RCS explained: how it’s reshaping the future of mobile marketing

Mobile messaging is getting a major upgrade, and marketers should take note.

With Apple now supporting Rich Communication Services (RCS), this messaging protocol is set to transform how brands engage customers through richer, more interactive experiences—right in their native messaging app.

RCS enhances traditional SMS by enabling rich media, interactive elements, and real-time engagement. Let’s explore what RCS offers and how Klaviyo is preparing for it.

What is RCS?

RCS isn’t new—it has been around since 2007 and was standardized by the Global System for Mobile Communications Association (GSMA) in 2016. Historically, RCS was primarily available on Android devices, limiting its reach. But with Apple’s recent announcement of RCS support for iOS 18, the protocol is finally gaining the momentum it deserves.

At its core, RCS is an enhanced version of texting, designed to make mobile messaging more dynamic. Unlike SMS, which relies on cellular networks, RCS operates over data and Wi-Fi, allowing for higher-quality messages that include rich media and interactive elements—similar to platforms like WhatsApp and iMessage.

RCS ensures a seamless experience across both iPhone and Android devices, thanks to a standardized set of features, including:

• Rich media support: high-resolution images, videos, audio files, and image carousels
• Interactive elements: display cards that can include images, text, and call-to-action buttons
• Business verification: verified business profiles with brand logo, verification badge, and key business information
• Read receipts: insights into message engagement, showing when a message has been read
• Typing indicators: notifications indicating when a subscriber is typing a response
• End-to-end encryption: secure communication that ensures only the intended sender and recipient can read messages

Why use RCS?

RCS opens the door to richer customer interactions compared to standard SMS and MMS messaging.

Here’s a breakdown of how these channels stack up:

With RCS, brands can create dynamic experiences that captivate customers. Imagine gathering insights through quick surveys, showcasing multiple products in a single swipeable carousel, and earning trust with verified messages.

By tapping into these features, brands can supercharge their messaging strategies and build lasting connections with their audience.

Adoption of RCS

RCS adoption is accelerating rapidly, with over 50 carriers worldwide—including major players like Verizon, AT&T, and T-Mobile—fully supporting it. Apple’s integration further boosts this momentum. Juniper Research projects over 1 billion users by the end of 2024, and Infobip predicts RCS will reach over 3 billion global users by 2026.

As consumers become accustomed to this richer messaging experience, they’ll expect it from brands. This shift is akin to the transition from desktop to mobile shopping—brands that didn’t adapt found themselves scrambling to optimize for mobile as consumers increasingly favored mobile-first experiences.

While SMS gets you in front of customers today, RCS will soon deliver the modern, impactful interactions that consumers demand.

How Klaviyo is preparing for RCS

Looking ahead, Klaviyo is developing RCS support to bring marketers enhanced messaging capabilities, including verified business profiles, rich media, and interactive message functionality. These updates will start rolling out in 2025 as we stay on top of RCS advancements, continuously testing and integrating new tools along the way.

Want to stay updated on all feature releases and product launches? Be sure to check out our What’s New page for the latest updates.