At WWDC 2024, Apple unveiled iOS 18, expected to launch in mid-September. Among its many updates, one feature stands out: RCS support in iMessages, bridging the gap between iPhone and Android users and facilitating richer cross-platform messaging.
Members of Apple’s Beta Software Program can already get their hands on the latest iOS 18 Beta and while playing around with it, they found a significant enhancement. It seems like the day is finally coming – Apple is budging and introducing RCS support.
So, what is the RCS message format?
RCS (Rich Communication Services) is a mobile messaging standard that builds on the features offered by SMS and MMS and is an overall improvement to the mobile messaging experience, providing a variety of interactive features.
The move to make it available on Apple devices marks a major step towards the adoption of RCS on a greater scale and the bridging of the tech gap between iOS and Android users.
What does the decision to support Rich Communication Services mean for iPhone users?
Apple offers its own native iMessages app which isn’t fully compatible with Google’s texting tools available with phones like Samsung. The support for Rich Communication Services that’s coming will facilitate a fuller messaging experience between iOS and Android device holders.
🚨 With the likely release of iOS 18 this Fall, instead of going for plain text only, the users of both platforms will enjoy a more interactive mode of communication based on the RCS standard when contacting each other.
This latest development isn’t intended to replace iMessages but rather work alongside it. iPhone to iPhone messaging will still take place via the native app by default, however, texting an Android user will now resemble the use of a third-party messaging app, with all the interactive features it offers.
Rich Communication Services, available with the phone’s built-in texting app and not requiring any extra downloads, boast:
Support for high-res photos and videos.
Support for sharing files of up to 100 MB.
Audio messages.
Cross-platform emoji reactions.
User is typing indicators.
Read receipts.
The option to send messages via cellular or Wi-Fi.
Advanced group chats.
Improved security.
💡 Read another one of our articles on RCS vs. SMS – how they’re similar and how they differ.
In essence, Apple’s upcoming update is a bridging the gap moment – an attempt to erase a somewhat of an artificial divide that existed perhaps mostly due to a number of branding and business reasons. That said, this isn’t an open invitation for Google to waltz into iOS. We see a bit of warming of relations between the platforms but Android bubbles remain green.
Business implications of RCS on iOS 18 beta availability
While regular thumb tappers remain the focal point of the upcoming change, there are implications of RCS coming to iOS for business as well. This still relatively new standard is so advanced that it has a commercially-oriented version called RCS Business Messaging (RBM) as well.
💡 In short, it allows companies to not only send media-rich messages but also hold two-way chats with customers, streamlining a variety of marketing activities and increasing engagement via interactive, action-prompting texts.
This is a significant development, as it opens doors for marketers to reach a previously untapped market segment of Apple phone users with an exciting messaging format. The devices that will be running iOS 18 and supporting RCS for business range from the iPhone SE (2nd gen) to the upcoming iPhone 16.
Real-life examples of successful RCS campaigns
Rich Communication Services have shown significant potential in boosting brand campaigns through richer, interactive messaging. Here are three successful examples to give you an idea of
McDonald’s
The patty peddler ran an RCS video campaign in South Africa promoting meal rewards through the McDelivery service. The campaign sent a 31-second video directly to users’ RCS inboxes, leading to a 73.2% read rate. Of these, 2.5% ordered food, generating an impressive ROI of 136% and winning a FAB Silver Award for its innovative use of technology.
Disney
The movie studio utilized RCS for a two-phase campaign to promote “The Lion King” movie. The campaign featured a trailer and a link to the ticket booking page. The read rate averaged 71.5%, with 2.75% clicking the “Book Now” button, resulting in an ROI of 279%.
Club Comex
The Mexican DIY chain ran two RCS campaigns – one focused on driving sales with a promotion, and the other on customer engagement through interior design content. The first campaign saw a 115% revenue increase, while the second achieved a 20.6% click-through rate, a tenfold improvement over SMS.
To sum it up, Apple has a number of cool stuff coming soon with iOS 18, one of which is the long-battled-for support for RCS Business Messaging. The tech titan getting on board with it brings users of the two major mobile platforms closer together and makes their cross-system communication more exciting in a number of ways.
On the business side of things, brands will be getting a whole new opportunity to start doing RCS marketing and engage with consumers, utilizing a fresh medium that hasn’t seen much market saturation yet and is still waiting to have its potential fully discovered.
Definitely exciting times ahead for both ends of the spectrum. We should know more in about a month or so and will be surely revisiting the topic. It’s important to note that while new phone models coming out, both iPhone and Android devices, will most likely be RCS-ready by design, it’s time for carriers to step up their efforts towards wider adoption of the channel and contributing to cross-platform messaging.
Try RCS Business Messaging now
As iOS 18 developer beta is being patched up and readied for official release, the hype around Rich Communication Services on iPhones will continue to build steam. iPhone and Android users alike should be looking forward to taking advantage of all the extended messaging features that will enhance their mutual communication.
In the meantime, we’re working behind the curtains to expand carrier support and introduce this new communication channel to a wider audience. If you’re interested in reaching your customers using the Rich Business Messaging protocol, contact us to inquire about arranging a trial campaign.
Choose the perfect one-stop-shop for your omnichannel communication
