With the launch of iOS 18.1, Apple has introduced RCS (Rich Communication Services) to iPhones, a significant shift for messaging between iPhone and Android devices. Apple first enabled RCS for personal messaging (P2P) with iOS 18 in September 2024, followed by a beta launch for business messaging (A2P) in October2024. RCS on iPhone now allows both personal and business communications using rich features like images, videos, and more, bridging the gap between iPhone and Android messaging.
What is RCS, and Why Does It Matter?
RCS, or Rich Communication Services, is an upgraded form of messaging that combines the simplicity of SMS with features from apps like WhatsApp, including media sharing, quick replies, and verified brand messages. Think of it as SMS 2.0—RCS allows you to send texts, images, and video directly from your default messaging app without extra app downloads. With Apple’s adoption, RCS could become the standard way people message, no matter their device.
Global Carrier Support
Not all carriers support RCS yet, but many do, with more expected to join soon. Here’s a quick look at some carriers supporting RCS worldwide:
- India: Jio, Vi, Airtel
- Belgium: BASE, Proximus, Telenet
- France: SFR
- Germany: O2, Telekom, Vodafone
- Spain: Masmovil, Movistar, O2, Orange, Pepephone, Vodafone, Yoigo
- United Kingdom: BT / EE
- Canada: Bell, Chatr, Fido, Freedom Mobile, Koodo, Lucky Mobile, Rogers, Telus, Videotron, Virgin Mobile
- United States: AT&T, C Spire, Consumer Cellular, Cricket, FirstNet, Metro by T-Mobile, PureTalk, Red Pocket, Spectrum, T-Mobile USA, TracFone / Straight Talk, US Cellular, Verizon Wireless, Visible, Xfinity Mobile
How to enable RCS on your iPhone
To activate RCS on an iPhone, update to iOS 18, go to Settings > Messages > RCS Messaging, and enable it.
RCS Business Messaging: The Next Step
With the launch of iOS 18.1, RCS Business Messaging (RBM) is live on iPhones. This feature allows brands to connect with customers in a richer, more interactive way. Customers with RCS enabled can receive messages from brands without extra settings. As more carriers support RCS, this could become a standard communication channel between brands and users.
RBM brings:
- Verified sender status for brand messages.
- Rich media options, including text, images, GIFs, and video.
- Interactive elements like quick replies for seamless engagement.
RCS Business Message Features
Rich Media Sharing: Send high-quality images, videos, and audio messages, providing a more dynamic user experience.
Interactive Buttons: Incorporate call-to-action buttons within messages, enabling users to make calls, open maps, or visit websites directly from the chat.
Verified Sender Identity: Display a verified business name and logo, enhancing brand trust and recognition.
Real-Time Indicators: Provide typing indicators and read receipts, offering transparency and improving communication flow.
Analytics and Reporting: Access detailed analytics on message delivery, read rates, and user interactions to measure campaign effectiveness.
Comparing RCS, SMS, and Apple Messages for Business
When it comes to business messaging, RCS, SMS, and Apple Messages for Business each offer unique benefits that suit different business needs. Here’s a simple comparison to help you understand how they differ
Feature |
SMS |
RCS |
Apple Messages for Business (AMB) |
|---|---|---|---|
|
Available on All Devices?
|
yes |
Available on both Android & iOS |
Only available on iOS devices |
|
Messaging Types |
P2P, A2P, P2A |
P2P, A2P, P2A |
P2P, P2A |
|
Rich Media |
No |
Yes |
Yes |
|
Branding Options |
No |
Yes |
Yes |
|
Character Limit |
160 |
160+ |
160+ |
|
File Sharing |
No |
Yes |
Yes |
|
Internet Connection |
Not required |
Required |
Required |
How Secure is RCS Business Messaging?
Secure messaging is very important, especially with more scams and frauds happening today. RCS Business Messaging (RBM) is a safe option because it’s closely regulated by Mobile Network Operators. These operators must approve businesses before they can send messages through RBM. This approval process includes strict checks for brand verification and anti-SPAM rules, making it a trusted choice for businesses that want a secure and reliable way to communicate with customers.
With RBM, both businesses and customers can feel more confident in the safety of their messaging.
Why Did Apple Finally Embrace RCS?
- EU Regulations In 2022, the EU approved the Digital Markets Act, requiring tech companies like Apple to make sure that basic features in their messaging services are compatible with others by 2024. This means that services like iMessage and the App Store would need to be accessible to all users.If Apple doesn’t follow these rules, they could face fines of up to 20% of their total revenue. This huge penalty gives Apple a strong reason to think about supporting RCS, which is a messaging standard that works across different platforms.
- Popularity of RCS: Rich messaging is becoming essential for both personal and business communication. With RCS usage projected to reach 3.8 billion users by 2026, Apple likely saw an opportunity to keep up with growing demand.
- Better User Experience: In the past, iPhone-Android messages were often sent as MMS, which can come with extra charges and low-quality media. RCS helps eliminate this issue, making messaging smoother and more enjoyable.
Latest Updates: RCS Expansion in China
China, one of the largest mobile markets globally, has recently accelerated its adoption of RCS technology. Major Chinese carriers, including China Mobile, China Unicom, and China Telecom, have committed to extensive RCS rollouts across their networks.
Highlights of RCS in China:
- Government-Backed Initiatives: The Chinese government supports RCS as part of its digital economy strategy, promoting advanced communication technology for both businesses and consumers.
- Industry Adoption: Businesses in sectors like e-commerce and fintech are rapidly adopting RCS for enhanced customer engagement, offering features like rich media messages and interactive chatbots.
- Integration with WeChat Ecosystem: Some carriers are exploring integration with popular platforms like WeChat, aiming to create a seamless messaging experience for users.
Juniper Research predicts that India and China will together send 30% of all RCS business messages in 2025. This suggests that China is likely to be a significant player in the global RCS market, although the exact pace of expansion in 2024 remains to be seen.
What's Next for RCS?
Now that Apple supports RCS, messaging could evolve further, with new group chat features, multimedia options, and potentially expanded business messaging tools. As Apple joins Google and carriers in supporting RCS, this move could drive faster adoption, improving communication between all devices.
Ready to learn more about RCS? Schedule your personalised demo today and experience the power of seamless communication!
