What is the Difference Between SMS and RCS?

Imagine receiving two text messages. One is from a random five-digit shortcode with a plain text offer—easy to ignore or dismiss as spam. The other? A message from a verified brand, complete with its logo, official name, and interactive buttons that let you explore products or claim a discount in just one tap. Which one are you more likely to engage with?

While SMS marketing has been a longstanding staple in mobile messaging, RCS is rapidly emerging as a formidable successor. It offers enriched features that allow businesses to send branded, interactive messages which look and feel like mini mobile apps without requiring a separate download.

What is SMS?

Short Message Service (SMS) is a text messaging service that has been widely used for decades. It allows for the transmission of short text messages (up to 160 characters) over a cellular network. Despite its simplicity, SMS remains a core component of mobile and text message marketing due to its universal compatibility across devices and carriers.

Key features of SMS:

• Supports only plain text with a 160-character limit
• Works on all mobile devices and carriers
• No internet connection required
• Limited branding opportunities (messages appear as generic shortcodes or numbers)

What is RCS?

Rich Communication Services (RCS) is an advanced messaging protocol designed to replace SMS by providing a more interactive and media-rich experience. Unlike SMS, RCS operates over mobile data or Wi-Fi, allowing businesses to send high-resolution images, videos, and even interactive elements like buttons, carousels, and suggested replies.

Key features of RCS:

• Supports rich media (images, videos, GIFs, and files)
• Interactive elements (quick replies, action buttons, carousels)
• Branded sender identities (verified logos, names, and colors)
• Read receipts and typing indicators
• Requires an internet connection (Wi-Fi or mobile data)

Key differences between SMS and RCS

The rise of RCS in mobile marketing

With well over 1 billion active RCS users worldwide (and growing), brands are increasingly leveraging RCS to create engaging, high-converting mobile marketing campaigns. With Apple (whose devices account for 65% of the US smartphone market) enabling RCS support with iOS 18 in September of 2024, the stage is set for the much-anticipated RCS takeover.

But the impact, especially for marketers, extends far beyond the humble read receipt.

Why marketers should consider RCS

1. Higher Engagement and Response Rates
RCS messages see engagement rates up to 3X higher than SMS because they offer a more dynamic, app-like experience. Features like buttons, suggested replies, and image carousels reduce friction in customer interactions.

2. Better Brand Trust with Verified Senders
Unlike SMS, which relies on shortcodes or random numbers, RCS allows businesses to verify their sender identity. This means recipients will see your brand name, logo, and colors, increasing trust and reducing spam concerns.

3. Seamless Customer Journeys
RCS messages can include embedded CTA buttons, making it easier for customers to complete actions like purchasing a product, scheduling an appointment, or accessing support—without leaving the chat.

4. Cost-Effective Alternative to Mobile Apps
For brands that don’t want to invest in developing and maintaining a mobile app, RCS serves as a powerful alternative. It delivers a rich, app-like experience directly in the user’s native messaging app without requiring downloads.

How to implement RCS in your marketing strategy

1. Check Carrier and Device Support
RCS is widely supported on Android devices and, as of iOS 18 (2024), Apple has also begun rolling out RCS support. However, coverage varies by carrier, so marketers should assess their audience's compatibility.

2. Create Rich, Interactive Content
Take advantage of high-resolution images, videos, and CTA buttons to create compelling campaigns. Use carousels and quick-reply options to guide users through decision-making processes.

3. Leverage Branded Sender Verification
Register your brand with an RCS messaging provider or mobile carrier to enable verified sender identities. This reduces spam risks and builds credibility with your audience.

4. Track Performance with Analytics
Unlike SMS, RCS provides detailed analytics on message delivery, open rates, and user interactions. Use this data to optimize future campaigns and drive better results.

Frequently asked questions about RCS

Q1: Is RCS replacing SMS entirely?
A: No, SMS will continue to be widely used, especially in areas where RCS is not supported. However, RCS is gradually becoming the preferred messaging standard for richer customer interactions.

Q2: Can RCS messages be sent to iPhone users?
A: Yes, as of iOS 18 (2024), Apple has started rolling out RCS support, allowing iPhone users to send and receive RCS messages. However, full adoption may take time.

Q3: Do RCS messages require an internet connection?
A: Yes, RCS messages are transmitted over Wi-Fi or mobile data, unlike SMS, which uses cellular networks.

Q4: What happens if a recipient’s phone doesn’t support RCS?
A: If the recipient’s device or network does not support RCS, the message automatically falls back to SMS or MMS.

Q5: How much does it cost to send RCS messages?
A: RCS pricing varies by provider and carrier. While it is typically more expensive than SMS, it offers higher engagement and conversion rates, making it a valuable investment.

Get started with RCS messaging today

OneSignal currently supports RCS messaging, empowering marketers to create rich, personalized customer journeys without requiring heavy developer support. With our drag-and-drop Journeys Builder, you can effortlessly implemented your text campaigns alongside your other channels to maximize engagement.

Start leveraging RCS today and transform your mobile marketing strategy!