What is RCS messaging? A plain-language guide for businesses
The Ciclo teamPublished 5 min readRCS (Rich Communication Services) is the modern replacement for SMS text messaging. RCS messages arrive in a phone's built-in messages app, like a regular text, but can show a verified business name and logo, images, carousels, reply buttons and read receipts. When a phone can't receive RCS, the message can be sent as a plain SMS instead.
How RCS works
SMS was designed decades ago for short, plain-text messages. RCS is the standard that replaces it inside the default messaging app on modern phones. It sends messages over a data connection or Wi-Fi rather than the old SMS channel, which is what makes images, buttons and read receipts possible. The standard is maintained by the GSMA, the global association of mobile operators.
For the person receiving it, nothing changes about where messages show up. There is no app to download and no account to create. A business RCS message simply appears in the same conversation list as messages from friends and family.
What can a business RCS message include?
- A verified sender. The business name and logo appear at the top of the conversation, with a verification mark, instead of an unknown phone number.
- Rich cards. An image, a headline, a short description and buttons, all in one message.
- Carousels. Several cards side by side that people swipe through, such as products, menu items or events.
- Suggested replies. Buttons like "Book a time" or "I'll be there" so answering takes one tap.
- Read receipts. The sender can see when a message was delivered and read.
Google describes each of these features in its RCS Business Messaging documentation.
Which phones support RCS?
RCS works on Android phones through the default messages app (Google Messages), and on iPhone with iOS 18 or later, which added RCS to Apple's Messages app in September 2024. Support also depends on the recipient's mobile carrier. Because not every phone can receive RCS, business messaging services usually send a plain SMS version to anyone who can't.
RCS compared with SMS
The biggest differences are branding and rich content. SMS shows a number and plain text, with links for anything else. RCS shows who the message is from and can carry the content itself. For a fuller comparison, including email, see RCS vs SMS vs email.
| Feature | RCS with Ciclo | Plain SMS | Marketing email |
|---|---|---|---|
| Where it lands | Native messages app | Native messages app | Inbox, often the promotions tab |
| Your verified name and logo | Yes | A number or short code | Sender name only |
| Images, cards and buttons | Yes | Links only | Yes |
| Read receipts | Yes | No | Estimated |
| Replies in the same thread | Yes | Yes | Rarely |
| Phones without RCS | Falls back to SMS | Works | Not applicable |
RCS works on Android and on iPhone with iOS 18 or later, where the recipient's carrier supports it.
What does a business need to send RCS?
- Consent. People must agree to receive your marketing texts before you send them. The FCC requires consent before automated texts to a mobile number. See how to collect text message consent.
- A registered, verified sender. Your brand is registered with the carriers and reviewed for RCS. This review usually takes several weeks.
- A way to handle replies and opt-outs. People will reply, and some will ask to stop. Every opt-out has to be honored on every future message.
Ciclo handles all three for US businesses. See how it works.
Key takeaways
- RCS is the upgrade to SMS, built into the phone's default messages app.
- Business RCS messages show a verified name and logo and can include images, carousels and buttons.
- Android and iPhone (iOS 18 and later) support RCS, depending on the carrier. SMS covers everyone else.
- Before sending, a business needs consent, a verified sender and a plan for replies and opt-outs.