For more than two decades, SMS has been the backbone of mobile business messaging – simple, reliable, but woefully limited.
Now, a new player is reshaping the landscape: Rich Communication Services (RCS).
Long hailed as the next evolution of texting, RCS is finally stepping into the spotlight with Apple’s long-anticipated embrace of the technology and the rise of AI-powered messaging agents.
The era of plain-text communication is giving way to rich, interactive customer conversations – and brands are taking notice.
A Long-Promised Upgrade
While RCS has technically been around for over a decade, it’s only recently that it has become viable for real business use.
The technology enables many of the features users already expect from modern messaging apps – read receipts, typing indicators, high-resolution images, and interactive elements like buttons and carousels – all delivered through the native SMS app on a user’s phone.
What sets RCS apart is its universality. Unlike services like WhatsApp or Messenger, it doesn’t require downloads or sign-ins. Once supported by both iOS and Android, RCS becomes a platform-agnostic system that delivers rich messaging by default.
Until now, the lack of RCS support on Apple devices had limited its full potential. Android users could send RCS messages through apps like Google Messages, but iPhone users were left out. That divide made RCS a risky bet for businesses trying to reach the full market.
Alexander Haque, CEO and cofounder, Clerk Chat emphasised:
“Apple getting behind this protocol is a tectonic shift for the industry. It allows brands to usher in AI agents – like a truly conversational interface that is app-like, or even better than an app.”
What It Means for Business Messaging
For companies, the implications are substantial. SMS has been a staple for things like appointment reminders, delivery notifications, and marketing – simple, short, and direct.
But it offers little room for engagement or feedback.
RCS introduces the possibility of fully branded, interactive conversations where users can browse, ask questions, and even complete purchases inside the chat.
Haque added:
“Getting an RCS agent live isn’t straightforward. It has been gate-kept in its early days to Fortune Brands or brands your grandmother would recognize.”
“The bar is high: massive traffic, non-transactional use cases, and a fully conversational experience.”
AI Agents Enter the Chat
RCS is arriving at a moment when AI-powered chat agents are also gaining traction. The combination of media-rich messaging and generative AI allows for more dynamic, personalized interactions.
Rather than routing customers to websites or call centers, companies can use AI agents within RCS to offer support, product recommendations, or guided shopping – all inside the conversation thread.
Though chatbots are not new, their integration into native messaging apps gives them new reach and immediacy, potentially reducing the friction associated with standalone apps or web portals.
Accessibility and Reach
The technology also carries potential benefits for accessibility. Unlike SMS, it supports structured and dynamic content, which can be better interpreted by screen readers and other assistive technologies.
That makes it a compelling option for sectors like healthcare, education, finance and public services, which often need to communicate with broad, diverse populations.
Still, challenges remain. Apple has said that its version of RCS does not currently support end-to-end encryption, a feature available through iMessage and other platforms – which raises questions around privacy and data security.
Businesses will also need time to update their systems and messaging infrastructure to make full use of RCS’s capabilities.
Bottom Line
The shift away from SMS won’t happen overnight. But with both major platforms now on board, RCS is positioned to become the next default in mobile messaging – not just for consumers, but for the companies trying to reach them.
