On September 9, 2024, Twilio, the leading customer engagement platform known for delivering real-time, personalized experiences for top brands, unveiled the global rollout of Rich Communication Services (RCS) messaging through its Programmable Messaging and Verify APIs. RCS upgrades traditional messaging by adding branded sender identification within default messaging apps, allowing customers to instantly recognize and trust the source of their messages. This update enables businesses to send branded, verified messages that foster trust and drive customer loyalty, all without any code modifications.
Key features of Twilio RCS include:
- Branded Messaging: Twilio’s RCS solution automatically upgrades SMS messages to RCS on compatible devices at no extra cost for messages up to 160 characters. It includes features such as business logos, taglines, business names, Google-verified sender credentials, and read receipts. These elements ensure customers always know who they’re communicating with, boosting trust and engagement, which are crucial for driving repeat and first-time purchases.
- Rich Content and Interactive Features: RCS messaging enables businesses to create engaging, interactive experiences with call-to-action buttons, interactive carousels, location sharing, and quick reply options. These features allow users to act directly within the message, increasing engagement and conversion rates while reinforcing brand authenticity.
- No Code Changes: A major advantage of Twilio’s RCS is its easy adoption. Businesses can set up their RCS branding and sender verification through the Twilio Console, starting trusted communications without altering any code. Twilio also handles carrier registration and onboarding, capability checks, and provides tools to ensure messages are delivered over SMS when RCS isn’t available.
In today’s fast-paced environment, establishing and maintaining consumer trust is essential, especially as people are bombarded with notifications and texts. A 2024 Twilio consumer survey revealed that 75% of consumers felt a branded text increased their trust in the message, and nearly half (49%) would trust brands more with a logo or check mark present. This trust leads to action: 40% of consumers made repeat purchases, and 25% made first-time purchases when brands used trusted communication channels. RCS is a crucial component of Twilio’s comprehensive offering that supports trusted, branded communications across various channels, including branded caller ID and Brand Indicators for Message Identification (BIMI) for email. Twilio’s APIs help businesses create engaging, trusted communications that stand out and drive ROI.
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“Inbal Shani, Chief Product Officer of Twilio Communications, remarked, ‘At Twilio, we believe building engagement with your customers should be as seamless and trustworthy as possible. RCS achieves this by offering richer interactions, enhanced deliverability, and most importantly, by building brand trust, all without changing a single line of code.’”
For businesses seeking a more dynamic communication channel, RCS offers a secure, trusted, and enhanced alternative to SMS and MMS. While SMS remains essential for many applications, RCS provides a standardized, feature-rich platform that bridges the gap between traditional messaging and interactive experiences found on over-the-top (OTT) channels like WhatsApp. Branded communications through RCS enable businesses to deliver engaging experiences that resonate with customers and foster lasting trust.
Paul Nashawaty, Practice Lead, Application Development and Modernization at Futurum, noted, “According to a recent study by Futurum Research, businesses utilizing RCS have seen a 32% increase in customer engagement and conversion rates compared to traditional SMS. Twilio’s focus on RCS solutions aligns perfectly with driving value for their customers, thanks to RCS’s capability to deliver richer, interactive content such as images, videos, and buttons that enhance the customer experience and boost ROI.”
Anthony Page, Director of Product at Statflo, added, “Statflo is committed to helping our clients stand out in a competitive market. We view RCS as an exciting advancement that enhances trust and engagement for our clients and their customers, and we look forward to continuing our strong partnership with Twilio as RCS adoption grows.”
Availability
Twilio’s RCS messaging is now available in public beta globally for all businesses using Programmable Messaging and is generally available in Verify.
Previously, RCS adoption was limited to Android devices, but with Apple’s recent announcement that RCS will be supported on iPhones starting this month, widespread adoption of this technology is anticipated.