Both rich communication services (RCS) and WhatsApp enable brands to send two-way messages supported by multimedia like pictures, videos, voicenotes, GIFs, buttons and QR codes.
WhatsApp has over 2bn global users and has been ranked the most popular messaging app in 2024. Equally, RCS has over 1bn users and its popularity is set to surge now that Apple has introduced it in its iOS 18 update.
Mobile messaging is one of the quickest ways to reach customers but the addition of attention-grabbing communications can help marketeers boost sales, support campaigns and generate leads. Both channels have the features to supercharge your marketing, but which does it better?
RCS vs WhatsApp: similarities and differences
Rich content, interactive tools like polls and call-to-action (CTA) buttons improve customer engagement, helping you to boost sales and improve your marketing ROI.
Both apps have high open and engagement rates, and offer the chance to create a personalised experience.
RCS
RCS, which stands for rich communication service, is a messaging protocol available via the Apple and Android operating systems (OS). Apple introduced RCS after Android and with more than 2b people using its products, the potential demand for this service is high.
Similar to SMS, RCS is built into a mobile so customers don’t need to download a separate app. Rich messages can be sent to and from devices supporting RCS but if not, the message is automatically converted and sent as an SMS, so it will always be received.
RCS has great potential for marketing teams who can connect with customers, share the latest products or news, send high-quality pictures and videos to generate sales, and nurture leads. Business profiles can also be created with brand colours and logos to maintain brand consistency and improve trust.
Pros:
- Delivery metrics, read receipts and typing indicators
- Verified business profiles
- Direct and immediate messaging
- Supports two-way communication
- Cost effective
- Customers don’t need a separate app
- High character limit
- Chatbot integration
Cons:
- Needs a WiFi connection
- Some devices may not support it
- No end-to-end encryption for Apple users
WhatsApp is a popular messaging app owned by Meta, which also owns Instagram and Facebook. Similar to RCS, marketing teams can send multimedia like images, videos, documents and location pins, and use interactive features like polls and CTA buttons.
With WhatsApp, you can send broadcast lists to your customers to save time and make them aware of the latest promotions. You can also create a WhatsApp status with pictures and videos sharing your latest deals, exclusive content and any news. Customers can respond to it by text or react with emojis.
It also lets you voice or video call from the app.
There’s two types of ways brands can use WhatsApp. The first is WhatsApp Business – a free app with business features like verified profiles, which is better suited to smaller businesses.
The second is the WhatsApp Business Platform which is more advanced and designed for medium to large businesses. It allows you to send mass marketing and messaging campaigns, label conversations like ‘leads’ or ‘customer,’ include a catalogue to boost sales and use click-to-chat ads.
Brands can also apply for a green tick.
Pros:
- End-to-end encryption
- Whatsapp Business is free to download and use
- Two-way messaging
- Retain conversation threads
- Customers can initiate conversations
- Delivery, read receipts and typing indicators
- Branded business profile and green tick
- High reach
- Business tools – carousels, labels, templates, virtual storefront and click-to-chat ads
- Chatbot integration
- Reach multiple customers with statuses and broadcast lists
- Messages can be deleted or edited
Cons:
- Internet connection needed
- Broadcast lists can only be sent to those who have saved the number
- Can’t message those without the app
Importance of the green tick
The green tick on WhatsApp Business signifies that your business is officially verified, enhancing trust, credibility, and brand recognition. It reassures customers that they are interacting with a legitimate business, reducing the risk of fraud and increasing engagement. Verified businesses have their brand name displayed instead of a phone number, leading to higher message open rates. This feature is essential for businesses using the WhatsApp Business API, but approval is subject to Meta’s verification process.
RCS messaging vs WhatsApp
Both channels are free to use but if an RCS message is converted to an SMS, it will be charged for. Similarly, the WhatsApp Business Platform has a charge but comes with advanced features.
The channels have a higher character count compared to SMS but need WiFi or data to use. Chatbot integrations, verified profiles, group messaging and read receipts are also available across both.
They are similar in many ways, but here are a few key differences:
| Features | RCS | |
| Audio and video calls | No | Yes |
| Broadcast lists | No | Yes |
| Business tools | No | Yes (WhatsApp Business Platform) |
| End-to-end encryption | Not always | Yes |
| Needs to be downloaded | No | Yes |
| Internet connection | Converted and sent as SMS | Always needed |
| Reach | Over 1bn | Over 2bn |
| Accessibility | Mobile | Mobile and desktop |
RCS and WhatsApp for marketing
With high open rates and the chance to grab customer attention with rich visuals, RCS and WhatsApp are invaluable marketing tools. Here are some ways marketing teams can use them:
Boost sales
Marketers can support sales with high-quality pictures and videos of products. That could include before and afters, the product in action or even a video case study of a happy customer. CTA buttons like ‘Buy now’ or ‘Visit website’ can improve conversions and create a sense of urgency.
With the WhatsApp Business Platform, brands can create virtual storefronts and carousels to show off their products and provide a convenient link for customers to click through. Sales can also be announced to multiple customers using the status feature or sent individually with a broadcast list.
Promotions
You could send discount codes and sales alerts to keep customers informed about your latest campaigns, and in-stock notifications and basket reminders to help complete sales.
Product demonstrations can also be sent by video, PDF or by link. For example, a beauty brand can demonstrate their newest foundation to customers to show off how great the coverage is.
Personalisation
Customers’ first names, ages and gender can be added to the message, so they feel more connected to your brand. Their purchase history can be used to tailor messages and promotions to improve relevance and support your multichannel marketing strategy.
Segment customers into groups and send broadcast lists via WhatsApp – or even create a group chat, if your customer consents, sharing the latest product launches and news.
Automations
Send automated replies to customers to reassure them or integrate chatbots to handle queries and reduce call centre queues. Interactive buttons like ‘Is your query resolved?’ or ‘Have you placed an order?’ also improve convenience for the customer.
You could add click-to-add buttons to your social media ads like ‘Enquire now’ or ‘Find out more’ and then chase these leads via WhatsApp. With the business platform, conversations can also be sorted by ‘leads’ or ‘existing customer’ to improve your sales success.
Loyalty schemes
Boost your loyalty schemes with rich and personalised messages. You could send earlybird access to sales, exclusive content and event invites, which can be easily integrated into mobile calendars.
Combining RCS and WhatsApp
RCS and WhatsApp are excellent tools in their own right but if used together, you’ll reap twice the rewards. The channels can be used as part of your multichannel marketing strategy to improve reach, meet customers where they are and send tailored messages.
At Esendex, we support both RCS and WhatsApp for Business to help you connect with your customers. The channels can be accessed via our platform to save you time and ensure compliance, since we’re ISO27001 accredited.
Get started with Esendex to scale up your marketing.
Mary Henry
Mary has extensive experience in communication, PR and journalism - most recently across SaaS businesses. A keen researcher and storyteller, Mary is highly skilled in making complex concepts accessible, and in putting customers at the heart of her communication. She has supported all kinds of businesses to tell their brand, product and people stories - from global multinationals to start-ups across retail, travel/leisure, banking/finance, government and educational institutions.
