Business messaging in 2026 looks very different from even two years ago. Apple's adoption of RCS in iOS 18, the rapid growth of WhatsApp Business, and emerging formats like Verified SMS and rich cards are creating a genuinely multi-channel landscape. But amid this proliferation of channels, SMS remains the universal constant. Here is how the landscape is shaping up and what it means for your messaging strategy.
RCS comes of age
Rich Communication Services has been "the next big thing" for nearly a decade, but Apple's decision to support RCS in iOS 18 (released September 2024) was the inflection point the industry needed. With RCS now available on both Android and iOS, the technology has potential reach across virtually all smartphones.
The GSMA reports that RCS had approximately 2.5 billion monthly active users in 2024, projected to reach 3.8 billion by 2026. Juniper Research forecasts that RCS business messaging will generate 18% of operator business messaging revenue by 2029, up from just 3% in 2024.
For businesses, RCS offers compelling capabilities: branded sender profiles with verified logos, rich media within the message thread, interactive buttons, carousels, and suggested replies. These features bring app-like experiences into the native messaging app, without requiring a separate download.
WhatsApp Business continues to grow
WhatsApp Business is expanding rapidly, particularly in markets where WhatsApp is the dominant communication platform. In the UK, with around 75% of adults using WhatsApp, the platform is an increasingly important channel for customer service, support, and engagement.
Meta's conversation-based pricing model makes WhatsApp particularly cost-effective for high-touch customer support, where multiple messages within a 24-hour window are included in a single conversation charge. For marketing, WhatsApp's rich media capabilities enable more engaging campaigns than plain-text SMS.
SMS remains the universal fallback
Despite the growth of RCS and WhatsApp, SMS retains qualities that no other channel can match:
- 100% device reach — every mobile phone, from the latest smartphone to a basic handset, can receive SMS
- No internet required — SMS works via the cellular network, independent of data connectivity
- No app required — no download, no registration, no account creation
- Regulatory acceptance — SMS is the established standard for 2FA, banking alerts, and compliance communications
- Proven infrastructure — decades of carrier investment in reliability and deliverability
Critically, both RCS and WhatsApp rely on SMS as their fallback. When an RCS message cannot be delivered (device does not support it, no data connection, carrier does not support it), it falls back to SMS. When a WhatsApp message cannot reach a recipient, businesses typically revert to SMS. This makes SMS the foundation layer upon which all other messaging channels are built.
Emerging channels to watch
Verified SMS. Google's Verified SMS (now part of the RCS ecosystem) adds brand verification to text messages, displaying the sender's logo and a verification badge. This helps combat smishing by making it easy for recipients to distinguish legitimate business messages from fraudulent ones — complementing fraud prevention measures at the platform level.
Rich cards and carousels. Both RCS and WhatsApp support rich card formats that display products, images, and call-to-action buttons in a visually engaging layout. These formats are particularly effective for e-commerce, travel, and hospitality businesses.
Planning your messaging strategy
The most effective approach in 2026 is a layered multi-channel strategy:
- SMS as the foundation — your guaranteed delivery channel for transactional messages, 2FA, and time-critical communications via a reliable SMS API
- RCS as an enhancement — where supported, RCS upgrades SMS with rich media and interactivity, falling back to SMS when it is not
- WhatsApp for engagement — for customer service conversations, rich marketing campaigns, and interactive experiences with customers who use the platform
- Channel selection by use case — match each communication type to the channel that serves it best, rather than forcing everything through a single channel
The businesses that will thrive are those that build on the reliable SMS foundation while thoughtfully layering new channels as they mature. The future of messaging is not about choosing one channel over another — it is about using each channel for what it does best.
Faretext provides the SMS infrastructure for your multi-channel strategy, with direct Tier 1 carrier connections, international coverage across 190+ countries, and flexible integration options. Get started today.
Frequently asked questions
Will RCS replace SMS?
No. RCS builds on top of SMS rather than replacing it. When RCS messages cannot be delivered, they fall back to SMS automatically. SMS will continue to serve as the universal messaging layer for the foreseeable future.
Should my business be on WhatsApp?
If your customers use WhatsApp and you have customer service or rich engagement needs, yes. But WhatsApp should complement your SMS strategy, not replace it — 25% of UK adults do not use WhatsApp, and the platform requires internet connectivity.
What is the best way to prepare for multi-channel messaging?
Start with a solid SMS foundation. Ensure your messaging platform has a robust API that can integrate with new channels as you adopt them. Faretext's API-first approach makes it straightforward to add channels over time.
Sources: GSMA Mobile Economy 2024, Juniper Research — RCS Business Messaging Traffic
