Apple's introduction of RCS (Rich Communication Services) support in iOS 18 marked a turning point for business messaging. For the first time, Android and iPhone users can exchange rich media messages natively — without needing a third-party app. But what does this mean for businesses already using SMS, and should you switch to RCS?
What Is RCS?
RCS is the next-generation messaging protocol designed to replace SMS. Think of it as SMS with the features of WhatsApp or iMessage built into the default messaging app:
- Rich media: Send images, video, audio, and files within the conversation
- Branding: Verified business profiles with logos, colours, and descriptions
- Carousels and cards: Interactive product showcases within the message
- Suggested actions: Buttons for "Buy now", "Call us", "Visit website" embedded in the message
- Read receipts: Know when your message has been seen
- Typing indicators: Real-time feedback during conversations
Why Apple's Support Changes Everything
RCS has been available on Android since 2019, but without Apple support it remained a fragmented channel. With approximately 50% of UK smartphones running iOS, businesses couldn't rely on RCS reaching their entire audience. Apple's iOS 18 update changes the calculation:
- Cross-platform compatibility: RCS messages now work between iPhone and Android
- No app required: Like SMS, RCS works through the default messaging app
- Universal reach potential: As iOS 18 adoption grows, RCS could eventually reach nearly every smartphone
RCS vs SMS: What Businesses Need to Know
RCS offers significant advantages over SMS for certain use cases, but it's not a replacement — at least not yet:
Where RCS Excels
- Retail and e-commerce: Product carousels, rich imagery, and "Buy now" buttons create app-like shopping experiences
- Customer service: Rich conversations with image sharing and suggested replies
- Appointment booking: Interactive calendars and confirmation buttons
- Brand experience: Verified sender profiles build trust and recognition
Where SMS Remains Superior
- Universal reach: SMS works on every mobile phone — feature phones, old smartphones, devices without data
- Reliability: SMS doesn't require an internet connection
- Time-critical messages: OTPs, security alerts, and emergency notifications need the guaranteed delivery that SMS provides
- International messaging: International SMS works in 230+ countries; RCS coverage is still limited
- Cost: SMS is established and cost-effective; RCS pricing is still maturing
The Smart Approach: SMS + RCS
The most effective strategy isn't choosing between SMS and RCS — it's using both. Send RCS to devices that support it (with rich media and interactive elements) and fall back to SMS for devices that don't. This ensures universal reach with enhanced experiences where possible.
Faretext and RCS
Faretext is actively developing RCS messaging capabilities alongside our established SMS API. Our platform will support automatic fallback — send RCS where available, SMS where not — through a single API integration.
Connect with us to discuss RCS readiness for your business, or continue building on SMS today with confidence that your investment will carry forward into the RCS era.
