RCS (Rich Communication Services) is a modern messaging protocol designed to enhance traditional SMS, offering businesses in India and globally a more interactive and feature-rich way to connect with customers. RCS comes as a complimentary solution to connect with consumers in a more engaging and personalized way.

So, the next immediate question that pops in our mind is, how does RCS allows for personalized communication?

The RCS messages include customer specific details, such like names, purchase history, behavior, location -based offers and also, the needs. All these metrics helps in getting to know the customers better, and so businesses can tailor their services accordingly. For example, a shoe store offering customized deals, like

RCS supports quick-reply buttons, sliders, suggestions for further purchase, browsing history, these features create intuitiveness, and so users can navigate and interact with the system more easily. This makes the entire experience  seamless and foster greater engagement. For example, when booking a flight via RCS, users get options like  checking flight status, changing seats, airport location or adding luggage etc.

India has rich linguistic diversity, so for businesses to expand their reach and create impactful communication, they can create messages in a customer’s native language. RCS can help creating personalized, rich messages in preferred language, which will resonate with the local culture and lifestyle. Customers will then feel more comfortable navigating, making purchases and even seeking assistance in their own language. It’ll also help in increasing the relevancy and emotional connection. For example, a clothing brand promoting regional festivals or local trends can create a deeper and personal connection with customers, resulting in better engagement, niche market penetration and eventually foster loyalty & growth from customers.

After all, RCS has the potential to touch base with one-to-one, conversational experience between enterprises and their customers.

Standout Features of RCS

RCS is a tool to complement SMS and MMS as it provides a more detailed user experience, similar to popular messaging apps. It is operated via internet (data or Wi-Fi) for message delivery rather than the cellular network. Here are some standout features of RCS:

• Rich Media: Supports high-resolution images, videos, GIFs, and other multimedia content.
• Interactive Elements: Includes features like sliders, buttons, suggested actions, quick replies, tracking elements and forms, which allow for direct engagement within the message.
• Larger File Sizes: Allows for sharing of larger files up to 10MB or even 100MB in some cases.
• Verified Business Profiles: Provides verified sender IDs with logos and branding, which enhances trust and security.
• Read Receipts and Typing Indicators: Offers real-time feedback on user engagement.
• No Character Limit: RCS does not cap the character limit, so loner and richer messages can be sent across devices.

RCS vs. SMS: A Comparison

FeatureRCSSMSMessage FormatRich media (text, images, videos, GIFs) and interactive elementsText-onlyCharacter LimitNo specific limit160 charactersTransmissionInternet (data/Wi-Fi)Cellular networkFile SizeUp to 10 MB or 100MBLimited to 3.5 MB (MMS)InteractivityInteractive elements, suggested actions, and buttonsLimited to basic textSecurityVerified sender profiles; encrypted in transit, though not always end-to-endNot encrypted, making it less secureReachPrimarily smartphones with RCS enabled; expanding to iOSAll mobile phonesUser ExperienceSupports interactive features, read receipts, and typing indicatorsBasic text chat; no read receipts or typing indicatorsCostCan be more cost-effective for longer messages; may vary depending on data usageGenerally cost-effective

Relevance for Indian Businesses

RCS is gaining traction amongst Indian businesses in verticals like finance ,banking services and online travel portal. As per Sinch, RCS business in India has grown six times in 2023 compared to last year, and the platform is being used by the company’s top 10 clients largely for financial services.

• RCS Growth: As per recent stats released by Juniper Research group, adoption of RCS business messaging performs best in countries such as India, where Android devices have a high penetration.
• Cost-Effectiveness: Sending messages via RCS can be 30-40% less expensive than using WhatsApp, making it an attractive option. “WhatsApp may be 3x in terms of mobile penetration, but, in terms of work messaging volume RCS is growing faster than WhatsApp,” said Nitin Singhal, managing director at Sinch India.
• Personalized Engagement: The RCS platform offers interactive messaging features that help businesses engage with customers across India's diverse population and regional preferences, with the ability to communicate in multiple Indian languages, making the messaging experience even more personal and impactful.
• Regulatory Trust: RCS comes under the regulatory framework of the Global System for Mobile Communications Association (GSMA). This is itself gives it a position of trust and compliance, which OTT platforms like WA might be missing.

RCS's strength lies in its integration within the world’s most used mobile operating system. Since Android holds more than 70% of the global smartphone market, RCS isn't just another new tool trying to break in, rather it's already an essential part of billions of devices. In India, RCS is projected to reach 600 - 700 million users in the next few years.

The Road Ahead!

RCS will come in handy as the Indian e-commerce market continues to evolve and adapt to changing consumer demands. With the industry projected to reach US$ 325 billion by 2030, experiencing significant growth, RCS will play a key role in enhancing customer engagement and driving business success.

So, if you’re ready to dive into RCS, our platform ensures smooth integration and dynamic messaging capabilities. With the ability to enhance user interactions, your business can deliver tailored experiences, increase engagement and foster long-lasting customer relationships. Why delay? Let’s take the first step toward transforming your business, today!

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