Sinch highlights that Rich Communication Services (RCS) is fast gaining traction as brands explore new ways to improve customer interactions. According to insights from a panel of senior marketing and digital communications experts across top European brands, over 70% anticipate that RCS will become a central communication channel within five years. Meanwhile, 73% foresee RCS evolving as the primary messaging platform in a decade.
“RCS is quickly becoming a must for brands looking to enrich their customer communication strategies. Two-thirds of respondents believe partnerships with CPaaS vendors like Sinch are critical for success with RCS, highlighting the need for integrated, scalable solutions,” said Virginie Debris, Senior Vice President of Product of messaging at Sinch.
In addition, Apple’s recent rollout of RCS on iOS with the 18.1 update marks a milestone, extending this previously Android-only technology to iPhone users. This development enables seamless exchange of rich content, read receipts, and group messaging between iPhone and Android users while also bringing RCS Business Messaging (RBM) to select markets and carriers. Moreover, this enables brands to connect with audiences on both platforms through a single, integrated channel featuring verified branding and secure conversational tools.
Sinch’s expert panel indicated that Apple’s endorsement of RCS has significantly accelerated brand interest, with many organizations actively planning or rolling out RCS as part of their customer communication strategy. Key drivers behind this shift include the “verified sender” functionality, which assures customers of brand authenticity, and the streamlined experience of engaging customers without third-party apps.
Among the main motivations for brands to adopt RCS, experts emphasised the chance to craft more innovative customer experiences (CX) and leverage a secure, verified channel that fosters trust and engagement. The panel also noted that RCS will have a transformative impact across industries, with 90% of finance, retail, and insurance experts expecting it to become a critical element in customer communication.