Apple supports RCS on iOS 18
Apple announced it will support RCS on their devices with the release of iOS 18, Find out all you need to know about this new development and what it could mean for the future of messaging.
When will RCS messaging be available on Apple iOS?
Apple has enabled RCS messaging with the release of iOS 18, as announced at Apple’s World Wide Developer’s Conference (WWDC42). This means Android and iPhone users can enjoy rich messaging features and seamless communication between their devices.
This means Android and iPhone users can enjoy rich messaging features and seamless communication between their devices – the war between the blue and green message bubbles might be coming to an end.
Later next year, we will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association. We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS. This will work alongside iMessage, which will continue to be the best and most secure messaging experience for Apple users.
Jacqueline Roy
Beta users are already able to use RCS messaging on their devices. After turning on the RCS toggle in settings, users can send and receive RCS messages with Android users. Some US carriers have updated their bundles to include RCS, so if you’ve downloaded the beta version of iOS 18 and you don’t see an option for RCS messaging in your settings, your carrier does not offer it yet.
In iPhone settings, select Messages, then RCS Messaging, and enable the channel to start chatting with Android users using rich messaging.
RCS as a fallback channel for iMessage
Although iMessage will remain the preferred channel for messaging between Apple users, RCS is now the main fallback channel for when iMessage isn’t an option (ie. between Android and iPhone users).
Traditionally, SMS or MMS would be the the message type iPhone and Android users would rely on to exchange messages, but these channels are not as rich or engaging as RCS, making conversing with people who own different devices more difficult.
The adoption of RCS means non-iOS users can finally enjoy rich messaging perks when communicating with Apple users. Since RCS relies on data usage, SMS will remain the final fallback option when a basic cell connection is the only option.
This could mean the debate over whether blue message bubbles are better than green might be coming to an end.
What does this mean for RCS Business Messaging?
The fourth beta version of iOS 18 has enabled RCS Business Messaging (RBM) so that brands can finally use the channel to interact with iPhone users. It’s possible, as more beta versions are released, that Apple will remove the capability as they test features, but RBM will be available in the final release of iOS 18 in the Fall.
As an Android-only channel, RBM saw consistent growth year-over-year on the Infobip platform:
Total global growth in RCS messages on the Infobip platform in 2023 was a massive 358%.
Now as a native channel on both Apple and Android devices, RCS Business Messaging has the potential to match the massive reach of SMS paired with rich messaging features similar to WhatsApp and other OTT channels.
RCS Business Messaging on iPhone iOS 18
A snapshot of RCS Business Messages
RCS Business Messaging is considered the next step in the evolution of SMS. It’s used for both P2P and A2P communication and combines the reach of SMS through MNOs with rich-messaging features for elevated customer experiences.
RCS Business Message features
- Verified sender status
- Custom branded messages
- Rich media: text, images, GIFs, audio, video, documents, location
- Carousels
- Suggested actions to messages (quick replies)
How does RCS Business Messaging compare to SMS and Apple Messages for Business?
All three channels are popular for their own reasons and can help businesses achieve certain goals around their business messaging. Let’s take a closer look at RCS vs SMS for business messaging and compare these channels to Apple Messages for Business (AMB).
| SMS | RCS | AMB | |
|---|---|---|---|
| Available on all devices? | Yes | Android, soon on iOS devices | Only iOS devices |
| Type of messaging | P2P, A2P, P2A | P2P, A2P, P2A | P2P, P2A |
| Rich media | No | Yes | Yes |
| Branding | No | Yes | Yes |
| Character limit | 160 | 160+ | 160+ |
| File sharing | No | Yes | Yes |
| Internet connection | No | Yes | Yes |
How secure is RBM?
Secure business messaging is crucial as fraud scams are currently on the rise. RCS is regulated by Mobile Network Operators who must give approval for enterprises to send messages. These rigorous measures manage brand verification and anti-SPAM rules, making RBM a preferred solution for trusted brands and businesses seeking secure and reliable communication channels with their customers.
With this move, Apple made a strong „statement“ that it will move to proactive participation in the whole RCS ecosystem, which means it will become, jointly with Google and Telcos, a key driver of the RCS expansion . We can expect a much faster adoption and expansion of reach and functionalities. Telcos, under the umbrella of GSMA, will remain a key stabilizing factor to put equality on a scale between Telcos and Apple / Google to ensure:
1. end users get the best possible native service experience across operating systems,
2. complying to the highest European privacy and security standards and
3. following the European Commission’s path to a fairer and more contestable digital economy, as outlined in the Digital Markets Act (DMA).
Putting all of the stated to context implies more innovation and upgrades (group chats, media and other rich features) in upcoming time and, potentially, the expansion into A2P messaging (RBM).
Deutsche Telekom
Why are Apple choosing to support RCS on iPhone?
The motivations behind supporting RCS on iPhones haven’t been officially disclosed. However, there are a few key factors that could have influenced their decision:
EU regulations
In 2022, the EU approved the Digital Markets Act, which requires tech companies like Apple to ensure that basic features in their instant messaging services can work together by 2024. That would mean that iMessage and the App Store would have to become available to everyone. Failure to adhere to these rules could result in fines of up to 20% of their total revenue, which is a pretty good reason to consider support for RCS.
RCS gaining popularity
As rich messaging becomes a standard for everyday communication, the usage of RCS is expected to grow. There were 1.2 billion RCS users in 2022 and Juniper Research estimated that by 2026 there would be 3.8 billion users. That would make up 40% of the world’s smartphone users. But when you add the potential of all iOS users having access to RCS, these numbers are likely to skyrocket, making RCS a major contender in the messaging ecosystem.
Enhancing user experience
To date, rich messaging between Android and iPhone users could be the cause of frustration. When an iOS user sends an image message to an Android user, it is delivered as an MMS. However, MMS may not be covered by their regular data plan, leading to additional charges.
Enabling RCS means that there will finally be seamless communication between Apple and Android users. For carriers, this transition might lead to a decrease in P2P MMS revenue, possibly prompting them to consider the adoption of RCS to create an additional revenue stream.
[Juniper Research Future Digital Awards 2021]
Best CPaaS provider of the year.
Best RCS provider of the year.
Mover & shaker in telco innovation.
That’s the Infobip advantage.
Infobip has a history of helping brands benefit from using RCS Business Messaging:
Curious about RCS Business Messaging?
Learn everything you need to know in our guide.
RCS Business Messaging guide