RCS (Rich Communication Services)

RCS (Rich Communication Services) is an IP-based messaging service provided to mobile phone users through mobile operator networks. It’s used for both Person-to-Person (P2P) and Application-to-Person (A2P) communications and incorporates the global reach of SMS with the rich features of chat apps (such as WhatsApp, Viber, and Facebook Messenger) to deliver more interactive, compelling experiences to users.   
Considered the next step in the evolution of mobile messaging, RCS offers rich functionalities to enable more engaging customer journeys. Businesses are using RCS to build strong relationships with their customers through branded two-way communications
RCS-enabled A2P communications is known as RCS business messaging, and it’s used to deliver branded, interactive mobile experiences that improve and empower the ways in which people and businesses communicate.
Through a rich feature set that allows for the creation of branded messages incorporating multimedia, suggested reply buttons, barcode delivery, click-through options and more, brands now have a new way to develop relationships through two-way communication. 
What’s more, this ability comes native on customer phones, not as individual apps that must be downloaded. As more native apps come pre-installed on next-generation smartphones, RCS adoption is expected to increase.