Sinch has reported a growing interest in Rich Communication Services (RCS) and RCS Business Messaging (RBM), with over 70% of brands predicting it will become a primary customer communication channel within five years.
RCS, which was initially exclusive to Android devices, has recently been incorporated into Apple's iOS 18.1, allowing for enhanced communication capabilities such as seamless messaging between iPhone and Android users, read receipts, and improved group messaging features. This update also includes support for RBM in select markets and carriers, enabling businesses to use branded, verified senders with rich and conversational capabilities to communicate with all devices via a single, native channel.
An expert panel assembled by Sinch, comprising senior marketing and digital communications specialists from major European brands, noted a significant acceleration in RCS adoption among companies, partly driven by Apple's support for the technology. "Sinch's discussions with an expert panel of senior marketing and digital communications specialists from major European brands that found that over 70% expect RCS to be one of their primary customer communication channels within the next five years, while 73% predict it will become the default messaging channel within a decade," stated the company.
The ability to use RCS features like "verified sender" and the elimination of third-party applications were highlighted as crucial factors motivating brands to adopt this messaging standard. Many experts emphasised the opportunity to "build innovative customer experience (CX) solutions," and noted the benefit of having a "secure and verified communication channel."
The study included participants from sectors such as financial services, insurance, and retail, with 90% of experts considering RCS "extremely significant" for their industries. This sentiment aligns with the observed rise in RCS usage, as Sinch has reported a 22% increase in messaging volumes between businesses and customers from January 2023 to September 2024.
Virginie Debris, Senior Vice President of Product of messaging at Sinch, commented on the trend: "RCS is quickly becoming a must for brands looking to enrich their customer communication strategies." Debris also highlighted the importance of partnerships with Communication Platform as a Service (CPaaS) vendors: "Two-thirds of respondents believe partnerships with CPaaS vendors like Sinch are critical for success with RCS, highlighting the need for integrated, scalable solutions."
As more brands incorporate RCS into their communication strategies, Sinch continues to provide solutions aimed at meeting diverse messaging needs and fostering advancements in communication technology. The company's expert panel was composed of 11 decision-makers responsible for the implementation of customer communication technologies, including RCS, across various industries.
