Getting started with RCS marketing

We're entering a new era of mobile messaging—and RCS is leading the way. This powerful channel, which was thrust into the spotlight last year when Apple announced that it would begin supporting it, makes it possible for marketers to deliver richer, branded messages that power compelling, trusted experiences.

While RCS is the next generation of SMS and MMS, it has some considerable differences from traditional SMS that marketers need to know in order to successfully set up and manage their RCS program. But fear not. We’re breaking everything down so you can quickly set up and start using this cutting-edge channel to create immersive, conversational experiences for your high-value mobile customers. Read on to learn:

• How RCS device-level support and carrier coverage affect deliverability
• How to set up RCS as a channel
• How to get RCS compliance right

Understanding RCS coverage and deliverability

There are two main components to RCS deliverability: Device-level support and cellular carrier coverage. Both determine whether your RCS message will be successfully received by a given user or not. Let’s dive in.

Device-level support: One important thing to understand about RCS is that even though it was first introduced in 2008, it is still very much an emerging channel. Since Apple started supporting RCS in the fall of 2024, some consumers are still updating to the OS version that supports the protocol (namely, iOS18.1). It’s estimated that currently about 68% of iOS devices are updated as of January 2025 and this number will continue to grow. On the other hand, RCS is enabled on nearly 100% of Android devices since it has been the standard for peer-to-peer messaging on Android devices for years.

Cellular carrier coverage: The other factor in the RCS delivery equation is cellular carrier support. While RCS is an IP-based protocol (meaning messages are delivered over a data network instead of a cellular network), carriers are still involved commercially in the “chain” of delivery. For example, if you want to successfully send an RCS message to a consumer who uses Verizon, Verizon needs to support the protocol.

Carrier coverage varies by region, with all major carriers in the UK supporting RCS, for instance, while other countries lag behind. Coverage in the US is strong, with Verizon and T-Mobile already supporting RCS and AT&T planning to roll out support in early spring/summer 2025.

So what does this all mean for you as a marketer? In short, you can expect less than 100% deliverability of your RCS messages. And if you’re sending into multiple countries, you can expect deliverability to vary. That’s why it’s important to look for a provider who supports SMS fallback, so you can deliver your messages as SMS in circumstances when the device or carrier for that recipient doesn’t support RCS.

Note: We expect both device-level support and carrier coverage to ramp up dramatically in 2025. In the coming years, we predict RCS will be as ubiquitous as SMS. Instead of waiting, consider implementing RCS sooner rather than later in order to stay ahead of the curve and stand out from your competition.

Setting up the RCS channel

RCS opens up major new possibilities for messaging, but that also means that setting up RCS as a channel can feel intimidating to many marketers. And while there are a couple new considerations compared to SMS, the good news is that once you get the channel set up, you can immediately start reaping the rewards of one of the channel’s main benefits—verified, branded messaging.

RCS verified sender: As mentioned before, RCS is an IP-based protocol, meaning messages are sent over a data network instead of a cellular network. So instead of using a long code or short code like SMS, RCS uses a verified sender. The RCS verified sender supports out-of-the-box branding, which is displayed at the top of the message thread instead of a phone number or short code. This includes your brand’s name, logo, tagline, and contact information.

Plus, your contact information is accessible when users tap the verified sender. Android users will also see your brand color and a banner displayed on the contact info page. All of this comes together to help you create an authentic, owned digital space that your customers recognize when they open up the message thread. To indicate that your brand is legitimate and has been vetted by the carriers, a blue verification badge will also appear next to your logo–boosting customer trust and engagement. Setting up your RCS verified sender is a similar process to short code registration and typically takes 4-6 weeks.

SMS fallback: As a best practice to maximize deliverability, you’ll also want to have an SMS sending phone number for SMS fallback. If you’re already sending SMS, you may be able to use your existing SMS phone number. Once you have your RCS verified sender and your SMS sending phone number for fallback, you’re almost ready to start sending messages. Choose a provider who can help walk you through the rest of the process, which includes adding your verified sender and phone number to subscription groups. You’ll also want to pick a provider with built-in subscription management to automatically handle RCS opt-ins and opt-outs.

Getting RCS compliance right and building your list

The final thing you’ll want to handle before you start sending RCS campaigns is compliance considerations. Because the channels are very similar, the same laws, regulations, and carrier policies that apply to SMS also apply to RCS, including TCPA rules for collecting opt-in and CTIA guidelines, including SHAFT. In terms of opt-ins, work with your legal team to determine how you should collect opt-ins, especially if you’re already sending SMS today.

List growth strategies: A key element to setting up and scaling your RCS program is growing your subscriber list to support your customer engagement goals. If you’re already running list building campaigns for SMS, you can simply update the language to be inclusive of SMS and RCS. For example: “Get 15% when you sign up for SMS/RCS today!” 

If you’re starting from scratch, there are several ways to build your list and collect opt-ins including:

• An in-app or in-browser pop-up after key moments. For example, after a customer makes a purchase, prompt them to subscribe so they can receive future order status updates via RCS. Check out our no-code SMS/RCS sign-up form which is already set up to automatically collect phone numbers and update the user’s subscription status.
• On your mobile app or website. You might already be collecting customer phone numbers during account registration or at checkout. This is a perfect place to ask customers to sign up to receive messaging over RCS.
• Landing page. Drive users to a landing page from an email or any other digital marketing campaign. Convey the benefits of signing up for RCS on the landing page (for example, early access to sales or exclusive offers) and collect phone numbers directly on the page.

Final thoughts

RCS is a fascinating tool, in part because it’s both an emerging channel and the newest member of a long-running family of engagement channels, following SMS and MMS. Consumers are still discovering RCS, but as they learn what it makes possible and begin to get used to the rich, exceptional experiences it can power in their interactions with other brands, it’s going to quickly become more important to ensure you’re able to meet their growing expectations. By starting to think about RCS now, you can maximize the impact of your investment and save yourself a potential headache later.

Want to learn more about sending RCS with Braze? Learn more about the Braze platform’s native support for the channel and find inspirational use cases in our SMS & RCS Inspiration Guide.