Rich Communication Services (RCS) is becoming a mainstream messaging channel for businesses, and a major new milestone has just been reached in Poland. PLAY, one of the largest mobile operators in Poland, now supports Rich Communication Services (RCS) for business messaging. This means that 3 out of 4 major GSM operators in the country are now RCS-ready, making it easier for brands to reach their customers through a modern, interactive mobile channel.
What is RCS?
RCS, or Rich Communication Services, is the next generation of mobile messaging. It builds on traditional SMS, adding features like high-quality images, carousels, action buttons, suggested replies, and branded sender profiles, all within the default Messages application on Android devices.
Unlike SMS, which is limited to plain text, RCS allows businesses to create richer and more interactive conversations without requiring the user to download any additional app. As Apple begins adopting RCS as well, the channel is becoming increasingly relevant across both major mobile platforms.
RCS gains momentum in Poland
The arrival of PLAY in the RCS space is a meaningful addition. Alongside Orange and T-Mobile, PLAY’s support helps significantly increase the coverage of RCS in Poland. More coverage means more recipients can now receive rich, branded, and interactive messages directly in their Android messaging applications, without needing to install anything extra.
Play’s support for RCS marks another milestone in the advancement of Rich Communication Services in Poland. This growing coverage reflects increasing customer interest, particularly among those who had been waiting for support from an additional operator. It’s safe to say that the channel’s popularity is growing month after month.
Piotr Kudzior
RCS Product Growth Manager at MessageFlow
Mobile operators are an essential link in the RCS ecosystem
Mobile network operators play a central role in how RCS works for businesses. They sign agreements with Google to enable RCS on their networks, and once active, take responsibility for aspects like billing and infrastructure. Importantly, they also participate in the sender verification process, which helps ensure that only verified, legitimate businesses can send RCS messages.
First campaigns are already reaching PLAY subscribers
The technology is ready, and it’s already in use. First clients have begun sending RCS campaigns to PLAY’s subscriber base, demonstrating that the operator’s support is not only declared, but actively functioning. These early campaigns are already contributing to increased reach and performance.
Other businesses considering RCS can now confidently include PLAY in their messaging strategy. Doing so brings several clear advantages that improve both reach and campaign quality.
Expanded market reach through greater coverage
Including PLAY in RCS distribution allows brands to reach a significantly larger portion of Poland’s Android user base. With three major operators participating, the potential audience for rich business messaging has increased considerably.
Growing familiarity and user engagement
As RCS becomes more widely supported by mobile operators, users are encountering it more frequently in their everyday interactions. Over time, this repeated exposure helps establish RCS as a credible and convenient communication channel, encouraging more natural and confident engagement from recipients.
Consistent user experience across networks
RCS availability across multiple operators results in a more predictable and unified experience for recipients. No matter which supported network a customer uses, they receive the same rich media features, actionable buttons, and branded sender identity.
A practical step forward
With PLAY now supporting RCS, the channel moves closer to full national coverage. It’s a practical milestone that strengthens the case for RCS in Poland. Brands that want to stay ahead in customer communication should consider launching RCS messaging campaigns now. Coverage is wide, technology is proven, and results are measurable. Now is the right time to take the first step.
