There are over 8.58 billion mobile subscriptions worldwide, making text messaging a game changer for how businesses connect with customers. Short Message Service (SMS) has long been a reliable and universally compatible choice for communication. Rich Communication Services (RCS), on the other hand, introduces advanced capabilities like rich media, read receipts, and branded messages that transform interactions.
While SMS boasts a massive user base of 9.3 billion subscribers, RCS has grown to 1.2 billion users, sparking a heated debate: RCS vs. SMS.
Engaging Android phone users through RCS chats or relying on SMS for a broad reach both offer unique advantages.
When businesses compare RCS and SMS, the key differences often include interactivity, compatibility, and cost. In this blog, we’ll explore SMS and RCS's features, business use cases, strengths, and limitations to help you find the right balance to meet business goals.
SMS: The standard since day one
SMS is a communication protocol that allows users to send short, text-only messages between mobile devices. It relies on cellular networks and not on an internet connection.
Therefore, it has been the backbone of mobile text communication for decades, as it virtually works with all mobile devices, including basic phones.
Are SMS and iMessage the same?
No, SMS and iMessage are not the same.
iMessage offers interactive features and allows multimedia-rich content sharing between two iOS devices. SMS only sends short, text-based messages between all mobile devices.
RCS: The new feature-rich customer engagement stream
RCS is an upgraded messaging protocol that relies on Wi-Fi or cellular data. It delivers an interactive experience with support for high-resolution multimedia, group chats, and other advanced features.
Are RCS and iMessage the same?
No, while they share similar features, RCS and iMessage differ.
iMessage is exclusive to Apple devices, while RCS is a universal protocol supported by various messaging apps on compatible devices.
RCS vs. SMS comparison
Let's explore the key differences between RCS and SMS for businesses evaluating their messaging strategies and deciding which option is best for them.
SMS vs. RCS messaging for businesses
SMS remains a cornerstone of business communication due to its universal compatibility with mobile devices and reliance on a cellular network.
Industries across the globe leverage SMS for fast, real-time connections—none more critical than emergency response services.
For example: Flight Vector, a dispatch solution provider for emergency medical services, revolutionized operations by adopting SMS through Plivo’s SMS API.
- The Challenge: Outdated pagers and unreliable email systems slowed emergency communications. Blocked messages or delivery uncertainty posed life-or-death risks.
- The Solution: Plivo’s SMS API delivered real-time confirmations, ensuring every critical alert reached the intended recipient.
- The Results:some text
- Over 460,000 SMS messages sent monthly without issues.
- Streamlined communication between dispatch centers, crews, and pilots.
- Real-time GPS updates for helicopter landing sites, improving response times and decision-making.
Flight Vector CEO Scot Cromer summed it up: “SMS is the future. If you don’t provide a texting solution, you’re going to be left behind.”
A 2022 survey showed a 75% increase in SMS usage due to its cost-effectiveness and ability to deliver messages even in low-network areas for critical alerts, notifications, and two-factor authentication (2FA).
RCS, on the other hand, provides businesses with interactive ways to connect with customers. Businesses are still realizing its potential — RCS adoption statistics suggest a 62% increase with 1.2 billion users. The growth comes with increasing RCS support from platforms like Google Messages and Apple.
Projections suggest an additional 900 million active users in the next two years.
Here’s a possible outlook for the mobile market in the coming years.
RCS: Use cases and advantages
Now that you’ve read about SMS's advantages and use cases, let’s focus on the benefits and potential use cases of RCS for business communication.
Deliver unforgettable customer experience
A Harvard Business Review survey noted RCS features provide richness in over-the-top (OTT) messaging with the universality of SMS.
Studies show that 90% of rich media messages are opened within 15 minutes, which increases customer engagement by up to 45 seconds per interaction. With RCS messages, businesses can engage users through:
- High-quality images, video messages, and GIFs.
- Delivery receipts and read receipts for transparency.
- Video calling capabilities for real-time interactions.
- Suggested replies and actions for seamless engagement.
- Location sharing to simplify navigation.
- In-message payment options for quick transactions.
- QR codes and sender verification for enhanced trust.
Harvard’s survey respondents emphasized the importance of these capabilities, with 81% highlighting the value of verified sender information.
Get verified for more trust
70% of consumers express concerns about the data security risks of brand texts. This is where RCS messaging’s most impactful features come into play — sender information verification.
Verification builds trust and helps brands avoid being flagged as spam. A verification authority, such as a mobile network operator (MNO), chatbot platform provider, or other specialized entity, can authenticate brands using RCS text messages.
Once verified, your brand’s logo, name, and status badge (e.g., a checkmark) will appear at the top of the conversation within the messaging app. Verified senders can confidently deliver messages to foster credibility and secure interactions across RCS-supported devices.
Merge RCS and OTT to develop better content
RCS is a powerful protocol that can complement existing communication channels like OTT to build trust and boost engagement.
Industries like healthcare and hospitality can leverage OTT for RCS communications to manage appointments, send reminders, and provide live support. For example, a hospital can use an interactive button to prompt patients to “schedule now” and book appointments directly through text.
Plivo’s WhatsApp Business API makes it easy for users to deploy WhatsApp for customer engagement with a low-cost solution. You can share rich media, including images, videos, documents, customized call-to-action (CTA) buttons, etc.
Also read: Quick Onboarding Guide to Get Started with the WhatsApp API
Get more conversions by utilizing customer data
With RCS features, businesses can showcase multiple products in a single message using image carousels, media cards, and GIFs. These chat features enhance the shopping experience when paired with CTA buttons that direct customers to checkout.
When RCS messaging becomes a tool in your omnichannel strategy, you can leverage customer data from sales, marketing, and operations to deliver personalized experiences.
Integrate RCS messages with your existing systems and channels and send engaging, media-rich promos to captivate audiences and drive conversions.
SMS: Use cases and advantages
Here is a list of SMS use cases and advantages that drive the trend.
Win trust with a personal connection
According to the Validity 2023 report, 19% of consumers prefer receiving updates via text messages, surpassing social media (16%), app notifications (6%), and direct mail (6%). This highlights the trust and reliability associated with SMS.
Additionally, SMS goes straight to the native messaging app. A direct connection to your customer’s mobile device makes communication much more personal than other channels. When recipients get a direct ping in the notification bar, they often read the text within seconds.
Businesses must implement effective SMS opt-in and opt-out mechanisms to ensure compliance and build customer trust.
Get an unbeatable return on your investment
SMS marketing is a standout performer for CFOs seeking measurable financial impact. It offers a cost-effective strategy for businesses of all sizes with almost 100% open rates, 45% response rates, and an unmatched return on investment (ROI) of $21-$40 for every $1 spent.
SMS is an ideal channel for time-sensitive communications, from flash sales to urgent updates. SMS short codes for high-volume messaging enable faster, more efficient customer engagement for events like Black Friday, during which SMS marketing has been shown to deliver an impressive ROI of up to 7433%.
To secure and seamlessly implement SMS for critical notifications like authentication, businesses can integrate Plivo with Okta for SMS verification.
Pro Tip: Combine SMS's universal reach with RCS's interactive features to watch your engagement metrics go through the roof.
Here’s a quick comparison table for engagement metrics for RCS vs SMS.
Do not worry about algorithms
Marketing on platforms like Google and social media often means playing with ever-changing algorithms that dictate content visibility.
Google's ranking criteria frequently change with core updates, while shifting social media algorithms can impact organic reach, forcing brands to rely more on paid promotions. These constant shifts create endless frustration and uncertainty for marketers.
On the other hand, SMS marketing offers a stable and reliable alternative.
Unlike search engines or social media, algorithms don’t control SMS content reach. Every SMS message lands directly in the recipient's inbox, giving you full control over communications without fighting for visibility or adapting to shifting guidelines.
Deliver messages with more impact
Human attention spans are shrinking, and SMS marketing can address this. Unlike long emails or intrusive calls, SMS delivers concise, high-impact messages that grab attention instantly.
SMS open rate is three times better than email marketing (37.3%), and the response rate is 9.3 times greater than cold calls (4.8%).
It drives this high engagement with a direct, to-the-point approach, ensuring readers focus on the message and the call to action without distractions.
Which media and devices support RCS and SMS?
SMS remains universally supported on all cellular devices connected to a network, ensuring reliability even without data connectivity.
RCS was initially available only on Android phones through Google Messages. However, RCS business messaging (RBM) was added to iOS 18.1. Now, iOS supports RCS for iPhone users for person-to-person (P2P) messaging in select markets.
While a global rollout is pending, this integration improves messaging between Android and Apple devices. Users can check and enable RCS messaging in their app’s chat features settings.
Find a solution no matter your messaging strategy
Choosing the right messaging protocol depends on your goals and audience. Consider the following when comparing RCS vs. SMS:
Choose RCS when:
- Visual appeal matters: It provides visually engaging messages with rich media like images, videos, and GIFs, perfect for campaigns prioritizing aesthetics.
- Interactivity is key: Features like buttons, suggested actions, and forms allow better audience interaction for engagement and conversion rates.
- Enhanced branding is a priority: Custom branding with logos and colors can deliver a consistent and professional brand presence.
Choose SMS when:
- Wider reach is necessary: Given that all mobile phones, even older or less advanced devices, support it.
- Immediate and direct communication is vital: SMS gets delivered instantly, making them ideal for time-sensitive updates like promotions or alerts.
- Budget constraints exist: Carrier plans often include SMS without additional costs.
A hybrid approach combining SMS and RCS offers the best results for most businesses. However, it’s important to note that RCS adoption is limited due to its data network reliance, device compatibility, and higher costs.
On the other hand, SMS still has an edge in business communication as it offers universal compatibility, cost efficiency, and dependability across all devices. SMS notification services are the best choice for small to medium-business solutions where budgets are often a restraint.
Get started with Plivo’s SMS API
No matter your goals, the right messaging solution can drive success in conversational commerce.
SMS not only supports customer communication but also plays a vital role in secure and seamless authentication processes. Whether you're managing account verifications, login security, or two-factor authentication, SMS offers unmatched flexibility, enabling businesses to scale operations during peak demands without incurring significant costs or logistical challenges.
Plivo bridges this need with its Verify API, delivering reliable and cost-effective authentication. Designed for effortless integration and maximum reliability, Verify API ensures:
- Zero authentication costs
- Free Fraud Shield for enhanced security
- No regulatory complications
- Reduced technical support overhead
Coupled with Plivo’s easy-to-integrate SMS API, businesses can deliver impactful messages while managing authentication at scale — all without hesitation or hidden fees.
Plivo provides a complete messaging solution with support for both RCS and SMS, all tailored to your business needs. Contact us to get started today!
