There are two elements of Rich Communication Services (RCS) messaging that help promote your brand: the RCS agent profile, which identifies your brand, and the media, for example a product carousel, included in a rich media message.
RCS Rich Card Messages
RCS Rich Card messages allow you to upload a single media file (image, gif, video etc.) as part of a message
Best message type when communicating a singular primary message
Across all devices, links placed in the middle of the message text (not buttons or actions) will appear as plain text and not be clickable
Use vertical media orientation with Tall media height
Apple iOS devices will use tall media orientation regardless of design
Design for tall orientation to prevent rendering inconsistencies
Use a 3:2 image ratio
Include at least a 5% safe area border to ensure no content is cut off
A common dimension for tall media is 1620x1080px which is 1458x972px with the 5% safe area
RCS supports file sizes up to 10MB
iOS prioritizes title and button elements over media
Images may appear cropped depending on the text size set on a user's device
Limit title and text to a maximum of 3 lines
Avoid the use of all caps in messages
RCS Carousel Messages
Best message type when communicating a message that highlights multiple elements (e.g. product benefits, a multi-product sale etc.)
Carousels can contain a maximum of 10 cards
Only include 1 CTA per card
Use Medium image height to prevent cropping
Use a 16:9 image ratio
Include at least a 5% safe area border to ensure no content is cut off
A common dimension for medium media is 1920x1080px which is 1728x972px with the 5% safe area
On Apple devices, gifs will display as a static image
RCS supports files sizes up to 10 MB
iOS prioritizes title and button elements over media
Images may appear cropped depending on the text size set on a user's device
Limit title and text to a maximum of 3 lines
Titles have a hard limit of 40 characters; aim for 30-35 characters
Buttons have a hard limit of 25 character; aim for 10-15 characters
Avoid using all caps in messages
RCS Agent Profile
The RCS Agent Profile is a fully verified profile that is automatically available to your subscribers without them having to take action to download the profile. The Agent Profile is available for any company using RCS for Business. When you provision RCS with the carriers you will include the profile details during the provisioning process, allowing the carriers to vet the information.
đĄ The appearance of the profile will differ across devices and operating systems while providing trust-building across all devices.
You can provide the following information as part of the Agent Profile.
Display Name: Your brand name that will display in the messaging app.
Description: A tagline or brief explanation of your brand.
Color: The color code for your brand. Colored elements appear above the phone number.
â ď¸ Hex value - contrast ratio must be bigger than 4.5 in comparison with white color. Use a color contrast checker to check that it meets the requirements.
Banner Image: A 1440x448 px image that displays when a user views your business details. Use a 32:10 aspect ratio when designing and consider the overlap of the banner and logo (see example below).
đĄ Banner images do not appear on Apple devices.
Logo: A 224x224 px image that displays on the messaging device.
â ď¸ A logo will appear with rounded corners on the agent profile. Ensure some white space at the edge of the image to ensure that the entire logo is displayed.
Contact: The phone number contacts can use to reach your business. Uses standard E.164 number format for phone numbers.
Phone Number Label: An identifier for the contact phone number (e.g. Customer Support).
Primary Website: The main website domain associated with the brand. Multiple website addresses can be added, if needed.
Website Label: An identifier for the website.
Primary Email: An email address associated with the business. Multiple email addresses can be added, if needed.
Email Label: An identifier for the email address (e.g. Customer Service).
Privacy Policy and Terms of Service Links: Website addresses for your business privacy policy and Terms of Service.
RCS Agent Profile for Android  | RCS Agent Profile for iOS 
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RCS Messages Rendering Variability
Like many other features across Apple and Android devices, the appearance and functionality of RCS messages will differ.
Message Element | Apple Rendering | Android Rendering | Strategy Suggestion |
Link Location: Links placed in the middle of a message | Link may not be clickable | Links may not be clickable | Place links at the end of the message text |
Link Location: Links placed at the end of the message | Links are clickable | Links are clickable | Place links at the end of the message text |
Message Length | Displays 3 lines of text or approximately 144 characters | Displays up to 2,000 characters | Place important information first or limit to 144 characters |
Multiple CTA Buttons | If more than 3 buttons are present, users will see an 'Other' option. Clicking on the Other option displays the additional buttons | All buttons display | Place the most popular/used buttons at the front or limit the number of CTAs |
Carousel Functionality | Uses a stacked format where additional images can be hard to see | Uses the classic swipe left format | Design your images to include an element that tells users more images are available in the carousel |
Content Considerations for RCS
Focus on Relevant Attention-Grabbing Content
Images and videos can drive engagement in the attention economy. Make sure the the media you are presenting communicates direct specific value. For example, communicate the benefits of new products, a clear instructions for next steps, or clearly tailored recommendations specific to the viewer.
Make the Most of Carousels, But Don't Overwhelm
Multi-image messages is one of the biggest gains for brands using RCS for Business. These messages can feel more similar to the peer-to-peer texting experience and can drive up engagement. However, don't overwhelm your users by providing 8-10 images that don't drive value for them. Include at least 3-4 image to make the most of the carousel, but focus on creating four highly-relevant images rather than 8-10 vague images.
Consider the Visual Structure
Rich messaging in RCS more closely mimics an in-app pages than they do the standard SMS messages. Like in emails, apps, and webpages: the structure of the content is important. Use common structures like hero, title, body text, CTA to promote quick understanding.