RCS vs iMessage: What’s the difference?

Whether you’re Team iPhone or Team Android, it doesn’t really matter anymore. At least when it comes to messaging.

For a long time, messages sent between iPhones and Androids defaulted to traditional SMS. SMS is reliable and reaches every mobile phone on the planet (that’s over seven billion people!). With its instant delivery straight to a phone’s native messaging inbox, no extra apps, and no sign-ups needed, SMS is easy and to-the-point. But now, SMS has to share its spotlight.

With Apple’s new support for Rich Communication Services (RCS) on iOS, more messages can be rich and interactive. Just like before, the messages land in a user’s native mobile inbox – only now, fewer are basic SMS, and more are dynamic RCS content.

In this article, we’ll compare RCS vs iMessage for personal communication now that Apple supports RCS. We’ll also look at Apple and Google’s business messaging solutions and help you decide which is best for your strategy.

Let’s first look at Google and Apple’s person-to-person (P2P) messaging solutions: RCS and iMessage.  

Both RCS and iMessage have over a billion users each and function similarly to popular over-the-top (OTT) messaging platforms like WhatsApp and Facebook Messenger. But the key difference? They don’t require users to download an additional app or create a new account. Instead, they work within the framework of a user’s native messaging inbox. They support rich media, like images and videos, and offer features like read receipts and typing indicators. While both RCS messages and iMessages travel over Wi-Fi or a mobile data connection, they can fall back to SMS if this connection isn’t available. 

What is Rich Communication Services (RCS)?

RCS is a modern communication protocol developed by the GSM Association (GSMA) to upgrade SMS and MMS. It delivers a rich messaging experience that includes videos, images, voice memos, maps, and more.  

Until 2024, RCS messaging was limited to Android devices. However, with the release of iOS 18, Apple now supports RCS for P2P messaging in some markets. This means richer messaging experiences for Android and iPhone users who are messaging each other, including features like read receipts and typing indicators, regardless of their mobile operating system (OS). 

There are 3.9 billion Android users worldwide, with devices from manufacturers like Samsung, Google, and OnePlus. While not all of these devices have RCS enabled, it’s worth noting that RCS is the default messaging app on most new devices that run the Android OS. Google reports that over one billion monthly active users have RCS enabled, and it has strong support from global mobile operators.

What is iMessage?

iMessage is Apple’s proprietary instant messaging service for iOS devices like iPhones, iPads, and Macs. It supports text, photos, voice memos, locations, videos, and more, which are all transmitted over Wi-Fi or cellular data. iMessages are always end-to-end encrypted and appear in blue text bubbles on Apple devices. 

Apple says over two billion users actively use its hardware. Apple devices are particularly popular in countries like Japan, the United States, and Australia for all ages up to 65.  

iMessage is exclusive for Apple devices, so if an iPhone user messages someone with an Android, RCS is possible if it’s enabled; otherwise, the message defaults to SMS.

When it comes to functionality for P2P messaging, both RCS and iMessage include rich messaging experiences. However, there are a few notable differences between the two.  

Here’s a quick comparison chart of RCS vs iMessage for P2P messaging:  

While both channels enhance the messaging experience beyond SMS, RCS doesn’t yet have end-to-end encryption across messaging services. On the other hand, iMessage offers end-to-end encryption for P2P messages but is limited to Apple devices.

Is RCS messaging better than iMessage?

With Apple now supporting RCS on iOS, you might wonder if RCS somehow has an advantage over iMessage. But it’s not that simple.

Both RCS and iMessage have their strengths and appeal to different user groups. For example, iMessage dominates in markets like the U.S., where Apple holds around 60% market share. But globally, Android leads with over a 70% global market share, so if you’re trying to reach someone using an Android phone, you’ll likely use RCS.

RCS and iMessage are both popular for P2P messaging, but Google and Apple also have business messaging solutions to help you reach your audience in the best possible ways.

Customers expect smooth, friendly mobile conversations not just with each other, but with brands too. In 2024, our research showed that 38% of consumers prefer using messaging channels for customer service, while 45% choose messaging for ID verification and two-factor authentication. RCS Business Messaging (RBM) and Apple Messages for Business (AMB) both deliver interactive features that go beyond SMS, making them great ways for businesses to meet these preferences.

What is RCS Business Messaging (RBM)?

Google’s RCS business messaging (RBM) lets businesses communicate with subscribers with interactive messages that feel similar to chat apps. But unlike popular apps, RBM works within the native messaging app on Android devices. 

RBM offers a few different message types for businesses to reach customers with branded messaging. These message types vary in cost and supported features but all offer improvements over SMS.   

With the release of iOS 18, Apple rolled out P2P RCS, and in version 18.1, they started to roll out RBM in select markets with certain operators. Since a full rollout is still pending, we’ll focus on how RBM functions on Android for now.

What is Apple Messages for Businesses (AMB)?

Apple Messages for Business (AMB) lets users message businesses from their phone, Mac, or Apple Watch. Only customers can initiate a conversation in AMB – businesses can’t send unsolicited messages. Once the conversation is deleted, businesses can’t re-engage unless the customer chooses to restart it.

AMB is designed for moments when customers are ready to connect, whether they’re booking an appointment or seeking support, and integrates with Apple Pay for in-conversation purchases. When a customer does reach out via AMB, businesses can respond with rich, engaging content like slideshows, videos, and more.

Google and Apple’s business messaging solutions cater to different customer needs. This chart shows how RBM vs AMB compare.  

Choosing between RBM and AMB really comes down to your goals and your customers’ preferences. If you want to proactively reach out to customers with rich messaging, RBM is a great pick. But if your audience mostly uses Apple devices and prefers to initiate the conversation, AMB is the way to go.

Our advice? Focus on your customer base, the channels they use, and how each channel fits into your omnichannel marketing strategy. The right messaging platform can boost how you and your audience connect.

RBM use cases

RBM conversational messages offer flexibility in how conversations are started. When a user responds to a brand’s RCS message within 24 hours, it’s considered an A2P (Application-to-Person) conversation. If the customer reaches out after 24 hours, it becomes a P2A (Person-to-Application) conversation.  

RCS’s rich business features – like verified sender profiles and interactive elements – make it ideal for various use cases:  

• Marketing campaigns (like Black Friday marketing)  
• Location-based offers 
• Abandoned cart reminders 
• Customer newsletters 
• Appointment reminders 
• Critical notifications and one-time passwords

Want to craft a standout branded message? Discover nine simple steps from mobile messaging experts on how to use RCS for better customer engagement.

AMB use cases

AMB is designed for customer-initiated conversations. Users start conversations with businesses through entry points like Safari, Apple Maps, or directly from your own website. AMB is particularly strong for commerce because it integrates with Apple Pay so users can make in-conversation purchases. It’s ideal for enterprises that want to engage users right when they reach out.

Here are a few great use cases for AMB:

• Booking appointments 
• Requesting product information 
• Asking FAQs 
• Reporting issues 
• Customer support inquiries 

And the potential goes beyond those use cases, depending on where you operate. For example, in North America, AMB recently introduced a new message type in their Business Messages API that lets businesses send proactive push notifications to subscribers through the Messages app.

Whatever your messaging goals, conversational messaging can greatly enhance your strategy by integrating your conversations into the apps your customers are already familiar with. Whether you’re using Apple Messages for Business for customer support or RCS for marketing campaigns, each messaging channel has unique benefits to enhance customer engagement. Instead of choosing one over the other, consider integrating both based on your customers’ preferences.

For more guidance on conversational messaging, feel free to check out these additional resources:

• Could your marketing communications mix be working harder?
• 6 RCS campaign ideas to brighten your holiday marketing
• 5 ways retailers can use RCS
• RCS marketing 101: Your complete guide for trusted, interactive messaging
• 10+ examples of mobile marketing campaigns to inspire you

When it comes to implementing RBM and AMB, integrating into your systems is straightforward with our easy-to-use Conversation API. Reach out to use to get started with optimizing your messaging strategy.