Introduction: The Shift from SMS to RCS in India

RCS in India (2025): The Future of Messaging , 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.

With RCS Business Messaging (RBM), brands can send rich, visual, and interactive messages directly to users’ native messaging apps — no app download required. Think images, videos, carousels, quick replies, CTA buttons, and even in-message payments.

And the numbers are impressive:

• RCS messages deliver 3x higher CTR than SMS.
• Conversion rates have increased up to 20–25% for early adopters.
• Brands are reporting 30–40% lower campaign costs due to improved engagement efficiency.

This blog walks through the playbook for marketers — from understanding the hype to actually using RCS creatively and effectively.

What Is RCS (Rich Communication Services)?

RCS is an enhanced messaging protocol that upgrades traditional SMS/MMS. Instead of plain text, it supports:

• Rich media: Images, videos, GIFs
• Interactive buttons: Quick replies, CTA links, carousels
• Verified sender profiles: Brand logo, verified checkmark
• Analytics: Delivery receipts, read receipts, CTR tracking
• Payments & forms: Direct integrations for in-message interactions

It’s built into Android Messages and supported by major telecom operators in India — meaning no app installation is needed. If a user’s carrier and device support RCS, messages automatically appear in a branded, interactive format.

The State of RCS in India (2025)

1. Rapid Ecosystem Expansion

• Google Jibe Platform powers most Indian telecom RCS backends (Jio, Airtel, Vi).
• Smartphone penetration with RCS support has crossed 450 million devices in India.
• Tier-2 and Tier-3 adoption is growing fast due to budget Android phones being RCS-ready out of the box.

2. Brands Going Live with RCS

Sectors leading the way include:

• E-commerce: Order tracking, product carousels, personalized discounts
• BFSI: Account alerts, loan offers, secure OTPs, and KYC updates
• Travel: Boarding passes, ticket confirmations, check-in reminders
• Automotive: Car showcase carousels, test-drive scheduling
• Hospitality: Hotel booking confirmations, offers, and check-in links

3. User Acceptance

Unlike WhatsApp, which still requires opt-in consent, RCS leverages native carrier integration — messages arrive directly in the SMS inbox (under a verified sender ID). This drastically improves visibility and trust.

The Hype: Why Marketers Fell in Love with RCS

• Visual storytelling: Rich cards and carousels let brands showcase multiple offers or products visually.
• Frictionless engagement: No need to click out to a website — users can take actions (like booking, buying, or chatting) within the message.
• Verified trust: Users see your brand logo and verified name, reducing fraud risk and spam suspicion.
• Data-backed insights: Unlike SMS, you can track delivery, open rates, engagement, and conversion metrics in real-time.
• Personalization: Integrate with CRMs to send personalized offers, using rich templates tailored to each customer’s profile.

But moving from hype to playbook means understanding how to design, deploy, and optimize RCS campaigns strategically.

The Playbook: How to Execute Winning RCS Campaigns

Step 1: Set Campaign Objectives

RCS isn’t just a flashy version of SMS. It’s a performance-driven channel. Decide what you’re optimizing for:

• Higher CTR?
• More qualified leads?
• Lower CPA (Cost Per Acquisition)?
• Increased customer retention or engagement?

Step 2: Design Rich Cards Creatively

1. a) Carousel Cards

Use multiple swipeable cards to showcase:

• Product variants
• Travel packages
• Offers by category

Example:
An airline sends three cards —

1. Book Flights (CTA: “Book Now”)
2. Check Flight Status (CTA: “Track”)
3. Offers Near You (CTA: “See Offers”)

CTR uplift: 3–4x over plain SMS campaigns.

1. b) Single Hero Image Cards

Use one strong image with headline + subtext + CTA button.
Perfect for flash sales or announcements.

1. c) Video Cards

Short 5–10 second clips increase engagement time.
Use autoplay muted loop to attract attention.

1. d) Conversational Cards

Pair quick-reply buttons with natural copy:

“Looking for your next car?”
[Schedule a Test Drive] [View Models] [Locate Dealer]

Step 3: Personalize Through CRM

Connect your RCS platform to your customer database.

• Use purchase history to segment offers.
• Use location data for local promotions.
• Send dynamic templates (e.g., “Hi Rahul, your next service is due — book a slot below.”)

Step 4: Time It Right

RCS campaigns perform best when timed like push notifications:

• Morning (8–10 AM) for retail & FMCG offers
• Midday (12–2 PM) for lunch, delivery, or travel notifications
• Evening (6–8 PM) for shopping & entertainment engagement

Step 5: Measure Performance

Track these KPIs:

• Delivery rate
• Read/open rate
• CTR (average RCS CTR in India: 12–25%)
• Conversion rate
• Opt-out rate

Compare them against your SMS baseline. Brands consistently see 3–5x higher engagement with RCS versus SMS.

RCS vs SMS: The Numbers Tell the Story

Metric	Traditional SMS	RCS Business Messaging
Format	Text-only	Images, videos, buttons
CTR	2–4%	10–20%
Read rate	85–90%	95–98%
Interactivity	None	Buttons, carousels, quick replies
Branding	Plain sender ID	Verified brand profile
Analytics	Basic delivery	Advanced engagement metrics
Conversions	Low	High (3x–5x improvement)

Creative Use Cases for RCS Rich Cards

1. Retail & E-commerce

• Send personalized product carousels.
• Add “Add to Cart” and “Buy Now” buttons.
• Use video cards for new launches.

2. Banking & Finance (BFSI)

• Showcase loan offers or credit cards with CTA buttons like “Apply Now” or “Check Eligibility.”
• Send interactive account summaries or reminders for bill payments.

3. Healthcare & Pharma

• Appointment reminders with “Confirm” or “Reschedule” buttons.
• Carousel of health packages or insurance renewals.

4. Travel & Hospitality

• Flight or hotel confirmation cards with dynamic QR codes.
• Carousels for holiday packages with “Book Now” links.

5. Automotive

• Launch videos of new models.
• Schedule test drives directly from the card.

Integrating RCS into Omnichannel Strategy

RCS doesn’t replace other channels — it enhances your communication stack. Combine it with:

• WhatsApp Business API: For conversational commerce.
• Email marketing: For long-form storytelling.
• Push notifications: For time-sensitive alerts.
• SMS fallback: For devices without RCS support.

RCS acts as a bridge between SMS and chat apps, giving you both reach and rich experience.

Compliance & Privacy in India

• TRAI (Telecom Regulatory Authority of India) regulates messaging campaigns under DLT (Distributed Ledger Technology) for spam prevention.
• RCS campaigns still need DLT registration, but verified brand IDs reduce spam risk.
• Google Jibe provides end-to-end encryption for business messaging, maintaining user data privacy.

Always ensure compliance with:

• TRAI’s UCC (Unsolicited Commercial Communication) norms
• Data protection standards
• Opt-out mechanisms within message flows

Future of RCS in India (2025–2030)

1. AI-Driven Personalization:
   AI tools will predict user intent and automate RCS content personalization.
2. Payments Integration:
   UPI and RCS APIs may soon merge, allowing instant purchases inside messages.
3. Smart Automation:
   Chatbots within RCS will handle support, lead qualification, and product selection.
4. Cross-Channel Analytics:
   Unified dashboards to compare RCS performance with WhatsApp, email, and push.
5. Adopted by SMBs:
   Tools like Google Business Messages + RCS platforms (Kaleyra, Infobip, Route Mobile) are democratizing RCS access for small businesses.

FAQs: RCS in India

1) What is RCS in simple terms?
RCS is an upgraded version of SMS that lets brands send interactive, media-rich messages instead of plain text.

2) Does RCS work on all phones?
RCS works on most Android devices via the Google Messages app, supported by Jio, Airtel, and Vi. iPhone RCS support is expected soon (Apple announced plans for 2025).

3) How is RCS different from WhatsApp Business?
RCS is native to Android phones, while WhatsApp is an app. RCS doesn’t require users to install anything or opt-in manually.

4) Is RCS secure?
Yes, RCS uses end-to-end encryption for verified business messaging through the Google Jibe Platform.

5) What are Rich Cards in RCS?
Rich Cards are interactive templates (with images, carousels, buttons) that help brands create engaging, app-like experiences within messages.

6) How can brands measure RCS campaign success?
Through metrics like CTR, read rates, engagement duration, conversions, and opt-out rates, available in RCS dashboards.

7) Do I need a developer to run RCS campaigns?
Not necessarily. Many RCS platforms (Kaleyra, Gupshup, Infobip, Route Mobile) offer drag-and-drop builders for creative campaigns.

8) How much does RCS cost compared to SMS?
RCS campaigns cost slightly more per message but yield higher ROI due to improved CTR and conversion rates.

9) Are RCS messages spam-free?
Yes — verified sender profiles and DLT compliance ensure trusted delivery and no spam risk.

10) How can small businesses use RCS?
By integrating RCS Business Messaging APIs via telecom partners or SaaS providers to send offers, service alerts, or interactive promotions.

Disclaimer

All statistics and figures mentioned are based on market averages and case studies from telecom and marketing partners as of 2024–2025. Actual performance may vary depending on brand strategy, message design, and targeting quality. Always comply with TRAI guidelines and use RCS responsibly.

Final Thoughts

RCS in India has moved beyond hype — it’s now a proven, performance-first messaging channel. For marketers, the challenge is no longer if to adopt RCS but how creatively to use it.

With Rich Cards, personalization, and verified delivery, RCS is bridging the gap between SMS and chat apps — giving Indian brands a direct, powerful way to connect with their audiences.

If your SMS CTRs are stagnating, it’s time to upgrade your playbook — go RCS, design visually engaging Rich Cards, and let your brand’s message feel more like a conversation than a notification.