Why choose RCS instead of SMS? The duel that will change your customer relations

Why choose RCS instead of SMS? Is our good old SMS, which has been with us for so many years, about to be dethroned?

Businesses are asking such questions because they see new prospects with the development of RCS technology, especially since its recent integration into Apple's iOS 18 system.

While private individuals are finding advantages in using rich messages (no dependence on the traditional mobile network, for example), it's on the business side that we need to look for the major advantages of Rich Communication Services. Indeed, this technology is a godsend for improving brands' communication actions, with a view to optimizing the customer experience. But can it totally replace SMS?

What are the features and benefits of both? And how do you choose between SMS and RCS ? Answers in this article. 🤳

See all software SMS Marketing

What is SMS?

SMS (for Short Message Service) characterizes the mobile messaging standard that spread with the appearance of the first cell phones in the 1990s.

It operates via the cell phone network, using the GSM (Global System for Mobile Communications) protocol. You don't need an Internet connection to use it!

Its main advantage? Near-universal compatibility, even on the most basic devices, like a good old Nokia 3310 found at the bottom of a drawer. 🐍

👉 Here are the main features and functionalities of SMS:

• Sending short text messages, up to 160 characters (beyond that, the content is automatically trimmed). However, other types of media, such as audio or video, are not supported.
  
  
• Internet-free operation, using conventional mobile networks only.
  
  
• Fast transmission, even with poor network coverage (handy in white zones!).
  
  
• No configuration required: no installation or user account needed.

💡 Worth knowing: MMS (Multimedia Messaging Service) acts as an enhanced SMS, since it can, among other things, send images, GIFs and videos.

The advantages and disadvantages of SMS

The advantages

Despite the advent of new technologies, SMS still holds a special place in our daily lives. It remains widely used by individuals and professionals alike, for both practical and technical reasons:

• Extended reach: Short Message Service works on all phones (Apple, Android, etc.), including older models. This feature makes it accessible to a wide audience, and you don't have to worry about the type of device your customers use.
  
  
• Ease of use: sending messages via SMS requires no third-party application, installation or Internet connection.
  
  
• Proven reliability: text messaging is highly stable in variable network conditions. Even with poor coverage, messages can be transmitted quickly and efficiently. What's more, text messaging can be used as a back-up solution when communications developed for RCS cannot be transferred in this format.
  
  
• Low mobile data consumption: unlike modern messaging applications, SMS uses almost no mobile data. This is a considerable advantage in international roaming situations or in Wi-Fi-free zones! It can also be a more economical solution.

And the drawbacks?

Despite the many advantages outlined above, SMS does have a few limitations.

The main one is that it is not an enriched message. It does not support multimedia content such as images, videos, documents or audio files. This makes it less suited to certain commercial and marketing communications.

What's more, unlike modern messaging applications, SMS doesn't offer a read receipt or a keystroke indicator. This makes it difficult to measure the success of your campaigns on this channel.

Finally, some professionals point to the security problems associated with this device. Content is not encrypted, and information sent can easily be intercepted.

☝️ Faced with these constraints, a new technology appeared a few years ago: the RCS message. Let's take a look at what it's all about.

What is an RCS message?

RCS, an acronym for Rich Communication Services, defines a standard for sending messages to mobile devices. Unlike traditional SMS messages, RCS messages are sent via the Internet , not a mobile network.

In terms of use and experience, it therefore resembles messaging services such as WhatsApp or Messenger. The difference is that you don't need to download a specific application to receive RCS, as long as the device you're using is compatible (with Google Message in particular).

What's more, as its name suggests, it offers enhanced functionalities.

👉 Here are its main features:

• Enriched messages, sending multimedia content such as photos, videos, GIFs and documents (PDF, Word, etc.). What's more, RCS is not limited to 160 characters like SMS.
  
  
• Acknowledgements indicating when the message has been read, as well as keystroke indicators (when the other person is replying).
  
  
• Group messaging, with several participants.
  
  
• Real-time reactions ("Like", "Love", etc.) and extended use of emoticons. All the ingredients for more expressive, interactive communication!
  
  
• Enhanced content security, including end-to-end encryption.
  
  
• Suggested actions and responses, i.e. calls to action ("Confirm an appointment", "Track my order", "Contact an advisor", etc.) or automatic responses ("Yes", "No", etc.).) or automatic responses ("Yes", "No", "Later", etc.). Payment options can even be directly integrated to accelerate sales.
  
  
• The possibility for the company to become a "Verified Sender". This ensures that consumers are dealing with the real brand, not some fraudster.

The advantages and disadvantages of RCS

The advantages

Rich Communication Services represents a real leap forward in the mobile messaging ecosystem.

🤩 Discover the main benefits.

• An enriched user experience: images, videos, carousels, large files... RCS promises more visual and engaging communication, far beyond simple text, and comparable to that of the best messaging apps.
  
  
• Integrated branding: you can personalize your content with your logo, for example. This technology not only enhances the customer experience and promotes your brand image, but also encourages purchases (showcase your products in a carousel, for example!).
  
  
• Campaign analysis: thanks to features such as read confirmation and CTA integration, you can access key data to analyze your performance and continuously adjust your campaigns.
  
  
• Two-way communication: RCS is more than just a distribution tool. It facilitates personalized, real-time or automated exchanges between brand and user. This makes it an excellent channel for customer service, transactional notifications and assisted sales.
  
  
• CRM integration and automation: Rich Communication Services technology integrates easily into a CRM or marketing automation ecosystem. As a result, a multitude of possibilities are open to you: you can trigger messages based on user behavior, integrate chat, perform nurturing, relaunch abandoned shopping carts, and so on.

In the end, the result of all these advantages is the Holy Grail so sought-after by sales reps and marketers: a higher rate of engagement. Indeed, a CM.com study reports an average click-through rate of 38% for RCS messages, compared with only 8-10% for conventional SMS messages.

And the drawbacks?

With figures like these, one might well ask why companies haven't jumped into the RCS bandwagon with both feet?

Well, the novelty, as always, comes up against a few limitations...

One of the main drawbacks of the RCS message is its deliverability. More specifically, not all devices support this format. It's worth remembering that iPhones were introduced only very recently, and Apple users were previously obliged to use iMessage for their enhanced communications. And when the phone is compatible, your customers still need to activate the functionality beforehand!

At the same time, dependence on the Internet network makes it difficult to use in certain geographical areas, and impossible if the user has deactivated mobile data.

Finally, the deployment of RCS depends on a complex collaboration between operators, handset manufacturers and operating system developers. The result: uneven functionality across markets, making campaigns harder to standardize.

💡 Note: when RCS is not supported, the message falls back to SMS fallback mode. This switch sometimes generates heterogeneous experiences that can damage brand image.

RCS or SMS messages: what are the differences?

To sum up what we've just explained, here's a table to help you quickly understand the differences between SMS and RCS.

SMS or RCS message: which is better for business?

While many companies wonder why they should opt for an RCS message instead of SMS, it all depends on your communication objectives and target audience.

To reach a wider audience, SMS remains an essential, simple and universal channel. All the more so if the message to be delivered is text-only. It is therefore an optimal choice for certain uses, such as :

• transmitting verification codes (OTP);
• confirming appointments or reservations;
• sending urgent alerts or simple notifications.

However, if you're aiming for direct engagement objectives (perhaps with less reach), we suggest you use RCS. It will offer far more communication possibilities:

• promoting articles with integrated images or videos ;
• sending product carousels
• integration of action buttons for immediate reservation or purchase;
• setting up a chatbot to guide the user through the entire experience.

💡 And to benefit from the best of both worlds, many brands combine the two: they activate, where possible, the automatic SMS upgrade setting to RCS.

How do you integrate RCS into your business?

There are many ways to integrate RCS into your digital ecosystem. Your choice will depend on your internal resources and objectives.

For example, you can

• use an RCS API to benefit from customized integration... provided you have an in-house technical team ;
• connect an RCS solution to your CRM or marketing automation tool.

But the easiest (and quickest!) way is to rely on a turnkey communications platform.

🛠️ This is the case, for example, with Esendex, a professional SMS marketing and notification software. It's packed with features, including support for RCS. With this solution, you can send enriched content and effectively track your campaigns, as part of a multi-channel strategy (RCS can be combined with the other channels offered by Esendex). And if your recipient doesn't have a compatible cell phone, they'll receive an SMS Landing Page message, so they'll always benefit from an enhanced experience.

What's more, Esendex integrates easily with your existing tools (CRM, ERP, support software, etc.), to make your processes and communications as fluid as possible.

See all software SMS Marketing

A few final FAQs

Why choose RCS instead of SMS?

RCS responds to today's communication challenges by promoting personalization and rich interaction.

Where SMS informs, RCS seduces and converts. If you want to offer a differentiating customer experience, the choice is quickly made!

Is RCS suitable for all business sectors?

Yes, provided you have a connected target audience.

Business sectors such as retail, logistics, finance and public services are gaining in efficiency thanks to RCS. It's ideal for uses requiring more visuals and interactivity.

Is RCS more expensive than SMS?

When sent, yes.

But when you take into account the high click, read and conversion rates, the cost per result proves very advantageous. In other words, it generates a higher return on investment.

Is it possible to switch automatically to SMS if RCS is not available?

Absolutely. The SMS fallback function ensures perfect continuity.

More concretely, if the user can't receive the RCS, they automatically receive an SMS, sometimes enhanced by a landing page.