RCS stands for Rich Communication Services. It is the next iteration of messaging technology, combining the device-native qualities of SMS (and MMS) with richer content like images and video, as well as interactive elements available to enterprises only, such as quick response buttons and carousels. RCS offers the immediacy and accessibility of SMS with improved engagement features normally only available on OTT apps. This makes it an ideal choice for marketing and advertising initiatives.
Originally devised in 2007, and variously marketed as Advanced Messaging, Advanced Communications, Chat, joyn, Message+, and SMS+, Rich Communication Services has been unified under the Universal Profile in order to enable interoperability and bring RCS into the mainstream.