Rich Communication Service (RCS) is a new service that is replacing the concept of SMS. Although the idea was coined in 2007, it has taken more than a decade for it to see some global deployments.

Even though SMS is still bagging a high usage percentage, it lacks the rich features that are now readily available in OTT apps like Facebook Messenger, WhatsApp, Telegram, and WeChat, such as the exchange of images, audio/video, documents, and group chats.

However, RCS brings with it the advantages of enhanced SIM-based security, and global interoperability and does not require the user to download any apps.

Industry giants like Google have already made a move and rolled out the RCS feature in the UK and France. Android devices now come with RCS features and Google’s partnerships with Samsung smartphones have led to a substantial user adoption of the same.

From a brand communication perspective, RCS is a game changer, RCS Business messaging is enabling the brands and network providers to roll out modern ways of brand communication with new-age chatbots, in-chat search, and AI.

Currently, all the major service providers support the RCS protocol.

Image Source: digitaltrends

China’s top 5 telecom operators have rolled out RCS, while in the US a lot of operators are now supporting RCS. The formation of CCMI ( Cross Carrier Messaging Initiative) is likely to get a further boost to RCS.

Stay tuned for the next article in this series.