RCS (Rich Communication Services) represents a new mobile technology that promises to enhance both personal and business messaging.  Everyone is familiar with the concepts of texting and instant messaging these days. It started with SMS, the appropriately named “short message service”, and, in the mid-2000s, became ubiquitous with the rise of third-party messaging apps such as WhatsApp, Viber, WeChat, and the like. These popular messaging apps have become the dominant form of late, thanks to a host of additional features that SMS – as a text-only medium – cannot replicate.  In order to compete with these popular messaging apps, mobile operators, handset manufacturers, and even Google, are working on the launch of RCS, SMS’ spiritual successor. However, a lot of confusion remains about what exactly RCS is, what differentiates it from traditional SMS text messaging, and why operators are so interested in it. GMS aims to provide more clarity to these questions here.  
   

What is RCS? 

 
   
Users shouldn’t have to download a new messaging app to access RCS, and they don’t need to worry about whether or not their friends have also downloaded the same app.

  RCS messages are a rich messaging medium with a number of capabilities that allow users to share images, video and files – much like messaging apps, but via a native channel.  In other words, users shouldn’t have to download a new messaging app to access RCS, and they don’t need to worry about whether or not their friends have also downloaded the same app. At a very basic level, that is all you need to know. However, there are other features that make RCS interesting both to brands and consumers. Images and videos obviously make things more interesting (and we talk more about audience engagement below). But they also add utility, letting companies add QR- and barcodes to messages for ticketing. Or including pictures of service personnel for customer security and peace of mind.   Additionally, RCS is encrypted in transit and has a built-in verification system. This keeps users safe by protecting their messages while also ensuring that when a message comes through claiming to be from their bank or government agencies it is clear whether or not that message is genuine.
  Messages are also more interactive. Map and calendar apps can easily be integrated, so that users can save meeting times or share their locations. This also means that enterprises can use RCS to arrange appointments, or let customers know the location of their nearest store.  Brands can also send messages with suggested reply buttons or “chips,” which simplify the flow of information, and can string multiple messages containing these chips to create a conversational agent. These agents can simplify customer service troubleshooting, or answer questions about products and services.  We’ll talk about these features – and their uses – in more detail a little later. But first let’s consider why and how RCS was developed, since this explains a bit about the role it is supposed to play in the modern digital economy.  Read more about our in-depth breakdown on the anatomy of an RCS message here.    
   

The role of mobile operators 

 
   

Are you a mobile operator?

GMS’ solution provides full RCS functionality, including setup, activation, and operation, with flexible deployment models to meet any operator’s requirement.
  Before we jump to talking about why RCS, and how it developed, it is worth thinking about how instant messaging actually works and connects us, and how this relates to your mobile operator.   Since the rise of telecommunications, mobile operators provided and still provide the means by which this communication takes place, first in the form of SMS, and increasingly as the providers of the data connection over which third-party messaging apps work.   The problem here is that operators see no benefit from traffic sent “over-the-top” via these messaging apps – instead of billable traffic, these messages just use up bandwidth on the operators’ data connections, generating maintenance and running costs, but no revenues.   As a result, in order to recoup some of their lost income, mobile operators devised a rich media- and text-enabled messaging service that could compete with the features offered by third-party apps: (RCS) Rich Communications Services.   
   

A brief history of RCS messaging 

 
 

RCS development timeline: 

*will update visual style
2007 – Concept of a Rich Communication Suite devised by operators
2008 – GSMA formally adopted the RCS project and set up a steering committee to devise standards
2011 – Iteration and release of RCS-e (enhanced); RCS now known as Rich Communication Services
2015 – Google purchases Jibe; enters RCS programme
2016 – The first version of the Universal Profile is published, narrowing down acceptable implementations to ensure compatibility between networks
2017 – Publication of UP 2.0, introducing A2P/B2C functionality like bots and verification
2017 – First real-world test cases demoed
2019 – Latest standards version, UP 2.4, published
  Adoption was initially highly fragmented – although operators were in agreement about what RCS must be, they all had very different ideas of how it should be implemented.   This led to a plethora of different approaches, most of which could not interface with one another. Consequently, RCS messages could not be sent between mobile networks, and sometimes only between certain handsets within networks. That is until Google decided to get involved and put its weight behind the GSM Association’s attempts to create a single standard (the Universal Profile).   Google had been looking to create a messaging app that could compete with Apple’s iMessage and offer Android users the same functionality. These efforts hit continual roadblocks, as each method suffered from the same problem as all messaging apps: lack of universal coverage.   Mobile apps were separate from users’ SMS inboxes, and often had to be installed manually. Google wanted to make sure Android phone users had a native rich messaging channel, one that works out of the box, with which they could communicate with anyone.   Since RCS was intended as a direct successor to SMS and would be delivered in the exact same way, via the phone’s default messaging app, Google decided it would be the ideal candidate. (Of course, this also means that RCS is tied to a user’s phone number, rather than a Facebook account or Telegram username.)   In 2015 Google acquired Jibe, a company that had invested a lot of time and effort into developing RCS technologies and began working with the GSMA to push for a single unified implementation. In just one year, the first version of the Universal Profile was published, greatly accelerating development.  
   

Enhanced customer experience for enterprises 

 
     

Are you an enterprise business?

GMS provides a turnkey solution that makes creating a new RCS Business Messaging (RBM) campaign a breeze. Create compelling, immersive, and engaging rich communication messages which enables true customer engagement in real time.
  The RCS Universal Profile has now been updated to version 2.4 (as of the end of 2019) and now covers not just comprehensive standards for enabling RCS, but also many features that enhance RCS for operators, enterprises, and, most importantly, for the subscribers.  RCS offers the same features as the best messaging apps, such as group chat features, read receipts, and rich messaging (including video and file transfers). But RCS also combats fraud by incorporating a verification system from the ground-up.  When enterprises send B2C messages they need to be verified, which means messages will be enhanced with brand colours and logos. The intention is to have spam and fraud controls “baked-in” to RCS messaging.  This helps maintain brand presence and provides a clear, professional appearance, certainly, but it also builds confidence that messages are legitimate.  Combined with a range of smarter, richer content, a verified RCS account provides an excellent platform for enterprises to engage their customers. It goes beyond SMS marketing, with the inclusion of exciting and function-rich messaging features.  However, RCS is not only ideally suited for marketing messages: it also allows companies to offer stellar customer service through chatbots, and support core business activities with a range of content capabilities and interactive elements.
   

RCS messaging vs. SMS messaging features 

 
   
   
   
Interactive RCS chat can help inform customers or even complete a sale over the mobile channel, in a format not dissimilar to talking to someone in a shop (while being better optimised for mobile than a website).

  It is the addition of rich features like images and videos that are probably the most visible innovation in RCS.   SMS messages have no real picture messaging ability – the closest is MMS (Multimedia Messaging Service), in which case SMS text messages can be sent along with MMS, but these can take different times to arrive and don’t represent a unified channel.   RCS, on the other hand, seamlessly integrates photos, gifs, videos, and their accompanying text. Users can send audio messages, share their location, and send files. SMS can’t offer these features (and only a few apps support all of them).   RCS also interacts with the voice call function, through enriched calling, meaning that users can send a message as they call someone, specifying the reason for the call or its urgency, or send media during a phone call.   There is another significant improvement when it comes to enterprise messaging. RCS Business Messaging (RBM) provides “rich cards,” multimedia messages which weave together multiple elements and display them as a unified whole.   Companies like airlines or concert promoters can send tickets over RCS (rather than email or a clumsy MMS download), which contain a QR code or barcode for scanning alongside complete details for seating, dates, times, and so on.   RCS messaging is also more interactive and versatile than SMS. RBM provides suggested replies and quick actions, which simply aren’t possible with older standards.   This lets subscribers take certain actions – like rescheduling an appointment, or changing airplane seats – or use information from the message to automatically create a calendar reminder or find directions in their map app.   And by weaving together elements like rich cards, quick reply buttons, and even chatbots, retailers can create a virtual storefront via conversational commerce. Interactive RCS chat can help inform customers or even complete a sale over the mobile channel, in a format not dissimilar to talking to someone in a shop (while being better optimised for mobile than a website). 
RCS rich communication services example Virgin
  Read more about our in-depth breakdown on the anatomy of an RCS message here.
   

RCS examples and use cases

 
 

Are you an enterprise business?

GMS provides a turnkey solution that makes creating a new RCS Business Messaging (RBM) campaign a breeze. Create compelling, immersive, and engaging rich communication messages which enables true customer engagement in real time.
 

Clōq 

Clōq built a demo which would send a promotional video about their latest sale to their customers.  Then, within the same message session, the customer could learn more about sale items and even find their closest store, which would be pinned to their handset’s map app.
RCS rich communication services example Virgin

Virgin Trains 

Virgin Trains worked with Vodafone UK to create an automatic notifications system for passengers arriving at Euston Station, one of London’s busiest terminals.  These notifications were linked to live timetables for London’s tube system, allowing passengers to plan their onward journey, check their connections, and even get a complimentary drink if their train was delayed.
RCS rich communication services example Virgin

Subway

Subway devised a campaign that would allow their customers to place orders and get deals over RCS.  They could order food on the go, through their messages app, and find it ready for them in store.    
   

RCS Technological differences 

 
       
RCS is an IP-based standard, which allows for more (and more varied) data and bandwidth. What this also means is that RCS can be secured, unlike SMS.

  The framework underlying these differences is the way in which RCS is delivered.  SMS is sent over traditional telephony connections – GSM and 2G. RCS uses a data connection, such as 3G, 4G or 5G, or fixed WI-FI. As such, RCS is an IP-based standard, which allows for more (and more varied) data and bandwidth. What this also means is that RCS can be secured, unlike SMS.  While it doesn’t have end-to-end encryption (there is an element within the mobile operator’s network where messages are unencrypted due to legal intercept laws), RCS uses HTTPS and TLS to secure messages and encrypts data in transit.  SMS must be compatible with something called SS7 (Signalling System 7), which is an old protocol designed to create the least network load while transmitting messages, and therefore cannot support encryption.  RCS also requires a few extra network elements. For a start, it requires an IP multimedia subsystem, which handles rich content like the videos and pictures subscribers exchange. It also needs something called a MaaP to deliver RBM. The MaaP handles interactive elements like quick reply buttons and the verification and branding systems that underpin business messaging.  Making it even more useful for enterprises, RCS also provides a lot more feedback, whereas SMS itself cannot offer much more than delivery receipts.  RCS can inform the sender whether a message has been delivered, if it has been seen, and which actions, if any, the user took in response to the message. Read more about our in-depth breakdown on the architecture of RCS RBM here.  
   

SMS vs RCS: Key Differences

 
     

Are you an enterprise business?

GMS provides a turnkey solution that makes creating a new RCS Business Messaging (RBM) campaign a breeze. Create compelling, immersive, and engaging rich communication messages which enables true customer engagement in real time.
SMS vs RCS Key Differences
   

RCS Coverage

 
           
While operators across the world are rolling out RCS, coverage is still far from total.  In response to this, Google has launched Google Guest, an initiative to kickstart the RCS ecosystem in certain countries.  

  In its reach and coverage, SMS currently beats RCS – it has been, after all, built into all phones since the 90s. As such, anyone with a basic mobile device can receive an SMS, while more advanced messaging options depend on the subscriber owning a smartphone, and whether or not their network has installed and activated the necessary infrastructure. It is also (currently) limited to Android devices, as Apple have been reticent to open the walled garden of iMessages.  While operators across the world are rolling out RCS – particularly in Europe, North America, and Asia, where all three major operators in Japan launched RCS simultaneously, becoming the first “gold country” in the world – coverage is still far from total. In response to this, Google has launched Google Guest, an initiative to kickstart the RCS ecosystem in certain countries.   Currently active in Europe and the Americas, the program is intended to get users accustomed to RCS and introduce enterprises to RBM. The connection is hosted on Google’s Jibe platform, and messages go direct between this platform and the Messages app. Once an operator has activated their own RCS servers, however, Google expects to “hand back” the users.   By developing a user base and encouraging enterprise uptake, it is hoped that operators will be encouraged to accelerate their RCS rollouts as they realise the value that is rapidly building around the new messaging format.  
   

Is this the future for text messages?

 
       
RCS messaging is the evolution and true successor of SMS messaging. With an increasing number of operators adopting the technology, RCS is set to take off.

  RCS messaging is the evolution and true successor of SMS messaging. It brings the flexibility, interactivity, and engagement value of next-gen chat and messaging apps to a mobile-native format. More interesting, useful, and beautiful messages are sure to capture the public attention, while simplifying the experience and encouraging uptake through the ubiquity of RCS. With an increasing number of operators adopting the technology, RCS is set to take off. While global universality is still a ways off, more and more countries are seeing national coverage improve dramatically (Germany turned “gold” in early 2020, for example) which ensures that individual markets will boast robust environments where both enterprises can communicate with subscribers using exciting, visually enhanced messaging regardless of which network they are on.
RCS messaging is the evolution and true successor of SMS messaging
GMS are doing our part, by bringing together operators and enterprises we aim to ensure a vibrant ecosystem with active campaigns and an educated user base. These elements will ensure long-term viability, while our experience in international SMS messaging means we are well prepared to foster interconnections between markets, letting enterprises scale up and run truly global campaigns.  Find out more details about how to take advantage of RCS – next-generation messaging in an interactive, mobile-first world. 

Are you a mobile operator?

GMS’ solution provides full RCS functionality, including setup, activation, and operation, with flexible deployment models to meet any operator’s requirement. We help our operator partners grow their business by taking advantage of this latest messaging technology.

Are you an enterprise business?

GMS provides a turnkey solution that makes creating a new RCS Business Messaging (RBM) campaign a breeze. Create compelling, immersive, and engaging rich communication messages which enables true customer engagement in real time.
   

Read more about RCS

 
   

Frequently Asked Questions (FAQ) 

 
  What does RCS stand for?   Rich Communication Services. Which phones support RCS? Any smartphone running Android OS version 6 (Marshmallow) and above can, in theory, run RCS provided their service provider has enabled RCS messaging on their network. Messages are received via the default messaging app, so phones that have a different app installed by the operator/carrier may not be able to receive RCS unless the user downloads Google’s Messages app.    Is Android Messages/Samsung Messages/Google Chat RCS?   All three of these facilitate or support RCS, but none of them are RCS per-se. Android Messages and Samsung Messages are RCS-enabled apps that act as the default messaging app on phones on which they are installed. Chat is a service core to delivering RCS messages on Android phones – it has been promoted by Google in conjunction with the GSMA but is neither an app nor owned by Google. It is how Google (specifically their Android developers) support RCS, but RCS is not a proprietary Google product.   Does RCS work over Wi-Fi?   Yes. RCS uses a data connection, which can be any data network the handset is connected to, whether this is the mobile network or a local Wi-Fi network.   Is RCS better than SMS?   RCS offers more flexibility and content capabilities with which subscribers can express themselves, and tools with which enterprises can engage and support customers in exciting ways. RCS can support more interesting interactions than SMS while sharing much of its utility. SMS, however, does not need a data connection and so serves as a highly reliable alternative or fallback in case a subscriber cannot receive RCS messages for whatever reason.   What is the Universal Profile?   The Universal Profile is a single set of specifications for implementing RCS messaging, intended to ensure interoperability across devices and operators.   What is the CCMI?   The Cross-Carrier Messaging Initiative is a project launched operators in the United States to accelerate their rollout of Rich Communication Service. The aim is to produce an texting app that will work across all their networks and on all devices, without having to wait for Google or the mobile device manufacturer to activate RCS. MNOs and providers in other countries are looking at similar options.       

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