Apple’s RCS Move: A Messaging Gamechanger

For as long as we’ve been tapping out texts, there’s been a silent standoff in the world of messaging. On one side, we have Apple’s iMessage, a rich messaging system that moved beyond the traditional SMS, offering a data-based service free from character limits and text-only constraints. 

On the other, we have the universal SMS standard, a more humble but ubiquitous messaging system. While iMessage has been exclusive to Apple users, Google has been advocating for a universal standard known as RCS, or Rich Communication Services, for many years. RCS offers features similar to iMessage without requiring an iPhone. 

This tug-of-war between the two tech giants has been far from a quiet dispute, with Google openly urging Apple to support RCS. For a long time, Apple resisted, maintaining its commitment to iMessage. But the tide changed last November when Apple announced it would start supporting RCS in 2024.

While other pieces must fall into place before this vision is solidified into reality, this shift signals a potential future where cross-device messaging is more unified, bringing a moment of harmony to iPhone and Android users.

At Kaleyra, we’ve long championed the fusion of cutting-edge communication tools with seamless user experiences. And with Apple’s RCS integration, we believe a new horizon emerges — a future where communication transcends boundaries and limitations.

SMS vs RCS

While SMS remains the universal standard, it has limitations when it comes to interactivity and engagement. RCS is the upgraded text message experience. Think a robust platform, capable of delivering a richer messaging experience compared to traditional SMS and MMS, with features such as high-quality media sharing, in-line reactions, and typing indicators.

And here’s the big picture. For many brands, it may be the missing piece in a cohesive omnichannel journey that seamlessly takes customers from messaging-based conversations to video chat, online, in-person experiences, and back as desired based on convenience. Here’s a look at the most noteworthy features for brands:

These features make RCS a powerful tool for modern communication, providing a richer, more engaging messaging experience. 

RCS and iMessage: A Balanced Coexistence

So how will RCS and iMessage coexist on iPhones? According to reports, Apple is planning to incorporate RCS alongside iMessage, rather than replacing it. This means that iPhone users will still have access to iMessage’s unique features when communicating with other Apple users, while enjoying the benefits of RCS when messaging with Android users.

In a statement to 9to5Mac, an Apple spokesperson said, “…We will be adding support for RCS Universal Profile, the standard as currently published by the GSM Association. We believe RCS Universal Profile will offer a better interoperability experience when compared to SMS or MMS.”

Apple continues to underline that iMessage will still be the best and most secure experience for Apple users and asserts it will work with GSMA members on ways to further improve RCS, especially in terms of security and encryption. 

Why RCS Matters For Your Brand

While consumers stand to benefit from this major shift, brands may benefit even more. RCS adoption has been dramatically slowed by the prevalence of iPhones, particularly in the US. In 2022, iPhone owners accounted for nearly half of all smartphone users in the country.

SMS, while effective and reliable, does not give a brand much insight into its customers. RCS gives brands engaging tools to nudge a customer through a journey while collecting information. Apple’s support of RCS would enable brands to send rich, interactive messages globally without worrying that a large portion of their customers can’t receive such messages. 

Alongside engagement, security is a strong point to consider. RCS offers enhanced security and features like branding and sender verification. This has a significant impact in industries where fraud is a large concern, such as financial services.  To learn more about the features of RCS compared to SMS, view our brief here. 

Kaleyra stands at the vanguard of this transformative wave, committed to leveraging Apple’s RCS integration to empower businesses and individuals alike. Our robust CPaaS solutions are primed to harness the full spectrum of RCS capabilities, ensuring our partners navigate this paradigm shift seamlessly. Contact us today to learn more and get started.