The business world is full of communication channels and digital noise. Rich Communication Services (RCS) is emerging as one of the powerful channels for brands to engage customers with interactive, immersive, and measurable messaging, all without requiring a separate app download. RCS is not just a message; it’s an interactive experience for users. Unlike traditional SMS, RCS (Rich Communication Services) messaging allows businesses to send branded, rich-media messages with clear CTA (call-to-action) buttons, product carousels, images, and detailed content, all delivered directly within the user’s default messaging app.
Built directly into Android’s default messaging app and verified by Google, RCS delivers highly engaging, non-intrusive communication with significantly lower spam rates. For marketers, this means better visibility, higher trust, and improved conversion rates. Across global markets and especially in India, brands are rapidly adopting RCS messaging to replace or complement SMS and other messaging channels. In this detailed blog, we will discuss what RCS is, how it works, RCS message types, RCS onboarding & template approval process, and why it’s quickly emerging as the next evolution of business messaging.
What is RCS (Rich Communication Services)?
RCS is the next evolution of traditional SMS, standardized by the mobile industry and designed to modernize text messaging. At its core, RCS enables:
- Rich media (images, GIFs, videos)
- Buttons & CTAs (e.g., Buy Now, ORDER Now, Track Order)
- Read receipts & typing indicators
- Interactive carousels and suggested replies
- Verified business branding
All of this lives in the native messaging app, such as Google Messages in Android, without forcing customers to install or switch to a new platform.
How RCS Messaging Works in India
1. Protocol & Standards
RCS is built on a modern protocol designed to complement SMS with IP-based messaging. When a phone and network support RCS, messages are delivered over data (not SMS), enabling rich features similar to OTT apps like WhatsApp or iMessage, but inside the default SMS/RCS application.
2. Carrier + Platform Integration
For RCS to work end-to-end:
- The carrier/network must support RCS (e.g., Jio, Airtel, Vodafone Idea in India).
- The device and messaging app must enable RCS features (most Android devices using Google Messages do).
- For Apple devices, RCS support is rolling out globally and being introduced in partnerships, like with Jio in India.
3. Verified Business Profiles
Brands must register and verify their identity before sending business RCS messages. This verified brand badge boosts consumer trust and reduces spam concerns, a major win for marketers.
Types of RCS Messages
Here’s a breakdown of the common RCS message formats you can use for marketing and customer engagement:
1. Basic RCS Messages - Simple text with branding and optional quick reply buttons.
2. Rich Cards - Single cards with images, a headline, description, and CTAs (e.g., Book Now/Call Now/Visit Now).
3. Carousel Messages - Multiple cards users can scroll through, great for showcasing products, service options, or featured content.
4. Suggested Replies & Quick Actions - Pre-defined replies or CTAs that drive users toward your desired outcome (e.g., “Yes, schedule call”, “View offer”).
5. Conversational RCS - Two-way interactive messaging, effectively turning a single message into a chat with your brand.
Benefits of RCS Messaging for Indian Brands & Marketers
Higher Engagement - Brands using RCS see much higher read and interaction rates due to rich visuals and convenient CTAs.
Measurable Conversions - With buttons and actions embedded directly into the message, RCS delivers better tracking and ROI insights.
Trusted & Verified Sender Identity - Verified branding increases open rates and customer trust, particularly important in sectors like BFSI and quick commerce.
No App Download Required - Everything is delivered inside the default messaging app, reducing friction for customer engagement.
Better Deliverability - RCS messages are delivered over data, enabling richer media and reporting, without sacrificing reach.
India-Specific Adoption: The Rise of RCS in 2026
India is rapidly embracing RCS as a viable communication channel for brands, driven by mobile-first behavior, high Android penetration, and support from the telecom ecosystem.
Strong Growth in Usage – According to industry data, RCS interactions in India surged dramatically, with some platforms reporting over 850% year-on-year growth as brands integrate RCS into their SMS workflows. Platforms like Gupshup and Karix have reported over 50 million RCS business messages sent monthly in India within months of their relaunch, with peaks during festive campaigns.
Carrier & Telecom Support – All three major Indian telecom operators i.e. Reliance Jio, Vodafone Idea (Vi), and Bharti Airtel, now support RCS messaging services, expanding the technology’s footprint across the country.
Cross-Platform Adoption – Apple has partnered with Jio in India to enable RCS messaging for iPhones, a crucial step for cross-platform communications.
Opportunities & Challenges – While growth is strong, some Indian markets have faced early spam concerns, which pushed carriers and platforms to tighten anti-spam controls, a sign that RCS is maturing as a trustworthy business channel.
Onboarding Process for RCS Messaging
To start sending RCS messages as a brand, here’s a general roadmap:
1. Choose an RCS Provider / CPaaS
Select a communications platform or messaging provider that supports RCS business messaging (e.g., Go2mraket, Gupshup, Infobip, Route Mobile, etc.).
2. Register Your Business
Provide your business details like brand name, logo, business category, contact info, and verified domain credentials.
3. Get Verified
Your sender profile is verified by carrier/platform authorities, which enables the brand badge in recipients’ messaging apps.
4. Create Messaging Templates
Draft message templates that include structured content, CTAs, and fallback options. These templates must comply with RCS guidelines.
Template Approval Process for RCS Messages
Unlike plain SMS, RCS templates undergo a formal review to ensure quality and compliance:
✅ Content Review
Each template is audited for:
- Appropriate CTAs
- Compliance with messaging policies
- No spam or prohibited content
✅ Fallback Strategies
Brands must define fallback SMS or voice call versions to ensure message continuity if RCS isn’t supported on a recipient’s device/network.
✅ Turnaround Time
Approval timelines can vary by provider and region, typically taking hours to a couple of business days, depending on the complexity and the number of compliance checks.
Best Practices for RCS Marketing in 2026
Conclusion,
While OTT channels like WhatsApp and email continue to play a major role, RCS stands out as a future-ready messaging channel. With no app dependency, network-level standardization, verified brand identity, and measurable engagement, RCS bridges the gap between traditional SMS and modern conversational messaging.
In a mobile-first market like India, where customer expectations are rapidly evolving, RCS is quickly becoming a must-have channel for businesses across e-commerce, BFSI, retail, healthcare, travel, and more, helping brands deliver richer experiences and drive better outcomes from every message. To know more about RCS messaging and how it works, the onboarding process, connect with go2market, or book a detailed demo directly from https://go2market.in/request-a-demo
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