RCS Messaging Australia: Next-Gen Communication

RCS or Rich Communication Services is the future of mobile-led communication in Australia. Super-charge customer engagement, increase conversions, and improve retention and loyalty.

Mock-up of a woman using RCS on her phone.

Introducing RCS

Esendex is ready for RCS messaging when Australia’s mobile networks are. Currently the networks in Australia do not support RCS. We are already delivering feature-rich communications to our international clients. SMS has lots going for it: wide reach, high open rates and responses, low cost, easy to use – and it plays nicely with other systems via an SMS API

But, driven by the lack of group messaging and rich media sharing, personal communication has been moving to messaging apps like Facebook Messenger and WhatsApp. Similarly, some businesses have attempted to drive their customers towards using custom-built apps, for more personalised content, improved analytics and an immersive brand experience.

Enter RCS. The intention with RCS is that it will be the default messaging app on all Android devices, effectively replacing SMS for Android users. The global RCS network plays a crucial role in improving interoperability and efficiency of RCS messaging systems. As a business using RCS message, you’ll be able to send your customers and staff rich content including a calendar function, so they can view and change appointments; a carousel of new products with the ability to customise colour and size, and purchase; a reminder of late payments and the ability to make a full or partial payment – all without leaving the app.

This set of standards, known as the RCS Universal Profile, enabled RCS to work seamlessly across different networks, devices, and phone numbers, marking a significant milestone in its development.

Mock-up showing features of RCS Messaging

Verified sender

Send RCS message from your company using up to 11 alpha-numeric characters. Use company logos, colours and fonts to create a welcoming and familiar messaging environment.

Rich content

Send images and rich cards for a more engaging experience. Encourage action and replies via simple buttons, to improve the user journey and create a more targeted interaction. RCS will change the messaging landscape once the networks support RCS.

Campaign tracking

Gain full visibility over campaign delivery status using real-time delivery and read receipts. Track campaigns, make adjustments and optimise ‘as you go’ to improve ROI.

Multichannel integration

Combine with other Esendex channels for an integrated communication strategy that ensures customers have a frictionless experience regardless of the channel they’re on.

What is RCS Messaging?

Rich Communication Services (RCS) messaging is revolutionizing the way we communicate by offering a suite of advanced features that go beyond traditional SMS and MMS. With RCS, users can share high-resolution images and videos, see typing indicators, and enjoy improved group chat functionality. Unlike SMS, RCS will provide a more interactive and engaging way for individuals and businesses to communicate. Whether you’re sharing rich media files, sending marketing messages, or coordinating with a group, RCS makes it all seamless and efficient.

History and Evolution of RCS

RCS has been a long time coming. It’s time to prepare for its adoption in Australia and support RCS.

The journey of Rich Communication Services (RCS) began in 2007 with the ambitious goal of creating a more advanced messaging standard for mobile phones. Initially, RCS struggled with limited features and interoperability issues. However, the landscape changed dramatically in 2017 with the introduction of the Universal Profile.

Today, RCS is supported by over 90 cell operators in 60 countries, boasting over 1 billion monthly active users. This widespread adoption underscores the growing importance and utility of RCS business messaging in modern communication.

Key benefits of RCS Business Messaging

Lower customer service costs

RCS business messaging allows businesses to reduce pressure on in-house resources and lower customer service costs by providing more convenient tools for customers to access, including chatbots for common customer queries. With RCS enabled, users can send messages over Wi-Fi, ensuring seamless communication, providing customers with a more engaging, personalised journey that addresses their specific needs. RCS Business Messaging further enhances communication by incorporating rich media, interactivity, and analytics, creating engaging branded experiences without the need for any additional messaging app or login.

Enrich communication

Embed images, videos, and rich cards into messages. Better yet, use RCS Messaging for two-way customer conversation to support service interactions, payments and receipts, policy renewals, bookings/appointment reminders, FAQs and for a multitude of other customer touchpoints.

Access actionable engagement data

Access status-based read receipts for improved tracking. Real-time analytics provide you with insight about how customers are interacting with your messages and which communications are working best, helping you to improve conversion rates, including ‘delivery’ and ‘seen’ reports.

Tap into expert professional services and support

Our Professional Services team supports our customers with everything from simple one-way RCS messages to more advanced messaging complex workflows and solutions.

RCS vs. SMS & MMS vs. OTT Messaging Apps

When comparing Rich Communication Services, RCS to traditional SMS and MMS, as well as over-the-top (OTT) messaging apps like Facebook Messenger and WhatsApp, the advantages of RCS become clear. Unlike SMS and MMS, which are limited to text and basic media, RCS offers a range of advanced rich media features such as high-resolution image and video sharing, typing indicators, and file sharing. While OTT messaging apps (Facebook Messenger and WhatsApp) require users to download and install a separate app, RCS is built into the native messaging app on Android devices, providing a more integrated and seamless experience. Additionally, RCS offers end-to-end encryption, making it a more secure option for communication compared to traditional SMS and MMS.