RCS Messaging, Chat, or Chatbot? Our Guide to RCS Business Messaging

Catching the attention of a modern customer is no easy task. Businesses aiming to engage customers and drive conversions must put a lot of time and effort into effective communication.

Are you on a quest for creating the best messaging experience out there? If so, you have likely come across terms like Google’s RCS, RCS chat, and RCS chatbots. But what exactly do they mean, and how can they benefit your marketing and customer engagement strategy? 

To answer these questions, I sat down with Piotr Kudzior, RCS Product Manager at MessageFlow. He keeps tabs on the latest developments in this messaging channel and works closely with clients to make sure they use RCS to their best advantage.

The result is this guide, in which we unpack and highlight the nuances of RCS chats, the standout feature of Rich Communication Services. Once you understand the different features of this channel, you will be better prepared to make informed decisions about implementing RCS in your future marketing campaigns.

Let’s start with RCS!

Rich Communication Services (RCS) is a modern upgrade to traditional SMS and MMS. In technological terms, it’s a messaging protocol provided by Google. It offers a bunch of interactive features that go beyond basic text messaging. The most notable ones out of the bunch include typing indicators and read receipts, as well as the ability to share high-resolution photos and videos. 

It’s also worth noting that users don’t have to install anything to make RCS work. It’s available within native messaging applications like Google Messages or iMessage, which are installed on people’s smartphones by default.

RCS has become a dynamic communication tool, making it possible for marketers to take their conversational marketing efforts to a whole new level. It paves the way for more engaging and effective customer interactions, setting the foundation for advanced features like chatbots, which we will explore later on in this article.

What is RCS messaging?

RCS represents a major shift in marketing. It goes beyond basic text messages, delivering a richer and more interactive communication experience. At its most basic, the channel makes it possible for regular people to exchange casual messages, relying on their mobile data plans to share high-resolution pictures or videos.

RCS use cases, however, extend well beyond person-to-person exchanges. Rich Communication Services can turn out to be incredibly useful to businesses, too! In fact, various marketing teams have already used this technology to run exciting mobile marketing campaigns.

What are RCS chats?

Now onto the core topic of the article.

In everyday use, RCS chats refer to group conversations involving multiple people, similar to what you might be familiar with on platforms like Facebook Messenger or iMessage.

Businesses design these predefined message flows, incorporating a sequence of texts, prompts, questions, and responses to guide interactions. Thanks to RCS’s multimedia capabilities, these conversations can include quick-reply buttons and rich media like images and videos, making the experience far more engaging than traditional text messages.

Proper understanding of these capabilities allows you to create smooth conversational experiences, making it easier to engage customers and drive conversions. 

For businesses exploring conversational marketing, RCS chats provide a straightforward and accessible entry point. In the following sections, we will break down how different types of RCS chat interactions work and how they can be optimised for business success.

Fixed communication scenarios

Basic RCS communication scenarios can be designed in various ways, depending on your business goal. Some are simple and direct, while others offer more advanced, interactive experiences to engage customers at a much deeper level.

1. Simplified scenario: A quick redirection

This type of scenario is brief and action-driven, designed to redirect RCS users to a website where the desired action takes place. It functions similarly to a display advertisement, providing just enough stimulus to encourage a click-through.

“It’s rather simple. It might include just a single rich card or a carousel with an action button. Brands across industries can use it to drive traffic efficiently,” explains Piotr Kudzior.

Since the recipient doesn’t spend much time within the chat, the focus is on a clear call to action that guides them toward the next step. This can be checking out a product, signing up for a service, or learning more about an offer.

2. Advanced scenario: Driving deeper engagement

Unlike the quick redirection approach, this scenario is designed to keep the user engaged inside the RCS channel for a bit longer, encouraging them to take a specific action directly within the conversation.

For example, instead of just displaying a product, the chat can guide the recipient through different browsing options, selecting categories, and choosing specific products. Then, it can redirect them to the website where the only step left is to pay for the products they picked.

“This scenario simplifies and shortens the funnel by presenting the customer with preselected options, helping them make a purchase decision faster,” adds Piotr Kudzior.

One key advantage of RCS over a traditional website visit is its ability to minimise distractions. A user scrolling through an online store may get overwhelmed by the sheer number of choices, whereas an RCS chat highlights specific offers. Whether it’s a seasonal sale, a trending product, or a high-priority promotion, this approach can effectively speed up decision-making and boost conversion rates.

3. Mixed scenario: Blending multiple goals

Some RCS campaigns combine different objectives within a single interaction. A great example is a campaign MessageFlow ran for Reserved, a popular clothing retailer.

This approach was beneficial to both the customer and the brand. The customer could quickly learn about the application and install it. At the same time, they were presented with personalised product suggestions. The brand, on the other hand, gained more application users and increased product sales with the same campaign. To put it another way, it was a win-win for both parties. 

What are RCS chatbots?

Now that we’ve covered communication scenarios, let’s move on to solutions that can truly be called RCS chatbots. While the scenarios enable structured brand-to-customer interactions, RCS chat bots take automation to the next level, allowing businesses to scale conversations and facilitate smart engagement.

Simple RCS chatbot

In the previous section, we explored fixed communication scenarios, which offer valuable engagement opportunities but can be somewhat limited in their scope. For businesses looking to implement a solution that truly qualifies as an RCS chatbot, the approach needs to be more dynamic and extensive, going beyond imagesand action buttons.

“Think of this simple yet effective version of an RCS chatbot as an advanced FAQ section or a company knowledge base that customers can explore,” explains Piotr Kudzior.

That said, automation doesn’t mean eliminating human support entirely. Customers retain the option to connect with an actual human whenever needed. This blend of automation and accessibility makes it a practical yet impactful step toward conversational customer engagement.

Advanced RCS chatbot

For businesses seeking the most sophisticated level of automation, RCS also supports the implementation of an advanced chatbot through API integration. This approach offers two major advantages.

1. Integration with external systems, such as e-commerce platforms and customer support tools, enabling personalised and data-driven interactions.
2. A flexible, dynamic chatbot experience, allowing users to engage in more natural, free-flowing conversations outside of predefined prompts.

That said, while this type of chatbot provides the most advanced level of interaction, it also comes with higher development demands.

This set-up involves two key components.

• A platform meant for RCS businesses messaging to ensure smooth and reliable communication.
• A custom-built advanced chatbot, acting as the user-facing interface, responsible for interpreting questions and responding intelligently.

While this option requires more technical investment and development resources, it also makes great use of conversational AI, allowing you to provide a truly personalised, efficient, and scalable customer experience.

Advanced RCS chatbot use cases

Now that we’ve broken down the different types of RCS chats and chatbots, let’s explore their real-world use cases, with an emphasis on advanced RCS chat bots.

While fixed communication scenarios and simpler bots serve important roles, the advanced option unlocks a higher level of automation and integration. This makes it especially useful across various industries. 

1. Data-driven personalisation with CRM integration

One of the most versatile and common use cases, CRM-integrated RCS chatbots can dynamically retrieve and provide personalised information based on customer queries. This makes them ideal for:

• Banks and financial institutions offering account balance updates upon request.
• Retail brands personalising recommendations based on past purchases.
• Telecom providers answering billing or data usage questions instantly.

By tapping into existing customer data pools, you can boost engagement and simplify interactions, all without human intervention.

2. Real-time order tracking for logistics and shipping companies

For logistics companies, an RCS chat bot integrated with a shipping system can provide automated updates on delivery statuses. Customers can:

• Receive real-time shipment tracking updates within the messaging app.
• Ask for estimated delivery times based on live logistics data.
• Modify delivery preferences directly through the chatbot interface.

This eliminates the need for phone calls or emails, offering instant, self-serve solutions that improve customer satisfaction.

3. Order status and support for e-commerce platforms

Similar to logistics, e-commerce brands can use RCS chatbots to handle customer questions related to their purchases. Customers can:

• Ask about order status and expected delivery dates.
• Retrieve past invoices and purchase details instantly.
• Modify or cancel orders directly through an interactive chat flow.

This both reduces the burden on customer support teams and provides immediate answers, enhancing the post-purchase experience.

4. Automated task handling in customer service

Businesses in utilities, telecom, and energy sectors can use RCS chat bots to automate routine tasks, such as:

• Submitting electricity meter readings for billing.
• Checking and paying utility bills through an interactive prompt.
• Scheduling maintenance appointments via a chatbot-integrated calendar.

By automating these self-service options, you reduce the need for manual processing while improving convenience for customers.

5. Lead generation and appointment scheduling

Advanced RCS chatbots can also be powerful tools for lead generation. A great example is:

• Car dealerships using RCS to invite potential buyers for test drives, allowing them to select a model, choose a dealership location, and book a time slot, all within the chat.
• Real estate agencies offering instant virtual property tours and allowing users to schedule in-person viewings with an agent.

With CRM integration, you can capture and qualify leads, adding seamless follow-ups through email or phone confirmations.

6. Airlines: Streamlining travel processes

Airlines can use RCS chat bots to simplify customer interactions, including:

• Triggering an online check-in process via RCS.
• Sending boarding passes directly to the user’s messaging app instead of relying on email.
• Providing automated flight status updates or gate change notifications.

By offering quick and convenient access to travel documents and information, airlines can enhance the passenger experience and become less reliant on mobile applications or websites.

7. Insurance companies: Automating quotes & claims

RCS chatbots can replace static online forms by guiding customers through an interactive, step-by-step data collection process. For example:

• Car or travel insurance providers can ask a series of predefined questions to generate a real-time quote.
• Customers can upload photos or documents directly within the chat to speed up claims processing.

Not all insurance processes can be handled using RCS due to sensitive data concerns. In spite of that, it is quite effective at automating many low-risk, high-volume tasks.

8. Loyalty program management: Engaging & rewarding customers

For brands running loyalty programs, RCS can serve as a cost-effective alternative to a dedicated mobile application. Instead of asking users to log into an account, an RCS chatbot can:

• Send real-time updates on collected points.
• Provide personalised reward recommendations based on past activity.
• Enable customers to redeem points using an interactive chat flow.
• Offer exclusive deals or discount codes directly within the conversation.

This keeps customers engaged even if they weren’t convinced to download your application. It might also come in handy if the application is ever down.

Ideas to build a great RCS strategy

Since RCS is still relatively new, a gradual, well-planned approach is key for businesses looking to use it effectively. Starting with the basics isn’t just a valid but perhaps the smartest strategy here.

Step 1: Educate your audience about RCS

To maximise adoption and engagement, your customers need to understand what RCS is and why it benefits them. This may call for an informational campaign using your existing communication channels to:

• Introduce RCS as your new messaging channel.
• Highlight key advantages over traditional SMS, email, or mobile push notifications.
• Set expectations so that customers recognise RCS messages from your brand.

Some effective ways to raise awareness include:

✔ Sending out an email campaign explaining what RCS is and what it’s capable of.
✔ Promoting RCS on your website or social media with engaging and relevant visuals.
✔ Using SMS to introduce RCS before making the full transition.

Step 2: Use RCS’s unique features

Once your audience is familiar with RCS, the next step is to take full advantage of its capabilities to boost communication and engagement.

RCS offers powerful benefits that should be actively highlighted, including:

• Direct reach: RCS works over Wi-Fi, meaning customers don’t need to be within GSM network coverage to receive messages.
• Native experience: RCS requires no additional app downloads. It works within the phone’s built-in messaging app.
• Stronger security: RCS messages come from verified senders, reducing phishing and fraud risks and increasing trust.
• Enhanced interactivity: Customers can browse carousels, click quick-reply buttons, interact with rich media, and receive branded messages for a more engaging experience.
• Free interactions for customers: There’s no cost to send and receive RCS chatbot messages for the recipient, removing barriers to engagement.

Step 3: Position RCS as a powerful alternative to a mobile app

Many businesses invest heavily in mobile apps to keep customers engaged. Not all customers, however, are willing to download and keep an app. RCS can serve as a strong alternative, offering many of the same benefits without needing an install.

• RCS is built to be universal. With both Google and Apple supporting RCS, the long-term goal is for the channel to have full smartphone and GSM operator coverage, making it a future-proof communication solution.
• Every customer has a phone, but not every customer will download your app. RCS allows you to reach a broader audience without forcing app adoption.
• RCS messages persist. Unlike mobile push notifications, which disappear once read, an RCS thread remains accessible in the user’s inbox, allowing them to revisit the message later.

Start your transition from SMS to RCS today!

RCS is bound to reshape business communication as we know it, offering a more interactive, engaging, and secure alternative to some of the more traditional channels. 

From fixed communication scenarios to advanced AI-powered chatbots, the versatility of Rich Communication Services opens up endless possibilities for customer engagement, lead generation, and automation.

Its successful adoption isn’t just about technology, though. You need to have a proper adoption strategy in place. Educating your audience, making use of RCS’s unique features, and treating it as a strong alternative to mobile apps should really help you stand out from the crowd.

Rich Communication Services are the future

If you’re ready to enter the next era of business messaging, MessageFlow is here to help! Whether you’re starting out with a simple campaign or looking to build a fully integrated chatbot, our team has the expertise to ensure a smooth set-up and successful execution.