powerful way to engage customers.

That’s because now, businesses can connect with customers through branded, interactive, more secure, and app-like messages directly in their native mobile messaging inboxes. Exciting, right?

If you haven’t explored RCS yet, now’s the perfect time. Let’s dive into the different types of RCS messages available to businesses and how leading brands are already using them to drive engagement and boost sales.

Basic messages are a foundational type of RCS messaging type designed to provide brands with a straightforward way to reach their customers. Each Application-to-Person (A2P) message is limited to 160 characters and includes only text and URL previews, similar to SMS. Messages that are longer than this will be converted to a Single message, which can handle longer content (more on these below).

For brands that want to explore RCS, Basic messages offer a simple, yet effective, way to engage with customers. They come from a verified sender profile, and for recipients who don’t have an RCS-enabled device, an SMS will be sent instead.

Basic messages are perfect for sending one-off updates, like one-time passwords, that don’t need a response. These messages are great for delivering announcements about a limited-time offer or an upcoming event, and you always have the option to include URL previews that drive traffic to your website or landing pages. 

Basic messages make it easy to start using RCS without the hassle of switching to a new messaging API. Many companies can use the same API and pricing that they do to send SMS, with SMS messages automatically “upgraded” to RCS on compatible devices. Plus, because all RCS messages come from verified sender profiles and all messages are branded, they help maintain a trustworthy presence with minimal effort.  

Now, let’s see how Basic messages perform in real-world scenarios. 

EasyPark Group, a leading digital parking app, had been relying on multiple vendors to deliver SMS parking reminders and one-time passcodes across multiple markets. To streamline their messaging, they chose Sinch as their sole provider for SMS.

Alex Keynes, Head of Product – Driver’s Experience at EasyPark, shared how the Sinch team championed upgrading SMS to RCS Basic messages for RCS-compatible devices to keep drivers informed about when their parking time expires. With RCS, drivers can know that messages are coming directly from EasyPark Group. And for those without RCS-enabled devices, drivers receive SMS so they can be sure to receive important notifications.

_{Watch the video to see how EasyPark uses RCS to help all their drivers have a great customer experience}.

As Alex mentions, the great part about this process is that it required minimal effort from EasyPark to set up and created no friction for them or their users.

Single Rich messages take RCS to the next level by allowing brands to send content-rich messages. Unlike Basic messages, which are limited to 160 characters of text, Single Rich messages can include multimedia elements like rich content, images, buttons, cards, carousels, and longer text. 

Like Basic messages, these messages always come from branded, verified profiles to show recipients that the messages are coming from a trusted, legitimate source.

Single Rich messages are great for businesses that want to engage customers using RCS’s interactive features, like rich cards and carousels. They’re ideal for driving immediate action because they can include personalized visuals that showcase products or offer promotions. Plus, you can use them to guide customers toward specific actions, like creating a calendar event, finding locations, dialing numbers, or opening URLs.  

With minimal backend effort required, Single Rich messages are a great option for businesses wanting to quickly boost interactions and conversions. Let’s look at an example in action.

Nespresso, a premium coffee brand known for its high-quality espresso machines and capsules, used RCS Single Rich messages to showcase holiday gift ideas through personalized messaging to their customers. They included a visual with short, compelling copy – an upgrade from the 160-character limit – and suggested replies that could turn into a conversation if the recipient replied.

The results? The RCS messages achieved a 73% read rate and had over twice the click rate of their SMS campaigns. The visuals and interactive buttons clearly inspired customers to take action. And the real magic? Those replies could turn into conversations – one of the most powerful features of RCS.

Conversational RCS for Business messages are designed to help brands have real-time, two-way conversations with their customers. There are two types of conversational messages we’ll go over here: Brand-initiated (A2P) and user-initiated (P2A).  

A2P conversations start when a customer responds to a brand’s Basic or Single RCS message within 24 hours. If multiple brand messages are sent before the customer responds, the most recent message will be the one that initiates the conversation session.  

P2A conversations occur when a customer reaches out to a brand outside of the 24-hour window which created an A2P conversation. If the brand responds within 24 hours, a conversation session kicks off. These messages are highly valuable because they signal strong customer interest, and they give brands a direct opportunity to provide personalized support right in the chat – so the customer doesn’t have to leave the conversation to get things done.

Conversational messages require some backend effort, but they give brands access to RCS’ entire suite of rich features – think rich cards, carousels, video and pdf sharing, suggested replies and actions, and so much more. And, of course, all messages come from the branded, verified profiles that are integral to RCS.  

There are a lot of great applications of Conversational RCS messages for brands in industries like retail, financial services, and more – let’s go through a few.

Conversational messages are perfect for having interactive, real-time conversations with your customers. This message type is also great to integrate with a chatbot because you can use it to offer personalized help, product recommendations, and more. And because you can use all of RCS’ rich features, you can help keep customers engaged and easily guide them to take action. 

Ultimately, conversational messages are great for driving conversions because they reduce your customers’ steps between discovery and purchase. That’s because they help people to get quick, personalized answers without leaving the conversation, making their experience as easy as possible.

Picard, a leading frozen food retailer, used Sinch’s chatbot builder and Conversation API to create a personalized, conversational RCS experience for their customers. During the holiday season, Picard engaged customers by asking about their dietary preferences, budget, and cooking plans, and based on their responses, customers received a tailored holiday menu.

_{Learn how Picard used conversational messages in RCS to offer their customers a personalized experience that drove sales.}

The results were impressive: Their RCS campaign saw a 42% increase in customer engagement and a click-through rate three times higher than that of Rich SMS. And by integrating their experience with a chatbot, Picard guided customers from conversation to conversion, driving more traffic and sales during a crucial sales period.

As you’re weighing the pros and cons of the different RCS message types and their potential benefits for your business, keep these factors in mind: 

• Cost: RCS for Business messages are billed differently depending on the type of message. Non-conversational messages are typically charged per number of messages sent and received, while conversational messages are charged per 24-hour session. This means that while a conversation is active, you’re not charged for an individual message, often making it more cost-effective for ongoing interactions.  

• Ease of integration: Review your current systems and budget. If your backend systems are tied with SMS, starting with basic messages is an easy first step. And then, when you’re ready to create more complex messages, you can. 

• What is (and isn’t) allowed on RCS: There are limitations on some content types you can send via RCS. Some content like adult, political, dangerous, derogatory, and tobacco are prohibited. Other content like alcohol, gambling, and healthcare-related is allowed under certain circumstances. Check out Google’s full Acceptable Use Policy for details. 

• Your customers: Think about your audience and their preferred communication style. Understanding how they want to interact with you will help you choose the most effective message type to support them. 

• Your message: Think about what you need to communicate. Is it straightforward transactional information like one-time passwords, or is it more dynamic, sales-focused messages that could benefit from rich media like a product carousel?  

• Your other messaging channels: Look at how your customers interact with your other messaging channels like WhatsApp or email. If you’re already using WhatsApp Business API, for example, with all its rich features, adding conversational RCS messages could be a welcome addition to your audience.

Apple’s support for RCS in select markets is a step in the right direction for business messaging, because now brands have a powerful way to connect with customers directly in their native mobile inboxes. When we say this will be a gamechanger, we really mean it.

The possibilities for RCS are huge, and businesses that jump on board now will have a lot to gain.

If you’re already sold on RCS but need to get the rest of your team on board, we’ve got you covered. Download our actionable guide to learn how to make a strong business case for RCS, complete with a ready-to-use template to help you get started right away.

Or, if you’re ready to get started with RCS, let’s chat. Our team of experts can’t wait to help you explore its endless opportunities for mobile engagement.