Every year, more A2P messaging traffic leaks to OTT players, costing Mobile Network Operators (MNOs) millions in lost revenue. But for many MNOs the road to RCS success is anything but smooth.
As a native messaging alternative to OTT apps like WhatsApp and Apple Messages for Business, RCS Business Messaging is quickly becoming the go-to channel for brands seeking richer, more personalized customer interactions.
Despite growing enterprise demand and market readiness, RCS adoption remains low among MNOs, mainly due to operational and strategic hurdles. The good news? There’s now a better way forward.
Read on to learn more about Infobip’s Messaging-as-a-Platform (MaaP) solution and how it can help MNOs manage and monetize RCS for Business Messaging more effectively.
Current challenges holding MNOs back from adopting RCS
While Google has been expanding its RCS footprint globally, MNOs are still struggling with the day-to-day realities of running and scaling RCS for Business effectively.
Here are the common challenges operators face:
- Complex, manual agent management – Onboarding, approving, and monitoring RCS senders is complex.
- Limited control over traffic – Most RCS traffic bypasses the operator network, offering no insight or monetization.
- No scalable monetization model – Without visibility or billing infrastructure, A2P traffic moves to OTT platforms.
- Fragmented market coverage – Without interconnectivity between carriers, brands can’t reach entire national audiences.
- Resource constraints – Many operators lack dedicated teams to manage RCS operations internally.
These pain points are real, and they’re limiting revenue and relevance. The timing couldn’t be better for a smarter solution. Enterprises are ready, customers are using RCS-capable devices, and Google is prioritizing RCS rollout across mature and emerging markets.
The market is ready and so is Infobip MaaP
Infobip’s Messaging-as-a-Platform (MaaP) was built for this moment. It empowers MNOs to step back into the center of the RCS value chain with full control, visibility, and monetization opportunities.
What is Infobip MaaP?
Infobip MaaP (Messaging-as-a-Platform) is an all-in-one solution that helps operators efficiently manage, monetize, and scale their RCS for Business more effectively. Whether you’re just starting with RCS or looking to optimize existing workflows, MaaP gives you the flexibility and control you’ve been missing.
Infobip’s MaaP solution integrates with the Google Jibe RCS platform and gives MNOs full control over their RCS ecosystem, making it easier to accelerate RCS adoption, protect A2P messaging revenue, and provide enterprises with a seamless RCS for Business experience
Benefits of using Infobip MaaP
Infobip MaaP isn’t just a management console, it’s a comprehensive platform designed to help operators accelerate RCS adoption, retain A2P traffic, and monetize their networks effectively. Here’s how we do it:
1. Streamlined RCS agent management
Onboard, approve, reject, or suspend enterprise RCS senders from a single, intuitive interface. This reduces spam risk and accelerates enterprise go-lives.
Benefits:
- Faster time-to-market for enterprise brands
- Reduced operational overhead
- Improved quality control of RCS traffic
2. Advanced traffic control and security
Spam detection, content filtering, throughput throttling, and real-time analytics keep your RCS network secure and efficient.
Benefits:
- Protects the RCS channel from abuse and fraud
- Optimizes network performance for business messaging
- Enables differentiated pricing models
3. Global RCS coverage via interconnectivity
Seamlessly connect with other carriers to deliver RCS messages nationwide, regardless of the recipient’s operator.
Benefits:
- Increases RCS adoption among enterprises
- Improves competitiveness vs OTTs
- Unlocks new monetization opportunities
4. Managed service offering
Don’t have an RCS operations team? Infobip can run it for you, from sender approvals to ongoing monitoring.
Benefits:
- Minimal resource investment
- Rapid deployment
- Reliable, expert-led executing
5. Real-time analytics and actionable insights
Understand traffic patterns, sender behavior, and engagement levels with deep visibility into your RCS ecosystem.
Benefits:
- Better monetization through insights
- Network and campaign optimization
- Increased transparency
6. Flexible commercial models
Choose from exclusive or non-exclusive partnerships, revenue-share options, and pay-as-you-grow pricing.
Benefits:
- Aligns with your business strategy
- Reduces entry barriers
- Enables sustainable, long-term growth
Choosing the right MaaP solution
With deep roots in operator infrastructure and CPaaS innovation, we bring a unique perspective to the RCS space. Our MaaP offering is built specifically for the needs of modern operators:
- Managed service: Great for early-stage adopters without dedicated RCS for business teams
- Global RCS delivery: Interconnectivity ensures B2B clients get full coverage
- Real-time insights: Gain transparency into who’s sending what, and how it performs
- Faster onboarding: Rapid enablement of enterprise RCS traffic
- Commercial flexibility: Choose from exclusive or non-exclusive business models
From smarter agent management to full A2P traffic control and monetization, you’re no longer stuck on the sidelines. Let’s put your network back at the heart of enterprise messaging.