With the iOS 18 update, Apple has integrated the Rich Communication Services (RCS) protocol into its Messages application. This is profoundly changing the way businesses can communicate with their customers, whether they use Android or iPhone. Gone are the days of limited SMS messages and compressed messages, replaced by interactive, visually rich exchanges that are perfectly adapted to today’s expectations.
This technology offers huge potential for businesses that want to enrich their communications while remaining simple and accessible. With RCS, every message becomes a genuine engagement channel, designed to make your customers’ lives easier.
RCS: A less intrusive solution
Before iOS 18, messages between Android and iPhone were limited to standard SMS messages, with no interactive features. As a result, many businesses turned to third-party solutions such as WhatsApp or Messenger, with their advantages, but also their limitations: these platforms require additional applications and can be perceived as intrusive.
With RCS, these barriers fall away. Your messages pass directly through the phone’s native messaging application, making them natural and familiar to your customers. No installation required, no account to create: your communications are part of a professional framework, far from the channels often saturated by untimely advertising.
In fact, a survey by Statista revealed that 41% of users find advertising or promotional messages on instant messaging platforms such as WhatsApp or Messenger too intrusive. In comparison, only 18% of users consider SMS or similar formats to be annoying. This contrast highlights the extent to which RCS, by relying on native messaging, is perceived as a less invasive channel that is better suited to professional communication.
Functionalities adapted to all sectors
RCS transforms your messages into truly interactive and personalised tools. Each interaction can be tailored to your objectives, whether to engage, inform or facilitate an action. Here are a few concrete examples:
- For a travel agency: Send an interactive survey with destinations such as “Bali”, “New York” or “Rome”. Once the customer has made their choice, a link offers them personalised offers to book directly, creating a fluid and engaging experience.
- For an online shop: display a carousel of promotional items with “Add to basket” buttons. Each click redirects to the purchase page, considerably simplifying the process.
- For a restaurant chain: sharing an interactive menu where customers select their dishes and choose a pick-up or delivery option, all without leaving the conversation.
- For a service company: Integration of interactive confirmations for appointments or real-time delivery tracking. Your customers can reschedule their appointment or change their details directly from the message.
These examples show how RCS goes far beyond the simple exchange of information: it facilitates concrete actions and improves the customer experience.
Why adopt RCS now?
The integration of RCS into iOS 18 makes this technology accessible to the majority of users, whether they are on Android or iPhone. This seamless compatibility is an opportunity to modernise your communications and go beyond the limits of traditional SMS.
Thanks to RCS, you can precisely measure the impact of your campaigns: open rates, clicks, actions taken. This real-time data allows you to optimise your messages to maximise their effectiveness. As a result, businesses can tailor their communications to their customers’ needs, while increasing the chances of conversion.
By adopting RCS now, you’ll be one step ahead of your competitors. You show that your company is capable of offering a modern, fluid customer experience that is adapted to today’s expectations. Test interactive features on a targeted segment – such as an “order now” button or a booking menu – and adjust your strategy to take full advantage of this technology. It’s a strategic investment that will undoubtedly position you as an innovative player in the market.
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