Why choose the RCS message 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 these questions because they see new opportunities 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 is on the business side that we need to look for the major advantages of Rich Communication Services. This technology is a godsend for improving brand communications, with the aim of optimising the customer experience. But can it totally replace SMS?

What are the characteristics and advantages of the two methods? 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) characterises the mobile messaging standard that spread with the appearance of the first mobile phones in the 1990s.

It works via the mobile phone network using the GSM (Global System for Mobile Communications) protocol. So 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 functions of SMS:

• Sending short text messages, up to 160 characters (beyond that, the content is automatically cut out). However, other types of media, such as audio or video, are not supported.
  
  
• Operation without the Internet, using only the traditional mobile network.
  
  
• 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 be used to send images, GIFs and videos, among other things.

The advantages and disadvantages of SMS

The advantages

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

• Extended range: Short Message Service works on all phones (Apple, Android, etc.), including older models. This makes it accessible to a wide audience, and you don't have to worry about the type of handset used by your customers.
  
  
• Ease of use: sending messages via SMS requires no third-party application, installation or internet connection.
  
  
• Proven reliability: text messaging is highly stable in varying network conditions. Even with poor coverage, messages can still be sent quickly and efficiently. What's more, it serves 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 areas without Wi-Fi! So it can sometimes 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 enhanced message. It does not support multimedia content such as images, videos, documents or audio files. This makes it less suitable for certain commercial and marketing communications.

What's more, unlike modern messaging applications, SMS does not offer a read receipt or a keystroke indicator. This makes it difficult to measure the success of your campaigns using 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 emerged 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 rather than a mobile network.

In terms of use and experience, it is therefore similar to 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, for example).

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

👉 Here are its main features:

• Enriched messages, with multimedia content sent in the form of photos, videos, GIFs and documents (PDF, Word, etc.). What's more, RCS is not limited to 160 characters like SMS.
  
  
• Read receipts indicating when the message has been read, as well as typing indicators (when the other person is replying).
  
  
• Group messaging, with several participants.
  
  
• Real-time reactions ("Like", "Love", etc.) and extended use of emoticons. Enough to make communication more expressive and interactive!
  
  
• Increased 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 speed up sales.
  
  
• The possibility for companies to become "Verified Senders". 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 to be gained.

• An enriched user experience: images, videos, carousels, large files... RCS promises more visual and engaging communication, well beyond simple text, and comparable to that of the best messaging apps.
  
  
• Integrated branding: you can personalise your content, with your logo for example. This technology helps to improve the customer experience, promote your brand image and encourage 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 analyse your performance and adjust your campaigns on an ongoing basis.
  
  
• Two-way communication: RCS is more than just a distribution tool. It facilitates personalised, real-time or automated exchanges between the brand and the 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, you have a host of possibilities open to you: you can trigger messages based on user behaviour, integrate chat, perform nurturing, relaunch abandoned shopping baskets, etc.

The result of all these advantages is the Holy Grail so sought-after by sales and marketing professionals: a higher rate of engagement. In fact, a CM.com study reports an average click-through rate of 38% for RCS messages, compared with just 8-10% for traditional SMS messages.

And the drawbacks?

With figures like these, you might wonder why not all companies have jumped into the RCS bandwagon with both feet?

Well, as always, the novelty of RCS 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 until then Apple users were obliged to use iMessage for their enhanced communications. And when the phone is compatible, your customers still need to have activated 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 their 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 standardise.

💡 Worth knowing: when RCS is not supported, the message falls back into SMS fallback mode. This switch sometimes generates heterogeneous experiences likely to damage the brand image.

RCS or SMS messages: what are the differences?

To sum up everything 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 businesses?

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

If you want 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 are aiming for direct engagement (perhaps with less reach), we suggest you use RCS. It will offer far more communication possibilities:

• promoting articles with embedded images or videos ;
• sending product carousels
• integrating action buttons for immediate reservations or purchases;
• setting up a chatbot so as to guide the user through the entire journey.

💡 And to get the best of both worlds, many brands are combining the two: where possible, they are activating the setting to automatically upgrade SMS messages to RCS.

How do you integrate RCS into your business?

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

For example, you can

• use an RCS API to take advantage of customised integration... provided you have an in-house technical team;
• connect an RCS solution to your CRM or marketing automation tool.

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

🛠️ This is the case, for example, with Esendex, a professional SMS marketing and notification software package. It's packed with features, including support for RCS. With this solution, you can send rich content and track your campaigns effectively, 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 mobile, they'll receive an SMS Landing Page message, so they'll always enjoy 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 FAQs to finish off

Why choose the RCS message instead of SMS?

RCS responds to today's communication challenges by encouraging personalisation and rich interaction.

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

Is RCS suitable for all business sectors?

Yes, as long as you have a connected target audience.

Business sectors such as retail, logistics, finance and public services are becoming more efficient thanks to RCS. It is ideal for uses that require 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 is 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 specifically, if the user cannot receive the RCS, they will automatically receive an SMS, sometimes enhanced by a landing page.