RCS: The transformation of mobile messaging

A2P (Application-to-Person) messaging has evolved considerably in recent years to become an essential resource for corporate communication. This growth responds to the need for companies to establish more direct, effective and personalized interactions with their customers.

A2P (Application-to-Person Messaging) refers to automated messages sent from an application to a user. They are usually used for relevant notifications, such as verification codes, bank alerts or booking confirmations, and are transmitted via an API or web platform.

RCS (Rich Communication Services) is a mobile messaging channel natively integrated into devices and designed to optimize communication between companies and customers. Its functionality allows receiving messages enriched with multimedia content, such as images and videos, within the same SMS application. In addition, it offers advanced options such as read confirmations and customized business profiles.

RBM is the term used to describe the application of RCS in business environments. Through RBM, companies interact with their customers through enriched messages, thus achieving greater participation and improving the communication and user experience. In addition, these tools increase levels of loyalty and cross and upselling.

RCS stands out as a highly secure channel with multiple anti-phishing protection mechanisms. This makes it an ideal choice for sectors that handle sensitive data, such as finance and banking.

Only companies that have been verified by Google can use this channel, which guarantees its authenticity. RCS messages include the brand logo and allow companies to create customized profiles with contact details, email, phone number, a brief description of the business and visual elements such as banners and calls to action.

Unlike traditional SMS, RCS allows high-quality multimedia content to be sent, making the user experience more engaging. With up to 1,000 characters available for messages, brands can include text, images, product carousels, videos, voice notes, interactive buttons and quick responses.

RCS transforms traditional messaging into a conversational experience. Thanks to the integration of response buttons, customers can interact with the brand in a simple and effective way.

Other CTA (Call to Action) options such as “Buy now”, “Visit our site” or “View offer” generate more engagement and increase conversion rates. In addition, each interaction is monitored in real time. In this way, companies can evaluate the performance of their campaigns through metrics such as opens, reads and clicks, often in real time.

RCS sends incorporate tools similar to those in messaging apps such as WhatsApp, Messenger or iMessage, including support for high-resolution images, videos and GIFs for a more immersive experience.

Unlike MMS, RCS allows the sending of multimedia files without size limitations or loss of quality, so that communication becomes more visual and attractive.

While platforms such as iMessage are restricted to certain devices, RCS is compatible with multiple carriers and phone brands, ensuring that the enhanced messaging experience is uniform and accessible.

RCS includes features such as read confirmations, typing indicators and group chats, providing a smoother and more natural user experience.

Companies can leverage RCS to improve customer interaction through automated messaging, interactive invitations and rich content that captures their attention.

• RCS makes it easy to build long-lasting relationships with customers. Following a purchase or shipment notification, companies can invite users to sign up for their loyalty program through an engaging CTA.
• To increase average purchase value, it is key to apply personalized cross-selling and up-selling techniques. With RCS, companies can integrate these strategies into automated notifications, effectively driving sales.
• While contact centers are essential for resolving queries, RCS enables you to anticipate the most frequent queries by proactively sending relevant information prior to customer interaction. This reduces customer information or clarification needs and generates resource and cost savings.