RCS overview
Table of Contents
General information
Rich Communication Services (RCS) is the next generation of mobile messaging. It transforms the simple SMS inbox into a rich, interactive communication channel that combines the reach of SMS with the features people love from modern chat apps.
With RCS, brands can go far beyond plain text by sharing:
- High-quality images and videos
- Downloadable files and documents
- Interactive buttons for quick replies or actions
- Dynamic layouts such as cards and carousels
Why RCS is Different
Unlike MMS, which sends content only through the cellular network, RCS uses internet connectivity (mobile data or Wi-Fi). This allows:
- Faster, more reliable delivery
- Larger file sizes for visuals and media
- Engaging, two-way conversations instead of one-way blasts
- Agents are certified by mobile operators and Google, ensuring trust and reliability.
Unlike OTT apps such as WhatsApp, Messenger, RCS doesn’t require users to install anything. It’s built directly into the native messaging app on Android devices — offering scale, convenience, and trust.
What about Optins?
For Marketing use cases, RCS can legally use the SMS optins your brand has already collected!
In short:
RCS brings together the best of SMS, MMS, and chat apps, giving brands a powerful way to engage customers with richer, smarter, and more interactive conversations.
Message types
Business initiated conversations
| Type | Description |
|---|---|
text |
Standard text message. |
image |
Image file message (e.g., JPEG, PNG). |
video |
Video file message (e.g., MP4). |
file |
Generic file attachment. |
custom |
Advanced RCS payloads such as suggested replies, suggested actions, rich cards, and carousels. See [RCS Custom Messages Guide]. |
User initiated conversations
| Type | Description |
|---|---|
text |
Standard text message received from the user. |
image |
Image file uploaded by the user. |
video |
Video file uploaded by the user. |
audio |
Audio file or voice recording. |
file |
Generic file uploaded by the user. |
vcard |
Contact card shared by the user. |
location |
User’s shared location data. |
reply |
Suggested reply selected by the user. |
button |
Suggested action button selected by the user. |