Email and SMS have long been the backbone of business messaging. A recent report places both of them at the top of the list of the most used mobile channels to receive business communication.
💡 49% of Android users and 43% of iOS users reported getting messages via Email, while text messages were reported by 33% and 28% of the respective users. That said, popularity doesn’t necessarily translate to efficiency, especially since it also entails greater competition.
Besides, the two channels have their limitations, so it’s not surprising that newer, more dynamic ones are rising in popularity, allowing you to reach billions of users worldwide. With their ability to offer richer, more interactive experiences, platforms like Rich Communication Services (RCS) and Viber are gaining traction among businesses looking to engage with customers in a more direct and conversational way.
Is RCS or Viber better for my business?
If you’re considering expanding your messaging strategy, you may be wondering whether RCS or Viber is better suited to your goals. While both channels share a number of similarities, they also offer distinct advantages depending on your objectives, from marketing campaigns to transactional communication. And with Apple’s recent move toward adopting RCS communication, this channel is poised for even greater reach, making it an exciting time to explore its potential.
In this article, we’ll break down the key features of RCS and Viber, helping you understand how they compare and which might be the right fit for your business.
What is RCS: A powerful platform that’s only picking up pace
Rich Communication Services is often described as the next generation of SMS, transforming basic text messaging into a more interactive and engaging experience.
💡 With features like rich media, read receipts, and action buttons, RCS allows you to deliver more dynamic and conversational content directly to the customers’ phones. Unlike traditional SMS, RCS communication offers the ability to send images, videos, carousels, and even enable real-time interactions such as appointment scheduling or product purchases.
RCS Business Messaging (RBM) has been steadily gaining momentum, with major telecom operators and device manufacturers embracing the platform. And with Apple recently announcing support for RCS with the release of iOS 18, the channel is destined to reach an even broader audience. As a result, businesses that adopt RCS marketing can engage users in richer and more personalized ways, giving them a competitive edge in customer communication.
Take Boston Pizza, for example, which has successfully implemented RCS to optimize its ordering system. Their video presentation showcases how customers can browse the menu, customize orders, and complete their purchase, all within the phone’s default messaging app.
In short, RCS is a rising star in the world of business messaging, and with its growing adoption, it’s becoming an increasingly attractive option for brands looking to enhance their customer interactions.
What is Viber: A top OTT messenger with monopoly in selected markets
Viber is a leading over-the-top (OTT) messaging app that enables users to send messages, make voice and video calls, and share media across the globe.
💡 With nearly two billion users, Viber is particularly dominant in certain markets, such as parts of Europe and Asia, where it holds a significant share of the messaging landscape. Known for its security features like end-to-end encryption, this messenger has established itself as a trusted communication platform for both personal and business use.
For brands, Viber for Business offers a rich array of tools to engage customers. It allows you to send messages, deliver promotional content, or even run conversational campaigns through the platform, making it a powerful tool for marketing and customer interaction. With its support for images, videos, stickers, and clickable buttons, Viber goes beyond traditional text messaging, providing a multimedia experience that resonates well with audiences, especially in regions where the app reigns supreme.
Viber’s wide adoption and multimedia capabilities make it an attractive option for businesses that want to engage customers in markets where it’s already popular and preferred by a significant number of users.
RCS vs. Viber: A side by side comparison
Now that we’ve introduced both RCS and Viber, it’s time to compare them directly. While both channels offer advanced messaging features that go beyond traditional SMS and Email, they differ in coverage and some specific capabilities. The table below breaks down the key factors to help you decide which channel aligns better with your business needs, depending on whether you’re focusing primarily on security, customer engagement, or reach.
| Feature / Capability | RCS Business Messaging | Viber for Business |
| Reach & adoption | Already large (2.79 billion users globally in 2025) and growing with support from Google, carriers, and now Apple. Available across Android and iOS. | Global reach, particularly strong in Eastern and Southern Europe, as well as parts of Asia, with around 1.8 billion users. |
| Security & privacy | End-to-end encryption between Android users. Cross-platform E2E encryption is being developed. | Full end-to-end encryption for business messages, ensuring high levels of privacy. |
| Payments | Supports in-app pay buttons in selected markets. | Supports in-app payments and integration with third-party services for seamless transactions. |
| Chatbots | Supports advanced chatbots for customer service and automation. | Supports chatbots for customer service, payments, and automated business interactions. |
| Two-way communication | Designed for two-way conversational messaging with customers, allowing rich interactions. | Offers two-way messaging between businesses and customers with media-rich content. |
| Message delivery & read receipts | Provides real-time delivery, read receipts, and typing indicators. | Real-time message delivery, read receipts, typing indicators, and message status tracking. |
| Rich media support | Supports images, videos, carousels, action buttons, and suggested replies for enhanced interaction. | Rich media support including images, videos, stickers, voice messages, and buttons. |
| Automation & API capabilities | Offers extensive automation features and API integrations for tailored marketing workflows. | Provides an API for seamless automation of marketing and customer engagement processes. |
| Device availability | Dependent on carrier and device support. Expanding as more OEMs and GSM operators adopt RCS standards. | Independent of carriers. Available on any device where the Viber app is installed. |
| Pricing | Pricing varies by carrier and the actual RCS provider. Typically more expensive than SMS, but offers more features and engagement. | Can be more affordable than other channels, especially in regions where Viber is dominant, while offering highly interactive features. |
RCS or Viber: Which one is right for your business?
With so many ways to connect with customers, it’s never been easier for brands to engage directly and interactively with their audience. While traditional channels like Email and SMS remain effective, if you’re aiming for highly interactive communication with rich media, channels like RCS and Viber naturally come to the forefront.
💡 First off, it’s important to note that neither RCS nor Viber is designed to completely replace the messaging platforms you’ve relied on in the past. While RCS has ambitions to become the industry standard, it’s still on its way to full adoption. Both platforms are best seen as powerful additions to your messaging toolkit rather than absolute alternatives.
When it comes to choosing between them, it’s less about which is universally better and more about which fits your unique business needs. Factors like:
- your target audience’s location
- the type of content you’re delivering
- the objectives of your campaign
will help determine which channel works best. RCS and Viber each bring their own strengths, as highlighted in the comparison above.
In the end, both channels offer excellent opportunities for rich, interactive communication. The key is considering the factors outlined and selecting the platform that aligns with your business strategy best.
MessageFlow: Your cross-channel partner for RCS and Viber
Whichever messaging channel you decide to use – whether it’s the interactivity of RCS communication or the highly-target reach of Viber – MessageFlow has you covered. As a powerful cross-channel messaging platform, MessageFlow simplifies the process of setting up, sending, and delivering your campaigns.
With built-in support for both RCS Business Messaging and Viber for Business, our platform makes sure that your messages reach your customers securely and reliably, no matter the channel you choose. Plus, with advanced tools for analytics and measurement, you can track the performance of your campaigns in real-time, gaining valuable insights to fine-tune your communication strategy.
Whichever way you’ll go, MessageFlow is here to help you leverage the power of these cutting-edge messaging channels and achieve your business goals. Ready to try them out? Contact us today and let us help you get started.
