RCS in India — From Hype to Playbook: Creative Rich Cards that Outperform SMS CTR
For over two decades, SMS (Short Message Service) has been the default communication channel for brands in India. From banking OTPs to e-commerce offers and logistics alerts, SMS became the pulse of customer communication. But let’s be honest — SMS is showing its age. It’s static, plain, lacks interactivity, and its CTR (Click-Through Rate) has been declining steadily due to user fatigue, spam, and limited creativity.
Enter RCS (Rich Communication Services) — the evolution of SMS and MMS combined with the interactive potential of instant messaging. Now backed by Google, Jio, Airtel, and Vodafone Idea, RCS in India is transforming how businesses engage customers.
