Twilio has announced the global general availability of Rich Communication Services (RCS) messaging, an upgrade to traditional SMS that enables brands to send branded, verified messages with interactive features and rich media. The new service is now available to all of Twilio’s active customer accounts through its Programmable Messaging and Verify APIs, following a public beta launch last year.
According to Inbal Shani, Chief Product Officer and Head of R&D at Twilio, the launch marks a significant advancement in business messaging, providing a way for companies to build customer trust and engagement. Existing customers can access the new capabilities without code changes, while new customers can implement both SMS and RCS through a single integration.
Key Capabilities of Twilio’s RCS
- Branded Messaging: Automatically upgrades SMS messages to RCS on compatible devices, including business logos, taglines, and trusted sender verification.
- Rich Content: Supports interactive features like call-to-action buttons, carousels, and location sharing to increase engagement and conversion rates.
- Simplified Integration: Provides automatic carrier management and configuration through the Twilio Console.
- SMS Fallback: Automatically reverts to SMS when RCS is unavailable, ensuring message delivery.
Impact on Customer Trust
Messaging fraud and consumer skepticism have increased, making branded and personalised communications critical for building customer trust. A Twilio report found that while 90% of consumers trust at least some brands, only 15% have “absolute” trust. RCS is designed to address this gap by providing verified company branding and business logos, which can enhance trust in transactional communications, marketing campaigns, and customer service interactions.
A study by Futurum Research indicated that businesses using RCS have experienced a 32% increase in customer engagement and conversion rates compared to traditional SMS.
Global Adoption
Twilio’s RCS is now available globally across more than 20 countries and 55 carriers. The service has expanded its reach following Apple’s support for RCS on iPhones. Twilio manages the registration and onboarding with carriers, as well as device capability checks and automatic SMS fallback.
Analysts noted that RCS could transform business messaging from a one-way notification system into an interactive, transaction-ready channel. The zero-code setup and built-in SMS fallback are viewed as important features for helping businesses adopt the new technology. Customers in different regions, such as Nova Gestões in Latin America and Fresha in Europe, are already using RCS to improve their customer communications.