Modern consumers expect messaging to feel like a continuous, interactive conversation. But delivering that experience is difficult for marketers, who must coordinate customer data, content, timing, and channel execution across disconnected systems. As engagement programs grow, teams need a simpler way to create relevant, connected experiences without adding more operational complexity.
Why RCS is a more engaging experience
Rich communication services (RCS) brings rich, interactive, app-like experiences straight to your customers’ native messaging app. No app store downloads required.
Instead of isolated channels or glorified text messages, Iterable embeds RCS directly into your existing cross-channel orchestration canvas. You can now build continuous, stateful conversations alongside email, mobile push, and standard SMS, leveraging real-time behavioral branching and unified personalization.
Verified brand identity
Unverified sender numbers and mysterious short codes destroy consumer trust. RCS displays your official company name, logo, and a verified badge right at the top of the thread, reassuring customers that your messages are authentic. Studies show that 88% of consumers trust a message more when displayed with a verified business profile.
“SMS is getting harder to win in. Inboxes are crowded, carrier filtering is tightening, and smishing has trained consumers to distrust unknown numbers. RCS gives us a verified sender identity, our logo, and our brand name at the top of the thread, so the message is recognizably Fabletics before it is read. In a channel where legitimacy is the barrier to engagement, verified branding is a deliverability and conversion asset, not just a design upgrade.”
-Adrian Rohr, VP Membership & Retention @ Fabletics
Rich experiences that increase conversion
RCS transforms plain text into an interactive storefront. Send high-res images, product carousels, action buttons, and single-tap suggested replies that guide users seamlessly through your funnel. Because of these interactive elements, RCS experiences achieve conversion rates as high as 80% compared to traditional SMS.
High-impact use cases for digital-first brands
1. Interactive onboarding and activation
Re-engage users who declined push notifications or abandoned setup screens. Use RCS to guide them through interactive account completion, progressive preference collection, and quick actions without forcing them back into a dedicated mobile app.
2. Guided content discovery
Media and entertainment brands can deliver rich video previews, event updates, and interactive carousels. Recipients can browse catalogs or save content directly from their native messages app with a single tap.
3. Adaptive lifecycle messaging
Trigger event-driven updates, logistics notifications, and re-engagement prompts based on real-time user actions. Keep the conversation going in a single thread that updates dynamically as customer preferences change.
What is included at launch
RCS Business Messaging is built natively into Iterable, giving you access to:
- Journey orchestration: Trigger and branch RCS messages based on user behavior right on the Iterable canvas.
- Rich content builder: Easily compose carousels, CTA buttons, quick replies, and personalized media.
- Real-time analytics: Track ROI, engagement, and delivery with native read receipts and webhooks.
- Personalization & API support: Use Handlebars syntax, profile attributes, and RCS APIs for dynamic messaging at scale.
FAQs
1. How is RCS different from SMS?
RCS offers verified branding, rich media, carousels, buttons, suggested replies, and interactive conversations without requiring customers to download another app.
2. What do I need to get started with RCS?
You’ll need to register a verified RCS sender profile and reach customers on supported carriers and devices with RCS Business Messaging enabled.
3. Does RCS automatically fall back to SMS?
No. Automated channel fallback isn’t included at launch. If a device doesn’t support RCS, you’ll need to create a separate fallback journey using another channel.
Ready to elevate your mobile messaging strategy? Join our Unboxed webinar on RCS on October 15th. Save your seat here.