A new way of establishing messaging”: this is the basic definition of RCS, an acronym for Rich Communication Services. It was designed to bring more agility and optimization to sending mass messages to Androids. But is it the best option for a business?
This is a topic that is often sought after by managers, after all, it is common to seek updates and knowledge about the possibilities of messaging tools that allow contact with potential consumers. To clear up your doubts, learn more about RCS, its features, how it works and find out whether or not this would be the best resource for contact between your company and customers.
What is RCS?
RCS is a messaging feature developed by Google , which supports sending data such as files, videos, GIFs, locations, images, texts and even interactive links, and can be directed to specific users or groups.
With the aim of enabling and facilitating architects email lists the exchange of information, it is an exclusive service for Android devices, and can be used on different devices of this system and in any region or operator. Therefore, it is a competitor of the iOS system.
This feature is expected to replace the standard SMS and MMS messaging, which has long since ceased to be widely used by users, mainly due to the emergence of applications such as WhatsApp.
Another important feature of RCS is that, compared to SMS and MMS, it allows larger and more complete files, such as videos, audios and photos, to be sent. It also allows video calls to be made on the device itself, without the use of other software.
Functionalities such as reading confirmation and other improvements are gradually being implemented, which makes this tool arouse the curiosity of companies looking to understand other forms of communication and conversation with their customers. We will see below how it works.
See also: Conversational Marketing – what it is and why apply it !
Cell phone sending messages
How does RCS work?
The type of resource provided by RCS is not something new, since this mechanism has been applied and used in the iOS system and in applications such as WhatsApp. The difference is that it is a methodology officially developed by Google, intended for Android devices.
The messages sent are encrypted end-to-end and, for use by companies to be authorized, registration is required to confirm identity.
This way, your business will be identified in the sender tab when sending any content to customers, and you will also be able to use resources such as chatbots and other customer service systems.
To incorporate it into users' phones, it is necessary to allow its activation. All Android devices that have the SMS service will gradually receive this update. On very old devices, it is necessary to download the application from the official Google store.
And, among the possibilities of tools that are being implemented, are:
Monitoring metrics, measuring response and click rates;
Identification and verification of companies;
More diverse and complete message format, when compared to sending SMS;
Fewer limitations and control over sending promotions, marketing actions or even cart abandonment;
Possibility of using chatbots;
QR Code Reading.
What are the main limitations of RCS?
Although it is an important update and modernization of sending messages to Android devices and allows mass sending, for companies looking to adopt this service for their external communications, it is possible to notice some limitations.
As a tool, it is not yet used by a significant number of smartphone users in Brazil, who are not very familiar with its use. Although it has become more widespread since 2020, there is still a long way to go in terms of its popularization, when compared to other applications.
Older devices may also not support this configuration and, upon receiving an RCS, the message may be changed to SMS format, which is still limited to 160 characters. And, as a Google-exclusive service, it ends up being restricted to Android users only.
All these factors converge to an important point to be considered for message sending management: restricting customer reach.
Another element to be highlighted is the fact that this technology, although an evolution compared to sending SMS , does not have as many resources and optimizations as those offered by applications such as WhatsApp.
Also check out: WhatsApp tools and apps to know !
Businesswoman using her cell phone
Is RCS the best option for your company?
The search for more optimized ways to create a good customer journey and maintain relationships with consumers is one of the features desired by those who subscribe to messaging services or applications.
The options for complementing campaigns, collection actions, triggering promotions and offering service through virtual assistants (chatbots) are some of the possibilities that end up being somehow also covered by RCS.
However, as managers and entrepreneurs, the reality at a national level and the behavior of Brazilian consumers must also be evaluated . Here, WhatsApp has been incorporated and consolidated for years as the main channel for exchanging messages and, consequently, the most targeted method of communication with customers.
Used from dealing with casual issues to purchasing products and services, many users have already incorporated it into their routine to such an extent that they do not usually receive and interact, with the same level of engagement, with other forms of communication, such as RCS.
Messages received through this other tool are often ignored or even seen as spam, significantly reducing engagement. In addition, WhatsApp can be used on any type of device, not just Android, considerably increasing the possibility of reaching consumers.
Therefore, although it is an important innovation technology, RCS presents itself as an unstable and little explored possibility, capable of not allowing the same effects and impacts on the relationship and interaction with customers. Therefore, affecting the experience of these customers.
And if you found this content useful and want to continue offering the best journey for your consumers, keep following our blog and stay up to date with the main transformations and alternatives for your business.