Rich Communication Service (RCS) is a type of mobile messaging that allows both brands and consumers to create interactive messages. RCS messages unlock the ability to send messages with larger file sizes and different file types. RCS messages are sent over data (wi-fi) networks rather than cellular networks, allowing mobile messages to power these larger sends.

There are two types of RCS messages:

RCS messaging introduces the ability for businesses to send messages that have more of a 'texting with friends' experience, rather than 1-way marketing communication, for example including multiple images in a message.

One of the largest benefits for a business using RCS is the Verified Sender Agent. The Verified Sender Agent is a business-specific capability that easily identifies your brand directly in the user's messaging app without having to download and add a contact card to their device. As part of the provisioning process, you can set up your sender agent profile including brand logo and brand name which indicates you are a trusted sender from the provisioning agents. Your customers can trust your sender agent without worrying about spam messages or someone impersonating your brand.

If you are adding RCS to an existing mobile program at Listrak, you can maintain the same opt-in and opt-out flows. A contact who opts in to a short code via a keyword, keyphrase, or list subscription campaign they are also eligible to receive messages from the sender agent. Contacts who text STOP to a Sender Agent will be opted out of both the Sender Agent and the Sender Code associated with your mobile program.

RCS features allow your business to provide additional opportunities for engagement with features such as buttons and product carousels. Multi-image carousels display additional properties that can catch the contact's eye and drive them to your website. Email has long since proven that buttons increase click through rate and RCS is proving the same in mobile messaging.

RCS messaging unlocks additional metrics that are sent from the sender agent back to the Listrak Platform. One major metric now available is the Read Rate because RCS messages can send back read receipts. However, read receipts is a setting that is not automatically enabled on most devices, so you may find that the rate is lower than you would expect. For those who do have them enabled, you will now be able to gather insights into how fast messages are read.

Apple rolled out support for RCS messages as part of the iOS18 software update, while Android devices have supported RCS for over a decade. While major phone types support RCS messages, your network provider may not have access to RCS. Most major carriers (AT&T, Tmobile etc.) support RCS messaging, some smaller carriers do not yet support RCS messaging. Many of these carriers are actively working on RCS support.

Listrak provides the option to utilize a fallback system to send an SMS or MMS message to contacts who do not have RCS enabled on their phones. Listrak receives a delivery receipt from each message sent within the platform. If Listrak receives a failed response for an RCS message it will send the fallback message.

You can choose to enable this fallback option at the individual message level. You can then fully customize the selected SMS or MMS fallback options. You can include personalization, coupons, and images (MMS only) in these messages.

Yes, RCS messages have a unique cost based on which of the two message types, rich message or rich media message, you are sending. The verified sender agent also has a recurring fee associated with the use of agent, similar to the short code fee. RCS message fees are only applied to those able to receive these messages. Fallback SMS or MMS messages will be billed based on your contract. Contact your CSM to discuss more about the cost breakdown.

Provisioning a sender agent can take between 6-8 weeks. If you have an existing mobile program with Listrak you can continue to send SMS and MMS messages from your provisioned short code during this time. If you are new to mobile you can provision both a sender agent and a sender code at the same time.

Yes, the same agencies, including the Federal Trade Comission (FTC) and regulations, such as the Telephone Consumer Protection Act (TCPA) govern RCS messaging. When authoring an RCS message, you can easily apply Time Zone Optimization to ensure compliance.