North America RCS compliance guide

Last updated: 12/11/2025

RCS messaging must comply with the CTIA Messaging Principles and Best Practices, and all U.S. Mobile Network Operator (MNO) requirements.

Call-to-action (CTA)

Call-to-action must be presented in a manner that is clear, precise, and free from any misleading or ambiguous language. User consent must be affirmatively and explicitly provided. It cannot be presumed based on user actions or behavior. The mechanism by which consent is obtained, such as QR codes, SMS keywords, deep links, or web-based opt-ins, must be thoroughly and transparently described.

CTA guidelines

Consumers must opt-in to receive messages associated with a specific program. Enrolling a consumer in multiple programs based on a single opt-in is prohibited. If a program has multiple use cases, it should be clearly identified at the CTA.

Opt-in details cannot be displayed obscurely in terms and conditions related to other services.
The primary purpose of disclosures is to ensure a consumer consents to receive a text message and understands the nature of the program.
Click-to-chat is not considered a valid opt-in method.

CTA requirements

Product description
Message frequency disclosure
Complete terms and conditions or link to complete terms and conditions
Privacy policy or link to privacy policy
STOP keyword
HELP instructions (for example, Reply HELP for help), or this information must be present in the brand's terms and conditions
Message and data rates may apply disclosure

Disallowed use cases for RCS

Age-gated content
Donations or pledges
Debt collection
Loans
Political messaging
Social media promotions
Sweepstakes, contests
Running multiple brands in a single campaign

Terms and conditions

Terms and conditions must be either fully displayed beneath the CTA or accessible using a clearly labeled link near the CTA.

T&C requirements

Program (brand) name
Message frequency disclosure
Product description
Customer care contact information (HELP contact)
Opt-out information (STOP)
Message and data rates may apply disclosure

Privacy policy

No selling, renting, or sharing of end-user data, or
Data is only shared with messaging operators or vendors

The privacy policy must be well maintained, conspicuously displayed, and easily accessible to consumers, and:

Must be referenced in and accessible from the initial CTA.
Must clearly describe how customer information is collected, used, and shared.
Must comply with all applicable U.S. privacy laws.

Additional requirements for shopping notifications

If the use case includes shopping cart notifications, T&Cs (and privacy policy), it must:

Explicitly mention shopping cart notifications.
Explain how user information is collected and used (for example, We use cookies to track web activity and items placed in cart to send you personalized notifications).

User experience and flow

RCS agents must provide a detailed outline of expected user interactions, including use cases, UI elements (for example, suggested replies, actions, WebView, calendar, location), and AI integrations or natural language understanding (NLU) capabilities.

Opt-in confirmation

Messaging programs should send a single opt-in confirmation message displaying information to verify enrollment, identify the program, and describe how to opt out.

Program (brand) name or product description
Customer care contact information
Message frequency disclosure
Message and data rates may apply disclosure
Opt-out instructions (for example, Reply STOP to opt-out)

HELP

Message senders must send a help message after consumers text the HELP keyword. The agent must reply with the program’s name and additional contact information.

Example help message:

Infobip: For more information call us at 888-949-9540 or email us at [email protected].

Opt-out

Message senders must send an opt-out message after consumers text a keyword indicating they wish to opt out.

Example stop message:

Infobip: You have been unsubscribed from Infobip messages; no further messages will be received.

Forms required to launch an RCS agent

Complete a U.S Registration Form, which must be received by your Account Manager. The form provides detailed information about the RCS agent to ensure compliance. The following items are required:
- Display/Agent name (40-character limit)
  - Must be unique and descriptive
- Agent description (100-character limit)
  - Must clearly state what the user should expect from the agent
  - Avoid taglines and slogans
- Examples:
  ✅ Try on 5 eyeglass frames at home—for free! ✅ Order and shipping updates for your <retailer> purchases ❌ Experience the future of eye wear!
- Agent experience (messaging flow)
  - Opt-in method (for example, QR codes, deep links, Web)
  - Message triggers and frequency
  - User interactions and UI design (chips, NLU, etc.)
  - Opt-out messaging process that meets compliant requirements
Brand assets
- Logo
  - JPG format
  - 224 x 224 pixels
  - No larger than 90 KB
- Banner
  - JPG format
  - 1440 x 448 pixels
  - No larger than 360 KB
Video of the agent's flow A video recording is required that demonstrates the full agent flow across all supported use cases, including:
- Opt-in process (if applicable)
- Confirmation message
- HELP message
- Opt-out/STOP message
The video must accurately reflect supported use cases and required actions to ensure compliance.

Example RCS agent

This is an example RCS agent to show best practices for agent registration.