[RCS BUSINESS MESSAGING SOLUTION]

Create memorable conversational experiences with RCS Business Messaging

Engage with customers through branded, rich conversational messaging on RCS, a channel now supported on Android and iOS, using Infobip’s RCS messaging solutions.

Contact an expert

Download RCS whitepaper

What is RCS Business Messaging, and why should you use it?

RCS Business Messaging (RBM) is a communication tool that allows businesses to connect with their customers using the Rich Communication Services (RCS) protocol.

With functionality that outperforms traditional channels, it helps increase engagement and reach customers in powerful new ways.

115%

campaign revenue growth

Source: Club Comex customer story

130%

higher CTR

Source: BankBaazar customer story

74%

12-month growth of RCS Business Messaging users

Source: Mobilesquared, December 2022

[BENEFITS OF RCS FOR BUSINESSES]

Message to impress with RCS

RCS was designed to enhance traditional SMS messaging by adding interactive features and branding opportunities. It helps build more engaging customer journeys and strengthen customer relationships through rich, branded two-way conversations.

[BRANDED MESSAGES]

Get your brand noticed and remembered

Stand out with your recognizable brand logo, delivering messages straight into your customers’ inboxes.

[RICH MEDIA DELIVERY]

Enrich your messages with images, videos, and more

Boost your brand communication by delivering rich messages that engage and build trust. Add your logo, brand name, videos, images, and carousels to your messaging and boost conversions.

[PRODUCT CARDS & CAROUSELS]

Showcase your products and offers through chats

Attract customers by showcasing your product catalogue, engage in conversations, and convert simple queries into purchases.

[PERSONALIZATION]

Personalize your offers and increase revenue

Understand your customers’ interests, identify their needs, and personalize your communication, building lasting relationships that drive loyalty.

		OkHttpClient client = new OkHttpClient().newBuilder()
     .build();
 MediaType mediaType = MediaType.parse(“application/json”);
 RequestBody body = RequestBody.create(mediaType, “{\”from\”:\”myRcsSender\”,\”to\”:\”385977666618\”,\”validityPeriod\”:15,\”validityPeriodTimeUnit\”:\”MINUTES\”,\”content\”:{\”text\”:\”exampleText\”,\”suggestions\”:[{\”text\”:\”exampleText\”,\”postbackData\”:\”examplePostbackData\”,\”type\”:\”REPLY\”},{\”text\”:\”exampleText\”,\”postbackData\”:\”examplePostbackData\”,\”url\”:\”www.example.test\”,\”type\”:\”OPEN_URL\”},{\”text\”:\”exampleText\”,\”postbackData\”:\”examplePostbackData\”,\”phoneNumber\”:\”385977666618\”,\”type\”:\”DIAL_PHONE\”},{\”text\”:\”exampleText\”,\”postbackData\”:\”examplePostbackData\”,\”latitude\”:45.793418,\”longitude\”:15.946297,\”label\”:\”label\”,\”type\”:\”SHOW_LOCATION\”},{\”text\”:\”exampleText\”,\”postbackData\”:\”examplePostbackData\”,\”type\”:\”REQUEST_LOCATION\”}],\”type\”:\”TEXT\”},\”notifyUrl\”:\”https://www.example.com/rcs\”,\”callbackData\”:\”Callback data\”,\”messageId\”:\”externalMessageId\”}”);
 Request request = new Request.Builder()
     .url(“https://{baseUrl}/ott/rcs/1/message”)
     .method(“POST”, body)
     .addHeader(“Authorization”, “{authorization}”)
     .addHeader(“Content-Type”, “application/json”)
     .addHeader(“Accept”, “application/json”)
     .build();
 Response response = client.newCall(request).execute();
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12

		{
   “from”: “myRcsSender”,
   “to”: “385977666618”,
   “validityPeriod”: 15,
   “validityPeriodTimeUnit”: “MINUTES”,
   “content”: {
     “text”: “exampleText”,
     “suggestions”: [
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “type”: “REPLY”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “url”: “www.example.test”,
         “type”: “OPEN_URL”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “phoneNumber”: “385977666618”,
         “type”: “DIAL_PHONE”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “latitude”: 45.793418,
         “longitude”: 15.946297,
         “label”: “label”,
         “type”: “SHOW_LOCATION”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “type”: “REQUEST_LOCATION”
       }
     ],
     “type”: “TEXT”
   },
   “notifyUrl”: “https://www.example.com/rcs”,
   “callbackData”: “Callback data”,
   “messageId”: “externalMessageId”
 }
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45

		curl -L -g -X POST ‘https://{baseUrl}/ott/rcs/1/message’ \
 -H ‘Authorization: {authorization}’ \
 -H ‘Content-Type: application/json’ \
 -H ‘Accept: application/json’ \
 –data-raw ‘{
   “from”: “myRcsSender”,
   “to”: “385977666618”,
   “validityPeriod”: 15,
   “validityPeriodTimeUnit”: “MINUTES”,
   “content”: {
     “text”: “exampleText”,
     “suggestions”: [
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “type”: “REPLY”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “url”: “www.example.test”,
         “type”: “OPEN_URL”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “phoneNumber”: “385977666618”,
         “type”: “DIAL_PHONE”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “latitude”: 45.793418,
         “longitude”: 15.946297,
         “label”: “label”,
         “type”: “SHOW_LOCATION”
       },
       {
         “text”: “exampleText”,
         “postbackData”: “examplePostbackData”,
         “type”: “REQUEST_LOCATION”
       }
     ],
     “type”: “TEXT”
   },
   “notifyUrl”: “https://www.example.com/rcs”,
   “callbackData”: “Callback data”,
   “messageId”: “externalMessageId”
 }’
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45
											46
											47
											48
											49

		var client = new RestClient(“https://{baseUrl}/ott/rcs/1/message”);
 client.Timeout = -1;
 var request = new RestRequest(Method.POST);
 request.AddHeader(“Authorization”, “{authorization}”);
 request.AddHeader(“Content-Type”, “application/json”);
 request.AddHeader(“Accept”, “application/json”);
 var body = @”{“”from””:””myRcsSender””,””to””:””385977666618″”,””validityPeriod””:15,””validityPeriodTimeUnit””:””MINUTES””,””content””:{“”text””:””exampleText””,””suggestions””:[{“”text””:””exampleText””,””postbackData””:””examplePostbackData””,””type””:””REPLY””},{“”text””:””exampleText””,””postbackData””:””examplePostbackData””,””url””:””www.example.test””,””type””:””OPEN_URL””},{“”text””:””exampleText””,””postbackData””:””examplePostbackData””,””phoneNumber””:””385977666618″”,””type””:””DIAL_PHONE””},{“”text””:””exampleText””,””postbackData””:””examplePostbackData””,””latitude””:45.793418,””longitude””:15.946297,””label””:””label””,””type””:””SHOW_LOCATION””},{“”text””:””exampleText””,””postbackData””:””examplePostbackData””,””type””:””REQUEST_LOCATION””}],””type””:””TEXT””},””notifyUrl””:””https://www.example.com/rcs””,””callbackData””:””Callback data””,””messageId””:””externalMessageId””}”;
 request.AddParameter(“application/json”, body,  ParameterType.RequestBody);
 IRestResponse response = client.Execute(request);
 Console.WriteLine(response.Content);
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10

		package main
 import (
     “fmt”
     “strings”
     “net/http”
     “io/ioutil”
 )
 func main() {
 <code>url := “https://%7BbaseUrl%7D/ott/rcs/1/message” method := “POST” payload := strings.NewReader(`{“from”:”myRcsSender”,”to”:”385977666618″,”validityPeriod”:15,”validityPeriodTimeUnit”:”MINUTES”,”content”:{“text”:”exampleText”,”suggestions”:[{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”type”:”REPLY”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”url”:”www.example.test”,”type”:”OPEN_URL”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”phoneNumber”:”385977666618″,”type”:”DIAL_PHONE”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”latitude”:45.793418,”longitude”:15.946297,”label”:”label”,”type”:”SHOW_LOCATION”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”type”:”REQUEST_LOCATION”}],”type”:”TEXT”},”notifyUrl”:”https://www.example.com/rcs”,”callbackData”:”Callback data”,”messageId”:”externalMessageId”}`) client := &http.Client { } req, err := http.NewRequest(method, url, payload) if err != nil {     fmt.Println(err)     return } req.Header.Add(“Authorization”, “{authorization}”) req.Header.Add(“Content-Type”, “application/json”) req.Header.Add(“Accept”, “application/json”) res, err := client.Do(req) if err != nil {     fmt.Println(err)     return } defer res.Body.Close() body, err := ioutil.ReadAll(res.Body) if err != nil {     fmt.Println(err)     return } fmt.Println(string(body))</code>
 }
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10

		import http.client
 import json
 conn = http.client.HTTPSConnection(“{baseUrl}”)
 payload = json.dumps({
     “from”: “myRcsSender”,
     “to”: “385977666618”,
     “validityPeriod”: 15,
     “validityPeriodTimeUnit”: “MINUTES”,
     “content”: {
         “text”: “exampleText”,
         “suggestions”: [
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REPLY”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “url”: “www.example.test”,
                 “type”: “OPEN_URL”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “phoneNumber”: “385977666618”,
                 “type”: “DIAL_PHONE”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “latitude”: 45.793418,
                 “longitude”: 15.946297,
                 “label”: “label”,
                 “type”: “SHOW_LOCATION”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REQUEST_LOCATION”
             }
         ],
         “type”: “TEXT”
     },
     “notifyUrl”: “https://www.example.com/rcs”,
     “callbackData”: “Callback data”,
     “messageId”: “externalMessageId”
 })
 headers = {
     ‘Authorization’: ‘{authorization}’,
     ‘Content-Type’: ‘application/json’,
     ‘Accept’: ‘application/json’
 }
 conn.request(“POST”, “/ott/rcs/1/message”, payload, headers)
 res = conn.getresponse()
 data = res.read()
 print(data.decode(“utf-8”))
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45
											46
											47
											48
											49
											50
											51
											52
											53
											54
											55
											56
											57

		 ‘https://%7BbaseUrl%7D/ott/rcs/1/message’,
    CURLOPT_RETURNTRANSFER => true,
    CURLOPT_ENCODING => ”,
    CURLOPT_MAXREDIRS => 10,
    CURLOPT_TIMEOUT => 0,
    CURLOPT_FOLLOWLOCATION => true,
    CURLOPT_HTTP_VERSION => CURL_HTTP_VERSION_1_1,
    CURLOPT_CUSTOMREQUEST => ‘POST’,
    CURLOPT_POSTFIELDS =>‘{“from”:”myRcsSender”,”to”:”385977666618″,”validityPeriod”:15,”validityPeriodTimeUnit”:”MINUTES”,”content”:{“text”:”exampleText”,”suggestions”:[{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”type”:”REPLY”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”url”:”www.example.test”,”type”:”OPEN_URL”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”phoneNumber”:”385977666618″,”type”:”DIAL_PHONE”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”latitude”:45.793418,”longitude”:15.946297,”label”:”label”,”type”:”SHOW_LOCATION”},{“text”:”exampleText”,”postbackData”:”examplePostbackData”,”type”:”REQUEST_LOCATION”}],”type”:”TEXT”},”notifyUrl”:”https://www.example.com/rcs”,”callbackData”:”Callback data”,”messageId”:”externalMessageId”}’,
    CURLOPT_HTTPHEADER => array(
        ‘Authorization: {authorization}’,
        ‘Content-Type: application/json’,
        ‘Accept: application/json’
    ),
));
$response = curl_exec($curl);
curl_close($curl);
echo $response;
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18

		var settings = {
     “url”: “https://{baseUrl}/ott/rcs/1/message”,
     “method”: “POST”,
     “timeout”: 0,
     “headers”: {
         “Authorization”: “{authorization}”,
         “Content-Type”: “application/json”,
         “Accept”: “application/json”
     },
     “data”: JSON.stringify({
         “from”: “myRcsSender”,
         “to”: “385977666618”,
         “validityPeriod”: 15,
         “validityPeriodTimeUnit”: “MINUTES”,
         “content”: {
             “text”: “exampleText”,
             “suggestions”: [
                 {
                     “text”: “exampleText”,
                     “postbackData”: “examplePostbackData”,
                     “type”: “REPLY”
                 },
                 {
                     “text”: “exampleText”,
                     “postbackData”: “examplePostbackData”,
                     “url”: “www.example.test”,
                     “type”: “OPEN_URL”
                 },
                 {
                     “text”: “exampleText”,
                     “postbackData”: “examplePostbackData”,
                     “phoneNumber”: “385977666618”,
                     “type”: “DIAL_PHONE”
                 },
                 {
                     “text”: “exampleText”,
                     “postbackData”: “examplePostbackData”,
                     “latitude”: 45.793418,
                     “longitude”: 15.946297,
                     “label”: “label”,
                     “type”: “SHOW_LOCATION”
                 },
                 {
                     “text”: “exampleText”,
                     “postbackData”: “examplePostbackData”,
                     “type”: “REQUEST_LOCATION”
                 }
             ],
             “type”: “TEXT”
         },
         “notifyUrl”: “https://www.example.com/rcs”,
         “callbackData”: “Callback data”,
         “messageId”: “externalMessageId”
     }),
 };
 $.ajax(settings).done(function (response) {
     console.log(response);
 });
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45
											46
											47
											48
											49
											50
											51
											52
											53
											54
											55
											56
											57
											58

		var https = require(‘follow-redirects’).https;
 var fs = require(‘fs’);
 var options = {
     ‘method’: ‘POST’,
     ‘hostname’: ‘{baseUrl}’,
     ‘path’: ‘/ott/rcs/1/message’,
     ‘headers’: {
         ‘Authorization’: ‘{authorization}’,
         ‘Content-Type’: ‘application/json’,
         ‘Accept’: ‘application/json’
     },
     ‘maxRedirects’: 20
 };
 var req = https.request(options, function (res) {
     var chunks = [];
 <code>res.on(“data”, function (chunk) {     chunks.push(chunk); }); res.on(“end”, function (chunk) {     var body = Buffer.concat(chunks);     console.log(body.toString()); }); res.on(“error”, function (error) {     console.error(error); });</code>
 });
 var postData = JSON.stringify({
     “from”: “myRcsSender”,
     “to”: “385977666618”,
     “validityPeriod”: 15,
     “validityPeriodTimeUnit”: “MINUTES”,
     “content”: {
         “text”: “exampleText”,
         “suggestions”: [
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REPLY”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “url”: “www.example.test”,
                 “type”: “OPEN_URL”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “phoneNumber”: “385977666618”,
                 “type”: “DIAL_PHONE”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “latitude”: 45.793418,
                 “longitude”: 15.946297,
                 “label”: “label”,
                 “type”: “SHOW_LOCATION”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REQUEST_LOCATION”
             }
         ],
         “type”: “TEXT”
     },
     “notifyUrl”: “https://www.example.com/rcs”,
     “callbackData”: “Callback data”,
     “messageId”: “externalMessageId”
 });
 req.write(postData);
 req.end();
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45
											46
											47
											48
											49
											50
											51
											52
											53
											54
											55
											56
											57
											58
											59
											60
											61
											62
											63
											64

		require “uri”
 require “json”
 require “net/http”
 url = URI(“https://{baseUrl}/ott/rcs/1/message”)
 https = Net::HTTP.new(url.host, url.port)
 https.use_ssl = true
 request = Net::HTTP::Post.new(url)
 request[“Authorization”] = “{authorization}”
 request[“Content-Type”] = “application/json”
 request[“Accept”] = “application/json”
 request.body = JSON.dump({
     “from”: “myRcsSender”,
     “to”: “385977666618”,
     “validityPeriod”: 15,
     “validityPeriodTimeUnit”: “MINUTES”,
     “content”: {
         “text”: “exampleText”,
         “suggestions”: [
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REPLY”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “url”: “www.example.test”,
                 “type”: “OPEN_URL”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “phoneNumber”: “385977666618”,
                 “type”: “DIAL_PHONE”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “latitude”: 45.793418,
                 “longitude”: 15.946297,
                 “label”: “label”,
                 “type”: “SHOW_LOCATION”
             },
             {
                 “text”: “exampleText”,
                 “postbackData”: “examplePostbackData”,
                 “type”: “REQUEST_LOCATION”
             }
         ],
         “type”: “TEXT”
     },
     “notifyUrl”: “https://www.example.com/rcs”,
     “callbackData”: “Callback data”,
     “messageId”: “externalMessageId”
 })
 response = https.request(request)
 puts response.read_body
							
											1
											2
											3
											4
											5
											6
											7
											8
											9
											10
											11
											12
											13
											14
											15
											16
											17
											18
											19
											20
											21
											22
											23
											24
											25
											26
											27
											28
											29
											30
											31
											32
											33
											34
											35
											36
											37
											38
											39
											40
											41
											42
											43
											44
											45
											46
											47
											48
											49
											50
											51
											52
											53
											54
											55
											56
											57

Easily integrate RCS Business Messaging through API

Integrate RCS with your existing systems via our programmable API and take advantage of all the rich features and campaign analytics, with full support from our team.

Discover key features of RCS for businesses

Level up your engagement with RCS’s rich communication suite. Click on each tab to learn more about each key feature of RCS A2P messaging.

Take your customers on branded journeys with RCS

Explore how you can use RCS to improve each step of the overall customer journey.

Go omnichannel with Infobip as your RCS messaging provider

Get even more from RCS Business Messaging by integrating our product stack.

Engage customers with Moments

Create personalized customer journeys and engage with customers with the right message at the right time.

Explore Moments

Build chatbots with Answers

Build real-time automated communications using AI or rule-based chatbots for all customer inquiries that come through RCS messages.

Explore Answers

Collect customer insights with People

Unify customer data from many sources on a customizable interface and build detailed profiles to support the best behavior-based CX.

Explore People

Streamline support with Conversations

Allow customers to contact a live agent directly from the RCS message and keep all messages available so agents can have a full contextual view of past interactions.

Explore Conversations

Explore how our customers use RCS Business Messages

nextbike: Innovating transactional use cases with a secure and engaging rich messaging approach

90% secure delivery rate

Transportation & Logistics

Virgin Mobile (now Virgin Media O2): Increased engagement and customer lifetime value with a conversational marketing campaign on RCS

93% delivery rate

60% seen rate

Telco

Niva Bupa: Increasing customer acquisition and ROI with a rich, omnichannel marketing strategy

75% ROI on RCS Business Messages

31% delivery rate for RCS Business Messages

Bajaj Auto: Increased conversions and click-through rates with WhatsApp and RCS

2x increase in conversion

8% surge in click-through rates

133% rise in engagement

Transportation & Logistics

Frequently asked questions about RCS

Why do people use RCS?

Benefits of RCS for end users:

No additional downloads – Users do not have to download another application because all Android devices have built-in RCS
Verified communication – Businesses must be verified before sending RCS messages to users
Rich features – Including message reactions, read receipts, and typing indicators
Large file sharing – Users can send and receive different files in various sizes

Here are some stats on RCS usage:

35x customers more likely to read RCS messages than emails (Google)
74% of people are more likely to engage with a brand through RCS (Google)
62% increase in RBM usage from 2021 to 2022 on the Infobip platform (Messaging trends)
350% growth in RBM traffic globally over the next five years (Juniper)
140% growth of RCS users by 2028 (Juniper)

Besides Android, Apple recently announced they will support RCS messages on iOS 18.

Does RCS fall back to SMS?

Yes, an RCS message can be configured to fall back to SMS (also referred to as SMS failover).

Suppose your recipient lacks sufficient service or Internet connections to receive RCS messages from your business. The message will be delivered using a fallback protocol or another app, like SMS, MMS, WhatsApp, or Viber. This means you don’t have to worry about your RCS messages not reaching your customers.

What are the most common business use cases for RCS?

Promotions and special offers

Account alerts

Personalized recommendations

Read more about banking use cases here: RCS Business Messaging for secure banking

What’s the difference between RCS and RCS Business Messaging?

RCS (Rich Communication Services) is a communication protocol that is meant to upgrade traditional SMS messaging. It allows for features like high-resolution images, read receipts, typing indicators, and interactive buttons. Essentially, it’s a more modern and interactive way for individuals to communicate with each other.

RCS Business Messaging (RBM) is specifically designed for businesses to communicate with their customers. It uses the RCS protocol but adds additional features tailored to business needs.

Feature	RCS	RBM
Target audience	Individuals	Businesses
Primary focus	Enhancing personal conversations	Improving business communication
Supported features	Rich media content, location sharing	Interactive buttons, suggested replies, campaign tracking
Adoption	Widespread across mobile carriers and messaging apps	More limited adoption, typically requires additional setup
Examples	Sending delivery notifications for online orders, coordinating plans with co-workers	Sending marketing promotions, providing customer support

In short, RCS usage by businesses is referred to as RBM.

What’s the difference between SMS, MMS, and RCS campaigns?

RCS allows businesses greater flexibility than both SMS and MMS. With the ability to send not just text, but a range of rich content, it offers more interactive, compelling user experiences. RCS also offers features like custom branding, suggested actions, and advanced analytics.

You can see a side-by-side comparison of SMS, MMS, and RCS below:

SMS	MMS	RCS
Any mobile phone can receive SMS	Not all mobile phones can receive MMS	Supported on Android and Apple devices only
Send text only	Send text, videos, and images	Send branded messages which include text, images, videos, cards, carousels, files, URL previews, and suggested actions
160 character limit	Higher limit than SMS (dependent on provider)	No character limit
No internet connection required	Requires an internet connection	Requires an internet connection

You can learn more details about enterprise rich communication services in our RCS Business Messaging guide.

Rebeca González Huerta
Senior Marketing Manager Loyalty and CRM

Make every interaction count with Infobip’s RCS platform

Enrich your communication and improve your overall customer experience by choosing Infobip as your RCS service provider.

Contact an expert