What is RCS Messaging?
RCS (Rich Communication Services) is the next-generation messaging standard that upgrades SMS with interactive buttons, rich media, carousels, and branded sender profiles.
What is RCS Messaging?
RCS (Rich Communication Services) is a messaging protocol designed to replace SMS as the standard for text messaging. While SMS is limited to 160 characters of plain text (or MMS for media), RCS supports high-resolution images, video, interactive buttons, carousels, read receipts, typing indicators, and branded sender profiles.
Think of RCS as bringing iMessage or WhatsApp-level features to the default messaging app on Android devices. Instead of a plain text message from a phone number, customers see a branded message from the business — with a verified logo, interactive buttons, and rich media. Apple added RCS support to iPhone starting with iOS 18.
For commerce, RCS is significant because it enables in-message experiences that were previously impossible over SMS. Customers can browse products in a carousel, tap a "Buy Now" button, and see rich product images — all within their default messaging app.
How does RCS Messaging work?
RCS messages are delivered through a brand's verified business profile. Instead of a phone number, customers see the brand's name, logo, and a verification badge. The message itself can include rich media (high-res images, GIFs, video), interactive buttons (purchase, learn more, visit store), carousels (swipeable product galleries), and suggested replies.
For RCS commerce, a brand can send a product message with an image, description, and a "Buy Now" button. The customer taps the button to initiate a purchase, which can be completed using stored payment methods — similar to text-to-buy but with a visual, interactive interface.
RCS requires carrier and platform support. Messages are sent through RCS Business Messaging APIs, and fallback to SMS is essential for recipients whose device or carrier doesn't yet support RCS. This dual-channel approach ensures every customer receives the message, with RCS-capable devices getting the enhanced experience.
Why does RCS Messaging matter for DTC brands?
RCS closes the experience gap between text messaging and messaging apps. While SMS is powerful because of its universal reach and 98% open rate, it's limited in what it can display. RCS keeps the reach and open rate advantages of SMS while adding the visual and interactive capabilities of app-based messaging.
For DTC brands, RCS means product messages can include images, buttons, and carousels instead of just text. Customers can see what they're buying, tap to purchase, and interact with the message in ways that weren't possible with SMS alone.
The combination of RCS for interactive experiences and SMS fallback for universal reach gives brands the best of both worlds. As RCS adoption grows (with Apple's iOS 18 adding support), the share of customers receiving the richer experience will continue to increase.
Key points
Rich media in messages
High-resolution images, video, carousels, and branded sender profiles — all inside the default messaging app.
Interactive buttons
Customers tap "Buy Now" buttons, browse product carousels, and take action without leaving the message thread.
SMS fallback built in
Devices that don't support RCS automatically receive an SMS version of the message. Every customer gets reached.
See RCS Messaging in action with AudienceTap
AudienceTap is the text-to-buy platform that powers rcs messaging for DTC brands.
Related terms
RCS for Business
RCS for Business (RCS Business Messaging or RBM) is the application-to-person (A2P) version of RCS that lets brands send verified, branded, interactive messages to customers through their default messaging app.
SMS Commerce
SMS Commerce is the practice of selling products directly through text message conversations — turning SMS from a marketing channel into a sales channel.
Conversational Commerce
Conversational Commerce is the practice of selling products through messaging-based interactions — including SMS, chat, and messaging apps — where the conversation itself is the shopping experience.
RCS Messaging FAQ
Apple added RCS support starting with iOS 18. This means iPhones can now receive RCS messages with rich media and interactive features. For devices on older iOS versions, messages automatically fall back to SMS.
MMS allows media attachments (images, short video) but lacks interactivity. RCS adds interactive buttons, carousels, branded sender profiles, read receipts, and typing indicators — making it more like a modern messaging app experience than a media text.
No. RCS platforms send RCS to supported devices and automatically fall back to SMS for others. You get the enhanced experience where it's available without losing reach to any customer.
Yes. RCS supports interactive "Buy Now" buttons and product carousels, making it a powerful channel for commerce. Platforms like AudienceTap support RCS interactive messaging with SMS fallback for text-to-buy purchasing.
Yes. AudienceTap supports RCS interactive messaging with automatic SMS fallback. Brands can send rich product messages with images, buttons, and carousels to RCS-capable devices, while ensuring every customer receives the message regardless of their device.
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